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The Loyalty NewswireJune 16, 2025

The Loyalty Newswire from The Wise Marketer

From the Editor

This week’s theme is disruption and disintermediation. Google’s new Gemini AI Shopping assistant is stirring concern about brand disintermediation in the shopping journey, and we have the first of a three-part series from Steve Bocska dissecting the concerns and potential solutions for brand and loyalty marketers.

We also cover the disruption taking place among global consulting firms, elements of which trickle down to anyone delivering consulting services throughout our industry. And we share an interesting perspective on why disintermediation has become central to business innovation over recent years.

News of partnerships, new loyalty program launches, and mobile app success comes along with this issue. We also remind you of two webinars coming up on June 18 and 25, details in the Newswire.

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

Don’t miss these two webinars coming up in June

June 18, 1 pm ET

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.

Walmart is using its own fintech firm to provide credit cards after dumping Capital One

Walmart’s majority-owned fintech startup, OnePay, announced it was launching a pair of new credit cards for customers of the world’s biggest retailer. To do so, OnePay is partnering with Synchrony, a major behind-the-scenes player in retail cards, which will issue the cards and handle underwriting decisions starting in the fall, the companies said.

OnePay, which was created by Walmart in 2021 with venture firm Ribbit Capital, will handle the customer experience for the card program through its mobile app.

Octa Broker upgrades its rewards program

Octa is an international CFD broker that has been providing online trading services worldwide since 2011. It offers commission-free access to financial markets and various services used by clients from 180 countries who have opened more than 52 million trading accounts.

The company just announced it will release its new status program for all regions in the third quarter of 2025. The broker built a new flexible framework to reward its clients for loyalty and trading activity, offering a wide range of bonuses, benefits, and gifts while introducing new mechanics and a clear-cut, systematic approach to client loyalty recognition.

Loyalty Is Dead. Google Just Killed It.

This thought-provoking article outlines how AI assistants are taking control of the customer journey, and if brands don’t act fast, they’ll lose the right to be chosen. Google recently launched its Gemini AI Shopping assistant, and according to author Steve Bocska, the impact of AI Shopping on how people make purchase decisions and form loyalty to the brands they love goes way beyond this provocative headline.

Looking forward into the future of loyalty marketing, this article should cause the hairs to stand on your neck and trigger concern. The article is the first of a three-part series, with the remainder to be published this week. In the final segment, Steve offers solutions to help you preserve brand loyalty in an increasingly digital world.

Steve is an award-winning engagement designer, brand-customer relationship orchestrator, and business strategist. He has 25+ years of direct experience in the video game industry, having designed and produced AAA games for Disney Interactive, Electronic Arts, Sega, and Ubisoft that have generated sales in excess of $650 million. Steve is a Certified Loyalty Marketing Professional™ and an instructor for The Loyalty Academy™.

Google says: Shop with AI Mode, use AI to buy and try clothes on yourself virtually

Google has released its Gemini AI Shopping Assistant. In Google’s words, “our new AI Mode experience is built for every part of shopping — from finding inspiration to buying at the right moment. Plus, our virtual try-on tool now works with your own photos.”

Google says its AI Mode shopping experience unites Gemini capabilities with its Shopping Graph to help consumers browse for inspiration, think through considerations, and narrow down product choices. The Shopping Graph now has more than 50 billion product listings, from global retailers to local mom and pop shops, each with details like reviews, prices, color options, and availability. The information is highly useful for consumers because more than 2 billion product listings are refreshed on Google hourly.

Why is Disintermediation So Popular in the “Amazon age?”

Since Uber, Lyft, and Airbnb came into the everyday language of consumers, businesspeople have become increasingly obsessed with the concept of disintermediation. As fans of etymology, it’s interesting to know that the Online Etymology Dictionary assigns the term “to interfere” as the principal meaning of the word.

As any DTC retailer will be quick to say, there’s often a path to big success by choosing a model that can meet consumer needs without having a middleman stand in the way. Amazon is the largest example of the concept, hence our reference to the “Amazon age”. The previous article about Google’s AI Shopping assistant represents an existential threat to brand marketing due to its ability to disintermediate the brand from the consumer. If you want to understand more, you need to read this article.

CMO Council Report: The Pathway to GenAI Competitive Advantage

Is Your Data Prepared to Unlock GenAI’s Business Value? This new report from the CMO Council will help you answer that question. GenAI is on the verge of accelerating functional effectiveness and competitive differentiation. Nearly 4 in 5 business leaders believe GenAI will deliver a competitive advantage over the next 18 months, but not everyone will be able to reap the benefits, as 3 in 5 leaders aren’t confident in their data-AI readiness to achieve GenAI value.

This report examines how GenAI might shape, impact and influence the way data is used for competitive advantage if properly prepared and primed. Findings are based on a global survey of more than 170 business and functional leaders across industries and geographies and in-depth interviews with GenAI experts. Download your copy of the report to see how your GenAI data readiness stacks up amongst your peers.

Weigel’s Arcade Surpasses 1 Million Plays in the MyWeigel’s App

The Weigel’s Arcade, available exclusively in the MyWeigel’s App, has officially surpassed 1 million plays. Originally launched in January 2025, the Weigel’s Arcade has quickly become a favorite feature for guests of all ages. With no ads, kid-safe games, and real Rewards perks, it’s redefining what convenience can look like between store visits.

The app was developed in partnership with Rovertown and is seamlessly integrated into the MyWeigel’s App. It allows players to collect digital coins, compete on leaderboards, and unlock future rewards. The app is part of a broader effort to create personalized, gamified experiences that keep guests coming back. “This milestone is a reflection of how guests want to engage with our brand—not just at the pump or in-store, but wherever they are,” said Jessica Starnes, Director of Loyalty. “The Arcade has become a daily habit for thousands of our users, and it proves that loyalty isn’t just earned through points—it’s built through moments.” Weigel’s operates 82 stores centered in Tennessee.

Traditional Consulting The Newest Target of Disruption

An article in Inc Magazine, says that as AI redefines how value is created for consulting clients, the traditional delivery model needs to be redefined. According to Inc, “Consulting firms that fail to reinvent their operations, services, and business models will be left behind”.  AI can now do the work of multiple interns and the sunsetting of 100 slide PowerPoint decks charged out at $1,000/slide is in sight.

For anyone thinking of “just hanging out a shingle” and doing some adhoc consulting, it might be worth applying additional scrutiny to that model.  What clients will pay for, and how they expect to receive value, is being dramatically redefined.

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