Welcome to NALA™
North American
Loyalty Association™
An exclusive membership association for Loyalty, CRM, and Engagement practitioners from brands and retailers
About NALA™
NALA™ is a community for people doing the real work of loyalty, CRM and customer engagement inside brands and retailers.
As an extension of The ELA™ – Europe’s Loyalty Association, we bring practitioners together to talk honestly and learn from each other. Through The BIG Handshake Loyalty™ event series in Toronto, Chicago, London, and Amsterdam, curated networking moments, and an always-on WhatsApp community, we create space for real brand stories, open debate, and practical exchange. This is where experiences are shared, ideas are challenged, and progress is benchmarked against peers, not theory.
Alongside our events and community, NALA™ offers practical resources and learning shaped by the people in it, grounded in what’s working now and what needs to change next.
Join NALA™'s Partner Program
NALA™ is built for the people running loyalty day-to-day: CRM and loyalty leads, program owners, and data-driven teams shaping how North America earns, engages, and rewards. We give them space, knowledge, and a community to move faster and think bigger. We work with technology and consulting providers who cut complexity and turn intent into action. Partners fuel learning, research, content, and connections—and are the ones who show up, speak, and get in front of our member base.
The Latest Industry News
Members can stay informed by reading our latest loyalty news articles.
