Episode 807

TrueLoyal: Building Loyalty That Creates Incremental Value (#807)

Published on: 8th October, 2026

What does it take to build a loyalty strategy that delivers more than points, discounts and transactions?

Bridget Blaise-Shamai speaks with Jacek Materna, CEO of TrueLoyal, about the evolution of modern loyalty — from customer communities and authentic advocacy to gamification, UGC and connecting online and offline behaviour.

Jacek shares real-world examples from brands including Nestlé Purina, Hero Cosmetics and more, while explaining why incrementality and measurable lift should be at the heart of every loyalty investment.They also explore how brands can turn customer communities into a source of insight, content, engagement and acquisition — and why the future of loyalty is about creating experiences that genuinely earn customer commitment.

Hosted by Bridget Blaise-Shamai

This episode is sponsored by TrueLoyal

Show Notes:

1) Jacek Materna

2) TrueLoyal

3) Good to Great - Book Recommendation

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.