INSIDE: Why Loyalty Programs Sometimes Fail with Mark Mortimer-Davies

Send us Fan MailMost loyalty programmes don’t change behaviour.They simply reward what customers were already going to do.In this episode of Retail Voices, I’m joined by Mark Mortimer Davies, CEO GCC at Choithrams and one of the most experienced leaders in retail loyalty, customer behaviour, and engagement systems.With decades of experience spanning Air Miles, BOUNZ Rewards, Dubai Points, and large-scale customer engagement platforms, Mark shares what actually drives repeat visits, trust, and long-term value in retail.This is not a theory discussion — it’s real-world insight from someone who has built and operated loyalty systems at scale across multiple markets.In this conversation we cover:• Why most loyalty programmes fail to change behaviour • What Air Miles got right — and what’s been lost • The gap between retail data and real customer behaviour • Why emotional engagement beats transactional rewards • The role of culture in loyalty and customer engagement • How gamification and lotteries can drive participation • The importance of trust in customer systems • Loyalty in grocery retail — frequency vs margin • Why discounting damages long-term value • The future of loyalty in the next 5 yearsIf you want to understand how to build real loyalty, not just repeat transactions, this episode is essential.⏱️ CHAPTER MARKERS00:00 Welcome to Retail Voices 00:18 Introducing Mark Mortimer Davies 01:53 How Did Your Early Years Shape Your Customer Ethos? 08:00 Why Do Most Loyalty Schemes Just Subside Existing Spend? 15:58 What Did Air Miles Get Right? 19:17 Where's The Disconnect Between Data And Behavior? 27:13 Why Is Emotional Engagement So Important? 32:56 What Do Global Brands Misunderstand About The Region? 41:52 What About Gamification and Lotteries As Engagement Tools? 44:56 What About Trust And Transparency? 49:41 How Do You Think About Loyalty And Prices? 56:54 What Will Loyalty Need To Do To Remain Relevant? 01:00:18 The Three Simple Things 01:01:40 Closing Thoughts #CustomerLoyalty #RetailStrategy #RetailLeadership #CustomerExperience #RetailVoices #Retail101online #RetailVoices Support the show