Loyalty & Reward Co Introduces Global Loyalty Industry Guide to Middle East with Dubai Launch.
Dubai(News Desk):: Loyalty & Reward Co, the world’s only global pure-play loyalty consultancy, has introduced the third edition of Loyalty Programs: The Complete Guide to the Middle East, bringing a comprehensive international reference on loyalty strategy and programme management to a region witnessing rapid growth in customer experience initiatives and digital transformation.
The regional launch follows the opening of the company’s Dubai office and coincides with the Loyalty Programs: The Complete Masterclass, held in Dubai on 4–5 November 2026. The book serves as the official textbook for the two-day CPD-certified training programme, with regional operations led by Krishna Mohan, Loyalty Director MENA.
As businesses increasingly recognise the value of first-party customer data and artificial intelligence (AI) transforms consumer purchasing behaviour, loyalty programmes are evolving beyond traditional points and rewards. Companies are now focusing on building stronger direct customer relationships, improving customer retention and generating measurable long-term business value.
Comprehensive Guide to Modern Loyalty Strategies
Written by Philip Shelper, CEO and Founder of Loyalty & Reward Co, the third edition features 24 chapters covering the theory, strategy and practical implementation of loyalty programmes across different business functions.
Drawing on more than 160 loyalty projects undertaken over 13 years, the publication includes over 250 case studies from six continents. With approximately 50 per cent more content than the previous edition, it explores emerging industry developments, including artificial intelligence, agentic commerce, subscription models and loyalty return on investment (ROI).
The book also introduces the company’s proprietary frameworks, including the Essential Eight™, the Empowered Customer Mandate™ and the Loyalty ROI Optimiser™. Supported by independent academic research, it features a foreword by Thomas F. O’Toole of the Kellogg School of Management at Northwestern University.
The third edition is available through Amazon UAE, priced at AED 179.98 for the paperback edition and AED 143.21 for Kindle, as well as through international Amazon marketplaces and IngramSpark.
AI Transforming the Future of Customer Relationships
The publication examines how artificial intelligence is reshaping customer engagement, particularly as AI agents increasingly influence purchasing decisions and may eventually complete transactions on behalf of consumers.
Philip Shelper said that businesses would increasingly feel the impact of AI agents making decisions for customers, emphasising that brands with strong, direct customer relationships would have a competitive advantage.
He added that loyalty programmes play a crucial role in building these relationships and expressed his enthusiasm about bringing the latest edition and its insights to the MENA region.
The book also explores how organisations can respond to changing consumer expectations, use customer data responsibly and assess the commercial effectiveness of their loyalty strategies.
Dubai Office Strengthens Regional Presence
Loyalty & Reward Co’s Dubai office will serve as its regional headquarters for the Middle East, providing businesses across the UAE and wider GCC with access to international expertise in loyalty strategy, programme design, implementation, audits, innovation, development and professional education.
Krishna Mohan, Loyalty Director MENA at Loyalty & Reward Co, said the Middle East was among the world’s most exciting loyalty markets, with significant demand for internationally recognised best practices.
He noted that bringing the book and Masterclass to Dubai would provide regional loyalty professionals with both a comprehensive industry reference and practical training to develop high-performing programmes.
The Dubai Masterclass combines professional education with practical applications of loyalty strategy. Each participant receives a complimentary copy of the third edition of Loyalty Programs: The Complete Guide, along with course materials. Successful participants are awarded the Certified Loyalty Expert™ certification.
The programme is also expected to establish a foundation for further Masterclasses and consulting engagements across the MENA region. The company’s regional network includes partnerships with Loylogic and Epsilon.
Middle East Loyalty Market Forecast to Reach US$5.6 Billion
The Middle East loyalty market is growing at an annual rate of 15.1 per cent and is forecast to reach US$5.6 billion by 2030, highlighting the increasing importance of customer engagement and retention strategies across the region.
Against this backdrop, the launch of the third edition brings together international consulting expertise, an extensive industry reference and certified professional training to support businesses and loyalty specialists in developing more effective and sustainable customer loyalty programmes.
The initiative further strengthens Dubai’s position as a regional centre for business innovation, professional development and customer experience transformation.-END-
