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The Loyalty Newswire
May 04, 2026

  • By: Wise Marketer Staff
  • Posted on May 4, 2026

The Loyalty Newswire from The Wise Marketer

From the Editor

We have a sweet webinar this week, part of the CRMC 2026 webinar series. This Wednesday May 6 at 1pm ET, join leaders from Krispy Kreme UK and ITA Group to learn how analytics‑led personalization, test‑and‑learn experimentation, and strategic alignment transformed loyalty from a perceived cost center into a powerful engine for revenue and margin growth. Register here.

There is big news on the loyalty provider front, as Dutch based Adyen has signed a definitive agreement to acquire loyalty and incentives platform Talon.One for a total consideration of €750m. Talon.One had created a strong footprint in Europe and was making inroads into the US. Talon.One, we barely knew ya, but expect the relationship is just beginning.

And US retailer Best Buy is introducing reward points for its My Best Buy Plus and My Best Buy Total memberships. Based on first-party data collected between Feb. 19-26, 2026, Best Buy learned that more than 80% of customers want to earn points on purchases when they shop at Best Buy. It’s always smart to listen to your customers!

We are here to help you succeed. Let us know how we can help.

Bill Hanifin, Managing Editor, The Wise Marketer

Webinar: An Inside Look at Krispy Kreme UK's Analytics-driven Loyalty Strategy

On May 6, 2026, join leaders from Krispy Kreme UK and ITA Group to learn how analytics‑led personalization, test‑and‑learn experimentation, and strategic alignment transformed loyalty from a perceived cost center into a powerful engine for revenue and margin growth. Register here.

Discover how behavioral segmentation, smarter offer optimization, and seamless omnichannel execution helped drive record‑breaking performance with member spend now 91% higher than non‑members.

Short Takes

Adyen to buy Talon.One for €750m in loyalty and promotions push

Talon.One, we barely knew you. Adyen has signed a definitive agreement to acquire loyalty and incentives platform Talon.One for a total consideration of €750m. Adyen said the acquisition supports its “Unified Commerce strategy”, which focuses on connecting online and in-store interactions and enabling merchants to act on insights in real time.

As part of the transaction, Talon.One co-founders Christoph Gerber and Sebastian Haas will reinvest a “meaningful portion” of their proceeds in newly issued ordinary shares in Adyen. The transaction is expected to close in the second half of 2026, subject to customary closing conditions and regulatory approvals.

Best Buy Introduces Reward Points for My Best Buy Plus and Total Members

Starting June 4, Best Buy is introducing reward points for its My Best Buy Plus and My Best Buy Total memberships. Plus, and Total members will earn 1% back in rewards on every eligible purchase, and 6% back1 in rewards when they use their My Best Buy® Credit Card.

Points are in addition to the many benefits members enjoy today, like exclusive pricing and deals, 24/7 tech support, product protection2, free two-day shipping3 and more.

Best Buy Listens to Customers to Reframe Loyalty Offer

Based on first-party data collected between Feb. 19-26, 2026, Best Buy learned that more than 80% of customers want to earn points on purchases when they shop at Best Buy. The changes made to the two paid membership tiers “My Best Buy Plus” and “My Best Buy Total”, respond to customer preferences and create an experience customers want while providing even more value when they shop at Best Buy.

"For today’s shoppers, rewards play a meaningful role in deciding where to shop," said Jennie Weber, chief marketing officer at Best Buy. "Our customers have been clear about what they want from us: reward points, convenience and exclusive benefits. We’re bringing all of that together across our Plus and Total memberships to deliver even more value for them — in a way only Best Buy can."

Lyft and United Launch First-Ever Pay With Miles Option for U.S. Rideshare

Lyft and United Airlines announced the ability to pay with miles, a first-of-its-kind feature that allows MileagePlus® members to redeem miles directly in the Lyft app for eligible rides. The launch marks the first time an airline loyalty program and rideshare platform have offered direct mile-to-ride redemption in the U.S. — giving travelers the flexibility to use their miles to cover their Lyft ride and flight.

The feature works across all eligible Lyft ride types, including everyday rides, airport trips, and premium options. Members can use miles to cover the full ride cost or split tenders with their preferred payment method if not enough miles are available to cover the full fare.

Accor and Uber Announce Multi-market Loyalty Partnership

ALL Accor, the booking platform and loyalty program of Accor, and Uber announced a new strategic multi-market loyalty partnership designed to enhance their clients’ travel and daily lifestyle journeys.

The partnership between Accor and Uber enhances the customer journey by seamlessly connecting hospitality, mobility and delivery. Together, Accor and Uber are enhancing the travel experience by making it more connected, flexible, and rewarding. Press release here.

Edmonton launches Canada's first airport loyalty program

Edmonton International Airport (YEG) becomes the first Canadian airport to launch a loyalty program for travelers. “YEGplus,” which is free to use, turns airport purchases into points and rewards.

The program uses a spend-based tiered structure in which members begin at the Essential level and can earn their way up to Silver and Gold. Each tier unlocks greater value, perks and upgrades. There are several ways for members to earn points, including booking parking services from YEG Parking or jetSet Parking, purchasing from participating vendors within the terminal, completing surveys or quizzes on the platform or referring a friend. Press release and more info here.

Premium Credit Card Issuers Offer Huge Enrollment Bonuses

Two top-tier travel credit cards — Marriott Bonvoy Brilliant American Express and Chase Sapphire Reserve — have launched limited-time sign-up bonuses totaling up to 350,000 points, enough to cover high-end vacations.

Marriott is offering a record 200,000-point bonus, while Chase’s deal gives 150,000 points, both tied to spending thresholds and expiring by mid-May 2026. The offers coincide with other loyalty promotions, including Marriott’s 25,000-point vacation package bonus, as hotel programs compete to attract travelers in a shifting 2026 rewards landscape.

Spirit Airlines shuts down as company says it can’t keep up with higher oil prices

Spirit Airlines the ultralow cost airline that once operated hundreds of daily flights on its bright yellow planes, shut down operations after 34 years, leaving 17,000 people unemployed. On May 2, the airline posted an official announcement stating it had “started an orderly wind-down of our operations, effective immediately.”

Although Spirit had gone bankrupt twice before, the company said high oil prices, which have been rising because of the war with Iran, made it impossible to stay aloft. The airline said on its website that all flights have been canceled and customer service is no longer available.

Death of the debit reward? Why your loyalty points are under threat

Australian Payments Plus, which operates eftpos, BPAY and the real-time payments platform, has quietly decided to shut down a card-matching transaction and data service from June 30.

The decision has raised the ire of some retailers and technology players that rely or draw on the service for parts of their loyalty programs. That is, being able to match loyalty points to transactions happening through the eftpos system. Loyalty programs such as those provided by department store behemoth Myer as well as separate upcoming initiatives by events group Ticketek and Harris Farm, could lose out to varying degrees from this change.

Rovetan Token Redefines Digital Payments by Merging AI Messaging with Blockchain

The introduction of Rovetan Token represents a shift toward what some are calling “intent-centric” design. Instead of forcing the user to understand the plumbing of the blockchain—gas fees, nonces, and smart contract interactions—the focus shifts to the social action.

The idea is almost deceptively simple: if you can send a text, you should be able to send crypto. By embedding a financial layer directly into an encrypted messaging interface, the project attempts to normalize digital assets. The company says this is about creating a unified environment where requesting, sending, and confirming payments happens within the natural flow of a conversation.

Why Almost No One Needs An RFID Blocking Wallet Anymore

If you do still use a physical card instead of a digital wallet, don't worry. This source says RFID skimming is mostly a myth. Experts have described it as "theoretical fraud," which is very unlikely to actually occur in real life.

RFID cards have built-in encryption that makes it impractical for fraudsters to extract any sensitive information on the fly without actually having your card in their hands. Most RFID-enabled U.S. passports also include built-in identity theft protection.

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