Episode 715

SHEIKE Society & the Art of Customer-Centric Loyalty with Mel Grafton (#715)

Published on: 23rd October, 2025

This episode is available in audio format on our Let’s Talk Loyalty podcast and in video format on www.Loyalty.TV.

Join us as we chat with Mel Grafton, Head of Digital and CRM at SHEIKE about launching SHEIKE Society , the brand’s first-ever loyalty program.

Discover how putting the customer first, creating memorable experiences, and fostering a strong community can transform loyalty in retail.

Mel shares insights from her 20-year journey across fashion, beauty, and e-commerce, and how determination and collaboration made Chic Society a reality in just 9 months.

Hosted by Carly Neubauer

Show Notes:

1) Mel Grafton

2) SHEIKE

3) SHEIKE Society

4) Book recommendation: The Five Dysfunctions of a Team

All Episodes Previous Episode

Listen for free

Show artwork for Let's Talk Loyalty

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

Profile picture for Paula Thomas

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.