Loops That Crosses Borders!

Hello there,

Well, you know that loyalty is not static, and that's why we are keeping it dynamic!

As usual, The Loyalty Loop delivers the tools, trends, and tactical plays transforming customer relationships in 2025.

Welcome to a quick edition of The Loyalty Loop! As always, we’re here to keep you inspired, informed, and ahead of the curve in the ever-evolving world of loyalty and rewards.

We sent our scouts to gather the most actionable and interesting data from around the world. Sooo... Let’s dive in?

Whether you’re engineering emotional connections, battling churn, or building advocacy ecosystems. Consider this your briefing from the front line.

Dsquares’ merchant ecosystem in Iraq is accelerating at pace, welcoming a diverse slate of new partners that deepen everyday relevance and redemption choice for members across retail, F&B, travel, beauty, and mobility verticals.

The latest additions span global and regional favorites like Adidas and Sun & Sand Sports; MENA’s leading multi-brand sports retailer, bringing top athletic and lifestyle brands closer to our members in key Iraqi cities.

The network now reaches further into daily life with beloved dining and café destinations including Johnny Rockets, Lee Café, Ward Restaurant & Cafe, and Cafet. Alongside convenience-first mobility pillars like Almosafer Taxi | تكسي المسافر, BALY Taxi, and Raha Cars that make moving around the city more rewarding.

Everyday retail and digital convenience get a lift with Omniaty أمنياتي fashion and beauty marketplace, adding breadth across 50,000+ products, while Miswag strengthens local e-commerce selection and speed.

Rounding out the mix, category specialists such as Sun & Sands, Lavender Cosmetic, Al Shaheera, Jawhra Travel Agency, and Baly Food ensure members can earn and redeem where it matters most..

From beauty and travel to sports and delivery, cementing Dsquares’ growing footprint and making loyalty more valuable across Iraq.

In the previous edition, we took a look at Fred Reichheld and his global standard for measuring customer loyalty, NPS. We examined how it is often misused, manipulated, and misunderstood.

While researching this exciting topic, we stumbled upon an article from NTT DATA that opened our eyes to new perspectives and reminded us of the current buzzword in the tech landscape: artificial intelligence.

The article states that in the age of AI and GenAI organizations must overhaul their approach to measuring customer loyalty.

The article highlights that traditional Net Promoter Score (NPS) methods don’t capture the unique challenges of AI; including algorithmic trust, explainability, and transparency.

To address this, the author, Roli Agrawal, recommends segmenting audiences by user roles, blending quantitative with qualitative insights, and tracking NPS at key lifecycle touchpoints.

The takeaway?

Organizations should integrate richer, more nuanced feedback loops, pairing classic NPS with AI-driven analysis. This fresh approach ensures that loyalty metrics evolve in tandem with intelligent technologies, building deeper trust and long-term advocacy in the digital era.

And that's it for this week's loop!

Prepare to embark on an exciting journey with us, as we keep you informed of actionable insights, cutting-edge industry trends, and inspiring success stories that will empower you to elevate your business strategies in the coming loops!

Are you ready to change your approach and achieve remarkable results?

Unlock the Power of Customer Retention Today.

Until we meet again. Stay Loyal.

Sincerely,

Dsquares Content Team