Loyalty, Tuesday 31 October 2017

Opening Keynote Plenary


Chair's Opening Remarks

Marketing Technology of the Future

Shufen Goh

How can technology change marketing for the better?

  • How blockchain can improve transparency in media buying
  • How realistic is the expectation that programmatic can break out of its black box?
  • Is the Google-Facebook duopoly detrimental to marketing? If so, what can marketers do about this?
Dipanjan Chaudhuri

Cars as a media platform

  • Mobility has become a global challenge & data will play a crucial role
  • Cars are becoming a new connected media & a new advertising screen
  • Brands will be ab;e to able to leverage this new media in unique ways
Gemma Calvert

Realistic applications of neuromarketing: How technology has made it possible to understand exactly what consumers think and feel about your brand

  • How consumer attention is actually measured using neuromarketing technology
  • How accurate are neuromarketing technologies?
  • How neuromarketing will change the role of market research

Speed Networking


Neworking Refreshments and Exhibition Visit

Mingle and network with other conference attendees over a coffee during the morning refreshment break. This is also a good opportunity to visit the exhibition stands on the show floor to find out more about solutions and services that will help grow your business.

Mobile Loyalty

S Ravi Kumar

Driving repeat activity: A perspective from Indonesia

  • How important is it to make mobile a central part of your loyalty progamme?
  • What kind of engagement will add value in loyalty management?
  • What gamification opportunities are value-adding?
  • How do you measure programme engagement?
  • How do you decide where to invest more?
Jaime Ng

What loyalty marketers need to know about creating mobile wallets

  • What is the competitive landscape like for mobile wallets?
  • How realistic is it to create a mobile wallet? Just how difficult is it to make your mobile wallet stand out?
  • What are the difficulties of implementing a mobile wallet with your CRM and payment systems?
Ryan Lawrence

How to transform your loyalty app into a customer utility

  • How do you make your mobile app useful in your customer’s day-to-day life?
  • Are consistent mobile rewards the only way to make your app an integral part of your customer’s life?
  • Beyond loyalty points: What else does a loyalty app have to do to draw people back?


More networking opportunities over lunch with other conference attendees and speakers. This is also a good opportunity to visit the exhibition stands on the show floor to find out more about solutions and services that will help grow your business

Rewards & Redemption

Bonnie Chow

Giving your customers relevant rewards

  • How to understand what your loyalty customers’ key priorities are
  • How to ensure that your rewards match customer priorities – how reliable are past purchases as an indicator?
  • Learning from the best: How Amazon learns what is relevant to its clients, and how other marketers can do the same
Allan Florendo

Making your rewards programme desirable

  • Using exclusion to your benefit
  • Status anxiety: Harnessing the positive effects of envy
  • How to make a loyalty programme aspirational as opposed a financial investment for your customers
JB Ray

Using status endowment: When, why and how

  • How to endow status on customers without making them skeptical of the value of your programme
  • How do you best identify which customer should be given a status endowment?
  • How do you ensure that customers who don’t receive an endowment continue to be loyal to your programme?

Coalition Loyalty

Christopher Chang

Developing loyalty in a saturated market

  • Are there too many loyalty programmes? Have loyalty programmes become a hygiene factor?
  • Are coalition programmes better than standalone programmes at developing customer loyalty?
  • What, today, attracts people to join a loyalty programme?
Rochelle Vandenberghe

Going the coalition route: Just how profitable is this for airlines?

  • What are the key advantages of developing a coalition programme over an FFP (and vice versa)?
  • What would draw consumers to a coalition programme as opposed to an FFP?
  • Is there enough room on the market for more FFPs?
  • Would consumer brands outside of the travel industry do better partnering with airlines, or joining coalition programmes?

Networking Refreshments and Exhibition Visit


B2B: Creating new demand: How do you break ground in emerging markets?

  • How do you build databases of new target customers? What’s the most challenging part of this?
  • What role do conferences and trade events play in your marketing strategies?
  • What pressures have you faced when engaging with consumers who don’t know your product or speak a completely different language?

Banking: How can bank marketers effectively produce timely content within legal and compliance restrictions?

  • What are the best ways to work with legal and compliance personnel to improve quality and speed to market?
  • What are the challenges faced by financial services marketers to innovate within heavily restricted markets and products?
  • Content marketing: How do you balance high turnover and speed to market with quality and personalisation?

Retail: How do you effectively sell to price-conscious shoppers?

  • What is your company's overall position towards price-shoppers? Why?
  • What are the tactics/ strategies when you want to discourage price shoppers? To encourage them? What are the pros and cons of each strategy and tactics?
  • Do you actively cooperate with price-comparison or coupon sites? Why or why not?

Share & Solve: Industry

Brand new for 2017, welcome to Share & Solve. Participants pick the industry they're most focused on, then share challenges with peers and tackle them together in a small group environment. Titles for the clinics to be announced soon.

Travel: How to gain and keep the loyalty of travelers

Jerry Daykin

The War For Your Eyes – How Augmented Reality (AR) will change advertising

  • What is Augmented Reality technology?
  • An overview of the big successes and failures of current AR technology
  • Facebook, Google & Apple’s new plans: Why AR is suddenly about to take off
  • What AR in mass advertising would look like
  • Could AR really become as standard as the banner ad?
Alexander de Leon

Virtual Reality (VR) and how the social media platform of the future will work

  • What VR actually means
  • Where VR technology currently is
  • How a VR social media platform is likely to develop
  • How marketers could advertise on a VR social media platform

Evening Drinks

Join us for a ghoulishly good time at the LEAD networking reception. With Halloween themed cocktails, treats and giveaways, make sure your Halloween goes off with a bang.
last published: 17/Oct/17 11:35

Loyalty, Wednesday 1 November 2017

Opening Keynote Plenary

Chair's Opening Remarks

Kristen Zavo

Keeping up with the Zs: What marketers need to know about Gen Z

  • What growing up with complete internet connectivity has done to the way Gen Z views the world
  • How do Gen Z differ from ‘millennials’?
  • How can marketers overcome Gen Z’s distrust of brands and advertising?
Panel discussion

How to be a brand with purpose: A case study from Ben & Jerry’s

  • Why true brand purpose really does start from the top
  • Ben & Jerry’s efforts relating to the Paris Climate Agreement and Singapore’s Green Mark standards
  • The money issue: Why just writing cheques is lazy marketing, and how brands can support causes that actually change customer behaviour
  • The business case for supporting a cause: Why Gen Z and the millennial generation are increasingly cynical, and what brands can do to truly make a positive impact and impression
Johann Suchon

Encouraging loyalty amongst outbound Chinese travelers

  • Why Chinese tourists are particularly difficult to sell to in the first place
  • What challenges do brands face when retaining the loyalty of Chinese tourists when they go back home?
  • Case study from Sephora: How Sephora created a loyalty programme that extends seamlessly across borders

Creating an omni-channel experience

  • Do you think there’s an actual difference between ‘omni-channel’ and ‘multi-channel’? If so, what is it?
  • Do you think you’re omni-channel?
  • What technology enables omni-channel marketing?
  • What’s the most difficult part of running an omni-channel marketing campaign?

How to compete effectively with Amazon Prime

  • What makes Amazon Prime stand out?
  • Will Amazon Prime work in Southeast Asia? How successful are they now?
  • Do brands/manufacturers have little choice but to work with them? If they didn’t want to work with Amazon, what choices are there?
  • Can retailers and manufacturers compete with Amazon Prime on price? Or is that a futile discussion?

Improving transparency in the ad ecosystem

  • Where do you see room for improvement, either on the buy-side or sell-side?
  • What processes and governance can agencies adopt to address client concerns?
  • What can publishers do to improve transparency in their supply-chain?
  • How would you rate the impact of ad verification platforms like MOAT and IAS in improving transparency?
  • What are your thoughts on Ads.txt?

Linking your CSR programme with your loyalty programme

  • What are the current CSR programmes do you have in your company?
  • How do you involve customers in your company’s CSR programme?
  • Why do you think involving customers is important?
  • How does your loyalty programme play in engaging members/customers in your CSR programme?
  • Do you think this has value on the perspective of the company and the member?

Making practical use of location data

  • What does location data mean to you?
  • Do you use it in your marketing? If you do, how do you use it?
  • Has location-based ad targeting worked for you? If so, how did it work? Was it useful?
  • What is your opinion on beacon technology? Would you use it? If so, why? If not, why not?

Share & Solve: Technology & Strategy

Following our inspirational morning keynotes, we go interactive, with a series of roundtables on the most pressing issues in marketing for you to choose from. Choose the discussion topic of your choice and just join in the debate! Topics to be announced soon.

Networking Refreshments and Exhibition Visit

Loyalty in a Commoditised Marketplace

Jaime Syjuco

Next Generation CRM: How CRM programs need to adapt to market reality

  • How to evolve your loyalty program to a membership program
  • How entity-based CRM systems need to adapt to event-based CRM
  • How mobile is the new hub of your membership program
Mercedes Ho

Using specific customer segments to measure the success of loyalty programmes

  • Why defining the success of a loyalty programme by looking at overall sales impact can be limiting
  • Can a loyalty program’s success be defined by the increase in sales amongst a few segments?
  • How to correctly segment your customers to analyse the success of your programme
Priyanka Bhargav

How loyalty programmes work in commoditised industries: An eCommerce case from Myntra

  • How the role of loyalty programmes changes according to the business’ lifecycle
  • How discounts play into customer retention strategies
  • How the role of discounts differs when you’re looking at customer engagement
  • What Myntra does to engage consumers even if they’re not shopping every day: A look into Moda Rapido and other initiatives aimed at Myntra’s most loyal customers

Networking Lunch and Exhibition Visit

Loyalty Without a Programme, Referral Programmes and Social Loyalty

Andrea Rossi

How to grow in a commoditised market without a loyalty programme: Lessons from Moleskine

  • What Moleskine did to build a distinctive brand
  • How Moleskine manages to get repeat customers without giving discounts or creating a costly loyalty programme
  • How Moleskine leverages their customer’s loyalty into multiple adjacent products beyond stationery
Megan Yulga

Creating a referral programme that works: A case study from Circles.Life

  • Why giving people what they want really is the best way to get a referral programme going
  • How do you make your programme desirable enough to get people to refer others?
  • On the other hand, how do you ensure that your referral rewards are not abused?
  • Why referral programmes do, ultimately, require monetary investment
Rochelle Vandenberghe

Linking social media with your loyalty programme: How does it work?

  • Other than urging customers to shill for you on social media, how can you get them to share their membership to your programme?
  • Which social channels best lend themselves to loyalty programmes?
  • How can brands best utilize social networking sites to improve loyalty?

Cashless Rewards

Panel discussion

Creating a non-cash based loyalty programme

  • Do businesses care about non-cash based rewards?
  • What rewards other than cash are valuable in a B2B context?
  • Is it possible to build a B2B loyalty programme without giving customer cash incentives? If so, how?

Humanising a B2B loyalty programme

  • How to go beyond quantitative partner benefits to make your programme truly appealing to human decision makers
  • How loyalty programmes can be used to inspire confidence in B2B products
  • How to reward the person, not the company

Networking Refreshments and Exhibition Visit

End of Conference

last published: 17/Oct/17 11:35