Episode 671

Launching Shoppers Drug Mart's Optimum: Learnings from a Loyalty Operations Lens (#671)

Published on: 22nd May, 2025

In the latest Wiser Loyalty podcast, Aaron Dauphinee of the Wise Marketer Group, speaks with industry loyalty operations expert, Nadine Rubin.  Nadine shares her thoughts on the characteristics and skills needed to be successful in loyalty operations after a 25+ year career in the industry.  

She also shares her vast experience, in particular while launching the Shoppers Drug Mart Optimum program in Canada as an alternative to coalition loyalty models that were dominating the market.  Nadine does a compare and contrast of then versus now in loyalty and outlines some successes and wins: ensuring the immediacy of rewarding members, establishing program ambassadorship, testing with employees, etc.  

Nadine closes by providing some thoughts and advice to a younger version of herself working in the 'loyalty industry'. This conversation is chalked full of insights and learning from someone that specializes in the unique area of Loyalty Operations.  

Show Notes:

1) Nadine Rubin

2) Aaron Dauphinee

3) Wise Marketer Group

4) Drug Mart Optimum

5) The Invitation by Oriah (Book)

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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”.