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Proven partnership executive leader brings three decades of multi-sector expertise to help brands drive customer engagement and growth

As Valuedynamx continues to expand it's presence in the U.S., we're pleased to welcome Eileen Peacock as SVP, General Manager, Valuedynamx U.S. With more than 30 years of experience spanning financial services, travel, retail and loyalty, Peacock brings deep sector expertise aligned with Valuedynamx’s strategic priorities.  Eileen will lead business development and client services operations to strengthen Valuedynamx's partnerships with airlines, financial institutions, and retailers throughout the U.S. market. 

As SVP, General Manager, Valuedynamx U.S, Peacock will shape and execute Valuedynamx’s U.S. market strategy, overseeing business development, commercial expansion, strategic partnerships, and client relationships across core and emerging sectors to drive sustainable growth. Her focus is on driving innovation through a connected ecosystem that links loyalty programs with leading merchants, creating measurable value for end-users and for the members and customers both parties have invested in acquiring and retaining.

"Building real customer loyalty isn't about making promises; it's about consistently demonstrating value," said Peacock. " Too many programs obscure their value and or overcomplicate the customer experience. When you are transparent with customers, clearly showing what they're earning and removing friction, you increase both trust and loyalty. I’m excited to work closely with clients and partners to integrate them into a connected ecosystem, giving brands a single strategic partner to deliver a truly end-to-end loyalty solution. "

Throughout her career, Eileen has built and scaled high-impact partnerships with globally recognized banks, financial institutions, airlines, and hotel brands. She has held senior leadership roles at Capillary Technologies, Tenerity, and Synapse Group, with experience spanning globally across North America, Europe, and APAC.

"Eileen brings the kind of operational depth and partnership expertise we need to scale our U.S. presence," said Colin Evans, Founder and Chairman of Collinson and Valuedynamx. " Having spent more than four decades building global businesses, I know that growth requires both commercial rigor and a deep sense of purpose. In the U.S., we have an opportunity to bring market-leading technology and partnerships to financial services and travel brands, creating experiences that deliver real value to customers. Eileen understands what it takes to turn that vision into reality, and how to build partnerships grounded in shared purpose, agility, and mutual success. Her leadership will be instrumental as we help our partners meet the evolving expectations of today’s consumers. "

We're excited to announce our strategic partnership with Radisson Hotel Group with the expansion of its Radisson Rewards loyalty program. Now, more than 25 million Radisson Rewards members across the UK, India, France, Germany, USA, Spain and Italy, will be able to earn points on everyday purchases made online through the new Radisson Rewards Shop. This expansion allows members to accelerate their path to hotel stays and access the full range of travel and lifestyle benefits offered by Radisson Rewards.

Through this partnership, we're helping Radisson Rewards diversify earning and redemption opportunities beyond travel, making the program more relevant to members’ everyday lives. The new online shopping capability extends the Radisson Rewards ecosystem, giving members greater flexibility and control over how they accumulate points.

The Radisson Rewards Shop, powered by Valuedynamx and available in five languages across seven countries, features more than 4,500 leading global and local retailers specific to each country, spanning categories including fashion, electronics, home goods, groceries, and more. Members can earn points on purchases from brands such as H&M, Zalando, Lacoste, Ray-Ban, Euronics, Old Navy, Saks Fifth Avenue, and Sephora.

“Our partnership with Radisson Hotel Group demonstrates how the right technology and retail partnerships can transform a loyalty program's value proposition," said James Berry, Managing Director, Valuedynamx. "Our extensive network of retail relationships across multiple countries and our proven technology platform enabled Radisson Hotel Group to quickly reach their target markets and scale rewards opportunities globally. This is exactly the kind of partnership where everybody wins - members earn more, retailers gain loyal customers, and Radisson Hotel Group deepens engagement with their community.”

Valuedynamx is enabling Radisson Rewards to deliver a more comprehensive and flexible ecosystem for earning and redeeming points. By powering the program’s new everyday shopping capability, Valuedynamx extends Radisson Rewards beyond traditional travel-related earn channels and now into everyday shopping. With the extended earning opportunities driven by the Valuedynamx platform, members will be able to redeem more with hotel stays at Radisson Hotel Group properties, flights with Air France KLM and SAS, Priority Pass airport lounge access, and charitable donations.. This expansion gives members more ways to accumulate points quickly and in ways that fit naturally into their everyday lives.

“We’re delighted to partner with Valuedynamx to expand earning opportunities for our members in a way that truly reflects how they live, shop, and travel today,” said Ana Martinez de Velasco, Director of Loyalty and Partnerships at Radisson Hotel Group. “By extending Radisson Rewards beyond travel into experiences and everyday retail, we’re able to keep members more engaged while offering the flexibility and choice they increasingly expect. Ultimately, our goal is to create a loyalty ecosystem that feels rewarding across multiple touchpoints, and Valuedynamx’s seamless, multi-market launch helps bring that vision to life.”

To celebrate the launch, Radisson Rewards is offering members an exclusive limited-time bonus: 10% bonus points on their first purchase, 20% bonus points on their second purchase, and 30% bonus points on their third purchase through Radisson Rewards Shop.

For more information about Radisson Rewards, visit https://rewardsshop.radissonhotels.com/

Collinson Group and Valuedynamx are proud to announce that their Founder and Chairman, Colin Evans, has been named the recipient of the Lifetime Achievement Award at the prestigious Loyalty & Awards 2025 event in Amsterdam. The award recognizes Colin’s pioneering role in transforming how brands worldwide engage with their customers over more than four decades.

As the founder of Collinson Group and creator of Priority Pass, the world's original and market-leading global airport lounge and travel experiences program, Colin revolutionized the travel industry by democratizing airport lounge access for millions of travelers worldwide. Most recently, he founded Valuedynamx, a global leader in personalized, data-driven purchase rewards that connect consumers and merchants across five continents.

Regarded as one of the true architects of modern loyalty, his career includes establishing ICLP in the 1980s as the first dedicated international loyalty agency serving airlines, hotels, and global brands, and launching direct-to-consumer travel insurance in the UK through Columbus Direct. His innovations have consistently reshaped how businesses engage with customers across travel, rewards, and loyalty platforms on a global scale.

Colin's contributions to the loyalty industry have earned him major accolades throughout his career, including being named Loyalty Magazine Personality of the Year (2017) and receiving the Loyalty Lifetime Achievement Mega Award (2011). Beyond the companies he has founded, his influence extends to the next generation of innovators in loyalty, travel, and fintech, where he serves as both mentor and investor, providing capital and strategic guidance to emerging leaders shaping the future of the industry. 

"When I started out, my ambition was to create experiences that made customers feel valued and recognized, while helping brands build deeper, more meaningful relationships with their audiences. From launching the first global airport lounge network to helping shape the future of rewards with Valuedynamx, I've always believed loyalty is fundamentally about trust and simplicity – these are the foundations of any lasting relationship between a brand and its customers," said Colin Evans, Founder & Chairman of Collinson and Valuedynamx. "I'm incredibly honored to receive this award, and I share it with the amazing teams, partners, and clients who have been part of this journey."

Available across three continents, Valuedynamx commerce platform integration with Apple products helps banks, airlines, and hotels drive customer acquisition, enhance engagement, boost revenue 

Valuedynamx is transforming loyalty reward offerings by enabling banks, hotels, and airlines to optimize their rewards programs by offering Apple products to drive customer loyalty, acquisition and engagement through an unrivaled retail experience built for today’s most valuable audiences. Live in three continents with additional growth underway, this allows financial services and travel companies to directly offer their most valuable customers and reward program members Apple products (including MacBooks, iPhones, AirPods and more) via a dedicated and fully branded commerce platform. Through this optimized customer engagement solution, organizations can deliver earn and burn, cash back and acquisition opportunities through a single intuitive interface.

Research has unequivocally confirmed that reward program customers expect to receive exceptional value from participation. An effective way to create this value is through frequent, relevant “earn and burn” opportunities where customers can earn loyalty currency (e.g., points, miles, cash back) and redeem (‘burn’) it in quick succession. Another option is to provide customers with relevant offers and promotions. This offering does both, providing access to Apple products, enabling customers and/or reward program members to purchase Apple products with cash or loyalty currency—and simultaneously earn rewards for doing so. These actions translate to increased revenue potential, new customer acquisition, higher engagement, improved customer experience and satisfaction, and customer account upgrades.

“Meaningful offers and reward programs represent the most critical engagement and acquisition avenues for banks and travel loyalty programs, which invest millions in optimizing their customer relationships every year,” said James Berry, Managing Director at Valuedynamx. “The ability to offer Apple products is already proving to be highly successful. Among the banking and travel companies that have implemented this offering, many are quickly experiencing massive returns via increased customer earning, burning, retention, and acquisition. The integration provides a prime opportunity to feature Apple products via an authentic experience on a global scale—helping improve user engagement, while positively impacting the bottom line.” 

Valuedynamx delivers exceptional value for businesses in the financial services and travel sectors as they aim to offer optimal customer and reward program experiences. Top program benefits include: 

• Higher margins. A shopping experience including better, more relevant deals that resonate with customers and reward program members, resulting in better ROI and improved revenue across the board. For instance, this bottom-line boost could be driven by successfully marketed account upgrades or new services signups for banking customers or more frequent “earn and burn” engagement from reward program members.
• Better customer experiences. From unlocking direct shipping to new product access and pre-orders, Valuedynamx’s partners can deliver a more seamless and exciting shopping experience to their customers—while offering extensive payment flexibility via loyalty currency.
• Happier customers. Building trust and loyalty with customers via distinctive shopping experiences with a top brand they love.
• End-to-end support. Valuedynamx offers comprehensive support through a seamless API-enabled delivery, managing the creation of an integrated commerce platform for Apple products, and providing ongoing site merchandising, customer journey optimization, order fulfillment, post-order servicing, and financial reconciliation.
   

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Tide, the UK’s leading business management platform, has partnered with Valuedynamx to launch a new cashback feature designed to help small businesses save money every time they spend - both online and in-store.

Following the successful rollout of online cashback offers last month, members can now also earn cashback when using their Tide card in-store at participating UK retailers. The cashback offers (available through the ‘Rewards’ section of the Tide app) cover over 100 well-known brands including Apple, Currys, Deliveroo, Sainsbury’s, Wickes and Grind Coffee.

With the Consumer Price Index (CPI) running unexpectedly high at 3.6% in June 2025, small businesses are feeling the squeeze -  and everyday savings are more important than ever.

Tide expects the feature will help members collectively save millions of pounds - putting cash directly back into their businesses to continue to help them grow.

Heather Cobb, SVP Member Engagement at Tide, said: “We’ve been thrilled to see how quickly members embraced the online cashback offers - and now that in-store cashback is live, it’s even simpler to save while spending.

This is about rewarding real, everyday business activity and helping our members keep more of what they earn.”

Member feedback from the online launch has been overwhelmingly positive, with strong engagement and positive sentiment from Tide’s members across all categories reflecting how closely the offers align with day-to-day business needs.

The program is part of Tide’s broader mission to save members time and money, with exclusive, personalized offers tailored to members’ spending behaviors and business needs.

Mark Jackson, Managing Director of Valuedynamx, said: “Small businesses often struggle to stretch their budgets while investing in growth. Tide’s new cashback rewards transform everyday business spending into a strategic advantage, helping members reclaim money they’re already spending and channel it into their operations and expansion plans.”