MAM
The role of innovation in keeping B2B loyalty programs relevant
Mumbai: In today’s dynamic and fast-paced business landscape, customer loyalty is no longer something that can be taken for granted. For B2B companies, loyalty programs have become essential for building strong and sustainable relationships between brands and their partners. The value of these programs lies in their ability to not only retain but also engage customers, channel partners, distributors, and suppliers.
However, the real challenge is keeping these programs relevant, especially in an era of rapid digital transformation. The modern B2B buyer is more informed, more demanding, and less loyal than ever before. The key to keeping these programs relevant and impactful is innovation. By leveraging new technologies, data analytics, and personalization, businesses can transform loyalty programs into powerful tools that not only engage customers but also drive growth.
The evolution of B2B loyalty programs
B2B loyalty programs have evolved significantly over the past few decades. Traditionally, they were centred around basic rewards systems—points for purchases, discounts, and tier-based benefits. However, as technology advanced and market dynamics shifted, these traditional methods became less effective.
Today’s business customers expect personalized experiences, seamless digital interactions, and rewards that go beyond monetary incentives. The transformation from transactional to relational loyalty is now in full swing, and innovation is at the heart of this shift.
Brands must not only adapt but actively embrace new technologies and trends to remain competitive. The loyalty landscape is changing fast, and the programs that thrive will be those that place innovation at the forefront of their strategy.
Innovation: The lifeblood of modern loyalty programs
Innovation in loyalty programs is no longer optional; it is essential. Here’s how businesses can leverage innovation to keep their loyalty programs relevant and impactful:
1. Personalisation powered by data & AI
One-size-fits-all loyalty programs are a relic of the past. Today’s B2B customers are expecting the same level of personalization they receive in their B2C interactions. This is where data and AI play a pivotal role.
By harnessing data analytics, companies can build detailed customer profiles that capture everything from past purchase behaviours to engagement preferences. AI can further enhance this by predicting future actions, enabling businesses to offer highly personalized rewards, offers, and experiences tailored to individual customers or segments.
2. Gamification for engagement
Gamification has proven to be an effective strategy in B2C loyalty programs, and it’s now making waves in B2B as well. Gamifying the user experience not only makes it more engaging but also encourages repeat interactions, driving sustained customer loyalty.
By introducing elements such as leaderboards, point systems, and badges, businesses can turn mundane transactions into rewarding experiences. For example, a loyalty program could offer points for completing tasks such as attending webinars, participating in product training, or completing surveys. These points could then be redeemed for valuable rewards, creating a sense of achievement and encouraging deeper engagement with the brand.
This strategy transforms transactional relationships into interactive journeys, making the customer feel more connected to the brand.
3. Seamless omnichannel integration
In today’s B2B environment, clients engage with companies across multiple channels, including digital platforms, in-person meetings, email, and mobile apps. To maintain loyalty, it’s crucial that businesses offer a seamless, integrated experience across all touchpoints.
This is where omnichannel integration becomes crucial. An omnichannel loyalty program ensures that customers can engage with a brand consistently, regardless of the platform. Whether they are placing orders through a sales representative, checking product availability on a mobile app, or attending an industry event, their loyalty points, rewards, and interactions should be synchronized in real-time.
Additionally, omnichannel integration allows businesses to gather a comprehensive view of the customer journey, providing valuable insights that can be used to further optimize and personalize the loyalty experience.
4. Leveraging blockchain for transparency & security
With an increasing focus on transparency, security, and trust, blockchain technology is emerging as a game-changer in B2B loyalty programs. Blockchain’s decentralized ledger system ensures that all transactions are transparent, traceable, and secure, making it an ideal solution for managing loyalty points and rewards.
By adopting blockchain, companies can ensure that loyalty points are accurately recorded and cannot be altered or manipulated. It also makes the redemption process more secure and transparent, giving customers peace of mind that their accumulated rewards are legitimate and safe.
Blockchain can also be used to streamline loyalty ecosystems by allowing multiple companies to collaborate on joint loyalty programs. These decentralized ecosystems make it easier for customers to earn and redeem points across multiple businesses, enhancing the value and appeal of the loyalty program.
5. Sustainability as a loyalty driver
Sustainability is no longer just a buzzword; it’s a key consideration for many B2B customers. Companies are increasingly seeking to align with brands that prioritize environmentally friendly practices and demonstrate a commitment to social responsibility.
By integrating sustainability into their loyalty programs, businesses can resonate with this growing demand. For example, loyalty points could be awarded for adopting sustainable business practices, such as reducing carbon emissions or choosing eco-friendly suppliers. Alternatively, rewards could include donations to environmental causes or the ability to invest in green initiatives.
The future of B2B loyalty programs
As B2B markets become more competitive, the pressure to retain clients and maintain long-term relationships is intensifying. Innovation in loyalty programs is no longer a “nice to have”; it is a necessity for businesses looking to stay ahead. By harnessing data, embracing personalization, and providing omnichannel engagement, businesses can create loyalty programs that resonate with modern B2B clients.
The future of B2B loyalty lies in creating programs that go beyond transactional rewards. Instead, businesses must focus on building loyalty through trust, value, and meaningful experiences. Innovation is the key to achieving this, ensuring that B2B loyalty programs remain relevant, engaging, and capable of driving sustained growth in the years to come.
This article has been authored by Almonds AI co-founder & CEO Abhinav Jain
Brands
Netflix India names Rekha Rane director of films and series marketing
Streaming giant bets on a seasoned marketer who helped build Amazon and Netflix into household names
MUMBAI: Netflix has put a proven brand builder at the helm of its films and series marketing in India, naming Rekha Rane as director in a move that signals sharper focus on audience growth and cultural cut-through in one of its most hotly contested markets.
Rane steps into the role after seven years at Netflix, where she has quietly shaped how the platform sells stories to India. Her latest promotion, effective February 2026, crowns a run that spans brand, slate and product marketing across originals, licensed content and new verticals such as games.
A strategic marketing and communications professional with roughly 15 years’ experience, Rane has spent much of her career building technology-led consumer businesses and new categories, notably e-commerce and subscription video on demand. She was part of the early push that introduced Amazon.in, Prime Video and Netflix to Indian homes, then helped turn them into everyday brands.
At Netflix, she most recently served as head of brand and slate marketing for India from March 2024 to February 2026, leading teams across media and marketing for global and local content portfolios. Before that, as manager for original films and series marketing, she led IP creation and go-to-market strategy for titles including Guns and Gulaabs, Kaala Paani, The Railway Men* and The Great Indian Kapil Show, spanning both binge and weekly-release formats.
Her earlier Netflix roles covered product discovery and promotion in India and integrated campaign strategy to drive conversations around the content slate, product awareness and brand-equity metrics.
Before Netflix, Rane logged more than three years at Amazon in brand marketing roles in Bengaluru. There she handled national and regional campaigns for Amazon.in, worked on customer assistance programmes in growth geographies and contributed to the go-to-market strategy for the launch of Prime Video India.
Her career began well away from streaming. At Reliance Brands in Mumbai, she worked on retail marketing for Diesel and Superdry. A stint at Leo Burnett saw her work on primary research for P&G Tide, mapping Indian shoppers’ paths to purchase. Earlier still, at Orange in the United Kingdom, she rose from sales assistant to store manager, running a team and owning monthly P&L for a retail outlet.
The arc is telling. As global streamers fight for attention in a crowded Indian market, executives who understand both mass retail behaviour and digital habit-building are prized. Rane’s career sits at that intersection.
For Netflix, the bet is simple: in a market spoilt for choice, sharp marketing can still tilt the screen. And with Rane now leading the charge, the streamer is signalling it wants not just viewers, but fandom.
Brands
Orient Beverages pops the fizz with steady Q3 gains and rising profits
Kolkata-based beverage maker reports stronger revenues and profits for December quarter.
MUMBAI: A fizzy quarter with a steady aftertaste that’s how Orient Beverages Limited, the company that manufactures and distributes packaged drinking water under the brand name Bisleri closed the December 2025 period, as the Kolkata-based drinks maker reported improved revenues and a healthy rise in profits, signalling operational stability in a competitive beverage market.
For the quarter ended December 31, 2025, Orient Beverages posted standalone revenue from operations of Rs 39.98 crore, up from Rs 36.42 crore in the previous quarter and Rs 33.53 crore in the same quarter last year. Total income for the quarter stood at Rs 42.24 crore, reflecting consistent demand and stable pricing across its beverage portfolio.
Profit before tax for the quarter came in at Rs 3.47 crore, a sharp improvement from Rs 1.31 crore in the September quarter and Rs 0.39 crore a year ago. After accounting for tax expenses of Rs 0.79 crore, the company reported a net profit of Rs 2.68 crore, nearly three times the Rs 0.99 crore recorded in the preceding quarter.
On a nine-month basis, the momentum remained intact. Revenue from operations for the period ended December 31, 2025 rose to Rs 117.66 crore, compared with Rs 106.95 crore in the corresponding period last year. Net profit for the nine months climbed to Rs 5.51 crore, more than double the Rs 2.18 crore reported in the same period of the previous financial year.
The consolidated numbers told a similar story. For the December quarter, consolidated revenue from operations stood at Rs 45.06 crore, while profit after tax came in at Rs 2.06 crore. For the nine-month period, consolidated revenue touched Rs 133.57 crore, with net profit of Rs 4.49 crore, underscoring the group’s improving profitability trajectory.
Operating expenses remained largely controlled, with cost of materials, employee benefits and other expenses broadly aligned with revenue growth. The company continued to operate within a single reportable segment beverages simplifying its cost structure and reporting framework.
The unaudited financial results were reviewed by the Audit Committee and approved by the Board of Directors at its meeting held on 7 February 2026. Statutory auditors carried out a limited review and reported no material misstatements in the results.
In a market where margins are often squeezed by input costs and competition, Orient Beverages’ latest numbers suggest the company has found a reliable rhythm not explosive, but steady enough to keep the fizz alive.
MAM
Washington Post CEO exits abruptly after newsroom cuts spark backlash
Leadership change follows layoffs, protests and a bruising battle over trust.
MUMBAI: When the presses are rolling but patience runs out, even the editor’s chair isn’t safe. The Washington Post announced on Saturday that its chief executive and publisher Will Lewis is stepping down with immediate effect, bringing a sudden end to a turbulent two-year tenure marked by financial strain, newsroom unrest and public backlash.
Lewis’s exit comes just days after the Bezos-owned newspaper announced sweeping job cuts that triggered protests outside its Washington headquarters and a wave of anger from readers and staff. While newspapers across the US are grappling with shrinking revenues and digital disruption, Lewis’s leadership had increasingly come under fire for how those pressures were handled.
The Post confirmed that Jeff D’Onofrio, a former Tumblr CEO who joined the organisation last year as chief financial officer, has taken over as CEO and publisher, effective immediately. In an email to staff, later shared by reporters on social media, Lewis said it was “the right time for me to step aside.”
The leadership change follows the announcement of large-scale redundancies earlier this week. While the Post did not officially confirm numbers, The New York Times reported that around 300 of the paper’s roughly 800 journalists were laid off. Entire teams were dismantled, including the Post’s Middle East bureau and its Kyiv-based correspondent covering the war in Ukraine.
Sports, graphics and local reporting were sharply reduced, and the paper’s daily podcast, Post Reports, was suspended. On Thursday, hundreds of journalists and supporters gathered outside the Post’s downtown office in protest, calling the cuts a blow to public-interest journalism.
Former executive editor Marty Baron described the moment as “among the darkest days in the history of one of the world’s greatest news organisations.”
Lewis defended his record in his farewell note, saying “difficult decisions” were taken to secure the paper’s long-term future and protect its ability to publish “high-quality nonpartisan news”. But his tenure coincided with growing scrutiny of editorial independence at the Post.
Owner Jeff Bezos faced criticism for reining in the paper’s traditionally liberal editorial page and blocking an endorsement of Democratic presidential candidate Kamala Harris ahead of the 2024 US election. The move was widely seen as breaking the long-standing firewall between ownership and editorial decision-making.
According to a Wall Street Journal report, around 250,000 digital subscribers cancelled their subscriptions after the paper declined to endorse Harris. The Post reportedly lost about $100 million in 2024 as advertising and subscription revenues slid.
While the wider newspaper industry continues to battle declining print advertising and the pull of social media, some national titles have stabilised. Rivals such as The Wall Street Journal and The New York Times have managed to build sustainable digital businesses, a turnaround that has so far eluded the Post despite its billionaire backing.
As Jeff D’Onofrio steps into the role, the challenge is stark, restore confidence inside the newsroom, win back readers who walked away, and prove that one of America’s most storied newspapers can still find its footing in a brutally competitive media landscape.
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