The Loyalty Newswire from The Wise Marketer
From the Editor
Over the weekend, the Seattle Seahawks won Super Bowl LX while smothering the New England Patriots, three-time Olympic medalist Lindsey Vonn crashed in the downhill event while attempting to compete on a torn ACL at 41 years of age, and the Dow Jones Industrial Average closed above 50,000 for the first time on Friday.
And, we have news in loyalty marketing to share. Bilt launched its card product “2.0,” YUM China and Cheval Collection reported strong loyalty-related results, and Loyyal has a new product launch.
Don’t miss our webinar this week with Hibbett and Baesman, Wednesday, Feb. 11, at 1 pm. And check out the job opportunities (scroll to the bottom) at Baesman, ebbo and Engage People.
We are here to help you succeed. Let us know how we can help.
Bill Hanifin, Managing Editor, The Wise Marketer
Short Takes
- [Africa] Old Mutual Kenya partners with Paystack to streamline digital payments
- [Canada] Millions in restaurant tips missing from digital wallets
- [US] Why Did Amazon End Palm Pay?
- [US] The new Bilt Card is available. Here’s what they can expect
- [US] PAR Technology Deepens Restaurant Platform Push With Jack’s And Netchex
- [US] T-Mobile’s New Loyalty Plans: Savings With Strings Attached
New India CLMP™ Workshop on Feb 12-13, 2026
Certified education partner Strategic Caravan will be hosting the India CLMP™ Loyalty Academy workshop in Delhi February 12-13 at the Radisson Blu Marina Hotel, Connaught Place, New Delhi.
This is a workshop designed and delivered by practitioners for practitioners, so expect a high level of interactive conversation, exercises, and group work. Give yourself a gift to start the new year and accelerate your career in customer loyalty and digital marketing. Register here.
YUM China Reports 13% Growth in Loyalty Program Membership and 55% of Sales
KFC’s parent company in China reported its 2025 earnings last week, with news of aggressive growth in its digital loyalty programs, exceeding 590 million members – representing more than 40% of the country. Yum China Holdings, a Shanghai-based spin-off of Yum Brands, owns and franchises more than 18,000 stores in the country, including roughly 13,000 locations for KFC.
The company said unique membership in loyalty programs across KFC and Pizza Hut grew 13% since 2024, and that loyalty members accounted for 55% of total sales.
Cheval Collection reports growth following loyalty programme launch
In 2025, Cheval Collection became the first serviced apartment operator in Europe to join GHA DISCOVERY, the global loyalty program of the Global Hotel Alliance. Now it has reported that enrolment in its guest loyalty program, Cheval DISCOVERY, has exceeded initial targets by more than 40%, just six months after launch.
Nick Pilbeam, Chief Commercial Officer of Cheval Collection, said: “We launched Cheval DISCOVERY with the goal of learning more about our guests as we expand globally, in addition to driving direct bookings and extending our access to new markets and customers. Our experience after only six months has surpassed our expectations.”
Loyyal Announced the Launch of Perxi AI
Loyyal, the enterprise SaaS leader pioneering AI and Web3 loyalty solutions, announced the launch of Perxi AI, the world’s first AI Agent of Loyalty.
Perxi AI is engineered to democratize access to sophisticated customer retention tools, enabling small and medium businesses (SMEs) to instantly launch and manage their own branded loyalty programs on messaging apps like WhatsApp.
Finalists Announced for Asia Pacific Loyalty Awards
The finalists announced for the 2026 Asia Pacific Loyalty Awards demonstrate how leading organizations across the region are driving stronger customer engagement, trust and long-term value. Hosted by the Australian Loyalty Association (part of Loyalty Group APAC), the Awards set the benchmark for best practice in loyalty strategy, innovation and customer experience across the region.
Featured shortlisted organizations include Z Energy, Accor Hotels, Commonwealth Bank, Westpac, Woolworths Group, Flybuys, Telstra, Virgin Money, Myer, David Jones, Genesis Energy, McMillan Shakespeare, Dan Murphy’s, Priceline, The Iconic, Mitre 10, NRMA, IGA, Motor Culture and Prezzee.
Why merchants are going all in on mPOS
Grand View Research estimates the global mPOS market will reach $85.11 billion by the end of the decade, growing at an 11.1 percent CAGR from 2023 to 2030. Grand View analysts have concluded that retailers’ focus on improving customer experiences is driving the growth.
mPOS hardware is designed for flexible connectivity, giving merchants the option of connecting with various devices and interfaces, including Bluetooth, Wi-Fi, 5G, USB, and Ethernet. This makes it possible to assist customers and transact at a checkout counter, in the aisles of a store, outdoors, or even in remote locations.
Geofencing Market Growth Driven by Demand for Personalization
The size of the active geofencing market is projected to expand rapidly, reaching $5.11 billion by 2030. This represents a compound annual growth rate (CAGR) of 18.2% during the forecast period.
Key trends shaping this growth include real-time location-based engagement, expanded use of mobile geofencing, integration with IoT platforms, rising applications in asset tracking, and a growing demand for personalized notifications.
Consumers spend much more when making digital payments instead of using cash
Researchers at Shenzhen University (SZU) surveyed more than 1,200 consumers and documented that digital payments are reshaping consumer spending patterns. In the SZU survey, respondents weighed future payment methods alongside the support they expected from government and regulators.
Policies that push digital payments can also change spending, because they shape how safe and normal the new tools seem. Results hinted that a fast march toward cashless payments needs guardrails, especially for people who expect official backing.
Digital Wallets the Key Factor in Determining Who Owns the Customer
Wallets are fast becoming the critical interface for the next era of financial services, not just tools for holding cryptocurrency, according to Mark Nichols, principal at EY. And the implication is clear: whoever controls the wallet controls the relationship.
Far from being a niche utility for crypto enthusiasts, wallets are becoming the connective tissue of a broader tokenized financial system. Wallets will soon be indispensable for retail investors, asset managers, treasurers and even commercial banks, according to another EY executive.
How Brands Can Reach Millennials in 2026
Millennials (born 1981-1996) are entering their peak earning and spending years in 2026, with the youngest turning 30 and the oldest reaching 45. This generation of 72+ million Americans now rivals Gen Z in population share and accounts for 28.3% of all US retail spending, according to CapitalOne.
This article shares that social media is key in product discovery. Roughly 43% discovered a new product on social media in the past 3 months, and 34% say it’s where they discover new products most often. Millennials lead in social commerce adoption as 43% have bought through an in-app shop in the past three months while 36% purchased based on an influencer recommendation.
Starbucks Unveils the Next Gen of Starbucks Rewards
The Starbucks rewards program has more than 35 million active U.S. Rewards members, making it among the most popular rewards programs. At last week's Investor Day, the company outlined changes to its loyalty program, including some higher-value experiential rewards.
Starbucks unveiled a reimagined loyalty program that introduces a tiered structure and premium perks designed to deliver “more meaningful value, personalization and engagement,” according to the company's announcement.
International Loyalty Awards Update
The excitement for the International Loyalty Awards is building and you are invited to join the festivities in Atlanta on April 29-30, 2026. There has been an incredible range of submissions, showcasing loyalty programs and initiatives from across every continent.
2026 promises to be a landmark year for the loyalty community as Loyalty Connect Global expands to bring the world’s loyalty leaders together at major global hubs: Dubai and the United States.
New Loyalty Roles Available
Ebbo is seeking a results-oriented Director of Business Development who will be an integral member of its team. To learn more and apply, please navigate here.
Engage People has an opening for a Client Director, Client Success. Please visit this link to learn more and apply if interested.
Baesman is seeking to add a Strategic Manager, Loyalty. Read the job description and apply here.
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