The ELA™ - Europe's Loyalty Association

Curating Real Conversations, Not Corporate Noise At The ELA™, we live and breathe loyalty and CRM— but not the fluffy, corporate kind.Every day, I’m hunting down the real-world lessons, honest mistakes, and game-changing ideas that loyalty and engagement professionals actually want to hear. Whether it’s meeting one-to-one with new speakers, reviewing our ‘Let’s Geek Out’ …

Behind the Scenes at The ELA™: How We Build a Loyalty Community That Matters Read More »

In a world where nearly every brand offers a loyalty program, it’s easy to get lost in the crowd. Customers are increasingly fatigued by downloading yet another app, dealing with complex mechanics, meaningless points, unnecessary rewards, and a lack of differentiation between brands. Is it still possible to stand out? Yes — but not through …

Gen Z Doesn’t Do Loyalty Programmes – We Do Brand Read More »

In a world where nearly every brand offers a loyalty program, it’s easy to get lost in the crowd. Customers are increasingly fatigued by downloading yet another app, dealing with complex mechanics, meaningless points, unnecessary rewards, and a lack of differentiation between brands. Is it still possible to stand out? Yes — but not through …

The Loyalty Reality Check: Trends, Tactics and Tough Love from Across Europe Read More »

In a world where nearly every brand offers a loyalty program, it’s easy to get lost in the crowd. Customers are increasingly fatigued by downloading yet another app, dealing with complex mechanics, meaningless points, unnecessary rewards, and a lack of differentiation between brands. Is it still possible to stand out? Yes — but not through …

Stand Out Smartly: Design Loyalty with Value and Simplicity. How market analysis and a well-tailored strategy help build effective loyalty programs Read More »

Loyalty doesn’t need to cost your margin For many growing brands, loyalty starts with a discount. It’s fast, it’s visible, but it can quickly become a habit. While blanket offers might lift short-term sales, they often chip away at long-term value. Margins shrink. Customers start expecting discounts. And what began as a quick win becomes …

Stop discounting everyone: A path to loyalty and predictable growth in 30 days Read More »

Results from the 13th edition of the annual Australian customer loyalty and loyalty program research study, For Love or Money TM 2025, reveals 66% of loyalty program members are aware of AI being used to enhance their loyalty program experience. The research with members of loyalty programs, investigated their awareness as well as comfort and …

AI here, there and everywhere: Australian Loyalty Program members reveal their awareness, comfort and concern Read More »

In today’s digital landscape, engaging customers and building strong brand connections have become more challenging than ever. Traditional content formats such as photos and videos are no longer enough to captivate audiences, making it essential for brands to explore innovative solutions. This is where SmashLabs comes into play. Who We Are SmashLabs is a gaming …

SmashLabs: Revolutionizing Loyalty Programs through gaming solutions Read More »

In today’s digital landscape, engaging customers and building strong brand connections have become more challenging than ever. Traditional content formats such as photos and videos are no longer enough to captivate audiences, making it essential for brands to explore innovative solutions. This is where SmashLabs comes into play. Who We Are SmashLabs is a gaming …

The Hidden Power of Simplicity in Customer Loyalty — and Company Strategy Read More »

Customer loyalty in Europe is becoming increasingly unstable. Consumers have more choices than ever, and their expectations for brand interactions are high. They will move on if they do not get the value and experience they seek. With many consumers switching brands, how can brands create lasting connections that keep customers engaged? The 2025 Marigold …

The state of Customer Loyalty in Europe: Insights from the 2025 Marigold Consumer Trends Index Read More »