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The Loyalty Newswire
June 10, 2025

  • By: Wise Marketer Staff
  • Posted on June 10, 2025

The Loyalty Newswire from The Wise Marketer

From the Editor

We feature several research reports in this week’s Newswire covering the retail and convenience sectors, as well as a top-level report on the State of Email in 2025.

In a noisy world of competing opinions, we recognize the value of research as the foundation for decision making. That is why Wise Marketer Group has launched a Research and Advisory Service Group, delivering unbiased consumer-based research to identify key trends in customer loyalty.

The first study is in the field now, and a second research drop will occur shortly thereafter. We’ll have loyalty landscape information for you covering Mexico and the United States.  Each project will have plenty of opportunities to connect with the research findings and become part of the group that will be exposed first to the findings. Stay tuned.

Don’t miss these two webinars coming up in June:

June 18, 1 pm ET - The Redemption Rethink: Loyalty Must be More Than Automatic Discounts, featuring Roger Williams, Head of Marigold’s Loyalty Centre of Excellence (CoE). Register here.

June 25, 1 pm ET – A new CRMC Webinar Series featuring Michelle DeStein, Director of Growth Marketing at Bombas, and Kelly Sullivan, Customer Success Lead at Simon Data. Join as they explore how Bombas leverages customer identity and advanced segmentation to build lasting customer relationships. Learn more and register here.

As always, we are here to help you succeed. Let us know how we can help.

Bill Hanifin, Managing Editor, The Wise Marketer

Short Takes

Two New Webinars in June that you can’t miss

June 18, 1 pm ET

  • Join the Head of Marigold’s Loyalty Centre of Excellence (CoE), Roger Williams, as he shares his perspective on how and why leading loyalty brands are benefiting from focusing on key considerations to differentiate their redemption experience.
  • The discussion is titled The Redemption Rethink: Loyalty Must be More Than Automatic Discounts, and we’ll be talking about why timing, flexibility, and choice matter more to customers than points or perks. Register here.

June 25, 1 pm ET

  • Join Michelle DeStein, Director of Growth Marketing at Bombas, and Kelly Sullivan, Customer Success Lead at Simon Data, on June 25, 1 pm ET, as they explore how Bombas leverages customer identity and advanced segmentation to build lasting customer relationships.
  • As Bombas shifts focus from acquiring new customers to retaining and engaging existing ones, they’re delivering thoughtful, personalized experiences that ensure every interaction, whether an abandonment follow-up or an upsell, is timely and impactful. Learn more and register here.

Myer’s Australia to Overhaul Loyalty Program

Myer’s loyalty program will expand with different status tiers and allow members to earn and spend points outside the retailer’s own network as the department store giant attempts to build a powerhouse scheme that mirrors the Qantas frequent flyer program once run by its executive chairwoman.

Olivia Wirth was appointed to run Myer about a year ago after turning Qantas Loyalty into a profit engine for the airline. On Wednesday, Wirth outlined her strategy for the 125-year-old retailer in detail to investors for the first time.

Lululemon’s AI-powered playbook

Lululemon’s activewear brand has always been focused on performance. But as consumer behaviors shift in this increasingly digital world, the brand has been forced to compete on a new playing field. To adapt to macro shifts like changing consumer behaviors, rising customer acquisition costs, and fierce competition, a new AI-powered playbook was created.

The strategy had three clear goals: drive sales, acquire new customers efficiently, and maximize return on ad spend. Priority workstreams were mapped out to correspond to each goal: restructuring and optimizing shopping campaigns, building a new customer acquisition engine, and strengthening measurement foundations. Read and learn from this digital transformation story.

International Loyalty Awards Update

You may have been in Dubai, taking part in this year’s International Loyalty Awards, and want to check the list of winners. Or, you may have missed it and want to catch up on the action. Either way, we have the complete list of the winners from this year’s International Loyalty Awards.

You can download the Winner’s magazine for 2025 here.  Myer One took home the biggest prize, being named the 2025 International Loyalty Program of the Year globally.

Clubcard Challenges Recognized at 2025 International Loyalty Awards

Tesco’s Clubcard Challenges, powered by Eagle Eye, has won “Best Global Loyalty Launch or Initiative” at the 2025 International Loyalty Awards. Launched in May 2024, Clubcard Challenges is one of the largest applications of gamified loyalty in the UK grocery sector to date, targeting up to 10 million Clubcard members with personalised spend-based missions to unlock up to £50 in rewards.

The award-winning initiative points to a wider shift happening in loyalty strategy among UK grocers: using advanced AI and gamification to drive high-impact campaigns that not only engage customers but deliver tangible commercial returns. Eagle Eye, a leading SaaS and AI technology company, powers some of the UK’s most impactful retail and grocery loyalty and personalised promotion programmes.

New Upside Report: The Majority of Retail Customers are "Uncommitted"

Upside released new data from its latest report, Winning the Uncommitted Customer, showing that most brick-and-mortar retail revenue comes from “uncommitted customers” — customers who shop across different locations and formats, prioritizing their own needs over brand loyalty.

The report draws on 75 million anonymized transactions and two years of survey data across the grocery, restaurant, and fuel industries. The findings reveal a consistent challenge across all verticals: most customers aren’t loyal, but their behavior is influenceable.

Plusgrade and ALL Accor partner to expand loyalty rewards exchange for ALL Accor members

Plusgrade, a global leader in ancillary revenue solutions for the travel industry, and ALL Accor, Accor’s booking platform and loyalty program, announce a strategic partnership to introduce an enhanced loyalty exchange solution for members of All Accor.

This partnership enables members to seamlessly convert points from other participating loyalty programs into reward points, reinforcing ALL Accor’s commitment towards its members and more recognition in loyalty.

Convenience Store News Industry Report 2025

The Convenience Store News Industry Report is the longest-running annual analysis of U.S. c-store industry performance. This year’s report shares that after hitting record-high sales in 2022, total U.S. convenience store sales declined for a second consecutive year in 2024. Sales dropped from $775.5 billion to $755.2 billion, a decline of 2.6%.

The chief contributor to the overall sales decline was motor fuels. Fuel volume was largely flat, with gallons up just 0.7% for the year. However, lower gas prices drove the industry’s 2024 fuel revenue to decrease by 5.3%, going from $487.8 billion to $462 billion. Download and read the report here.

Litmus from Validity released its 2025 State of Email report.

Recently acquired by Validity, Litmus from Validity released its 2025 State of Email report, revealing how marketers are adapting to today’s complex marketing landscape based on responses from hundreds of global email marketers. The State of Email 2025 report highlights what works in email marketing, what doesn’t and what’s top of mind for today’s email professionals.

While most marketers could identify ROI from their email program, one in five respondents (22%) report struggling with measuring or proving ROI. When it comes to personalization, the top challenges are developing personalized content efficiently (17%), collecting and analyzing the data needed for personalization (16%), and measuring the impact of personalization on email performance (15%).

“The brands seeing the strongest email marketing results moved beyond traditional tactics to create sophisticated, data-driven programs that respond to individual customer needs,” said Cynthia Price, SVP of Marketing at Validity. “Successful marketing teams invest strategically in both technology and talent, recognizing email isn’t just a cost-effective channel—when executed thoughtfully, it’s a high-performing business driver.”

Ebbo and Wise Marketer Release Latest in Strategy Brief Series: The New Loyalty Playbook

The latest Wise Marketer Strategy Brief (WMSB) is released in cooperation with ebbo and is titled “The New Loyalty Playbook.” This first eBook chapter of three examines a concept that is core to the future of loyalty strategy development – how brands can leverage new loyalty fundamentals to foster meaningful customer relationships that stand the test of time.

If your ultimate goal is to embed customer engagement within a habit loop that repeatedly delivers satisfaction, download "The New Loyalty Playbook" to build a robust framework for lasting growth and impactful results.

Please Subscribe to our “Wise and Weekly” Newsletter, published each Friday.

Stay. Loyal. Always.

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