4 - 5 November 2026
Dubai, UAE
Where loyalty strategy meets reward innovation
exploring the future of loyalty, rewards, Al-powered engagement, personalization and
customer value creation.
Why this masterclass matters
Designed for senior leaders across Loyalty, CRM, Customer Engagement, Digital, Marketing and Partnerships, this immersive two-day experience combines strategic insights, practical frameworks, and real-world case studies from some of the industry's most respected experts. Discover how brands can unlock greater customer value, increase engagement, drive revenue, and create differentiated experiences through the power of loyalty and rewards.
Gain practical ideas and proven approaches that can be applied to deliver business impact. Brands that have recently participated include GAP, adidas, ASICS, Calvin Klein, Tommy Hilfiger, VF Corporation, CVS, Citi, LEGO, Costa Coffee, FanDuel, Marriott, Vodafone, Ann Summers, AS Watson, ASOS, PepsiCo, Adobe, Virgin Red, Mastercard, and H&M.
Why attend
The loyalty landscape is evolving faster than ever.
Customer expectations are rising. AI is redefining engagement. Rewards have become a critical lever for growth, retention, and customer lifetime value.
Loyalty Programs: The Complete Masterclass™ brings together the industry’s leading experts, practitioners, and innovators to explore the strategies, technologies, and reward ecosystems shaping the future of customer engagement.
Delivered by certified professionals from The Loyalty & Reward Co, in partnership with Loylogic and Epsilon, the two-day course covers eight core modules, combining practical frameworks, global insights, and real-world case studies to help you build or evolve a best-in-class loyalty program that drives deeper member engagement and incremental ROI.
Participants will also receive a copy of Loyalty Programs: The Complete Guide (3rd Edition), the course materials, and certification upon completion. The course is independently certified by The CPD Certification Service, with graduates authorized to use the Certified Loyalty Expert™ designation and Masterclass graduate emblem.
You’ll also become part of the wider loyalty community, with opportunities to network with industry peers and access to the Masterclass LinkedIn alumni group.
Our culture is grounded in:
Global industry insights
Learn from experts working with some of the world’s leading loyalty programs, airlines, banks, retailers, and digital brands.
Reward innovation
Discover how modern reward marketplaces are increasing engagement, improving redemption experiences, and creating long-term customer value.
AI & personalization
Explore how AI, customer data, and intelligent targeting are enabling brands to deliver meaningful experiences at scale.
Loyalty economics & ROI
Understand how successful programs are funded, measured, and optimized to deliver sustainable commercial outcomes.
Partnership ecosystems
Learn from experts working with some of the world’s leading loyalty programs, airlines, banks, retailers, and digital brands.
Executive networking
Connect with senior leaders across loyalty, CRM, customer engagement, marketing, digital transformation, and partnerships.
Program at a glance
💼 Check-in and coffee
Program objectives
- Loyalty program definitions
- Why companies run loyalty programs
- How to set objectives that drive the right outcomes
Speaker(s)
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Gabi Kool
Phil Shelper
Loyalty program designs
- Review of 10 primary design frameworks, 26 sub-frameworks, and hybrid models
- How to select the right design for your business
Speaker(s)
Gabi Kool
Phil Shelper
Existing program critique
- Loyalty & Reward Co’s Essential Eight™ Principles
- Real-world program examples assessed against best-practice principles
Speaker(s)
Gabi Kool
Phil Shelper
☕ Coffee Break
Loyalty psychology
- Key consumer psychology theories applied to loyalty program design
- How to influence desired member behaviours
Speaker(s)
Gabi Kool
Phil Shelper
Rewards & benefits
- Types of rewards, benefits and reward aggregators
- How to match reward types to the behaviours you want to drive
Speaker(s)
Gabi Kool
Phil Shelper
🍽 Lunch + Networking
Gamification
- Gamification vs games
- Mechanics that drive deeper member engagement
- Real-world examples
Speaker(s)
Gabi Kool
Phil Shelper
Differentiation
- Why loyalty programs commoditise
- How to design a program that creates sustainable competitive advantage
Speaker(s)
Gabi Kool
Phil Shelper
☕ Coffee Break
Data strategy
- The loyalty data value chain
- How to collect, store and activate member data to drive deeper engagement
Speaker(s)
Gabi Kool
Phil Shelper
🍹 Drinks + Networking
💼 Check-in and coffee
Marketing & promotions
- Member lifecycle management
- Promotions strategy
- Omnichannel personalisation across communications, offers and experiences
☕ Coffee Break
Technology
- The loyalty technology landscape
- Core platform capabilities
- How to evaluate and select the right tech
🍽 Lunch + Networking
Commercial modelling
- How loyalty programs generate (and cost) money
- Key financial metrics every loyalty professional needs to understand
ROI optimisation
- How to measure true program ROI
- Frameworks for proving the business case | Isolating the loyalty effect
Security & Fraud
- Common fraud vectors and how programs are exploited
- Strategies to detect, prevent and remediate
☕ Coffee Break
The future of loyalty
- Emerging global trends
- AI and agentic commerce
- What the loyalty landscape looks like from here
Bringing it all together
- Synthesising two days of learning
- How best-practice programs combine design, psychology, technology, data and commercial rigour to deliver success
🍹 Finish + photos
The minds behind the masterclass
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Phil Shelper
CEO & Founder
Loyalty & Reward Co
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Hunter Murray
Principal Consultant, Europe
Loyalty & Reward Co
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Srikrishna Mohan
Loyalty Director, MENA
Loyalty & Reward Co
Guest speakers
Gabi Kool
Chief Executive Officer
Loylogic
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Adam Whatling
Chief Commercial Officer
Loylogic
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Brad Macdonald
Vice President, Loyalty Strategy
Epsilon
Book your seat now
$1,500 per attendee
What’s included
- Full 2-day masterclass access
- All keynotes & breakout sessions
- Speaker Q&A and panel discussions
- Networking evening (Day 1)
- Farewell drinks (Day 2)
- Course materials & recordings
- Breakfast, lunch & coffee breaks
Not included
- Flights & travel
- Hotel accommodation
- Visa & travel insurance
- Full 2-day masterclass access
- Local transport
Our partners
What attendees say
The . . . Masterclass was brilliant! In just one day, I gained a structured framework and approach, practical, up - to- date strategies that I could immediately apply to redesign and evolve loyalty initiatives. The insights from peer industry leaders and the opportunity to connect with peer global experts made it an unforgettable experience. Highly recommended for anyone serious about driving customer engagement through loyalty.
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This has been one of the few courses where you actually get a constant stream of tangible, practical information that you can immediately start applying to any existing or new loyalty programs. Would 100% recommend it to other loyalty professionals.
Even when you think you’ve seen it all, this program, brilliantly led by Philip and his team, offered a deep dive into the evolving world of loyalty. The discussions, debates, and exercises with other loyalty professionals from all over Europe brought fresh perspectives and renewed inspiration.
It was a well - delivered session that highlighted key principles of loyalty. The facilitator team effectively connected theory with real - life examples. It was immediately applicable to our daily operations!
Shape the future of loyalty & rewards
Join senior leaders from loyalty, CRM, digital, marketing and customer engagement functions for two days of insight, innovation and industry connection.
