Even the discount-averse Apple uses Bernard Wilson’s company to move product. The one-time investment banker - who was part of a consortium which made a failed hostile bid for Qantas -  lead Woolworths’ first attempt at a loyalty program, which also didn’t work. The second version did. After stints at Myer and Quantium, the new CEO of cash-back trailblazer, Cashrewards, says as brands and companies chase the Covid-fuelled e-commerce surge, loyalty programs need a rebrand and retailers and marketers need a rethink on loyalty. Cashrewards customer base is up 40% this year and he’s about to go hard on building the brand, more customers and an IPO.