What happens when a loyalty programme becomes deeply connected to the brand customers already love?In this episode we are joined by Pascale McBain, Head of Digital Customer Experience at Baker’s Delight, to explore how Dough Getters is strengthening customer relationships across more than 500 bakeries in Australia.Pascal shares how Baker’s Delight uses loyalty data to understand customer behaviour, why research revealed that awareness—not rewards—was the biggest opportunity, and how Dough Getters is driving emotional connection, advocacy and commercial value.He also discusses the importance of simplicity and frictionless experiences, the role of personalisation, engaging franchisees across a complex network, and how customer data is shaping the future of the programme.A fascinating conversation about building loyalty by combining brand love, customer insight, simplicity and meaningful rewards.Hosted by Carly Neubauer Show Notes:1) Pascale McBai2)Baker’s Delight3) Dough Getters4) The Chimp Paradox by Professor Steve Peters (Book Recommendation)

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