Rachel Mercer is a loyalty and customer engagement leader with a strong background in retail and experiential marketing. Currently leading loyalty at Benefit Cosmetics, she is the driving force behind Benefit Loves, a fast-growing loyalty programme designed to build emotional connection, brand love, and long-term value.

Beyond her day job, she’s a familiar voice in the loyalty industry, speaking at international events and co-creating the Loyalty Ladies Lounge, a community championing collaboration and diversity in the sector.

In our conversation, we explore how Benefit Loves was built as a long-term play, why emotional rewards often outperform discounts, and how moments like birthdays, welcome gifts, and unexpected surprises can drive real loyalty.