The Loyalty Newswire from The Wise Marketer
This edition covers: Accenture, Ace Hardware, American Express, Bread, CLMP™, ebbo, Kohl’s, Kyros Insights, Leal Hub, NFL, Pay.com.au, QSR Fraud, SM Hotels, Sun Country Airlines, Target, Warby Parker, West Virginia University
FROM THE EDITOR
American Express and Bread expand a payment partnership with the NFL, while Australia’s Pay.com.au raises funds to enter the US market. Target stumbles with a poorly chosen Halloween offer, and another US university launches a fan rewards program.
The news comes from China, the Philippines, Europe and North America. And don’t miss an upcoming webinar with Len Llaguno of Kyros Insights on speaking the CFO’s language of customer loyalty.
If you’ve been thinking about the CLMP™ credential, seats are going fast for October’s Mexico City workshop with Leal Hub. Additional workshops in Brazil, Colombia, Dubai, and the US will be announced soon.
Bill Hanifin, Managing Editor — The Wise Marketer
SHORT TAKES
- [Africa] China is Expanding Influence in African Fintech
- [Global] Accenture: Consumers Are Handing Decisions to AI Agents
- [UK] Britain Plans New Bank of England Objective to Support Payments Innovation
- [US] Kohl’s Sales Fall as Retailer Cites ‘Persistent Financial Pressures’ on Shoppers
- [US] What QSR Operators Need to Know About Loyalty Fraud
- [US] Overview of Warby Parker’s Omnichannel Strategy
FEATURED STORIES
American Express and Bread Financial Partner in NFL Extra Points Credit Card Program
American Express and Bread Financial have refreshed the NFL Extra Points American Express® Credit Card program, giving cardholders access to American Express Network benefits, offers, experiences, and protections, alongside redesigned card artwork across the NFL team lineup. The update builds on a recently announced multi-year partnership naming American Express the Official Payments Partner of the NFL beginning with the 2026 season, deepening the fintech-meets-fandom trend reshaping sports loyalty.
Pay.com.au Raises $28 Million to Launch PayRewards in the US
Pay.com.au, an Australian business payments and rewards company serving more than 30,000 businesses, has raised US$28 million in Series E funding to launch PayRewards, a platform letting small businesses in the United States earn rewards on expenses paid by bank transfer or credit card. The round brings Pay.com.au’s total capital raised to US$70 million, following an approximately US$18 million raise completed in November 2025.
A Third of Asian Shoppers Would Let AI Switch Brands, Accenture Finds
A new Accenture study finds that more than a third of consumers across Asia would let artificial intelligence switch their purchases to a competing brand if the algorithm found a better match. The finding suggests conventional loyalty offers little protection against automated shopping tools optimized for price and product fit — even shoppers who self-identify as brand-loyal are willing to delegate buying decisions to AI assistants.
Ace Hardware’s RedVest Media Unveils New Measurement, Audience and Social Capabilities
RedVest Media, Ace Hardware’s retail media network, unveiled a slate of measurement, audience, and social/influencer capabilities at its inaugural 2027 Upfront event. The announcements span commerce-media innovations supported by partners including DoorDash, Pacvue, Epsilon, and In-Store Marketplace, extending RedVest’s data and activation capabilities as retail media continues to converge with loyalty and personalization strategy.
SM Hotels and Convention Corporation (Philippines) Strengthens Loyalty with PRiMO Rewards
SM Hotels and Convention Corporation (SMHCC) in the Philippines continues to deepen its commitment to meetings and events clients through PRiMO — Perks and Recognition for Meeting Organizers — its official loyalty and recognition program for M.I.C.E. (Meetings, Incentives, Conferences, and Exhibitions) bookers and organizers, a sector that remains a major driver of the global business and hospitality economy.
CLMP™ TRAINING SPOTLIGHT — MEXICO CITY
Certified Loyalty Marketing Training™ Workshop Coming to Mexico City
Leal Hub, the leading customer loyalty and strategy consultancy in Mexico, is hosting a CLMP™ workshop with the Loyalty Academy in Mexico City on October 21–22. The CLMP™ credential distinguishes professionals who design and lead customer strategies across B2C and B2B markets — an important professional development opportunity for loyalty practitioners across the region. Additional workshops in Brazil, Colombia, Dubai, and the US will be announced soon.
Sun Country Airlines Winding Down Premium Loyalty Tier
Sun Country Airlines is winding down its top-tier loyalty status following the finalization of its merger with fellow budget carrier Allegiant Air. The ability for members to earn Sun Country’s “Plus” status — the airline’s premium loyalty tier — will cease at the end of the year, marking another step in the carriers’ post-merger integration.
West Virginia University Athletics Launches Let’s Go! Rewards in WVU Sports Mobile App
West Virginia University Athletics has launched Let’s Go! Rewards, a new fan loyalty program letting Mountaineer fans earn points through everyday purchases and redeem them for exclusive WVU Athletics prizes, merchandise, and experiences. Powered by Homecrowd and integrated directly into the newly refreshed WVU Sports App, the program gives fans a simple new way to turn purchases they’re already making into deeper engagement with the Mountaineers.
Target Faces Renewed Backlash After Selling a Halloween Costume with ‘Minstrel Show Features’
Target pulled a children’s Halloween costume from shelves after widespread social media backlash, with critics saying the garment evoked racist minstrel imagery. The retailer apologized in a public statement, acknowledging the design should never have been part of its assortment and confirming it is no longer available for sale — a reminder that even isolated merchandising missteps can quickly become brand-trust issues for retailers with large loyalty followings.
Loyalty Programs Are Quietly Disappearing, and Here’s Why That’s a Win
A new analysis argues loyalty programs are quietly disappearing — not because loyalty itself is fading, but because retail technology, supercharged by AI, is making rewards feel invisible. The piece suggests the next generation of loyalty programs may succeed precisely by becoming the thing customers stop consciously thinking about, embedding value into the purchase experience itself rather than a separate program to manage.
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