ELA Member HUB Meeting – London, UK

An informal networking event, created and delivered by the European Loyalty Association,  reserved for Loyalty and CRM professionals who are employed by brands and retailers.

Sharing day to day activities, pain points, successes and challenges with 80 of your peers is the only way to really benchmark your programs.  At this event, you’ll come away with new ideas and ways of working.    We present a highly stimulating and relevant agenda with insights into your world of Loyalty and CRM.  To conclude, an aperitif (or two) ! 🍸

If you are currently employed by a brand or retailer and manage a loyalty or CRM program, book your ticket now!  Participation is free for members of the European Loyalty Association who fall under this category.   Partnerships and commercial / business development professionals who also work for a brand / retailer will be required to purchase a ticket, even if they are an ELA member.

We can’t wait to see you in London!

Agenda

8:30 – Registration

9:00 – Welcome note

9:20 – Table introductions

9:35 – UK Loyalty Trends Revealed: How the UK Stacks Up Against Global Insights in Loyalty Programmes. Speaker – Zsuzsa Kecsmar, Chief Strategy Officer and Co-founder, Antavo AI Loyalty Cloud

Join Loyalty Personality of the Year ’24, Zsuzsa Kecsmar – as she shares her company’s in-depth research into UK loyalty trends. Quoting findings from Antavo’s Global Customer Loyalty Report 2025, she explores how the local loyalty programmes fare in terms of satisfaction, budget allocation and ROI compared to the global average. In addition, Zsuzsa also explores areas of improvement and untapped potential -such as the UK lagging in AI adoption for loyalty management, or the UK buyer’s fondness for plastic cards over modern, digital solutions. Backing up her findings she is showcasing real-life case studies from innovative UK-based loyalty programmes.

10:05 – Poundland Perks: Insights from Launching an App-Based Loyalty Revolution.  Speaker – Emma Collins, Head of Digital Loyalty and Engagement, Poundland & Dealz.  

In this keynote, Emma will dive into the journey behind launching Poundland Perks, Poundland’s app-based loyalty program that’s already achieved over 1 million downloads and 600,000 active users. From leveraging store trials to demonstrating bottom-line impact to colleagues, she’ll share the challenges, breakthroughs, and invaluable insights gained along the way. Whether you’re exploring digital-first loyalty solutions or enhancing your current program, this session offers practical advice and real-world learnings to help you innovate with confidence.  

10:35 – Play Your Way to Loyalty.   Speaker – Simon Jeffs, Principal Marketing Strategist, Marigold

Loyalty isn’t just about racking up points anymore—it’s about creating moments that matter. This keynote dives into how brands can make gamification something customers actually care about strengthening customer connections and loyalty. We’ll explore the psychology behind why people love games, how interactive experiences can build emotional connections, and why loyalty needs to go beyond discounts to deliver real value. Packed with examples of brands nailing it and practical tips to make it work for you, this session will leave you ready to level up your loyalty game.

11: 05 – Coffee break

11: 35 –  From Soul Searching to Soul Club: Lessons from Launching wagamama’s New Loyalty Program. Speakers – Rebecca Farrer, Director of Digital and Loyalty, wagamama and Mike Brinn, Managing Director Ireland / Global Loyalty Director, TLC Marketing

We’ll take you behind the scenes of the journey to launch wagamama’s soul club, a loyalty program that was as ambitious as it was soul-stirring. Share the toughest challenges they faced, the missteps they learned from, and the personal insights that transformed how the team approached this loyalty strategy. Whether you’re on the brink of launching a new program or are rethinking your approach, Rebecca will offer candid advice and practical takeaways to empower our audience at this pivotal crossroads. Expect an honest look at what it truly takes to turn an idea into a program with heart.  

12: 05 – How Mobile Experiences are Turbo-Charging Loyalty. Speaker – Jake Sargent, Group Marketing Director, Apadmi

Why is mobile making such big waves in the world of loyalty? Leading European digital product consultancy Apadmi takes a look at how these powerful devices we keep in our pockets have become the ultimate enablers of loyalty.
With inherently more flexible, more immediate and more secure interactions, mobile is able to drive more loyal customer behaviour through both stand-alone brilliant experiences, or as part of a broader loyalty scheme.
Apadmi works with leading retailers like Asda, Co-op, Poundland and Domino’s and will be sharing examples from real-world projects as well as exclusive insights from the soon-to-launch 2025 Digital Loyalty Report where mobile is really making a difference.

12:35 – Loyalty X Session. Forget about traditional Loyalty Programmes: Great Products, Personalised Experiences and Exceptional Service Are All You Need

In this 18-minute Loyalty X session, Amy Harman, Head of Customer Marketing at Hotel Chocolat, will challenge the need for traditional “points” loyalty programmes, sharing a perspective that exceptional products, brilliant experiences and a premium service can drive customer loyalty on their own. Drawing on her experience in the travel industry and at Hotel Chocolat, she’ll explore whether points and tiers are outdated in a world where brand, experience and product love reign supreme.

13:05 – Lunch and networking

14:05 – Keeping 16.5 Million Members Smiling: How Boots Uses Data, Tech, and Teams to Drive Loyalty. Speakers – Satvir Mundi, Director of Customer Marketing and Loyalty Strategy, Boots UK and Kirsty Chalk, Marketing & Member Acquisition Leader, IKEA

How does Boots leverage data and technology to personalise customer experiences at scale while maintaining trust and transparency? In this Q&A, Satvir will share insights into the tools, team structure, and KPIs driving their personalisation strategy. We’ll explore how they balance relevance with privacy, secure stakeholder buy-in, and navigate common pitfalls in personalisation. Plus, hear which brands are leading the way and what lessons can be learned when building a data-driven loyalty approach.

14:35 – Gifting: The Hidden Gem for Loyalty Programmes. Speaker – James Malia, President – Europe, Prezzee

Gift cards aren’t just a quick fix—they’re a game-changer for loyalty programmes. In this session, James Malia, President of Prezzee Europe, will show how gifting can bring a fresh twist to your strategy by surprising, delighting, and connecting with your customers in meaningful ways that you hadn’t even thought of.

In his candid presentation, James will take us through an exploration of these powerful digital payment products and show how gift cards can:

• Win over new customers and keep them coming back
• Boost spending and reduce costs with smart incentives
• Drive consumer behaviour when you need it most
• Learn more about demographics and how they engage with your brand
• Strengthen Loyalty through the emotional power of gifting

Packed with real examples and actionable tips, this talk will leave you inspired to make gift cards your secret weapon for loyalty success.

15:05 – From Inbox to Instinct: The Cognitive Science of Getting Attention.  Speaker – Dr Ali Goode, Cognitive Scientist

In a world where your customers are bombarded with emails and marketing messages, how do you grab their attention, and make sure you are using the attention you get? This thought-provoking keynote dives into the fascinating cognitive science behind attention and sensory engagement. We’ll explore how the brain processes written words, why certain messages stick while others are ignored, and how fluent processing makes your brand memorable. From understanding how to use text efficiently, from a perfect one-liner might work to uncovering the role of storytelling in shaping loyalty, this session connects the dots between neuroscience, attention, and loyalty marketing. Discover how to not just capture attention but use it effectively to build deeper, lasting relationships with your customers.  

15:35 – Coffee break

16:00 – Loyalty Unleashed: Strategies for Creating Customer Experiences that Drive Engagement and Revenue.  Speaker – Alexandra Mocanu, Principal Customer Success Manager, Enterprise, Braze

Join us for an insightful session where we delve into the power of customer loyalty and its impact on brand success. We will explore real-world case studies showcasing effective loyalty strategies that not only win customer hearts but also boost revenue. Discover actionable takeaways that you can implement immediately to enhance your loyalty programs and create memorable customer experiences. Don’t miss this opportunity to learn how to turn loyalty into a competitive advantage for your brand!

16:30 – Let’s Geek Out’ – An hour long deep dive into loyalty’s biggest challenges

• • • Measuring ROI of Loyalty Programmes
    • Cross Channel Personalisation
    • Ensuring Seamless Loyalty Transformation: From Launch to Success
    • Loyalty Data and Opening up New Rev Streams
    • Talent, Skills and Op model for the Modern Loyalty Scheme
    • The Silver Bullet that is CLV: Customer Lifetime value
    • Building Successful Loyalty Partnerships
    • Differences in Loyalty Across Industries
    • How to Connect Loyalty into Broader Personalisation journeys
    • The Increasing Sophistication and Evolution of Personalised Offers
    • Revitalising Legacy Loyalty Programmes
    • Redefining Loyalty: Moving Beyond Points to Deeper Connections
    • Beyond Discounts: Creative Ways to Reward Top Customers
    • AI & Data: The Power Duo for Driving Loyalty and Revenue

17:30 – Closing remarks

17:45 – Networking drinks sponsor presentation

Sponsored by Cardlytics

17:55 – Networking drinks – in the amazing Savage Garden Bar!

19:30 – Event close

Speakers

Sponsors and Supporters

Venue and Savage Garden Bar