S3E1: Why Loyalty Needs a Reset and How Brands Can Succeed in 2026 with Nicki Helfet

In this episode of Loyalize, we’re joined by Nicki Helfet, a leading loyalty expert and CLMP with experience across retail, fashion, travel, and streaming, having worked with brands like Ralph Lauren, DAZN and Expedia.

We explore why loyalty is at a crossroads. Where customer expectations are rising, but many brands are still treating loyalty as a side project rather than a core business function.

In this episode, we break down:

• Loyalty as an outcome vs. loyalty as a strategy

• What truly drives loyalty beyond spend: recognition, frequency, and value
• Her Three C’s of Loyalty: Commercials, Creativity, and Customer Psychology
• Why loyalty is often underfunded despite existing customers being more profitable than new ones
• How recognizing loyalty as a specialism could be the path forward for brands to succeed in 2026 and beyond

This episode is a must-listen for brands rethinking their loyalty strategy in 2026 and looking to turn loyalty into a real growth driver not a cost center.

*Bonus episode next*: Stick around for The Loyalty Pulse, where Nicki weighs in on which industries talk the talk but don’t walk the walk when it comes to loyalty and where the real opportunities lie.