Fresh from two packed days in Amsterdam, the 2026 Loyalty Summit CXM Europe delivered what it promised and more.
Loyalty marketers from brands, businesses, suppliers, agencies, specialists, consultancies and technical platform providers were treated to two days of loyalty insight and inspiration – practical insight, bold stories, case studies, new research, technical presentations and big discussions about what matters in loyalty and how to make it better.
This year’s theme, “The New Rules of Loyalty: Navigating Change with Practical Insight” framed every discussion and session: inspiration, new news, new facts, but always underpinned with practical advice and how to’s.
As Chief Strategy Officer at Mando, I was proud to join a mix of global loyalty leaders, data specialists, and brand innovators. Across the sessions and conversations, five key highlights stood out; two of which, in particular, set the tone for how our industry is evolving and the role that Mando can play in helping loyalty programmes optimise their loyalty strategy across the continent.
Firstly the need to really understand your audience and design on a personal level for them (check out our new Understanding Loyalty in Europe 4.0 research) and secondly, the unstoppable rise of partnerships (check out our blog on this hot topic too!).
1. The need to really understand your audience and design your programme for them
One of the standout moments of the conference (even if we do say so ourselves!) came when I had the privilege to launch our brand-new white paper, Understanding Loyalty in Europe 4.0, created in partnership with YouGov.
This research – now in its fourth edition – provides the most comprehensive view yet of loyalty across 24 European markets, covering membership, appeal, engagement, and impact. Presented alongside Dylan Alderson of YouGov, our session revealed how membership and activity rates continue to climb, with the vast majority (63%) of Europeans now holding at least one loyalty membership. But more importantly, we explored why. Consumers aren’t just signing up; they’re engaging more deeply with the brands that make them feel recognised, rewarded and understood.
The panel discussion after the presentation was even more fascinating. Five of our European loyalty experts (representing Great Britain, Hungary, Italy, Holland and Sweden) shared their key take-outs from the paper and the implications for loyalty in their markets – a common theme was how important it is to understand local market context to get loyalty right, even when designing for a pan European loyalty programme.
For those who couldn’t attend, Understanding Loyalty in Europe 4.0 is available for download now. It’s a must-read for anyone designing loyalty strategies in today’s complex, pan-European marketplace!
2. Partnerships: Doing more with less, together
If another theme truly defined the Summit, it was partnerships. From the main stage to the networking floor, every conversation seemed to circle back to one truth: collaboration is the future of loyalty.
Whether through brand partnerships that extend value, data collaborations that unlock insight, or strategic alliances that share infrastructure, smart partnerships help loyalty programmes achieve more for less. It was inspiring to hear from brands like Vinted, Dunkin’ Donuts, Samsung, VOXI, Nectar, Neuhaus, SAS, Spenn, Vodafone and Benfica about how they’re leveraging partnerships not just to save cost, but to connect more deeply with customers’ passions.
As several speakers reminded us, partnerships are not just tactical – they’re transformative. They enable programmes to amplify reach, diversify rewards, create amazing promotions and prize pools, tap into customer passions and align with customer values such as sustainability and shared purpose.
This is an area where Mando remains deeply committed – driving the creative, data-led, and mutually beneficial collaborations that keep loyalty vibrant and relevant. One of my favourite quotes from the conference was about the need for partnerships to be “win-win-win” – a win for the brand, the partner and the customer. Hear hear!
3. Practical AI: From hype to hands-on
AI dominated the “Technology and Transformation” track – yet the focus was refreshingly pragmatic. Speakers like Linda Cereda (formerly Nike) challenged brands to bridge the gap between automation and true transformation and to focus on real life user case studies and AI in action. The most successful loyalty programmes are not those with the most advanced tools, but those using AI to make smarter, faster, more personal connections.
Decathlon’s Dmitry Olerinskiy and Vinted’s Timothy Lange showed how real-time personalisation and predictive engagement can turn insight into measurable impact. Their message was clear: “AI is not replacing loyalty, it’s refocusing it.”
Three great user cases were presented in the conference’s first “Practical AI” Track in an innovation showcase. Representatives from Eikona, Coniq and Stampix showed real case studies of AI making the loyalty experience better – from personalised content through to practical uses like image screening. It was inspiring to see some real world examples of what has been done, rather than what might be done…
4. The human side of loyalty
One of my favourite moments was a lively Gen Z panel, which cut through assumptions and delivered raw insight into what the next generation values. Authenticity, community and clear environmental purpose consistently topped their loyalty drivers. Spontaneity, changing your mind and being fleet of foot were also big themes that emerged.
After the panel we were then treated to insight from Gen Z focused brands, VOXI, Vinted and Dunkin’ Donuts who shared multiple insights and examples of how to get loyalty experiences right for this important generation, along with some cautionary tales.
Simon Tavernier did a great presentation too on the power of happy hormones and to trigger them through loyalty activation (chocolate was of course mentioned!). This tied beautifully with Herman Konings’ keynote on “Loyalty by Royalty: The Future Psychology of Customer Devotion”, which unpacked the emotional and psychological forces shaping modern loyalty – from gamification and rewards psychology to the power of “neo-communities” built around shared identity. A timely reminder that despite the tech revolution, it’s human motivation that still defines great loyalty. He made the whole thing really personal, really fun and it was a great keynote to kick off day 2 of the conference!
5. Fixing, not just building
The Summit’s “Brilliant Basics” track offered a refreshingly honest take on loyalty reality. Drawing from real case studies, they reminded us that loyalty success doesn’t just depend on flashy innovation. It’s built on clarity, consistency and courage to course correct. Iain Pringle (one of the co-chairs) reminded everyone how important the numbers are “it’s a numbers game, show me the numbers”.
I was particularly interested to learn about Kyros’ approach too – applying actuarial skills to loyalty challenges to help answer the key challenge faced by us all “leadership wants to understand whether loyalty is driving incremental profit or simply discounting revenue that was going to happen anyway”.
I also really enjoyed the case study presentations through-out – especially if I’m honest the telco examples from Deutsche Telekom, Farephone and Mobile Vikings and the sports examples from Aston Villa, Nottingham Forest, Club Brugge and Benfica. A cracking set of stories about loyalty in action.
And, whilst it didn’t sit in the “Brilliant Basics” track, I really enjoyed seeing Talon One’s new promotions playbook presented – on the creative currencies that programmes can apply in designing effective promotions that deliver for the customer and the brand, whilst avoiding their newly coined “discount death spiral”.
The “Loyalty Repair Shop” session on day one was also particularly energising – a practical clinic on diagnosing and fixing programme challenges in real time. I asked what was the one thing that a utilities loyalty programme should do this year… and got 3 answers!
Firstly identify the triggers of who’s leaving and target them, secondly try out things that don’t make sense but work (inspired by Rory Sutherland) and thirdly to make sure every loyalty programme has a soul. Great advice to end day one on!
My Final Thoughts
As the Summit closed aboard the Amsterdam canals during the Loyalty Leaders Awards, one message resonated across every deck and discussion: the new rules of loyalty demand courage, connection, and collaboration. Thank-you so much to everyone who took part, especially to the amazing organisers – it was a fabulous two days.
I’d also like to do a call-out to congratulate Racher Mercer of Benefit Cosmetics – who won the prestigious “Rising Star” Loyalty Leaders Award – huge congratulations to you!
At Mando, we’ll continue to explore these themes through our research, thought leadership, and all the brilliant clients, partners and providers that we work with – helping brands across Europe build brilliant loyalty solutions and win-win-win partnerships that deliver results.
Download the new Understanding Loyalty in Europe 4.0 white paper and discover how the European loyalty landscape is evolving – and to find out how your brand can lead the change with Mando as part of your team.
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