EPISODE · Mar 9, 2026 · 15 MIN
The Retail Loyalty Flywheel: Data, Leadership and Long-Term Thinking with Emily Wells, Head of Transformation at Sainsbury's
from Utter Loyalty · host The ELA™ - Europe's Loyalty Association
Emma sits down with Emily to unpack what really makes loyalty work in retail. Drawing on her experience at Tesco, John Lewis and now Sainsbury’s, Emily argues that loyalty only succeeds when it sits at the heart of the business – not tucked away in marketing. The conversation explores the power of data, the importance of leadership belief, and how AI, retail media and changing customer behaviour could reshape loyalty in the years ahead.
What this episode covers
Emma sits down with Emily to unpack what really makes loyalty work in retail. Drawing on her experience at Tesco, John Lewis and now Sainsbury’s, Emily argues that loyalty only succeeds when it sits at the heart of the business – not tucked away in marketing. The conversation explores the power of data, the importance of leadership belief, and how AI, retail media and changing customer behaviour could reshape loyalty in the years ahead.
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The Retail Loyalty Flywheel: Data, Leadership and Long-Term Thinking with Emily Wells, Head of Transformation at Sainsbury's
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