Third edition of Loyalty Programs: The Complete Guide launches in the region alongside a Dubai Masterclass, strengthening the company’s presence across MENA
Loyalty & Reward Co, the world’s only global pure-play loyalty consultancy, has launched Loyalty Programs: The Complete Guide (3rd Edition) in the Middle East, bringing an extensive reference on loyalty strategy and programs management to a market experiencing growing investment in customer experience and digital transformation.
The regional launch follows the opening of the company’s Dubai office and coincides with Loyalty Programs: The Complete Masterclass, held in Dubai on 4 November 2026. The book serves as the official textbook for the two-day, CPD-certified program, with regional operations led by Krishna Mohan, Loyalty Director MENA.
As first-party customer data becomes increasingly valuable and artificial intelligence (AI) reshapes how consumers discover and purchase products, loyalty programs are evolving beyond traditional points and rewards. Businesses are increasingly looking to loyalty to build direct customer relationships, improve retention and deliver measurable long-term value.
A comprehensive guide to modern loyalty
Authored by Philip Shelper, CEO and Founder of Loyalty & Reward Co, the third edition spans 24 chapters covering the theory, strategy and practical application of loyalty as a cross-functional business discipline.
Drawing on insights from more than 160 loyalty projects undertaken over 13 years, the book features more than 250 case studies spanning six continents. With approximately 50 per cent more content than its predecessor, this edition addresses developments shaping the industry, including AI, agentic commerce, subscriptions and loyalty return on investment (ROI).
It also introduces proprietary Loyalty & Reward Co frameworks, including the Essential Eight™, the Empowered Customer Mandate™ and the Loyalty ROI Optimiser™. Grounded in independent academic research, the book features a foreword by Thomas F. O’Toole of the Kellogg School of Management at Northwestern University.
The third edition can be purchased through Amazon UAE at AED 179.98 for paperback and AED 143.21 for Kindle and international Amazon marketplaces, as well as IngramSpark.
AI and the future of customer relationships
As AI agents begin to influence purchasing decisions and potentially transact on behalf of consumers, brands face the challenge of maintaining meaningful customer relationships in an increasingly automated marketplace.
“Every business is about to feel the impact of AI agents making decisions for their customers. The brands with a real, direct relationship will win, and that relationship is what a loyalty program builds. This edition shows how to build it effectively, and I am delighted to bring it to the MENA region,” explained Shelper.
The book examines how organisations can respond to changing consumer expectations, use customer data responsibly and measure the commercial effectiveness of their loyalty strategies.
