In-person event

Loyalty Programs: The Complete Masterclass™

Join your industry peers for a 2-day masterclass, named the most comprehensive loyalty & customer engagement course on the market.

Loyalty & Reward Co logo
LOGO_The loyalty people

Event Details


23 April 2024 - 24 April 2024


09:00 am CET


Berlin, Germany


Who is this masterclass for?

Loyalty Programs: The Complete Masterclass™ is Europe’s leading loyalty education course, covering emotional engagement, experiential design, gamification, psychology, technology, marketing, commercial modelling, and more.

The course is designed for anyone operating in the loyalty industry or marketing professionals looking to deepen their understanding of loyalty programs as a core marketing discipline.

INCENTIVIZE  Loyalty Masterclass Berlin
INCENTIVIZE  Loyalty Masterclass Berlin


The ultimate loyalty masterclass

The 2-day course will be delivered by Philip Shelper, CEO of Loyalty & Reward Co and Tom Peace, MD of The Loyalty People. With learnings across 8 core modules, you'll come away with the insights you need to build a best-in-class loyalty program that drives engagement and positive ROI.

Students will also receive a free edition of Philip's book, Loyalty Programs: The Complete Guide, and a ticket for Talon.One's flagship loyalty and promotions summit, INCENTIVIZE.

Learn more about INCENTIVIZE >


Loyalty_MASTERCLASS Agenda
Loyalty_MASTERCLASS Agenda
Loyalty_MASTERCLASS Agenda

The 8 core modules

ICON_Loyalty Masterclass

Introduction to loyalty programs

  • Evolution of loyalty programs

  • Academic research: Do loyalty programs actually work?

  • Best-practice loyalty programs.

ICON_Loyalty Masterclass

Psychology, biases and heuristics

  • Analysis of psychological theories, biases & heuristics

  •  Loyalty psychology to design of loyalty programs

  • How to influence desired behaviours.

ICON_Loyalty Masterclass

Rewards, program designs and gamification

  • Different reward types

  • Review of 27 different loyalty program designs

  • How to drive deep member engagement.

ICON_Loyalty Masterclass

Member personal data

  • The entire data value chain

  • Facilitating the collection of member personal data

  • Harnessing the insights to stimulate deeper member engagement.

ICON_Loyalty Masterclass

Loyalty technology and program innovation

  • Loyalty technology

  • Review leading platforms' core capabilities

  • Amazing innovations in the loyalty landscape.

ICON_Loyalty Masterclass

Loyalty marketing and lifecycle management

  • Tracking engagement

  • Lifecycle management best practices

  • Increased transactions, satisfaction and referrals.

ICON_Loyalty Masterclass

Loyalty program commercial modelling

  • How to deliver a positive ROI.

  • Best-in-class models to measure financial benefits.

  • Exploring other ways loyalty programs generate revenue.

ICON_Loyalty Masterclass

Fraud risks, and the future of the industry

  • Fraudulent activity and database breaches

  • Strategies to mitigate risks

  • What the exciting future of loyalty looks like globally.


€2,000.00 + VAT

Tickets to the Loyalty Masterclass are priced at €2,000. Upon registering below, you'll be sent a payment link to confirm your place.

Tickets include

  • Two-day masterclass covering 8 core modules

  • Breakfast, lunch and refreshments across both days

  • Drinks reception with your peers across both days

  • 1 Ticket to INCENTIVIZE, the loyalty and promotions summit, worth €1,000

INCENTIVIZE Loyalty Masterclass Tickets

Justify your trip

Looking to highlight the value of attending the Loyalty Masterclass to your manager, or use your education budget to attend? Download our justification letter template to help you make an appeal to your company for budget. Fill in the placeholders to personalize your letter!

Incentivize Justify Your Trip

Your hosts


Philip Shelper

@ Loyalty & Reward Co
Philip Shelper is CEO and founder of leading loyalty consulting agency, Loyalty & Reward Co. Prior to founding Loyalty & Reward Co, Phil worked in-house at Qantas Frequent Flyer and Vodafone. A self-confessed obsessive researcher of loyalty psychology and history - and member of several hundred loyalty schemes himself - he is also the author of Loyalty Programs: The Complete Guide.
Speaker Tom Peace

Tom Peace

Managing Director
@ The Loyalty People
Tom Peace is Managing Director of The Loyalty People, a strategic consultancy with a laser focus on loyalty, CRM and customer engagement. He has 15+ years experience working at the forefront of the loyalty industry, and brings expert knowledge from across the financial services, retail, hospitality, travel and FMCG sectors.
Hunter Murray Loyalty & Reward Co

Hunter Murray

Strategy Consultant
@ Loyalty & Reward Co
Hunter is a Strategy Consultant at Loyalty & Reward Co, where he focuses on customer loyalty, project management, data analysis, Web3, and AI. His experience spans B2C and B2B businesses across industries including eCommerce, Energy, Financial Services, Hospitality, Property, Retail and Travel.

Sign up for the Loyalty Masterclass

See what other events we are hosting

INCENTIVIZE by Talon.One: The loyalty and  promotions summit

25 April 2024

INCENTIVIZE by Talon.One: The loyalty & promotions summit

Join us in Berlin as we bring together 250+ leaders redefining the future of loyalty and incentives.

Frequently asked questions

Talon.One Logo

The World's Most Powerful Promotion Engine


Wiener Strasse 10
10999 Berlin


41 Church Street
B3 2RT Birmingham
United Kingdom


One Boston Place, Suite 2600
02108 Boston, MA
United States


1 Scotts Road, #21-10 Shaw Centre
228208 Singapore

G2 LogoMach Alliance LogoISO 27001 Logo

© 2024 Talon.One GmbH. All rights reserved.