The Loyalty Newswire August 18, 2025

The Loyalty Newswire from The Wise Marketer

From the Editor

Happy Monday!

Two new events from Wise Marketer Group were announced this week.

Wiser Forums™ in Mexico City, Sept. 25
Loyalty Academy’s Certified Loyalty Marketing Professional™ Workshop in Austin, Texas, September 30 – October 1

Providing both research and insights on the thriving Mexican market as well as loyalty education for anyone who wants to level up their loyalty industry knowledge in the space and advance their career. We have great sponsorship support from Comarch and Bond Brand Loyalty, with more announcements in the works. Join us at one or both of these groundbreaking events.

The Newswire is packed with news and announcements this week. We are here to help you succeed. Let us know how we can help.

Bill Hanifin, Managing Editor, The Wise Marketer

Short Takes

MANSCAPED® Launches New Loyalty Program, Members Only Rewards

MANSCAPED®, the global leader in men’s grooming, is rolling out Members Only Rewards. Built from real customer insights, this simple yet benefit-packed program provides meaningful rewards, exclusive benefits, and a “highly generous” earning structure with up to 10% back on every dollar spent.

As part of the launch, MANSCAPED’s signature subscription offering, The Peak Hygiene Plan, is getting a major refresh. Now reintroduced as the VIP tier, this upgraded membership club delivers unmatched value and unlocks exclusive pricing with 50% off power blades and 20% off everything else added to your subscription box. As the tagline says “Shop. Earn. Shave.”

Peloton Pursuing Loyalty and Gamification to Improve Business Results

Peloton members could soon see a major shift in how the platform engages and rewards them. In Peloton’s FY 2025 Q4 earnings letter and call, leadership confirmed that more gamification and loyalty are on the way.

Peter C. Stern, CEO, President & Director stated in the Q4 2025 earnings call that “we already deliver on this purpose in part as the trusted fitness partner for approximately 6 million members in 6 countries, but we are just getting started.” To turn around the disappointing financial results, Peloton is committing to delivering a “supportive community” to its participants as well as expanded hotel partnerships and special pricing for students.

Wise Marketer Group is hosting the first Wiser Forums™ Event in Mexico City, Sept. 25

This one-day forum is a unique opportunity for business leaders and decision-makers who seek a better understanding of how consumers think about their loyalty to brands in the Mexican market. Register Here.

What it is: A one-day forum presenting findings from a 2025 Mexico Loyalty Landscape research study, one of the first completed in this important market in over a decade.
Who it’s For: Leaders in the Mexican Loyalty market. Managers, directors, and executive leaders in the loyalty industry, as well as those in data-driven marketing and technology disciplines.
When and Where: September 25, 2025, at the Andaz Condesa.
What You’ll Learn: Insights from research studies tapping into the voice of the Mexican consumer, looking at consumer perceptions of the Mexican loyalty landscape, including Wise Marketer Group’s own 2025 Wiser Research consumer study.
Thank You: We are proud to have Comarch as the principal event sponsor.

Loyalty Academy Brazil Interview with Cristina Ziliani

Loyalty Academy Brazil is going strong, running educational workshops in conjunction with the Brazilian Association of Loyalty Marketers (ABEMF) and producing strong content with global loyalty leaders.

In episode 4 of : Superpoderes da Fidelidade | CRM, Customer Experience e Marketing de Fidelização, CEO Fabio Santoro hosts an interview with Cristina Ziliani, Director of the loyalty center at the University of Parma, Italy. The interview is suitable for consumption by English and Portuguese speakers as is largely presented in English and includes subtitles for the portions in Portuguese. This is a great interview and we hope you enjoy it!

Loyalty Programs Drive Higher Engagement with Indonesian Insurance Companies

Nearly 30% of Indonesians say that they engage more with their insurance policies when loyalty programmes are offered, according to a new survey by FWD Insurance.

The new survey conducted in collaboration with Kadence International highlights the growing role of loyalty initiatives in shaping policyholder behaviour, driving renewals and encouraging additional coverage. The survey included both existing policyholders and non-policyholders, exploring the types of programmes that boost participation, retention, and overall engagement.

Papa John’s Enhanced Loyalty Program is Strengthening Repeat Business

Papa John’s continues to see positive results from its revamped loyalty program in the second quarter of 2025. The program refresh in November 2024 lowered the redemption threshold so members can unlock Papa Dough faster. Since that time, Papa John’s has added about 2.7 million new loyalty accounts, bringing the total to about 38.8 million.

During the second quarter, customer counts rose across almost every frequency cohort, with loyalty customer counts up 4.5% sequentially and 1% higher year over year. Notably, the super frequent loyalty segment, the brand’s most valuable group, placed more orders in the second quarter of 2025 than in a long time.

The Loyalty Academy is heading to Austin, Texas, September 30 – October 1.

Loyalty Academy™ and the Wise Marketer Group are returning to the USA in the Fall of 2025 to host the next Certified Loyalty Marketing Professional™ Workshop.

What It Is: In-person, two-day Certified Loyalty Marketing Professional™ (CLMP™) Workshop.
Who It’s For: Managers, directors, and executive leaders in the loyalty industry, as well as those in data-driven marketing and technology disciplines.
When and Where: September 30 to October 1, 2025, at the W Hotel Austin.
What You’ll Learn: The workshop offers fully updated core and elective modules from the Loyalty Academy’s curriculum through presentations, interactive exercises, and a case study.
Certification: Participants who pass a final exam will be granted CLMP™ Certification.
Thank You: We are proud to have BOND as the principal event sponsor.

Learn more and Register here. Do it Today! Yee Haw! See you in Texas!

Travel Rewards Lose Their Shine as Banks and Airlines Tighten Perks

The New York Times reported that “the golden age of travel hacking is fading as airlines and banks overhaul loyalty programs and premium credit cards with higher fees and harder-to-use benefits.” What once allowed savvy cardholders to score luxury flights and lounge access with ease has become more restrictive.

Top travel cards such as Delta’s (NYSE:DAL) co-branded Amex (NYSE:AXP), Chase Sapphire Reserve (NYSE:JPM), Citi Strata Elite (NYSE:C) and Amex Platinum (NYSE:AXP) now carry annual fees as high as $795, often paired with “coupon book” perks that require specific spending conditions or niche services. Read this full analysis of changes in the travel loyalty world.

EV Charging Stations Grow in Convenience Retail as New Income Stream Develops

The sale of electric vehicles (EVs) in the United States continues to grow, with 1.7 million sold during 2024 — a 21% increase from 2023, according to MarketWatch. Convenience retailers are planning to meet the needs of EV owners and lure them inside the store while charging.

EV charging customers are said to be on the lot for 15 to 20 minutes, and studies show they spend more money in the store than the average fuel customer, so C-stores are installing chargers to focus on getting these customers into the store to make purchases. This article outlines the complexity involved.

Jobs in Loyalty

There are many talented people looking for full-time and contract positions in loyalty marketing. Fortunately, there are opportunities available from both brands and providers. We list a sampling of what we are aware of here.

Please click through the links if provided or contact us here to learn more and apply for these positions.

VP Loyalty with a top 20 Global brand based on the West Coast of the United States. Please send indications of interest immediately to phil@greyspacematters.com.
Loyalty Methods – Project Manager and other positions available.

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