The ELA™ - Europe's Loyalty Association

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

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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 …

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

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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 …

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Unlocking Hidden Revenue in Your Customer Data

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If you’ve been managing a loyalty program for a while, you know data is a core asset. But here’s the challenge: are you really making that data work hard enough? Beyond driving incremental purchases and engagement, customer data holds untapped potential for creating entirely new revenue streams. This is about going beyond personalisation 101 to …

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The Evolution of Personalised Offers: Tools and Technology Shaping the Future

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Personalised offers have become critical to the success of loyalty programs, moving far beyond one-size-fits-all promotions. Today’s consumers expect relevance and value, and brands that can’t deliver risk losing them. For loyalty practitioners, especially those developing or refining their programs, the key lies in leveraging advances tools and technologies like AI and predictive analytics to …

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Are Leading Brands Faking Their Big L Status? A Look at Who’s Really Valuing Customers

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What Exactly Is Big L Loyalty? Big L is all about the emotional spark. It’s passion, dedication, trust, and the kind of attachment that can’t be faked or bought with a discount. Think about the brands you truly love. Maybe you’d walk through fire for your Apple device, or your loyalty to Nike makes you …

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Poundland’s New Reward App – Poundland Perks

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Poundland’s new rewards app, *Poundland Perks*, is an instant hit, topping Apple and Google Play’s free app charts within 24 hours of its nationwide launch. Over 300,000 customers signed up in a single day, drawn by exclusive deals on popular brands like Domestos, Lynx, and Dove, plus gamified rewards like the weekly “Spin to Winsday” …

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How to Implement an Airline Loyalty System in Record Time: Best Practices for Success

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It’s hard to imagine today’s airline industry without loyalty programs. They are vital to keeping customers engaged and standing out from competitors. However, implementing or upgrading a loyalty system can be challenging, especially with legacy systems, complex data, and a global customer base. But what if you could launch a fully functional loyalty system much …

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Conference Takeaways: The BIG Handshake Loyalty™, 2024 – we nailed it 💪

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By Hadie and Costas, The BIG Handshake and The European Loyalty Association Dubbed ”Loyalty’s friendliest meet up, that brands and retailers love to attend.” And it sure kept to this promise! Yes, you’ll know all about it if you were one of the 200 professionals who came along last week.  Held at the Novotel Amsterdam …

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Transform Your Loyalty Program with Capillary’s Advanced Loyalty Platform and say Goodbye Legacy Technology!

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Transform Your Loyalty Program with Capillary’s Advanced Loyalty Platform and say Goodbye Legacy Technology! For today’s brand leaders, loyalty programs are essential for driving engagement and long-term brand advocacy, but replatforming or augmenting your existing program can be a daunting task. How do you deliver the personalised experiences customers expect without disruption? Capillary Technologies, a …

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