Loyalty & Reward Co launches third edition of loyalty guide in Middle East
Loyalty & Reward Co has launched the third edition of Loyalty Programs: The Complete Guide in the Middle East, expanding its presence in the region as businesses increase investment in customer experience, data-driven marketing and digital transformation.
The regional launch follows the opening of the company's Dubai office and coincides with its two-day, CPD-certified Loyalty Programs: The Complete Masterclass, held in Dubai on November 4 and 5, 2026.
Written by Philip Shelper, CEO and Founder of Loyalty & Reward Co, the book serves as the official textbook for the Masterclass. The company's regional operations are led by Krishna Mohan, Loyalty Director MENA.
The publication comes as loyalty programmes evolve beyond traditional points and rewards. With first-party customer data becoming increasingly important and artificial intelligence (AI) changing how consumers discover and purchase products, businesses are looking to loyalty strategies to strengthen direct customer relationships, improve retention and generate long-term value.
Guide covers AI, subscriptions and loyalty returns
The third edition contains 24 chapters covering the theory, strategy and practical application of loyalty programmes across businesses.
Drawing on insights from more than 160 loyalty projects undertaken over 13 years, it includes more than 250 case studies from six continents. The latest edition contains approximately 50 per cent more content than its predecessor and examines developments such as AI, agentic commerce, subscriptions and loyalty return on investment (ROI).
It also introduces the company's proprietary frameworks, including the Essential Eight™, the Empowered Customer Mandate™ and the Loyalty ROI Optimiser™.
Based on independent academic research, the book includes a foreword by Thomas F. O'Toole of the Kellogg School of Management at Northwestern University.
The third edition is available through Amazon UAE for AED179.98 in paperback and AED143.21 for the Kindle version. It is also available through international Amazon marketplaces and IngramSpark.
AI's influence on customer relationships
The book examines how businesses can maintain direct relationships with customers as AI agents increasingly influence purchasing decisions and may conduct transactions on consumers' behalf.
Shelper said brands with strong direct customer relationships would be better positioned as AI-driven commerce develops. He added that loyalty programmes could help businesses build those relationships while adapting to changing consumer behaviour.
The publication also covers responsible use of customer data and ways to measure the commercial effectiveness of loyalty strategies.
Dubai office supports regional expansion
Loyalty & Reward Co's Dubai office serves as its regional base, offering businesses across the UAE and wider GCC support in loyalty strategy, programme design, implementation, audits, innovation and professional education.
Krishna Mohan, Loyalty Director MENA, said demand for best-practice loyalty programmes was growing across the Middle East. He said the book and Dubai Masterclass were intended to provide regional professionals with both industry knowledge and practical training.
Each Masterclass participant receives a complimentary copy of the third edition and course materials. Attendees who successfully complete the programme are awarded Certified Loyalty Expert™ certification.
The company said the Dubai programme would provide a foundation for further Masterclasses and consulting engagements across MENA. Its regional relationships include partners Loylogic and Epsilon.
The Middle East loyalty market is growing at an annual rate of 15.1 per cent and is forecast to reach $5.6 billion by 2030, according to figures cited by the company.
