• Insight into organisations who are repositioning loyalty from a rewards led function to a measurable commercial growth engine
• How behavioural data is being used to predict and prevent churn
• Evaluating how owned channels such as email, SMS, apps and wallets are being activated as revenue-generating assets
• Learn how leading teams are embedding incrementality testing to prove true financial impact
• How organisations are driving retention, frequency and margin through loyalty strategies directly accountable to commercial outcomes

When Bakers Delight set out to review its Dough Getters loyalty program, the biggest discovery wasn't about points or rewards—it was about what loyalty actually means to customers. Research with more than 1,000 customers and 130 franchisees revealed that loyalty is driven primarily by trust, love, advocacy and feeling valued, rather than transactions alone. While Dough Getters has a measurable impact on purchase decisions, spend and customer advocacy, the findings suggest that the most successful loyalty programs don't create loyalty—they strengthen the emotional connection customers already have with a brand. This session will share the key insights from the research and explore what they mean for the future of customer loyalty, engagement and brand growth.