Loyalty & Reward Co has announced the regional release of its book Loyalty Programs: The Complete Guide (3rd Edition) in the Middle East, positioning the publication as a reference for loyalty strategy and programme management.
The company said the launch took place on 5 November 2026 and coincided with the start of a Dubai masterclass scheduled for 4 to 5 November 2026. It also described the timing as linked to the opening of its Dubai office, which it said serves as a base for operations across the UAE and wider GCC.
Third edition and masterclass in Dubai
Loyalty & Reward Co said the 3rd edition spans 24 chapters covering what it describes as the theory, strategy and practical application of loyalty as a cross-functional discipline. The release attributes the content to Philip Shelper, CEO and founder of Loyalty & Reward Co, and states the book draws on insights from more than 160 loyalty projects delivered over 13 years. The company added that the edition includes more than 250 case studies across six continents.
According to the announcement, the 3rd edition includes approximately 50% more content than the previous edition and addresses industry developments including AI, agentic commerce, subscriptions and loyalty return on investment (ROI). The company also said the book introduces proprietary frameworks, including the “Essential Eight”, the “Empowered Customer Mandate” and the “Loyalty ROI Optimiser”. It further stated the publication is grounded in independent academic research, with a foreword by Thomas F. O’Toole of the Kellogg School of Management at Northwestern University.
The company said the book is the official textbook for its two-day, CPD-certified Dubai programme, branded as “Loyalty Programs: The Complete Masterclass”. It said regional operations are led by Krishna Mohan, Loyalty Director MENA. The release also stated that attendees receive a complimentary copy of the 3rd edition and course materials, with Certified Loyalty Expert certification awarded upon successful completion.
AI, data and loyalty programmes
Loyalty & Reward Co said it expects loyalty programmes to evolve as first-party customer data becomes increasingly valuable and as AI changes how consumers discover and purchase products. The announcement described a challenge for brands in maintaining relationships in an increasingly automated marketplace where AI agents may influence purchasing decisions or transact on behalf of consumers.
In a statement attributed to Philip Shelper, the company said: “Every business is about to feel the impact of AI agents making decisions for their customers. The brands with a real, direct relationship will win, and that relationship is what a loyalty program builds. This edition shows how to build it effectively, and I am delighted to bring it to the MENA region.”
Regional expansion and partnerships
The company said its Dubai office will support services including loyalty strategy and programme design, implementation, audits, evolution, innovation and education for businesses across the UAE and GCC.
Loyalty & Reward Co also named Loylogic and Epsilon as regional relationships. The company cited market growth figures, stating that it estimates the Middle East loyalty market is growing 15.1% year-on-year and is forecast to reach US$5.6 billion by 2030.
Where the book is available
The announcement said the 3rd edition can be purchased through Amazon UAE and international Amazon marketplaces, with separate prices listed for paperback and Kindle editions, and also via IngramSpark.
