London
English, Bulgarian, Spanish, Castilian, French, Russian
Nadejda leads Euromonitor's new, innovative Loyalty offering. In this role, she delivers thought leadership insights to help companies understand customer preferences and sentiment, evaluate industry trends and technological impacts, outline effective roadmaps to accelerate growth opportunities and inspire informed actions.
Nadejda has a cross-industry focus on the evolving role of customer loyalty and its intersection with fintech and the digital economy at large. Key topics and focus areas include customer loyalty, reward programs, customer retention and customer experience. Nadejda has extensive experience in project management, particularly in the travel and tourism industry and investment banking.
I am a strategist, with effective problem-solving skills, who helps generate innovative ideas and thought leadership content to maximise business growth and improve competitive advantage.
Traditional loyalty KPIs are losing relevance. Metrics such as enrolment rates, breakage and points liabilities increasingly fail to show whether a programme is truly effective. They capture activity, not impact. What now matters is whether loyalty schemes measurably change customer behaviour.
The UK grocery retail landscape has become increasingly defined by the prominence of member-only pricing, as retailers seek to deepen loyalty participation and reinforce perceptions of value amid a highly constrained macroeconomic backdrop marked by the rising cost of living and skyrocketing energy prices.
Consumers are demanding instant, personalised value, and BNPL is quickly becoming the gateway. As flexible payments blend seamlessly with rewards, a new loyalty battleground is emerging. The brands that move first will capture attention, earn engagement and shape the future of loyalty.
WTM London 2025, the leading global event for travel professionals, held 4–6 November at ExCeL London. This year’s programme explores six key tracks: Sustainability, Technology, DEAI, Marketing, Geo-Economics, and Travel Trends—all designed to reimagine travel in a changing world. Expect expert-led sessions, immersive experiences, and cutting-edge insights.
AI-influenced e-commerce is forecast to exceed USD700 billion by 2029, underscoring the role of intelligent loyalty systems in retail.
What are the world's leading cities for tourism? Find out the results from Euromonitor International's Top 100 City Destinations Index 2025.