Beyond the Tech: Why Belonging Beats Loyalty in Retail

In this episode of Beyond the Tech, Vic Miles, Regional Business Leader of the Americas at Microsoft, sits down with Leni Hakvoort, Head of Product at New Black, to explore why traditional loyalty programs are falling short — and why brand communities rooted in a genuine sense of belonging are the future of retail.

What You’ll Learn:

• Why “brand community” is not just “loyalty plus” — and why that distinction matters
• The five core elements of building a brand community that drives real business results
• How Gen Z’s unprecedented exposure to brands is eroding traditional loyalty
• Why non-monetary rewards consistently outperform coupons and discounts
• The power of shared rituals, co-ownership, and the “opposite choice” in community building
• How AI is actually making human connection in retail more valuable, not less
• Why unified technology is essential to delivering a consistent community experience
• What Taylor Swift’s Eras Tour reveals about brand community — and what her latest album reveals about its risks

This discussion challenges the conventional loyalty playbook and offers a compelling vision for how retail brands can build communities that deepen customer relationships, drive recurring purchases, and create lasting competitive advantage.

About New Black
New Black is a commerce technology company helping brands build unified retail experiences and foster meaningful brand communities. Their approach combines deep academic research with practical technology to help retailers move beyond transactional loyalty and toward true community building.

Interested in Learning More? Start a Conversation!
https://www.newblack.io

Connect with Leni Hakvoort on LinkedIn and join Nerd — New Black’s own retail transformation community for industry leaders and retail nerds who believe the time to transform is now.

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