Episode 764

Best of the Back Catalogue | British Gas Rewards: Building Loyalty with Simplicity & Impact (#764)

Published on: 21st April, 2026

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This Best of the Back Catalogue episode revisits the story of an award-winning UK loyalty programme from British Gas, created to drive real customer appreciation in a highly regulated and competitive market.

Featuring insights from Charlie Hills from Mando and Cathryn (Lewis) Lodwidge, Former Head of Customer Marketing at British Gas we explore how British Gas Rewards moved away from complexity to deliver simplicity, exclusivity, and measurable impact—successfully reducing churn and increasing NPS across millions of customers.

A powerful reminder that with the right vision, data, and leadership support, loyalty programmes can be built at speed and scale while delivering meaningful customer value.

Show Notes:

1) Cathryn (Lewis) Lodwidge

2)British Gas Rewards

3)British Gas

4) #16: British Gas Rewards - Award Winning Loyalty Programme

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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.