Ellipsis CEO Talks Loyalty Growth
Ellipsis & Company's CEO David Parsons discusses shaping the future of loyalty with Customer Science™ and innovations like the Star Alliance's credit card. Explore Australia's evolving $6bn loyalty market, regulatory changes, and new ecosystem dynamics.
March 3, 2024
Ellipsis & Company's Leadership in Loyalty Innovation
During a recent interview, CEO David Parsons discussed Ellipsis & Company's commitment to becoming the world's best loyalty company. Highlighting their innovative approaches such as Customer Science™ and Return On Loyalty™, Parsons also shared insights on their collaboration with Star Alliance in launching the first global gold status-earning credit card.
A Snapshot of the Australian Loyalty Market Evolution
The Australian loyalty market has seen significant changes over the past years. Starting from the days when Aimia Inc commanded a market capitalization of $5 billion and experienced double-digit growth. Today, it has grown into an impressive AU$6 billion industry. Recent regulatory adjustments have simplified processes for customers to switch brands, turning traditional coalitions into complex ecosystems dominated by primary brands. The impact of these changes varies by company type, aligning with Byron Sharp's theories to some extent — applicable if you're Colgate, less so for Coles.
