Loyalty, Tuesday 31 October 2017

Opening Keynote Plenary


Chair's Opening Remarks

Seema Punwani

How can technology change marketing for the better?

  • What do we think consumers want different from marketers? Do they want to hear from us at all?
  • Let’s talk programmatic: In what ways has been a force for good? Will blockchain help make media buying more transparent?
  • What do marketers actually feel about the Facebook/Google duopoly? Are they using their power fairly? What can disrupt them?
  • Does the digital economy create more opportunities for new brands/start-ups? Or just cement the existing ones’ power?
Moderator: Seema Punwani, Partner, R3
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 able to able to leverage this new media in unique ways

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

Amit Keswani

Driving customer engagement: A perspective from Indonesia

  • How important is it to make mobile a central part of your loyalty programme?
  • What types of engagement will add value in loyalty management?
  • What gamification opportunities are value-adding?
  • How do you measure programme engagement?
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 offers and a personalised retail experience

  • What are the customers’ key priorities, and how do we understand them better?
  • How do you create relevant content and offers for your loyalty customers?
  • How can retailers can get ahead to fulfil customers needs?
  • What would be the future of the loyalty programme offer?
Allan Florendo

Making your rewards programme desirable

  • When does it make sense for your programme to be positioned as aspirational rather than inclusive?
  • How do you create such a programme? What are the costs involved, not just of maintaining it, but of losing potential business by excluding certain customers?
  • Examples from Openroad Auto Group and more
JB Ray

Rewards and incentives for B2B brands

  • How has B2B engagement evolved over the years?
  • What B2B loyalty is in today’s context – digital, social, mobile and big data impact
  • How rewards and incentives drive B2B programme success
  • Impacting the bottom line – what KPIs matter most

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

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:
  • The roundtables listed below correspond with the key industry segments that LEAD delegates usually come from
  • If your industry is not reflected below, pick the roundtable that you feel would best answer the questions you have.

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?

Insurance: What is your value proposition for High Net Worth (HNW) clients?

  • How do you identify HNW clients in the first place?
  • What can you do to provide an attractive enough product to get a HNW client’s attention?
  • What strategies can you put in place to retain these clients?

Marketing Services: How can marketing services providers differentiate themselves from each other?

  • Why is it so hard for marketing services providers, especially agencies, to differentiate their offering?
  • Is it possible in the first place to do so, or is it fair to say that a lot of what marketing services providers – including tech vendors and agencies – is generic, or, at best, difficult to articulate?
  • Which marketing services providers really stand out? What do they do to make themselves stand out, and what can we learn from them?

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?

Telcos: How to effectively manage customer dissatisfaction

  • What are the main sources of customer dissatisfaction when it comes to their telco provider?
  • How can telcos provide customers flexibility in their plans while decreasing their desire to switch?
  • Are there telcos that are actually loved by customers? What do they do inspire brand love?
  • What strategies can telco marketers put in place to make customers happy? How can telcos be proactive rather than reactive in their customer engagement efforts?

Travel: How to gain and keep the loyalty of travelers

  • What can we learn from the best loyalty programmes in travel? How do they stand out?
  • When does it make sense to create a new loyalty programme? When should brands focus on being a part of existing coalition programmes?
  • Beyond loyalty programmes, what can travel brands do to ensure customers stay loyal?
  • What do travellers look for when making travel arrangements?
  • Do Points/Miles still excite and motivate customers to stay loyal?
  • What do businesses in travel need to do, to remain relevant to today’s customers
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
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?

Networking Drinks Reception

Join us for a drink at the end of day one to develop lucrative new relationships and cement existing ones.
last published: 03/Nov/17 13:25

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 marketers can overcome Gen Zs 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 why brands should move beyond CSR
  • The business case for supporting a cause: Gen Z and the Millennial generation are increasingly cynical, so learn 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
Deepesh Trivedi

Bridging the gap between sales and social

  • If social platforms are where products are discovered, why is there such a discrepancy in attribution?
  • When will social commerce become common practice? What will need to happen to push customers to buy directly from social platforms?
  • Until that happens, should brands view social platforms as advertising and demand-gen tools first?

Share & Solve: Technology & Strategy

Following our morning keynotes, you’ll get to choose from the following roundtable discussions to participate in. Each focuses on a strategic or technological challenge focused by marketers.

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?

Investing in content marketing technology: What do you have to consider?

  • Video technology: Which works best for brands?
  • What technology helps most in content creation?
  • Outbrain vs. Taboola: What’s the verdict? What about Revcontent and other competitors?
  • What questions should you be asking potential vendors when buying content marketing technology?

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?

What value can AI give marketing?

  • What is the most impactful change you have seen with the use of AI in marketing?
  • Is AI a boon or bane for marketers?
  • What does a data driven, AI obsessed marketing bias means for brand marketers?
  • How to leverage creativity with data driven AI?
  • Can AI truly replace marketers in the future?
  • How will AI in Marketing evolve in the next 5 years?

Networking Refreshments and Exhibition Visit

Loyalty in Commoditised Markets

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

Strategic loyalty programme partnership: Asia Miles best practices sharing

  • How can we keep loyalty programmes successful in a commoditised market?
  • What elements will your partner consider valuable in a partnership?
  • How can the partners’ journey boost members’ recruitment and engagement?
Priyanka Bhargav

How loyalty programmes work: An offline vs online view

  • What loyalty means in the context of the eCommerce industry
  • How the role of loyalty programmes changes according to the business’ lifestage
  • How to regularly engage customers even if they are not shopping regularly: an online eCommerce perspective

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?

Networking Refreshments and Exhibition Visit

B2B Loyalty Programmes

Panel discussion

How can B2B marketers create reward programmes that go beyond giving customer discounts?

  • In what ways are B2B customers similar to B2C customers? In what ways are they different?
  • Is it fair to say that businesses are, first and foremost, concerned with cash benefits? Do they care about non-cash rewards?
  • Is it possible to build a B2B loyalty programme without giving customer cash incentives? If so, how?

End of Conference

last published: 03/Nov/17 13:25