When loyalty programs first emerged, they were little more than punch cards and frequent-flyer miles. Today, they’re multimillion-dollar ecosystems driving customer retention, brand differentiation, and data-driven marketing. Now, two industry heavyweights—Ascendant Loyalty (Chicago) and The Loyalty People (London)—are teaming up to expand their reach and sharpen their edge in a space that’s becoming increasingly competitive.

Why This Matters

This isn’t just another handshake across the Atlantic. The partnership effectively merges Big 4-level consulting discipline with boots-on-the-ground expertise in EMEA markets, creating a consulting network with global coverage spanning North America, Europe, APAC, and beyond. For brands struggling to scale loyalty and CRM programs across regions, this collaboration could be the difference between fragmented execution and seamless customer experience.

The Partnership in Detail

Ascendant Loyalty has built its reputation in North America and APAC by delivering loyalty and retention strategies with the precision you’d expect from ex-Big 4 consultants. The Loyalty People, meanwhile, carved out its niche in Europe with a network of senior consultants and a knack for market-specific CRM insights.

Together, they promise:

• Cross-market reach: A unified consulting model spanning EMEA, North America, and APAC.

• Depth of expertise: Combining strategic frameworks with hands-on program design.

• Industry range: From retail and travel to hospitality and e-commerce, sectors where loyalty is a direct driver of revenue.

As David Slavick, Co-founder at Ascendant Loyalty, put it: “With The Loyalty People’s deep network and market insight in EMEA, we’re extending our footprint and elevating the impact we can deliver for brands across the globe.”

The Bigger Picture

The timing isn’t accidental. Loyalty programs are enjoying a resurgence as inflation-weary consumers demand more value and as brands look for first-party data in a post-cookie world. According to market analysts, loyalty tech spend is on track to grow steadily through 2030, fueled by AI-powered personalization, integrated CRM systems, and the rise of subscription-based loyalty models (think Amazon Prime as the gold standard).

Against this backdrop, partnerships like Ascendant–TLP signal a broader trend: consulting firms are moving fast to globalize expertise, consolidate resources, and prepare for brands that want loyalty programs to scale across multiple continents without losing local nuance.

Who Stands to Gain?

• Retail brands can expect sharper CRM strategies that reduce churn and increase basket size.

• Travel and hospitality firms—still recovering post-pandemic—get a chance to reignite loyalty through personalized offers and dynamic tiers.

• E-commerce platforms will benefit from best practices on retention in an environment where acquisition costs keep rising.

As Pete Howroyd, Founder of The Loyalty People, summed it up: “We’re stronger together – combining regional expertise, proven methodologies, and a network of senior consultants to deliver even greater results.”

Competitive Landscape

This move also places pressure on other consulting shops operating in the loyalty and CRM niche. Firms like Capgemini, Accenture Interactive, and boutique loyalty specialists will be watching closely. By formalizing a cross-continental alliance, Ascendant and TLP are positioning themselves as a leaner, more specialized alternative to the consulting giants.

The loyalty game has evolved. No longer about simply rewarding repeat customers, today’s programs must stitch together data, personalization, and seamless digital experiences. With this partnership, Ascendant Loyalty and The Loyalty People are betting that global scale plus specialized depth is the winning formula. Whether competitors—or clients—agree will be worth watching.

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