How Co-op built a seven-million-strong membership by turning loyalty into a movement, not a mechanism.

In this edition of Client Conversations, Co-op’s Chief Membership & Customer Officer, Kenyatte Nelson, joins Flora Kong to discuss how loyalty is evolving beyond points and perks. He shares how Co-op’s “membership flywheel” has grown to over seven million members by making loyalty irresistible, indispensable, and rooted in responsibility.