Episode 770

Best of the Back Catalogue | Luxury Loyalty Redefined: Inside Chalhoub Group’s MUSE Programme (#770)

Published on: 12th May, 2026

From premium rewards to unforgettable luxury experiences, this back catalogue episode explores how the Chalhoub Group built MUSE — a loyalty programme designed for high-value customers and luxury brands alike.

Join Nida Unas, Former Head of Group Loyalty at Chalhoub Group as she shares how the brand adapted customer engagement strategies, introduced innovative loyalty solutions, and reimagined premium experiences across the Middle East.

Show Notes:

2) Chalhoub Group

4)#29: Rewarding Loyalty with Luxury Experiences.

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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

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.