Chilli Pepper is Ireland’s only dedicated strategic customer loyalty agency, with a strong focus on commercially sound strategies that help organisations build deeper, more profitable and more long-term relationships with their customers.

We focus on customer insights, metrics and commercials to develop bespoke strategies that are rooted in genuine customer understanding, are easily and readily measurable, and are designed to deliver increased customer loyalty to contribute to the core financial objectives of your business.

We provide an innovative, yet uncomplicated insight into customer loyalty, customer experience and customer engagement strategies by following a proven strategic process to deliver hardworking, commercially successful strategies that build loyalty from your customers.

And all of this is delivered by a team that lives and breathes customer loyalty, and that places the customer first in our own day-to-day client interactions.

Our Approach

We have a simple philosophy when it comes to all of the disciplines we offer – a minute of thinking is better than an hour of doing. In other words, we adopt a forensically strategic approach to defining what your real customer issues are and how these feed into generating customer loyalty – before commencing strategy development and implementation on your behalf.

Strategy First

strategy first delivers success for our clients


Integrated customer strategies is what we do – full stop.

Chilli Pepper is Ireland’s only dedicated strategic customer loyalty agency, taking a completely holistic view of all the facets of your business that impinge on customer loyalty.

It is more important than ever that a robust strategic framework is in place – driven by solid insights – before developing your tactical loyalty solutions.

We, therefore, put all aspects of the customer at the heart of our strategies, leading the drive to change customer behaviours in a way that delivers genuine loyalty, and that are commercially sound and true to your brand.

Commercial Intelligence

Unlike other disciplines, customer strategies allow you to develop activities that can be tracked from conception to completion, delivering a completely measurable return on your investment.

Our passion lies in developing robust Commercial Business Cases that assist you in getting your customer strategies over the line with your Board of Directors.

As a result, we are ruthlessly results focused, and have a philosophy of treating your budget as if it were our own, making every euro go as far as possible to deliver the required outcomes.

Chilli Pepper Strategy Wheel

Customer Innovation

‘Redefining Loyalty’ is the platform that informs everything we do. We understand that every single customer touch point with your organisation can be a loyalty issue, and take a holistic view to how you can optimise the value of each and every customer.

We understand that customer loyalty is the end result of three strategic components – customer loyalty strategy, customer experience strategy and customer engagement strategy – all of which are geared towards delivering genuine customer loyalty.

In other words, loyalty is the result of providing a seamlessly integrated loyalty strategy, brilliant customer experiences and relevant engagement with your customers, all to acknowledge how much you appreciate their business – at every single interaction with them.

Our Team

Founder & CEO

Chilli Pepper was established in 2005 by Leanne in response to the need for dedicated strategic customer loyalty expertise in the Irish market.

With more than 20 years in customer loyalty, she has extensive experience in this field and is deeply passionate about every aspect of the business that impacts on customer loyalty and drives better commercial outcomes for her clients.

Leanne is an internationally renowned customer loyalty professional and has helped countless forward-thinking companies to achieve new heights by adopting her customer-focused strategies. Her strengths lie in innovative strategic thinking, exceptional leadership skills and an ability to work with senior leaders to deliver commercially successful strategies.

She is also a keynote speaker in Ireland and abroad, sharing global loyalty trends to assist participants with retaining their customers and keeping them loyal in an ever-changing world. To invite Leanne to speak at your event, email

Head of Implementation

Claire has worked within the loyalty industry for 10 years where she has mastered the execution and delivery of highly strategic customer loyalty projects.

Having worked for Nectar, the UK’s largest loyalty programme, Claire understands the importance of customer insights in developing relevant, rewarding and impactful strategies that benefit both client and consumer. Claire has successfully managed an array of international FMCG clients such as Nestlé, Innocent Drinks, Red Bull and Heinz, where she had implemented and executed highly targeted communications campaigns across numerous media platforms.

With a firm belief in putting the customer at the heart of everything she does when delivering customer loyalty, experience and engagement strategies, Claire’s approach demonstrates her commitment to the customer and the projects that she delivers.

Nicci Sheils
Senior Account Manager

Nicci’s background in the Financial Services and Retail sectors embedded her passion for customers and customer data. Nicci fundamentally believes in the power of customer data and unlocking it! Utilising and garnering meaningful actions from internal, external and brand data sources: Econometrics, Brand Tracker, NPS, Satisfaction and Effort and Social Listening, to drive better customer engagement and loyalty from customers.

She is a champion of actioning large scale projects across multiple stakeholder groups and has the ability to get diverse teams on board, through her collaborative project management style.

Customer Engagement Strategist

As a senior writer, engagement and communications strategist with more than 20 years’ experience in the customer communications industry, Brendan has a unique ability to translate our customer strategies into dialogue that resonates with customers and facilitates true customer engagement.

A strategist first and writer second, he invests huge amounts of time in getting to understand the true business issues of our clients, before recommending optimum engagement strategies across a broad range of channels and media.

Customer Experience Visualiser

Trish is an award-winning, highly experienced, design professional specialising in delivering high quality, creative and efficient design solutions, particularly in the area of customer loyalty and customer experience mapping.

With almost 20 years’ experience in agency life, she has worked with a wide range of blue-chip Irish and UK brands and plays an integral role for Chilli Pepper in creating clear and concise journey mapping, along with bringing loyalty wireframes to life for our clients.


We have worked across the full spectrum of industries – whether B2B or B2C – including Retail, Utilities, Financial Services, Healthcare and Pharmaceuticals, to name a few.

Electric Ireland
Bons Securs
Bank of Ireland
Irish Life
Dublin Bus
Lloyds Pharmacy
AnPost logo
Arnotts logo
Bosch logo
Bulmers logo
CircleK logo
DID Electrical logo
Eeir logo
Energia logo
KEPAK logo
McCabes Pharmacy logo
MSD logo
musgrave market place logo
National Lottery logo
neff logo
RCOPI logo
Siemens logo
The irish timeslogo
Ulster bank logo
fbd landscape logo

Highlights & Accolades

Highlights: We love all things loyalty and so are consistently looking for ways to break new ground by bringing loyalty to the fore as a vital business issue, as opposed to simply a marketing issue.

As a result, we invest in initiatives that help our clients stay on top of the ever-changing world of loyalty, these include:

Accolades: Our clients have amassed a wealth of independent awards and accolades by successfully executing the strategies that we have developed on their behalf. These include:

  • Winner of Loyalty Programme Marketing Campaign of the Year at the Irish Loyalty & CX Awards 2024.
  • Winner of B2B Loyalty Programme of the Year at the Irish Loyalty & CX Awards 2023.
  • Winner of Loyalty Industry Innovation at the Irish Loyalty Awards 2022.
  • Winner of The Irish Loyalty Programme of the Year at the Irish Loyalty Awards 2021.
  • Winner of The Retail Loyalty Programme of the Year at the Irish Loyalty Awards 2021.
  • Winner of B2B Loyalty Programme of the Year at the Irish Loyalty Awards 2021.
  • Winner of Technology Loyalty Programme of the Year at the Irish Loyalty Awards 2021.
  • Winner of Technology Loyalty Programme of the Year at the Irish Loyalty Awards 2019.
  • Winner of 3 An Post Smart Marketing Awards, including Silver in the Smartest Retention/Loyalty Strategy Category 2019
  • Winner of 8 An Post Smart Marketing Awards including the prestigious Black Fox Grand Prix Award 2018
  • Winner of 15 An Post Smart Marketing Awards including the Black Fox Grand Prix Award 2014
  • Winner of Best Loyalty Programme of the Year at the EMEA Loyalty Awards 2014
  • Winner of Best Customer Relationship Management Strategy at International Loyalty Awards 2014
  • Multi Award Winners at the 2012 An Post Integrated Marketing Awards
  • Multi Award Winners at the 2011 An Post Direct Marketing Awards
  • Multi Award Winners at the 2010 An Post Direct Marketing Awards


We are always delighted to hear from companies who want to grow their customer value and create genuine customer loyalty. To find out more about how your organisation could work with Chilli Pepper to achieve this, simply click the button below.

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