LoyaltyLion returns with Loyalty Connect retention event
LoyaltyLion has announced the return of its Loyalty Connect virtual event series, focused on loyalty strategies used by retail and eCommerce brands.
The online event will run over two days and feature more than 20 speakers from retail, technology and consumer brands. Sessions will explore retention strategy, customer experience, incentives and the role of loyalty programmes as businesses seek alternatives to customer acquisition spending.
The agenda includes a session on loyalty approaches at Starbucks, Sephora and The North Face. Miya Knights, Vinay Parmar and Megan Chillmaid, Customer Engagement Strategy Lead at Visualsoft, will discuss how those brands structure member benefits, customer experience and programme design.
That discussion will cover Starbucks' recent programme changes, member benefits at The North Face and the way Sephora connects store and online shopping. The wider programme will also examine brand case studies and broader trends in retention.
Retention focus
The event comes as brands face rising customer acquisition costs and greater scrutiny of marketing efficiency. In response, loyalty and retention programmes have attracted more attention from retailers and eCommerce operators looking to drive repeat purchases without relying as heavily on discounting.
This year's event will examine how companies are trying to create more joined-up customer experiences, reflecting LoyaltyLion's view that retention is a core commercial issue rather than a narrow marketing function.
A keynote session will feature Huib van Bockel, drawing on his experience at Red Bull and as founder of Tenzing. He is expected to discuss brand building, customer retention and the pressures of growing a challenger business in a competitive market.
Van Bockel outlined his view in comments released alongside the programme: "Retention isn't a tactic. It's the result of creating something people genuinely value. That's what the best brands today get right. Looking forward to sharing a few lessons at Loyalty Connect 2026."
Brand pressure
The event reflects a broader shift in retail and eCommerce towards measuring customer value over a longer period. As paid acquisition becomes more expensive and less predictable, companies are reassessing whether points, rewards and member benefits can support repeat spending and stronger brand attachment.
That has also increased focus on how loyalty schemes work across websites, apps and physical shops. For larger consumer brands, the question is not only whether a programme attracts sign-ups, but whether it changes buying behaviour and keeps customers active over time.
For smaller digital brands, the challenge is often cost and execution. Running a loyalty programme can involve trade-offs around discounts, rewards and technology integration, especially when brands are trying to protect margins while still offering benefits customers notice.
Charlie Casey, Chief Executive Officer at LoyaltyLion, said the strongest programmes now depend on more than transaction-based rewards. "Loyalty today isn't driven by points or discounts alone. The brands winning are those creating experiences and emotional connections that give customers a reason to come back. Loyalty Connect is about helping brands understand what that looks like in practice, and how to build programs that genuinely drive long-term growth."
LoyaltyLion provides loyalty tools for eCommerce brands and works with merchants on programme design, rewards and integrations. Its event series is aimed at brands looking for practical examples of how loyalty schemes fit into a broader retention strategy.
The programme is free for online attendees, who can register for the full event or selected sessions. More than 20 speakers are scheduled to take part across the two-day event.