Leading digital loyalty firm, Loyalty Now, has strengthened its relationship with the Australian Loyalty Association (ALA) by appointing its co-chair and group CEO, Anurag Vasisth, to the ALA's Advisory Board. Vasisth will join a team of 21 loyalty experts from various top brands and loyalty services on the board.

Sarah Richardson, ALA chair, expressed pleasure at Vasisth's addition, noting his extensive experience: “With more than two decades of experience in key leadership and consulting roles across the loyalty, financial, payments, and travel technology industries, Anurag brings a wealth of expertise with both the Australian and global loyalty and business communities to this role.”

In response, Anurag Vasisth voiced his anticipation for the appointment, asserting the crucial role of the ALA in the loyalty industry. “I am thrilled at the opportunity to join the ALA Advisory Board and help to guide conversations and the continued evolution of the Australian loyalty industry," he says.

Vasisth's appointment comes at a pivotal moment as Loyalty Now plans to extend its presence from Australasia to the wider Asia Pacific (APAC) region. Vasisth stressed the significance of this timing, saying, "This is a key time for Loyalty Now to cement its growing partnership and engagement with the ALA as both organisations look to APAC expansion and can leverage the expertise and learnings of each other."

Vasisth further emphasized that through engaging with ALA and participating in events like the ALA Annual International Loyalty Conference, Loyalty Now will be able to strategically expand its operations in the region.

In the next step of this collaboration, Vasisth and Loyalty Now will attend the 2023 ALA Annual International Loyalty Conference on the Gold Coast on Thursday, 10 August.