by: Zenia Pearl V. Nicolas
What really drives loyalty in the Philippine market today?
That was the central question that sparked honest conversations at today’s exclusive breakfast roundtable hosted by rockbird media powered by Capillary Technologies. With loyalty marketing at a pivotal point shifting from transactional perks to emotional, data-backed connections, industry leaders gathered not just to talk tactics, but to challenge assumptions.
Jasper Enriquez, loyalty pioneer and keynote speaker, opened with a bold truth:
“Loyalty programs aren’t just about keeping up with competitors—they need structure, purpose, and data.”
He emphasized that many brands jump into loyalty just because others are doing it, often without the tech, clarity, or long-term vision needed to succeed.
“It’s not just about giving points. That’s the easy part. The hard part is making those points meaningful.”
Real Talk: Loyalty is More Than Just a Program
The room heard stories from brands like Bioessence, Angkas, Bench, and the Moment Group (Jasper shared his experiences to this company), shedding light on what truly works. From Angkas’ CRM-based communications to Moment Group’s personalized VIP experiences, the common thread was clear: Loyalty must be lived, not just launched.
Among the insights:
- VIPs matter more than volume. Most brands reported their top 10-30% of customers generate the majority of revenue.
- Loyalty must be data-first. Without customer segmentation and analytics (like RFM—Recency, Frequency, Monetary value), rewards can miss the mark.
- Discounts still work but they need strategy. Blanket promos often lead to loss. But minimum spend thresholds and tailored vouchers? That’s where the magic happens.
The Takeaways That Stuck
- A loyalty program should be rooted in behavioral insights—not gut feel.
- Brands should move from “hugot sa hangin” (guesswork) to “data-driven action.”
- Even small member bases can achieve big goals. One brand with only 38,000 members tripled their usage targets.
- Soft rewards, such as personalized gestures or early access, sometimes hold more value than hard discounts.
Building for the Filipino Market
It was also acknowledged that loyalty in the Philippines is still evolving. Many frameworks are borrowed from overseas, but as Jasper shared, conducting an assembly like this rockbirdmedia events’ goal is to build loyalty literacy locally and that starts with communities.
“We’re here not just to promote loyalty solutions, but to build a movement. To help brands, big or small, understand what loyalty really means, especially here in the Philippines.”
From Concept to Execution: What’s Next?
This roundtable wasn’t a pitch—it was a pulse check. Jasper set a reminder that,
“Loyalty is hard work but it pays off when done right”.
Whether you’re a startup or a legacy brand, the advice echoed around the table was this:
- Start with clear goals
- Use data to guide your design
- Personalize your experience
- Focus on the right customers, not just all customers
- Don’t do it just to compete—do it to connect
Today’s session proves one thing loud and clear: loyalty is no longer a buzzword, it’s a business strategy. In the end, loyalty isn’t earned with discounts alone—its’s built through understanding, consistency, and heart.
And if there’s one thing today reminded us of, it’s this:
The best loyalty programs aren’t the biggest—they’re the most human.
Here’s to creating meaningful connections, one customer at a time. Let’s keep showing up not just with rewards but with a purpose.
#LoyaltyRedefinedPH #CapillaryTech #CustomerRetention #FutureOfLoyalty #DataDrivenLoyalty #PHMarketing #rockbirdmedia #GrowBeyond
