About the Author
Meet Laurent Guinand, PhD
Laurent Guinand brings three decades of hands-on strategy experience to the most nuanced challenge in modern business: building loyalty programs that actually work.
After 20 years in strategy consulting with Kearney and Accenture, Laurent turned his focus to loyalty — first as VP of Strategy and Innovation at AARP (38 million members), and then as General Manager of One Road, the global B2B2C loyalty program of the FIA (Fédération Internationale de l'Automobile), supporting 180 automobile clubs and 90 million members worldwide.
Today, Laurent is the founder and CEO of Aramis Advisors, a boutique consultancy and fractional executive agency specializing in loyalty program design, evaluation, and the development of new revenue streams. He works across Financial Services, Health & Wellness, Aging, and Non-Profit sectors.
His academic credentials include a PhD in Economics from Sorbonne Paris Nord University, a Master of Law and Diplomacy from Tufts University, and a mini-MBA from the University of Michigan. He has served as a Lecturer at universities in the U.S. and Europe.
His obsession with loyalty? It started at age five — with a chocolate bar and a collectible card.
Praises & Endorsements
What Industry Leaders Are Saying
"Laurent Guinand has written the definitive guide to loyalty program strategy. Drawing on years of hands-on experience and deep economic analysis, this book transforms loyalty from a marketing tactic into a strategic imperative. Essential reading for any business leader serious about customer retention."
— Paula Thomas, Founder & CEO, Let's Talk Loyalty · 2025 Loyalty Industry Personality of the Year
"Strategic Loyalty brings much-needed financial rigor to customer loyalty literature. What sets it apart is its rare use of CFO-level language and metrics — a perspective often missing from loyalty discussions. Essential reading for executives seeking loyalty strategies that resonate in the boardroom."
— Lisa Seron, Partner Manager Benelux & France, Edenred Mobility France
"This is one of the few loyalty books that actually makes sense in the real world. It's clear, smart, and grounded in how loyalty really works — not just theory. If you work with memberships, subscriptions, partnerships, or customer engagement, this is a very useful and insightful read."
— Diana Dumois, Director Member Relations & Development, FIA
"Guinand's new book masterfully bridges the gap between the foundational loyalty effect and today's complex digital reality. It's a sophisticated blueprint for any leader who needs to prove to their CFO that loyalty isn't just a marketing expense but a measurable driver of enterprise value. A five-star must-read."
— Steven Wunker, Managing Director, New Market Advisors · Co-author of AI and the Octopus Organization, Costovation, and Jobs-to-be-Done
"Dr. Guinand provides a comprehensive, end-to-end framework for understanding the economics, design, technology, and management of modern loyalty programs — making it a uniquely practical resource for strategists and executives."
— Mark Bagin, VP Product Development & Product Management, AARP Services, Inc.
"Laurent Guinand brings rare depth and clarity to the fast-evolving world of loyalty programs. It is both an accessible primer and a valuable reference for seasoned practitioners."
— Peter High, President, Metis Strategy · Host of Technovation Podcast · Columnist at Forbes
"Strategic Loyalty reframes loyalty from a tactical marketing tool into a powerful strategic and financial engine. By shifting the narrative from 'giving away points' to 'building a multi-functional economic engine,' the book provides a blueprint for making more informed, and often unconventional, strategic decisions."
— Stéphane Dezerable, Founder, Carbon Edge