Conference Report: Customer Loyalty Conference in Athens

From Gamification to Emotional Loyalty

How can manufacturers create genuine and emotional buyer loyalty? What does the loyalty panorama appear like in Europe and Greece and what developments are shaping right this moment and pointing to tomorrow in loyalty?

These had been simply among the questions being mentioned in the course of the Buyer Loyalty Convention in Athens organized by Boussias Occasions and Advertising and marketing Week Greece. Natassa Siniori, convention producer and journalist shared: “We, at Boussias Occasions, consider within the energy of shared data and the expansion that emerges from studying collectively. Our mission has at all times been to deliver collectively business leaders and specialists and create areas, bodily or digital, the place attendees can be taught, uncover novel approaches and community with friends. We hope that the Loyalty Administration Convention knowledgeable advertising professionals of the most recent developments, greatest practices and methods that drive success and gave them a contemporary perspective to navigate the dynamic panorama of loyalty applications.” 

With the central message “Unlocking the Energy of Loyalty“, this 12 months’s Buyer Loyalty Administration Convention, which passed off on Wednesday, September 20 on the OTEAcademy Amphitheatre, introduced to entrepreneurs the developments that form buyer loyalty, from gamification to emotional loyalty.

The agenda was crammed with worldwide audio system and loyalty specialists, native model greatest practices, and expertise suppliers, every addressing their views on developments in loyalty.

On an skilled degree, Charlie Hills, CSO from Mando-Join gave an summary on “Loyalty insights throughout Europe” indicating the differentiated notion of loyalty in every European nation. Tom Peace, MD on the Loyalty Individuals gave an summary on “How loyalty applications can interact Gen Z” and Nicole Wilhelm, Loyalty Knowledgeable at get-focused offered a suggestion and best-practice examples on “How Loyalty applications can create emotional loyalty.”

The worldwide specialists had been complemented by Moira Clark, Prof. of Strategic Advertising and marketing at Henley Enterprise Faculty stressing the truth that manufacturers must “Refocus on the shopper in the event that they need to drive buyer loyalty” and Dr. Elia Gourgougis, President of the Happiness Middle explaining find out how to win customers’ loyalty for all times.

Moreover, native manufacturers introduced their greatest practices on buyer loyalty:

  • Despina Koulina and Elena Papalexopoulou of Coral, a Shell Licensee firm, for instance gave an summary on “Cultivating a tradition of loyalty – within the case of Shell stations.” It was attention-grabbing to find out how the Shell (Coral- Shell Licensee) firm engages with their workers to push their loyalty program to every station.
  • Additional, George Theodorou from Metro Money & Carry defined intimately how the model is utilizing gamification to inspire and interact with their prospects.
  • One other instance was given from Margarita Petropoulou from the Nationwide Financial institution of Greece. The monetary model is leveraging technological instruments for higher concentrating on, personalised campaigns, and real-time triggers.

The viewers was extremely engaged with the fabric shared by the panel of worldwide loyalty specialists and native manufacturers who primarily consisted of manufacturers working in Greece. Most had been within the means of both revamping their loyalty program initiatives or implementing a brand new loyalty program answer.

Melanie Avraam from Elpedison S.A., a Greek main firm in electrical energy manufacturing and gasoline provide shared why the function of emotional loyalty is so vital for the power sector, saying “With the “price of dwelling” disaster within the forefront, manufacturers appear to battle greater than ever to safe long-term model loyalty. In a commoditized market just like the Power Sector, excessive power payments are forcing households to amend their spending habits and due to this fact emotional loyalty is the important thing mandate that Power Suppliers want to handle. Moreover, we shouldn’t ignore the truth that incentivized rewards, could have a big influence on buyer loyalty”.

Traits within the loyalty market reminiscent of AI, gamification, sustainability, and personalised advantages had been persistently mentioned in a lot of the shows. Alexandru Ursu from Salesforce outlined that these developments are revealed by loyalty knowledge. 63% of executives, in response to a PWC 2023 survey, will enhance their price range for loyalty applications, and on the identical time customers are asking for program evolvement indicated Nicole Wilhelm indicated in her presentation, including that in response to a shopper analysis from Kantar Retail, 71% of customers declare that low cost incentive doesn’t make them loyal in any respect.

It was encouraging to be taught that as an entire, the manufacturers within the Greek market perceive the significance of buyer loyalty in constructing profitability and acknowledged the need to evolve their loyalty initiatives and applications to the subsequent degree to adjust to prospects’ expectations and enhance their members’ engagement.

Total, it was an excellent convention with nice insights from totally different markets and industries.

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