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Official Logo of the 'Loyalty Programs: The Complete Masterclass

The Loyalty People and Loyalty & Reward Co are partnering to bring Loyalty Programs:
The Complete Masterclass™ to Europe

Loyalty Programs: The Complete Masterclass™ is the Asia Pacific region’s leading loyalty education course, covering the latest trends in loyalty, such as emotional connection, experiential design, gamification, use of technology for loyalty, subscription-based programs, and more

The course will be delivered by loyalty experts from The Loyalty People and Loyalty & Reward Co. The first event, in January 2024, will be delivered personally by Philip Shelper (CEO and founder Loyalty & Reward Co) and Tom Peace (MD of The Loyalty People).

The course will cover:

  • The history of loyalty programs

  • Loyalty psychology and academic reviews

  • 27 loyalty program design frameworks

  • Data and lifecycle marketing strategies to drive personalisation

  • Technology, gamification and future loyalty trends

  • Commercial modelling, and security and fraud risks

All supported by over 170 case studies from all around the world.

image of the 'Loyalty Programs: The Complete Guide' 2nd Edition

Read more ...


See our course location and timings for the Loyalty & Reward Master Class in Berlin



Tuesday 23rd April

Wednesday 24th April



See our course location and timings for the Loyalty & Reward Master Class in Oslo


To be confirmed


To be confirmed


Read more ...


See our course location and timings for the Loyalty & Reward Master Class in Milan



To be confirmed





Tuesday 30th Jan to

Thursday 1st Feb

Educating the worlds Loyalty Professionals

We constantly review the global market with frequently published articles, have acted as government advisors, provide courses to educate marketing professionals, and have written multiple books on loyalty.


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Nectar 360

Liam Warmington-Holder

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Michelle Williams

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Steve Gleadall

Costa Coffee

"What I have loved about the last couple of days was communicating with loyalty experts and discussing different ways to integrate loyalty, listening to other people, and how they approach loyalty with their brand. Overall, it's been a great experience!"



"The event has been amazing! It's great to digest the knowledge from 'Loyalty Programs: The Complete Guide' and to communicate with a bunch of great brands in the room about what's working and where we are stuck on our respective programs. It's great to be able to share best practices together; it's really valuable!"


Nottingham Building Society

"Despite having 25 years of experience in CRM, Loyalty, and Database Marketing, I have actually found some really interesting and progressive information that I will be taking back to the workplace."


Training faculty members


Philip Shelper

CEO / Founder

Phil has extensive experience within the loyalty industry as a designer, speaker, educator and researcher. In addition to designing loyalty programs for over 100 brands globally, he previously held loyalty roles at Qantas Frequent Flyer and Vodafone.
Phil is a member of several hundred loyalty programs, and an obsessive researcher of loyalty psychology and loyalty history, all of which he uses to understand the essential dynamics of what makes a successful loyalty program.


Scott Harrison

Senior Strategy Consultant 

Scott is a Senior Strategy Consultant at Loyalty & Reward Co. Scott is a customer experience and digital marketing specialist, with extensive experience across financial services, hospitality, retail and technology.
For over three years, Scott has worked with over twenty-five Loyalty & Reward Co clients to design and implement loyalty programs with a strong user-centric and data-driven approach, specialising in loyalty program design and strategy, complex lifecycle marketing journeys and customer experience design.


Ryan De Boer


Ryan is CFO at Loyalty & Reward Co. As CFO, Ryan leads the commercial and financial modelling aspects of client engagements as well as overseeing Loyalty & Reward Co’s broader financial objectives and governance practices.
Ryan brings a wealth of loyalty expertise to all client engagements, drawing on over 15 years’ experience in the loyalty industry working with some of the largest programs across Australia and New Zealand including Qantas Frequent Flyer, Woolworths, MYER, NAB and Air New Zealand.


Deon Olivier

Senior Strategy Consultant 

Deon Olivier has been an active member of the South African Loyalty Marketing industry at client, agency, strategist and implementation level since 1999. He works closely with clients to conceptualise new Loyalty Marketing strategies, refine existing strategies and implement (build, launch and bed-in) Loyalty programmes. 


Deon was part of the team that founded eBucks, the world's best retail banking Loyalty programme (as awarded in June 2023 at the International Loyalty Awards in London). Other clients include award winning mobile telco MTN, beverage bottler Coca Cola, health retailer Wellness Warehouse, quick service restaurant, Spur Group and hospitality brand Sun International. 


Hunter Murray

Strategy Consultant

Hunter is a Strategy Consultant at Loyalty & Reward Co, the leading loyalty consulting firm. We design, implement, and operate the world’s best loyalty programs.

Hunter is knowledgeable in the areas of customer loyalty, project management, data analysis, Web3, and AI. He enjoys creative problem solving and working as part of a team to achieve challenging goals and objectives.

Hunter experience spans B2C and B2B businesses across industries including eCommerce, Energy, Financial Services, Hospitality, Property, Retail and Travel.

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Tom Peace

Managing Director of The Loyalty People. 

Tom is a Customer Engagement expert and Loyalty Strategist, with 15+ years experience working at the forefront of the loyalty industry. He brings expert knowledge in all forms of customer loyalty including Financial Services, Retail, Hospitality, Travel and FMCG sectors. 


Tom runs The Loyalty People, a strategic consultancy with a laser focus on Loyalty, CRM and Customer Engagement and also personally delivers the Loyalty Program Masterclass training in conjunction with the team from Loyalty and Reward Co.

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