How Flying Tiger Turned "Impulse Buying" Into Customer Loyalty

In this episode, we explore how a brand built on surprise, discovery, and in-store experience approaches loyalty and growth at global scale. Our guest is Mathilde Yung Bruyant, Marketing Director of Flying Tiger Copenhagen. She shares how the brand is translating its distinctive DNA — playful, accessible, and locally relevant — into a modern membership and customer engagement strategy across more than 30 markets. The conversation centres on a key tension: Flying Tiger’s success is rooted in physical discovery and impulse, yet its loyalty ambitions require structure, data, and continuity. We explore how the Flying Tiger Club is being designed to enhance that experience, not dilute it. A core theme is the decision to launch before everything is fully defined — using speed, testing, and real customer behaviour to shape the program over time, from onboarding and engagement to long-term value. We also discuss how digital and in-store experiences reinforce each other, and how global consistency is balanced with local relevance. This episode offers a perspective on how experience-led brands can build loyalty in motion while staying true to what makes them distinctive. This episode is hosted by Nyeleti.