Josh Graham, co-founder and chief marketing officer of Airtime Rewards, reflects on a journey that began in the aisles of an independent menswear store and now sees him at the forefront of mobile-driven retail innovation. With nearly a decade of Airtime Rewards behind him, Graham is helping redefine how retailers engage with their customers through loyalty programs designed for the smartphone era.
Josh Graham’s first exposure to retail came as a teenager working Saturdays at Nigel Clare, a premium menswear store in his local town. This experience was transformative. “It wasn’t just like a normal shop,” Graham explains. “A lot of what was great about it was the service and the experience. These guys used to come from far and wide. It wasn’t about the brands; it was about him and the service we used to offer.”
The personalised, high-touch approach at Nigel Clare inspired Graham. “I knew from that point onwards my career was going to be in retail,” he says, although he admits, “I wasn’t really sure what it was going to be.” With a parallel passion for entrepreneurship, Graham set his sights on creating something of his own.
A technological awakening
While pursuing his university degree, Graham’s exposure to emerging retail technologies set the course for his future endeavors. “E-commerce had been huge and really changed retail fundamentally,” he notes. At the same time, “smartphones were just beginning to penetrate the market, and social media consumption was growing rapidly.”
“We wanted it to be something brands and consumers could adopt easily without clunky processes.”
Working with Manchester-based technology firms, Graham saw firsthand how mobile was disrupting traditional retail channels. “Brands thought, ‘I’ve got a website, so I can just sell more products on a smartphone.’ But a lot of their services weren’t optimized, and the user experience was clunky and horrible.”
These early experiences not only equipped Graham with technical know-how but also introduced him to his future business partner. “I met some amazing people, including my co-founder now,” he recalls. Together, they envisioned a mobile technology business that would revolutionize retail.
Founded in 2015, Airtime Rewards was built around a simple yet groundbreaking premise: create a seamless, smartphone-driven loyalty program that benefits consumers, retailers, and mobile networks alike. “We saw the rising consumption of smartphones and thought, how do we build a really slick rewards program?” Graham explains. “We wanted it to be something brands and consumers could adopt easily without clunky processes.”
The program works by linking a user’s bank card to Airtime Rewards’ app. Transactions made at partner retailers, such as Boots or Greggs, trigger rewards that are deducted directly from the user’s mobile phone bill. “It’s a unique proposition,” Graham says. “The currency and the way we track your transactions are really slick because you’re not having to pay through an app or do anything else in-store.”
For retailers, the platform offers more than just sales incentives. “We can leverage transactional and behavioral data to build really intelligent marketing campaigns,” says Graham. This performance-based approach has attracted a growing roster of retailers, from high-street staples to global brands like Adidas and Nike.
Taking risks and finding breakthroughs
Graham recounts one particularly pivotal moment early in Airtime Rewards’ journey: an actual elevator pitch to the CEO of O2. “We were stuck trying to get our app live on their platform,” he says. Spotting the CEO walking through Telefonica’s offices, Graham seized the opportunity. “I sprinted across the office and managed to get in the lift with him. I explained what we were doing, and he smiled and said, ‘I’ll see what I can do.’” Hours later, the app was approved, marking a turning point for Airtime Rewards.
“Because it was such a strange message, everyone opened the app, and it pulled down the platform for three or four hours. It felt like weeks.”
Moments like these underscore the resilience and resourcefulness required to scale a startup. “There are certain moments in business where you look back and think, that was critical,” Graham reflects. “Luckily, we managed to take advantage of it.”
Running a fast-growing tech business comes with its share of challenges. Graham recalls a particularly stressful incident when a test push notification inadvertently went out to all Airtime Rewards members. “Because it was such a strange message, everyone opened the app, and it pulled down the platform for three or four hours,” he says. “It felt like weeks.”
Despite the mishap, the team stayed calm, resolved the issue, and implemented safeguards to prevent future errors. “Nothing prepares you for this journey,” Graham admits. “It’s just about being reactive and learning as you go.”
The role of mobile in retail’s future
Reflecting on the evolution of mobile technology, Graham believes it has shifted from an optional add-on to a central pillar of retail strategy. “When we first started out, mobile felt like just another channel,” he says. “Now, mobile is the biggest channel. It’s where the traffic and engagement are.”
Looking ahead, Graham sees immense potential in augmented reality and location-based technologies to enhance in-store shopping experiences. “If you’re walking down the street, can we do location-based push notifications? Use beacons or hotspots to deliver an offer the moment you walk into a shop?” he muses. “I think there’s more immersive tech coming for bricks-and-mortar retail.”
Despite the dominance of e-commerce, Graham is optimistic about the future of physical retail. “I’m a big believer in the high street,” he says. “I think we miss that social shopping experience. It’s not just about convenience; it’s about emotion and making a day of it.”
“When you start young, there’s less risk. I was really grateful to have those experiences early in my career.”
Surveys suggest younger generations are drawn to the in-store experience, and Graham believes technology will play a key role in revitalizing these spaces. “Retailers need to up their game and enhance that experience. If they get it right, it’ll make a massive impact.”
Expanding horizons
As Airtime Rewards approaches its tenth anniversary, Graham is focused on growth. “We’ve built an internationalized platform and are looking at regions like Germany and Spain,” he says. Adapting to market nuances, such as Germany’s preference for cash payments, will be critical. “We’re doing our research to find where consumer appetite and retailer relationships overlap.”
In addition to geographical expansion, the company plans to diversify its offerings. “We want to layer in non-transactional rewards—like surveys or feedback—and explore the open banking space,” Graham reveals.
Asked what advice he would give his younger self, Graham emphasizes the importance of taking risks early. “When you start young, there’s less risk. I was really grateful to have those experiences early in my career.”
As Airtime Rewards continues to innovate and adapt, Graham remains driven by the same entrepreneurial spirit that inspired him as a teenager. “It’s about creating something impactful, solving real problems, and staying ahead of the curve,” he says. For Graham and Airtime Rewards, the journey is far from over.