- Hotel Loyalty Scheme Case Studies with focus on the Middle East - Few people would disagree that the last two or three years have been incredibly challenging for the hotel industry. However, it’s during such times that creativity and innovation come to the forefront to answer the question ‘how can we fill our hot...... More →
- Loyalty Play Holdings Launches First Competitive Gaming Destination Powered by Frequent Flyer Miles - Loyalty program members can now use their miles and points to play casual games, compete, and win upgraded awards and prizes. Los Angeles, CA — (SBWIRE) — 01/05/2012 — Loyalty Play Holdings has launched PlayWithPoints.com, the ...... More →
- 3 Words for Loyalty Marketing in 2012 - Amid the overwhelming flow of information in our digital world, there are a few keepers. Chris Brogan is one... More →
- Reward News Round-up: Air Miles Date Stamp - Air Miles sets expiry date on unused reward miles - CP24, Canada- Dec 30, 2011 - Tammy Frizzel, left,... More →
- Airlines are Winning the Loyalty Game - Gamification was the hot buzz word this year for customer engagement, - but how does it relate to frequent... More →
Richard Philips
Richard has a proven ability to effect commercial change and has experience creating and executing loyalty marketing strategies across a range of industries in the EU and neighboring geographies. He is adept at dissecting complex business issues and setting a course to achieve objectives through solution design and implementation of practical marketing campaigns.
In recent years, Richard has worked in leadership positions with Diageo Global Marketing & Carlson Marketing crafting loyalty solutions in Europe, and has 2 years in an Aims listing company delivering loyalty solutions for BP, Morrisons and Exxon, both in the UK and EU.
In addition, Richard has worked both as a PwC consultant for a wide range of clients including: Centrica, Air Products, Exxon, Texaco, RAC, Heineken. Projects delivered included a wide range of problem solving challenges including:
• Leading and coordinating a £20m launch into a new market involving business case development, product design, marketing, and operational planning
• Change management for a 3 country, 1200 user SAP implementation
• Solving large-scale process and organisational issues to leverage a Siebel implementation
• Strategy for a dysfunctional sales channel, as well as sales channel organisational design
Specific loyalty marketing projects delivered include:
• Running loyalty programs for BP across 3 markets
• Reviewing and providing program enhancements for Sainsbury’s holistic loyalty strategy
• Design, set-up and implementation of a loyalty program for MBNA in UK, Spain and Ireland
• Supporting Shell UK Payment and Loyalty operations including direct work with DunnHumby expanding its loyalty activities to drive increased volumes and support a major new fuels launch
By virtue of this client experience, Richard is in the unique position to understand the needs of businesses aiming to create and deliver loyalty solutions from the client, agency, and software / operational perspectives.
This has given him insight into the potential for loyalty programmes to engage consumer audiences and deliver against underlying business objectives. Complementing this strategic vision, is Richard's ability to deal with the associated challenges of program execution including negotiation of commercial contracts, process and organisational design.
