Episode 727

DLF Mall Rewards: Blending Human and Digital to Delight Customers (#727)

Published on: 2nd December, 2025

In this Wiser Loyalty episode we speak with Shivaji Choudhary, Assistant General Manager of Marketing at DLF Malls and one of the key principles in building out and recently launching DLF Mall Rewards. He talks about 'the DLF way' and how his team is combining experience and experimentation to create delight at their destination malls.  

DLF is a 78 year old real-estate development, management and investment services firm in India. It is the largest publicly listed real estate company in India with residential, commercial and retail properties across 15 states and 24 cities.  

This conversation is an intriguing look at how human and digital program delivery is coming together to create experiences that elevate the ideology of loyalty and move it beyond the programmatic in some very novel ways.

Hosted by Aaron Dauphinee

Show notes:

1) Shivaji Choudhary

2) DLF Mall Rewards

3) DLF

4) Book Recommendation: Barking Up the Wrong Tree

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About the Podcast

Let's Talk Loyalty
“Let’s Talk Loyalty” is an industry podcast for loyalty marketing professionals.

If you work in loyalty marketing, join us every week to learn the latest ideas and marketing insights from loyalty specialists around the world.

Check out our website on: http://www.letstalkloyalty.com/

About your host

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Paula Thomas

Paula Thomas is the Founder and CEO of Let’s Talk Loyalty and Loyalty TV.

Paula Thomas is an award-winning podcaster who founded the “Let’s Talk Loyalty” podcast and business in 2019, and Loyalty TV in 2023.

She has over twenty-five years blue-chip marketing experience, including almost a decade leading consumer loyalty programmes in multiple sectors including telecommunications, the energy sector, banking and airline loyalty programmes.

She is from Ireland and lives in Dubai.

Paula is a former judge for the “International Loyalty Awards”, and the author of the book “Driving Loyalty in Convenience Retail”.

She holds an Executive MBA from Smurfit Business College, one of Ireland’s top universities, and is a “Certified Loyalty Marketing Professional”.

In 2025, she was chosen as the International Loyalty Industry Personality of the Year.