Lagos set for Africa’s first customer loyalty festival

Lagos is getting ready to host a different kind of celebration this December that puts customers, not brands, at the centre of attention.

The Bvndle Rewards Festival, which will be held on 8 and 9 December at the Landmark Event Centre, will combine conversations, creativity, and concerts.

Organisers describe it as a festival honouring the bond between businesses and those who keep them alive.

The two-day event, expected to draw over 10,000 guests, will feature brand showcases, interactive sessions, games, giveaways, and live performances from Teni, Chike, Fola, Mavo, Dope Caesar, and other top Nigerian artistes.

But beyond the music and lights, organisers say the event aims to start a deeper conversation about how loyalty and appreciation can shape modern business culture in Nigeria.

Customer engagement

At a media parley in Lagos, Ikechukwu Nwaguru, Managing Director of Bvndle Leadership Limited, said the festival was designed to help businesses rediscover the emotional side of customer engagement.

Over the past few months, we’ve studied what makes businesses succeed and keeps customers engaged.

We realised that loyalty is about more than retention, it’s about connection,” he said.

That’s why we’re introducing the Bvndle Rewards Festival, a celebration of customers, their loyalty, and their role in shaping brands.”

He described Lagos as the perfect host city.

December in Lagos is magical; it’s when the city becomes the cultural capital of Africa. The energy, creativity, and excitement align perfectly with what we’re trying to create,” Mr Nwaguru added.

“The Rewards Festival is not just an event; it’s an experience, and Lagos provides the perfect stage for that.”

He said the idea also fits into Bvndle’s broader mission of helping organisations build stronger customer relationships.

“The core of our project is solving important problems. One of them is the disconnection between companies and their customers. This festival provides a space for meaningful engagement,” he explained.

Appreciation meets experience

The festival comes when Nigeria’s retail, fintech, and lifestyle sectors are rethinking how to retain loyalty in a fast-changing digital economy. From reward-based banking apps to gamified customer experiences, many brands are finding new ways to turn appreciation into connection.

VFD Group, UBA, Konga, and Purple are the partners backing the festival.

For Chinenye Peters, Senior Manager at PwC, the conversation about loyalty extends beyond transactions.

“Loyalty is a deeply human concept about understanding, engagement, and creating value. Customers stay where they feel seen and appreciated,” she said.

Adatugo Oyebanji, GM of Products and Marketing at V Bank, said appreciation must now be embedded in every customer touchpoint.

“Through our collaboration with Bvndle, customers now earn reward points for every transaction on our app. The festival allows us to meet and celebrate them in person,” she said.

Ope Adetiba, Chief Operating Officer at Purple, added:

“Our customers are not just numbers, they’re part of our community. The Rewards Festival resonates with our focus on shifting from mere transactions to meaningful recognition.”

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Conversations, culture, concerts

Across its two days, the festival will host thought-leadership panels and fireside chats exploring how culture, innovation, and loyalty shape the business landscape.

Speakers from government agencies, creative industries, and global organisations are expected to share insights on funding, technology, and the creative economy.

The event will close with the Rewards Concert, featuring prominent Nigerian performers and surprise acts. It celebrates the same connection the festival seeks to promote.

“Our long-term vision is to prove that loyalty pays not only in discounts or gifts but also in reputation and legacy,” Mr Nwaguru said.

“The festival will demonstrate how loyalty drives customer retention, growth, and stronger brand relationships.”