Loyalty leaders reveal what AI-powered personalisation looks like
Technology continues to reshape how businesses connect with customers, and loyalty programs are no exception. Understanding that shift is one thing – knowing how to respond is another.
The recent Asia Pacific Loyalty Awards highlighted organisations tackling this challenge with success. Loyalty experts and several of the shortlisted finalists, including ALH Hotels Group, Qantas, and IMO Carwash have called on retail marketers to prepare for the new age of AI-powered personalisation.
Finalist ALH Hotels, was recognised for their loyalty program powered by Eagle Eye. According to Matthew Zimmerman, Head of Loyalty, Pub+, ALH Hotels the next phase of AI-enabled personalisation and loyalty should enable marketers to set specific KPIs and have the personalisation tool recommend campaigns, provide a forecast, select members and even create copy and assets.
“This will enable the marketer to quickly implement campaigns to meet the defined KPIs, rather than waiting on all departments to complete their deliverable,” Zimmerman said.
IMO Wash Club AU was also a finalist, recognised for their loyalty program powered by Eagle Eye. David Trevan, Managing Director, IMO Car Wash Australasia, says AI’s next phase is about using data to make loyalty feel personal.
“This might look like offers based purely on customer behaviours and preferences, delivered through digital channels. It’s smart, seamless and customer-friendly,” Trevan said.
Utadi Murphy, Executive Manager, Product, Digital and Customer Experience at Qantas, agrees. Murphy added that data-driven personalisation will continue to be a differentiator for businesses with strong loyalty programs.
“Creating strong data foundations and using the right tools to increase relevance to your customers will drive greater conversion and increased stickiness,” Murphy said. “What is clear is that this may look very different for every business and really needs to be closely integrated into your unique value proposition and supported by the right capabilities.”
Sarah Richardson, Advisory Board Chair, Australian Loyalty Association highlights the role of Agentic AI in driving more personalised experiences.
“Personalised AI agents available for high-value loyalty members will significantly enhance the experience within programs,” Richardson said. “Having an agent that can answer all your queries with relation to your membership as well as past purchase information will be a game changer for organisations who develop these capabilities early on.”
Jonathan Reeve, Vice President, APAC, Eagle Eye, said the next phase of personalised marketing will be “Marketing in the moment”. This involves engaging customers through personalised, context-aware strategies that respond to real-time data about the customer and their environment.
“AI-driven technologies can process customer data, purchase history, and contextual triggers in real time, allowing retailers to offer customised rewards, notifications, and promotions that resonate with the customer’s immediate needs and desires,” Reeve explained.
