Blind Loyalty Challenge with Nida Unas

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Hi there, I'm Amanda Cromhoet from Truth. Welcome to the Blind Laughty

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Challenge. We interview

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world experts in loyalty blindly. We're hoping to create insights, spontaneity

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and a lot

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of fun through the challenge. The challenge is about promoting the Blind Laught

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y Trust

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and my book called Blind Laughty, 101 Laughty Concepts, Radically Simplified.

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All profits

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from the book go towards the trust. We hope you enjoy the Blind Laughty

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Challenge.

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So another Blind Laughty Challenge and a Blind Laughty Challenge with a winner

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of the

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International Laughty Awards. So I'm very happy to say hi to Anita Yudas. She

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is the

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director of loyalty at Al Shire Group which operates the Aura programme, which

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won Best

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Laughty programme, retail, food and non-food at the International Laughty

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Awards 2024.

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Anita, welcome to the Blind Laughty Challenge. Thank you, Amanda. It's lovely

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to be here.

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Awesome. So I'm going to go straight into it. So the Blind Laughty book has a

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couple of chapters

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on retail. You're not the Aura Laughty programme with your many, many, many,

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many of members,

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eight million members you confirmed earlier, cuts across different industries.

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So we have

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a couple of chapters. One is chapter 71 in fashion retail, chapter 72 in beauty

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retail.

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For you, what is the most important loyalty KPI in retail?

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So I mean, Aura was born two years ago. So it's been two years running. And I

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think, you

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know, obviously, as a programme sort of matures through its different life

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cycle, we've had

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to look at different metrics. So in the first couple of years, it was really

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about

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common transactions. Are we linking, you know, how many people are signing up

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to this programme?

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And I think those were the two core metrics. But since we've had like an

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amazing sort

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of, you know, linkage of all our transactions and we've reached that eight

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million, eight

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million members in the programme, we've, we've been our focused on things such

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as customer

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like the value as a core metric. And I would also say active members because of

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the eight

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point, your million members, a core metric for us to track is how many people

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are actually

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transacting with us every 90 days. Yeah.

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Wonderful. It's interesting you say 90 days because a lot of retail has taken

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activity

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period of 12 months. So yeah, I was really interesting when it's different.

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Well, that's a big big bit of the lot internally. And I think because of the

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frequency of the brands,

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we've got, we want to see our customers more often like the, you know, where we

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are. I've

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went, we're not really sort of, you know, by one, the next year sort of brands,

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you've got

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high frequency brands, such as H&M and, you know, button body works and, and

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really sort

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of, you know, value beauty brands as well. So we, we expect to see a higher

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frequency and we do

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see that as well. Yeah. Lovely. Grace. Wonderful. So chapter 53 and 54 about

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redemption.

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Okay. How do you see members behaviour change after a redemption activity?

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That's a good question. So redemption, I mean, I should have said it's also

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another metric. It's

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very hard to pin loyalty, but we think to just one key metric because it's so

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many dimensions you

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look at. But when it comes to engagement, absolutely redemption is key. And we

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know that, you know,

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every time a member redeems, they spend about five times more. But we've also

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seen that

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the frequency goes up. And because we're sort of a coalition, a shy loyalty

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program that brings

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around 70 plus brands within the portfolio and you've got, you know, fashion,

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beauty, home furnishing,

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pharmaceuticals, all of these things coming together and hospitality as well. I

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should say,

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we see that our customers end up spending more often and they spend more and

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they shop

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more often as well with us. So all those sort of multipliers of average

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customer value goes up

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for the redeemer versus a non-redeen. Brilliant. Thank you. Thank you. Thank

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you. Thank you. Because in

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the chapters in blind loyalty, there's a debate that supports that and then

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there's a debate that

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talks about collectors who want to cash out and then disappear. But obviously

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you're creating

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enough stickiness that the average isn't caching out. It's at least five times

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more in terms of value.

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That's incredible. Wonderful. Thank you for showing the actual number. That's

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great.

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Okay. My last question is super easy. So in chapter 51, we talk about surprise

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and delight.

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What is your personal favorite surprise and delight experience?

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We, if I'm biased, I'll talk a little bit about Oro, but we've started to just

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trial this out with

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some of our beauty brands where when they do upgrade, they get a gift or when

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it's their birthday,

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they do get a gift with us. But I think the true sort of surprise and delight,

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you know, done well is

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a Sephora where they've sort of really understand those added beauty

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shoppers and then they do want them with gifts that they like and with, you

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know,

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brand-set purchase before and we, you know, within our world as well, we're

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trying to do those sort of

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things because I think surprise and delight for birthdays, tears, we've got a

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bit more predictable

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but now, like, you know, how can you reward people for those covert milestones,

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like those hidden

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loyalty milestones that they do where, you know, I mean, your restaurants every

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day or

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I'm just a beauty fanatic and it's just making sure that you reach out to them,

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you leverage this data,

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we've got a client telling program as well which is running in Russia at the

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moment where

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all of this data is leverage via frontline teams and, you know, they stay in

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touch with our

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customers. So it's not just sort of, you know, the traditional scenario but

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staying in touch with

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these customers informing them when there are new products available and just

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sending our samples

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to them and, you know, getting them to try, try out all the new units that we

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've got in our store.

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I love that. Absolutely, I can imagine practically to execute it's quite

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difficult but

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the fact that you're even attempting it is just magic, I love it.

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You know what? I mean, loyalty is really good with all these relationships as

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well. It's the

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little gestures that make the big impact so the more we can do it, the more

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gifts we can

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hand out and reward our customers, the more loyal they're going to be.

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Beautiful. Thank you, neither it's too easy for you. So the last question I

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want to ask you is,

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who else can I talk to on the blind Lord to challenge? Who would you like to

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tag?

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I'd like to tag. I think I'd like to tag Lisa Bradwell. She is the managing

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director of Brighton Science

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and she runs a loyalty consultancy here in the Middle East. She's an expert

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when it comes to loyalty

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and payments and lots of exciting things. So yeah, I'd like to tag Lisa.

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Wonderful. Well, I've met Lisa at the International Laws Awards and she's also

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a fellow judge

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on the International Laws Awards. So yeah, it'd be a pleasure to chat to her on

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the blind Lord to

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challenge. Thank you so so much and congratulations again on your award, Tisha.

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Yes, super happy that we got that and thank you so much. I'm joy to it. I was

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nervous when it was

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enough bad as I thought. He survived.