Understanding the emerging trends in Luxury Loyalty with John Russo

In this episode I am joined by John Russo, CEO of Maddox Gallery, a powerful disruptor in the contemporary and modern art world. Maddox provide art advisory, purchase and investment opportunities and have offices in London and Gstaad, Switzerland. Maddox have a global customer base of art lovers so customer loyalty is an extremely important initiative for John!

Many believe loyalty programs can't work in the luxury sector, and that's true of a traditional points/offers based program, but actually this is where it works best - if you do it right Listen in to hear John talk about the importance of loyalty in the luxury sector and how it defers from more mainstream categories.

We discuss how luxury brands have to create a story for customer, through advice and a fully immersive experience. John provides excellent examples of how Maddox achieves this and how other luxury brands create similar experiences for their members.

We also engage in a heated debate around the use of NFT to create value (or NOT) in the luxury sector. John has some extremely strong views on how NFTs have genuinely been a disaster for the sector and absolutely not a solution for loyalty - well worth a listen!

I understand and totally agree with John actually but we do also discuss some sensible and efficient use of blockchain technology for loyalty that create advantages and cost savings for businesses in any sector. NFT is dead, long live the Blockchain!

Hope you enjoy the podcast!