The Australian Loyalty Association (ALA) has announced that the future of retail AI, personalisation and customer loyalty will be the major topics of industry discussion and debate at the upcoming 2025 Asia Pacific Loyalty Conference.
Recent ALA research highlights the growing tension between personalisation expectations and customer comfort with data use:
- 46% of members expect brands to know their preferences—suggesting a gap between expectation and delivery.
- 58% are happy to share their data in exchange for more relevant offers.
- 53% remain concerned about the volume of data loyalty programs hold on them.
- 75% prefer communication via email, with only 35% open to texts—and just 68% wanting SMS used for urgent updates only.
ALA Founder and Director Sarah Richardson said AI is undoubtedly a powerful agent of change in the loyalty ecosystem as it evolves to accelerate processes and customer experience outcomes, strengthen personalisation and shape wider strategic decision-making.
“As AI tools become more sophisticated, the pressure is on loyalty leaders to stay informed about technology advancements to maintain their competitive edge.
The 2025 event is set to provide loyalty professionals with practical guidance and fresh thinking during a pivotal moment for the industry, to better adapt to shifting consumer behaviours and cultivate lasting customer loyalty.”
The conference agenda kicks off with a Fireside Chat between Robert Lopez, Chief Marketing & Innovation Officer from Norths Collective, and Lucinda Acheson, Customer and Loyalty Strategy, from Salesforce, exploring how artificial intelligence is reshaping customer experience and loyalty in the Asia Pacific region.
The session will look at predictive analytics, machine learning, and how brands can harness new technologies while staying aligned to customer trust.
Robert Pope, General Manager of Customer from Myer will also feature on the program, sharing how brands can adapt and relaunch their loyalty strategies in a cost-of-living crisis—balancing economic pressures with the need to keep customers engaged and rewarded.
“In this session, we will explore how the AI era is reshaping customer experience and member loyalty. Join us to discover how new AI technologies and practical strategies can be applied to your organisation and loyalty programs to create a more efficient and personalised member experience.”
Hosted by the Australian Loyalty Association (ALA), the three-day conference will gather more than 400 senior leaders, loyalty professionals and brand marketers to hear from over 30 expert speakers—spanning global loyalty innovators, retail strategists and customer experience specialists.
With more than 200 brands represented and over 30 exhibitors in attendance, the event will offer deep dives into the trends transforming loyalty, including AI-driven personalisation, data ethics, emotional loyalty and the future of omnichannel engagement.
Attendees will enjoy full-day programming, networking sessions, exhibition access, and social events in one of Australia’s most vibrant coastal destinations.
Key themes will focus on disruption and innovation at every stage of the loyalty journey—from building a customer data strategy to designing seamless, value-led member experiences.
The 2025 Asia Pacific Loyalty Conference will be held from 29–31 July 2025 at the luxurious QT Resort on the Gold Coast, bringing together industry leaders, marketers, and technology experts.
About the Australian Loyalty Association (ALA):
Founded in 2008, the Australian Loyalty Association (ALA) is an esteemed organisation dedicated to providing thought leadership, educational resources, and networking opportunities to professionals within the loyalty industry.
The ALA currently boasts a membership base exceeding 4,500 individuals, including Chief Marketing Officers (CMOs), Chief Customer Officers (CCOs), Loyalty Managers, Marketing Directors, as well as professionals specialising in Insights, Technology, Customer Relationship Management (CRM), AI and Analytics.
The ALA encompasses a diverse range of initiatives, including its Accredited Customer Loyalty Courses, the Asia Pacific Loyalty Conference, the Annual Loyalty Insights Report, the Loyalty Marketplace, the Young Members program, News and Content Hub, and Brand Membership.
