Episode 772
Published on: 19th May, 2026
The World’s Largest Loyalty Programs™ research report from Let’s Talk Loyalty is now available.
Download it by subscribing to our newsletter on the World’s Largest Loyalty Programs™ now.
---------------
Smiles by e& is a leading UAE lifestyle and loyalty ecosystem that has evolved far beyond traditional telecom rewards into a full-scale digital engagement platform.
Antonio Ricciardi explains how Smiles transformed from a conventional telecom loyalty programme into one of the UAE’s most connected lifestyle ecosystems.
The platform now extends beyond telco customers, delivering everyday relevance through grocery, strategic partnerships, personalization, and AI. This shift reflects a broader vision of loyalty — moving from standalone rewards to integrated digital commerce ecosystems that shape daily consumer behaviour.
Hosted by Lisa Brightwell
Show Notes:
2) e&
3) Smiles
4) The Mamba Mentality (Book Recommendation)