Episode 772

How e& Turned Smiles into a Digital Lifestyle Ecosystem (#772)

Published on: 19th May, 2026

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Smiles by e& is a leading UAE lifestyle and loyalty ecosystem that has evolved far beyond traditional telecom rewards into a full-scale digital engagement platform.

Antonio Ricciardi explains how Smiles transformed from a conventional telecom loyalty programme into one of the UAE’s most connected lifestyle ecosystems.

The platform now extends beyond telco customers, delivering everyday relevance through grocery, strategic partnerships, personalization, and AI. This shift reflects a broader vision of loyalty — moving from standalone rewards to integrated digital commerce ecosystems that shape daily consumer behaviour.

Hosted by Lisa Brightwell

Show Notes:

1) Antonio Ricciardi

2) e&

3) Smiles

4) The Mamba Mentality (Book Recommendation)

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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.