Hornby Hobbies: Turning Collectibles into Loyalty Leadership
- Published
- 5 min reading
In this episode, we take a deep dive into how a heritage, product-centric brand can evolve into a truly customer-led business, without losing its soul.
🎙️Hosted by Amanda Cromhout, the conversation features Louisa Evans, Head of Loyalty and Retention at Hornby Hobbies, who shares the story behind Hobby Rewards - a loyalty programme launched three years ago that marked a major shift in how the brand connects with its community.
🧩 Traditionally a B2B organisation known for its beautifully engineered collectibles, Hornby Hobbies had to pivot rapidly during COVID, launching a D2C channel and rethinking how it builds relationships with customers. The result? A loyalty programme that goes far beyond transactions.
💡This is a fascinating inside look at generational loyalty and data-led decision-making: combining transactional behaviour with emotional attachment, passion for the hobby, and long-term engagement across generations.
The discussion explores how brands can:
- Transition from product-led to customer-led thinking
- Use data to better understand and serve passionate communities
- Build emotional loyalty that lasts far longer than short-term incentives
