New Zealand Loyalty Association Launches with Advisory Board, Landmark Research and Loyalty Leaders Summit

March 17 2026, 2:40 pm | BY Ricki Green | No Comments
New Zealand Loyalty Association Launches with Advisory Board, Landmark Research and Loyalty Leaders Summit

The New Zealand Loyalty Association (NZLA) has officially launched, bringing together many of the country’s most recognised and progressive brands, alongside leading service providers, to advance the loyalty, customer engagement and insights sector across Aotearoa.

Loyalty programs are increasingly important in New Zealand as they play a key role in building long-term relationships between businesses and customers. 97% of New Zealanders are members of at least one retail loyalty program, showing that loyalty remains a powerful driver of customer behaviour.

But today’s consumers expect more than just points or discounts: they want meaningful, personalised rewards that reflect their preferences and values. In a competitive retail and service landscape, these programs reward repeat purchases, encourage brand advocacy, and provide valuable insights into consumer behaviour.

For New Zealanders, who value personalised experiences and tangible rewards, loyalty programs offer incentives such as discounts, exclusive offers, or points that can be redeemed for products and services. They also help local businesses stand out, strengthen customer retention, and foster a sense of community, making them a strategic tool for sustainable growth in the New Zealand market.

Formed in 2026, the NZLA has been established to connect and grow the loyalty community through industry events, education, research and professional development. The Association launches with a founding Advisory Board comprising senior leaders responsible for loyalty, marketing, customer strategy and enabling technologies across New Zealand and the wider region.

Founding Advisory Board

Brand & Retail Leaders

Service Provider Leaders

Representing organisations that enable and power loyalty programs across the region:

  • Trevor Jellie, Loyalty Lead – NZ, Mastercard

  • Richard Segar, COO, Simplicity Loyalty

  • Phil Devlin, Salesforce

  • Brendan Murphy, GM AUS/NZ, Zeta

  • Emma Gray, Enterprise Sales Director, Braze

  • Simon Rowles, Principal, Ellipsis & Company

Together, the Advisory Board represents millions of customer relationships across grocery, financial services, aviation, fuel, QSR, healthcare, telecommunications and entertainment, as well as the technology and advisory partners that power the ecosystem.

Says Welch: “It’s an exciting time to be launching the New Zealand Loyalty Association, and I’m thrilled to contribute as a member of the Advisory Board. As AI reshapes how brands build customer relationships, our industry needs strong foundations in education and shared best practice. This initiative ensures New Zealand remains at the forefront of loyalty innovation.”

Says Sarah Richardson, CEO of the NZLA: “The launch of the New Zealand Loyalty Association is accompanied by the most comprehensive loyalty study ever undertaken in New Zealand. By benchmarking programs and categories across more than twenty Cx measures, alongside analysing emerging trends, we’re giving loyalty leaders the practical, data-led insights they need to enhance performance and evolve their programs with confidence.”

Loyalty Leaders Summit Announced, 28th May 2026

The NZLA has confirmed its first official industry event, to be held on the 28th May 2026 at the Park Hyatt Auckland.

The event will feature an exceptional line-up of senior industry speakers and unveil what is set to become New Zealand’s largest and most comprehensive loyalty insights study.

Building on the success of the Australian Loyalty Insights Research, the study will analyse nearly 80 loyalty programs across the country. Spanning grocery, financial services, fuel, aviation and key retail categories, it will provide sector benchmarking, performance comparisons and deep insights into evolving consumer expectations.

Strong New Zealand Representation on the Regional Stage

The strength of the local industry is further reflected in New Zealand’s impressive presence at the upcoming Asia Pacific Loyalty Awards on the 19th March 2026 at the Sofitel Melbourne on Collins.

New Zealand finalists this year include:

  • Genesis Energy

  • Foodstuffs New Zealand

  • Mitre 10 New Zealand

  • One NZ

Last year’s winners included Woolworths New Zealand, highlighting the capability and innovation emerging from the New Zealand market.

Building Capability for the Future

Over the coming months, the Association plans to roll out its well-established Loyalty Foundation program, alongside advanced modules designed to strengthen strategic, commercial and technical loyalty capability across the industry. These advanced courses include: Loyalty Economics, Ai and Behavioural Science.

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