SHEIKE Society & the Art of Customer-Centric Loyalty with Mel Grafton
- Published
- 7 min reading
In today’s episode, Carly Neubauer sits down with Mel Grafton, Head of Digital and CRM at SHEIKE, to explore how the Australian fashion brand brought SHEIKE Society — its first-ever loyalty program — to life.
For over 20 years, Mel has worked across fashion, beauty, and e-commerce, bringing a unique perspective on how customer-first thinking and collaboration can transform loyalty in retail.
Rather than focusing solely on rewards, SHEIKE Society is about building genuine connections, creating memorable experiences, celebrating individuality, and fostering a vibrant community around the brand.
Mel shares how determination, creativity, and a shared vision helped launch the program in just nine months, setting a new benchmark for how fashion brands can turn passion into lasting loyalty.
Proudly sponsored by Comarch - providing the technology behind smarter, more effective loyalty programs.
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