The Loyalty Newswire from The Wise Marketer
This edition covers: Adobe, BMW, Capillary, CarParts.com, CITGO, CLMP™, Kroger, Kura Sushi, Leal Hub, Lidl, LIME Fresh Mexican Grill, Locafy, Northern Tool + Equipment, PLDT, Poppi, Pump & Pantry, QBF Consulting, Sends, Snipp, U.S. Bank, UnionPay, Walmart+
FROM THE EDITOR
Launch season is in full swing. This week brings four new loyalty offerings: Northern Tool + Equipment’s Northern Rewards (complete with a monthly “Workin’ Lunch”), CarParts.com’s first points program, LIME Fresh Mexican Grill’s LIME Lover and Kroger’s new rewards Mastercard.
Established players are retooling too: Kura Sushi added tiers, U.S. Bank and BMW simplified their co-brand cards, Walmart+ widened its fuel network, and PLDT and Smart are folding three programs into one.
The common threads are tiers that reward frequency, points that don’t expire, and value tied to everyday spending.
Don’t miss the Research section, where two new studies show AI assistants increasingly deciding which brand gets the sale.
◆ CLMP™ momentum continues around the world, with a new workshop in Dubai (October 27–29) alongside the Mexico City session with Leal Hub (October 21–22).
Bill Hanifin, Managing Editor — The Wise Marketer
LOYALTY ACADEMY ANNOUNCES UPDATED CLMP™ COURSES
The Loyalty Academy has refreshed its CLMP™ courses, with online, in-person and mobile learning options, so you can earn the credential on your own schedule and at your own pace. The on-demand CLMP™ Program delivers 14 rebuilt courses in a mobile-first format, built by practitioners and backed by academic rigor, not borrowed ideas. Ten years in, the industry’s first loyalty certification still sets the standard. Start your learning journey today at loyaltyacademy.org/clmp-on-demand/
CLMP™ TRAINING SPOTLIGHT — DUBAI & MEXICO CITY
New CLMP™ Workshop Announced in Dubai on October 27–29
QBF Consulting, a certified training partner with The Loyalty Academy, is bringing the Certified Loyalty Marketing Professional™ (CLMP™) workshop to Dubai, October 27–29. The credential program equips practitioners to design and lead customer loyalty strategies across B2C and B2B markets. The three-day, in-person session delivers the full CLMP™ curriculum.
Certified Loyalty Marketing Professional™ Workshop Coming to Mexico City October 21–22
Leal Hub, a 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 workshop will be led in Spanish and include all the CLMP™ credentialed material plus market examples and case studies from the region. It is an important professional development opportunity for loyalty practitioners across the region.
SHORT TAKES
- [UK] Lidl Launches New Loyalty Program in App for Pets
- [UK] Sends and UnionPay International Launch Global Card Issuing and Acquiring Cooperation
- [US] Locafy to Acquire Map Labs’ Assets, Expanding U.S. Customer Base
- [US] How Poppi Keeps Its Cultural Marketing Fizz Without Over-Relying on Data
NEWS HIGHLIGHTS
Walmart+ Adds CITGO® Fuel Stations, Expanding Gas Savings to Over 17,000 Locations Nationwide
Walmart+ is adding CITGO to its Gas Savings benefit, growing the network from 13,000 to more than 17,000 U.S. stations where members save 10¢ per gallon. Walmart says members who used the benefit at least weekly saved over $100 on gas last year, more than the cost of an annual membership.
Northern Tool Launches a Loyalty Program With Points, Perks and, Yes, a Workin’ Lunch
Northern Tool + Equipment is piloting Northern Rewards, its first loyalty program for trades pros and DIYers, in Florida, Louisiana and Minnesota ahead of a national rollout in late 2027. Alongside tiered points, the standout perk is “Workin’ Lunch”: top-tier members get a free Red Bull and meat stick monthly in-store.
CarParts.com Launches CarParts+ Rewards, Its First Points-Based Loyalty Program
CarParts.com launched CarParts+ Rewards, its first points program, pairing a free tier earning 1X points with a $79/year Gold tier offering 3X points, 24/7 roadside assistance, free shipping and 60-day returns. Points never expire, and the soft launch has drawn 118,000+ members since early September.
Kura Sushi USA Introduces Enhanced Rewards Program Featuring Elite Tuna-Tier Perks
Kura Sushi USA, the nation’s largest revolving sushi chain, relaunched Kura Sushi Rewards as a three-tier program topped by an elite Tuna tier, with earn rates climbing from 10 to 12 points by tier. Rewards start at 500 points for a $5 reward or free side, new members get an instant free soft drink, and the app has a redesigned interface.
LIME Fresh Mexican Grill Launches LIME Lover Loyalty Program
Florida fast-casual chain LIME Fresh Mexican Grill launched LIME Lover, a four-tier program whose levels spell L-I-M-E, with earn rates rising from 10 to 13 points per dollar. Points never expire, rewards start at 500 points, and Olo Loyalty powers the program, embedding rewards directly into the ordering app.
Kroger Introduces Kroger Rewards World Elite Mastercard
Kroger launched the Kroger Rewards World Elite Mastercard, a no-annual-fee card built on Imprint’s platform that feeds points into shoppers’ loyalty accounts. Cardholders earn up to 5X on Kroger digital orders, 4X at Kroger fuel pumps and up to 3X in-store, plus a $100 welcome bonus and free Boost Essential membership.
U.S. Bank and BMW Financial Services Launch Expanded Benefits, Simplified Rewards for BMW, MINI and BMW Motorrad Card Holders
U.S. Bank has redesigned its no-annual-fee BMW, MINI and BMW Motorrad Mastercards to tie everyday spending to the next car. Cardholders earn 3X on BMW purchases, fuel, EV charging and tolls, and points are worth double when redeemed at dealerships or auto-applied to a BMW Financial Services loan or lease.
PLDT, Smart Partner with Capillary to Unify Loyalty Programs
Philippine telecom PLDT and its wireless arm Smart are consolidating their PLDT Home, Smart and Ka-Partner loyalty programs onto a single AI-powered Capillary platform. The unified ecosystem rewards not only subscribers but also the retailers and e-load partners who sell Smart services, setting up converged rewards. The rollout phases in over the next year.
How Pump & Pantry’s Elvis Jingle Sweepstakes Built a Loyalty Program
Nebraska c-store chain Pump & Pantry turned its catchy jingle and an Elvis-themed campaign into a loyalty engine, requiring Pumped Up Rewards enrollment to enter its sweepstakes. The approach drew 3.5 million entries and 20,000+ new members in year one, lifting visits, spend and frequency.
RESEARCH
Adobe Business: AI Search Insights: Why 59% of Shoppers Abandon Brands for AI Recommendations
Adobe for Business surveyed 1,011 U.S. consumers who use large language models, including ChatGPT, Claude, Gemini, and Perplexity, to research, compare, and choose what they buy. Three findings show how trust, discovery and loyalty are being rebuilt around AI recommendations:
- 59% of consumers will abandon their preferred brand for an unfamiliar competitor if AI recommends it.
- 83% of consumers stick with a brand they first discovered through AI, making AI discovery a long-term driver of brand switching.
- 61% stay with the AI-recommended brand for better value, and 60% stay for superior quality.
Snipp Research: AI Moves From Product Search to Purchase Influence
A new Snipp survey of 1,000 U.S. AI users finds AI shifting from product research to purchase driver: 61.8% have bought on an AI recommendation, and 71.3% have asked AI to find a deal. Loyalty teams take note: 32.1% would switch brands if AI surfaced better value elsewhere.
Retail MediaX Lands in New York on November 12
Retail media is moving fast. Proving ROI, agentic commerce, in-store media, measurement: the questions are getting bigger, and the answers aren’t getting any simpler. After two sell-out years in Europe, the first U.S. edition is coming soon.
This event brings the people working through those challenges together for one focused day. Hear from leaders at Google, DoorDash, Kroger Precision Marketing, Mars, LVMH, Estée Lauder, Danone and more. The event is free to attend for brands, retailers and CPG.
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