A pioneering investee company of VFD Group, Bvndle Loyalty, has expressed its readiness to host Africa’s first customer loyalty event, aimed at celebrating customers for their enduring commitment to brands over the years.

Beyond the celebration, the festival seeks to help businesses mitigate the projected $3.7 trillion loss in global sales by 2025, resulting from poor customer experiences.

The two-day festival event, scheduled for December 8–9, 2025, with over 70 speakers across business, technology, lifestyle, and culture expected to be in attendance, will feature interactive sessions, brand showcases, live performances, and a closing concert.

Managing Director of Bvndle Loyalty Ltd., Ikechukwu Nwaguru, who spoke during a media briefing in Lagos yesterday, emphasised that the festival goes beyond celebrations, adding that it is meant to create a powerful ecosystem where loyalty is nurtured, rewarded, and celebrated as the most valuable currency of all.

Nwaguru, who stated that Lagos was chosen for the festival because it is a cultural hub, further said that the festival would be serving as a platform to draw the attention of brands to often-overlooked factors that are essential for sustaining customer loyalty.

He said: “Loyalty is not a metric, it’s a relationship. In an era where brand trust is harder to earn and even harder to keep, the Bvndle Rewards Festival offers something truly different. We’re creating a world-class experience that spotlights the people behind the numbers, the customers who keep showing up, the brands that consistently deliver, and the communities that turn everyday engagement into something meaningful. This isn’t just an event; it’s a movement. It’s our way of saying, “we see you, and we celebrate your loyalty in full colour.”
Nwaguru said that investing in customer relationships is a critical business strategy where 86 per cent of customers are willing to pay more for exceptional experiences.

Senior Manager at PwC and Head of Customer Experience Transformation, Chinenye Peters, noted that customers’ needs are evolving, hence the need for organisations to bridge the gap and create value for them.

Group Head of Customer Experience, UBA, Michelle Nwoga, also echoed similar sentiments, saying that the festival would help brands build better relationships with their customers.