SHEIKE Society & the Art of Customer-Centric Loyalty with Mel Grafton

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.

Enjoy the episode!