The loyalty industry has teamed together to launch a new industry body, bringing together brands and senior leaders to support the development of the sector, customer engagement and insights in Aotearoa.

The New Zealand Loyalty Association (NZLA) aims to connect and develop a professional community through industry events, training and research. The association launches with a founding advisory board comprising leaders responsible for loyalty, marketing, customer strategy and technology across the country.

“It’s an exciting time to be launching the NZLA,” said Steph Welch, head of loyalty at Woolworths New Zealand. She said that as AI reshapes how brands build customer relationships, the sector requires a foundation in training and shared practice. The initiative is expected to support New Zealand’s position in loyalty.

Sarah Richardson, who has taken the role of CEO of NZLA, said the launch is accompanied by a national study on customer loyalty.

“By benchmarking programs and categories across more than 20 CX measures, alongside analysing emerging trends, we are giving loyalty leaders the practical, data-led insights they need to enhance performance and evolve their programs with confidence.”

The founding advisory board includes executives from brands and retail, including Steph Welch (Woolworths), Edwina Neilson (Green Cross Health), David Brem (Foodstuffs New Zealand), Bridgid Smith (BNZ), Alexander Larsen (Air New Zealand), Bronwyn Barberel (Z Energy), Kayne Monroe (ANZ Bank), Adrian Green (McDonald’s) and Simon Pierce (SkyCity Entertainment Group), representing sectors including retail, financial services, aviation and entertainment. 

The board also includes leaders from service and technology providers that support loyalty programs, including Trevor Jellie (Mastercard), Richard Segar (Simplicity Loyalty), Phil Devlin (Salesforce), Brendan Murphy (Zeta), Emma Gray (Braze), and Simon Rowles (Ellipsis & Company).

Loyalty programs continue to play a role in New Zealand, supporting relationships between businesses and customers. According to the NZLA, 97 per cent of the population participates in at least one retail loyalty program.

Consumer expectations are shifting towards personalised experiences and value aligned with individual preferences, beyond points or discounts. In a competitive market, these programs support repeat purchases, brand engagement and provide data on customer behaviour.

The report analyses nearly 80 loyalty programs across sectors, including grocery, financial services, fuel and aviation, and provides sector benchmarks and performance comparisons, and insight into consumer expectations.

Loyalty Leaders Summit

NZLA said its first industry event will take place on May 28 at Park Hyatt Auckland. The event will include industry speakers and the release of a national loyalty study. 

New Zealand companies will also take part in the Asia Pacific Loyalty Awards on March 19 at Sofitel Melbourne on Collins. Finalists include Genesis Energy, Foodstuffs New Zealand, Mitre 10 and One NZ.

NZLA plans to roll out a Loyalty Foundation program and modules covering loyalty economics, artificial intelligence, and behavioural science to support capability across the strategy, commercial, and technology functions.

• Further reading: What Selfridges Unlocked reveals about the future of retail loyalty.