Utter Loyalty

Utter Loyalty invites you to meet @SuzyLynch, Head of  Loyalty at the DRG Group. She joins @Emma Collins and they discuss why the team moved away from a corporate loyalty proposition, why they chose an app-first approach instead of physical cards, and why keeping sign-up simple has been critical to adoption.  Suzy also shares how they're measuring success, why frequency remains the north star for...

Utter Loyalty invites you to meet @AnnaLouise-Chambers, Head of Customer Marketing at Medik8. She joins @Emma Collins to explore how a loyalty programme grew from 20,000 to more than 200,000 members in under four years.  They discuss why personalisation in skincare goes far beyond marketing buzzwords, how customer data helps guide product recommendations, and what happens when loyalty teams actual...

Utter Loyalty invites you to meet @AdamKing, Head of Digital & Loyalty at ODEON Cinemas Group . She joins @Emma Collins to challenge the tired loyalty playbook and talk about the brutal reality of building a loyalty programme people actually care about.  From shelving weak ideas and surviving internal hesitation to launching Odeon Extras, this is a straight-talking conversation about commercia...

Utter Loyalty invites you to meet Suzanne, Director, Customer Loyalty from VoucherCodes. She joins Emma to challenge the tired loyalty playbook. This isn’t another conversation about points, tiers and discounts. It’s about psychology, trust, behaviour and why most brands are still treating loyalty like a short-term sales gimmick instead of a real relationship. Suzanne shares how VoucherCodes is us...

In this episode, Emma chats to Tiptapp’s Julia, about what loyalty looks like when you take away the usual crutches. This is a business built on strangers trusting each other — and somehow making it work at scale. We get into the mechanics behind that: two-way ratings, relentless focus on frictionless experiences, and why word of mouth still beats most marketing plans. There’s also a sharp take on...

Emma Collins chats to Charlotte Wik on Utter Loyalty about how Marshall has launched a membership built around belonging, not points or discounts, because that approach simply doesn’t fit their brand. Instead of transactional rewards, they focus on emotional connection through music culture, giving members access to experiences, insider moments, and a sense of being part of something bigger. The p...

Emma sits down with Rachel to discuss how Lush approached loyalty on its own terms, launching Lush Rewards after stepping away from social media and doubling down on community. The programme is built around customer feedback, local store autonomy, and brand values like sustainability. From digital wallets to product drops and partnerships, the focus is on engagement over transactions. Early signs...

Emma sits down with Emily to unpack what really makes loyalty work in retail. Drawing on her experience at Tesco, John Lewis and now Sainsbury’s, Emily argues that loyalty only succeeds when it sits at the heart of the business – not tucked away in marketing. The conversation explores the power of data, the importance of leadership belief, and how AI, retail media and changing customer behaviour c...