The NZLA has been set up to support the demand for Loyalty Innovation and sharing global best practices.

The New Zealand Loyalty Association (NZLA) has officially launched, bringing together many of the country’s most recognised and progressive brands, alongside leading service providers, to advance the loyalty, customer engagement and insights sector across the country.

Loyalty programs are increasingly important in New Zealand as they play a key role in building long-term relationships between businesses and customers. 97 percent of New Zealanders are members of at least one retail loyalty program, showing that loyalty remains a powerful driver of customer behaviour.

But today’s consumers expect more than just points or discounts: they want meaningful, personalised rewards that reflect their preferences and values. In a competitive retail and service landscape, these programs reward repeat purchases, encourage brand advocacy, and provide valuable insights into consumer behaviour.

For New Zealanders who value personalised experiences and tangible rewards, loyalty programs offer incentives such as discounts, exclusive offers, and points redeemable for products and services. They also help local businesses stand out, strengthen customer retention, and foster a sense of community, making them a strategic tool for sustainable growth in the New Zealand market.

Formed in 2026, the NZLA has been established to connect and grow the loyalty community through industry events, education, research and professional development. The Association launches with a founding Advisory Board comprising senior leaders responsible for loyalty, marketing, customer strategy and enabling technologies across New Zealand and the wider region.

Founding Advisory Board

Brand & Retail Leaders

Steph Welch, Head of Loyalty, Woolworths New Zealand
Edwina Neilson, GM Marketing, Green Cross Health
David Brem, Head of Customer Engagement & Loyalty, Foodstuffs New Zealand
Bridgid Smith, Rewards and Loyalty Program Lead, BNZ
Alexander Larsen, General Manager Loyalty, Air New Zealand
Bronwyn Barberel, Head of Loyalty, Z Energy
Kayne Monroe, GM Membership & Experience Design, ANZ Bank New Zealand
Adrian Green, Head of Consumer & Business Insights, Digital Marketing & Merchandising, McDonald’s New Zealand
Simon Pierce, Head of Loyalty & Insights, SkyCity Entertainment Group

Service Provider Leaders

Representing organisations that enable and power loyalty programs across the region:

Trevor Jellie, Loyalty Lead – NZ, Mastercard
Richard Segar, COO, Simplicity Loyalty
Phil Devlin, Salesforce
Brendan Murphy, GM AUS/NZ, Zeta
Emma Gray, Enterprise Sales Director, Braze
Simon Rowles, Principal, Ellipsis & Company

Together, the Advisory Board represents millions of customer relationships across grocery, financial services, aviation, fuel, QSR, healthcare, telecommunications and entertainment, as well as the technology and advisory partners that power the ecosystem.

Strong New Zealand Representation on the Regional Stage

The strength of the local industry is further reflected in New Zealand’s impressive presence at the upcoming Asia Pacific Loyalty Awards on the 19th March 2026 at the Sofitel Melbourne on Collins. New Zealand finalists this year include Genesis Energy, Foodstuffs New Zealand, Mitre 10 New Zealand and One NZ.

Last year’s winners included Woolworths New Zealand, highlighting the capability and innovation emerging from the New Zealand market.

Building Capability for the Future

Over the coming months, the Association plans to roll out its well-established Loyalty Foundation program, alongside advanced modules designed to strengthen strategic, commercial and technical loyalty capability across the industry. These advanced courses include Loyalty Economics, AI and Behavioural Science.

The New Zealand Loyalty Association (NZLA) is dedicated to advancing loyalty, customer engagement and insights across New Zealand. Through events, research, education and professional development, the NZLA supports organisations in building stronger, more meaningful customer relationships.

The NZLA is part of the Loyalty Group APAC, which also represents the Australian Loyalty Association and the South East Asia & India Loyalty Association. Together, these organisations form the largest and most representative loyalty community in the Asia-Pacific region.

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