ELA Member HUB Meeting – Amsterdam, Netherlands

An informal yet informative networking event for Heads of Loyalty and CRM from brands and retailers.

Enjoy the company of 40+ senior peers, a thought provoking agenda (some drinks and canapés) and discuss all things loyalty.

To join, you do not need to be a member of the European Loyalty Association (ELA), but we recommend it as then the ticket price will be free. Please sign up here

You are welcome to purchase a ticket without becoming a member of the ELA, as long as you are employed by a consumer brand or retailer and manage a loyalty programme or CRM.*

*Conditions apply

Agenda

8:30 – Registration

9:15 – Welcome note

9:30 – Table introductions

9:45 – From Insight to Action: Applying ELA’s Best Practices with Cutting-Edge Martech

The ELA e-book outlines many lessons and learnings from the ELA’s historic first year! But how do loyalty teams apply those lessons in the real world with real technology? In this session, data industry veteran Adam Greco will share ways to model ELA best practices using cutting-edge marketing technology. Attend this session to learn practical ways you can leverage your customer data to personalise and improve your customer loyalty interactions and programs.

Speaker: Adam Greco, Product Evangelist, Hightouch

10:15 – From Local to Global: Decathlon’s Loyalty Transformation Playbook

Decathlon’s loyalty programme has undergone a major transformation, evolving from a local initiative to a global powerhouse. But how do you successfully scale a programme across multiple markets while keeping customers engaged, employees motivated, and internal stakeholders aligned?

In this keynote, Decathlon’s CRM & Loyalty Lead will take you behind the scenes of their journey—sharing real-world lessons on navigating change, mitigating risks, and overcoming challenges:

Speakers:  Marion D’Aillières, Head of Loyalty & CRM, Decathlon and Kaymir Stark, Membership Manager, Loyalty, Decathlon

10.45 – Coffee and Networking Break

11.15 – Level Up Loyalty: How 3D Worlds Are Changing Customer Engagement

Katmai’s Loyalty Platform creates immersive, branded 3D worlds that enhance customer engagement through gamified experiences. Customers are rewarded for participation, driving both loyalty and purchases. Their collaboration with Starbucks has successfully scaled to millions of users, driving significant incremental revenue and boosting rewards membership growth. They’ll be doing a live demo, showcasing this innovative experience and its impact on customer engagement.

Speaker:  Daniel Kosh, Chief Product Officer

11.45 – Let’s Geek Out

1. Beyond Discounts: Creative Ways to Reward Top Customers 
2. Under the hood: The CRM Foundations for smarter loyalty marketing
3. Personalisation at Scale: Navigating Advanced Marketing Ecosystems
4. From Colleagues to Advocates: Turning Store Teams into Loyalty Ambassadors
5. Aligning Local CRM Teams with Global Loyalty Strategy
6. Leveraging Customer Data to Personalise & Elevate Loyalty
7. The Silver Bullet that is CLV
8. Revitalising Legacy Loyalty Programs
9. The Perfect Trio: Where Marketing, E-commerce & Loyalty Collide
10. How to Connect Loyalty into Broader Personalisation Journeys

12.45 – Lunch and Networking

14:00 – Loyalty Unlocked: Real-World Success Stories from Top Brands

In today’s competitive market, loyalty programs are evolving to create enduring customer connections. This session explores three brand case studies that overcame common challenges:

• Gamification: How one brand boosted enrollment and sparked second transactions
• Progressive Profiling: A European brand’s tactics to increase Average Order Value
• The Power of – Non-Monetary Incentives: Rewarding customer actions to drive repeat behaviours

Attendees will walk away with actionable strategies that can be applied immediately.

Speaker: John Tsaousidis, Principal Enterprise Strategist, Marigold

14:30 – Brewing Business Loyalty: How Heineken Crafted a Global B2B Programme

When you think of Heineken, B2C immediately comes to mind. But behind the scenes, Heineken has brewed up a B2B loyalty programme that’s as innovative as it is impactful. In this session, discover the journey of transforming what started as a customer benefit into a full-scale B2B loyalty programme. Explore how Heineken navigated the complexities of balancing global consistency with local market needs, and learn how the programme is delivering measurable value—not just for their customers but for the brand itself. Expect candid insights into the struggles, strategies, and successes of building a loyalty programme for a brand that traditionally speaks to consumers but has unlocked a new frontier in B2B relationships.

Speaker: Kelly Ammerlaan, Global Product Owner Loyalty, Heineken

15.00 – ELAbrations™ – Nomination Time

15:50 – When Brands and Consumers Don’t Quite Fit: Why Intent Matters More Than Assumptions

Consumers don’t always fit neatly into the boxes brands create for them. Just like buying a house—what looks perfect from the outside might not work once you step inside. In this thought-provoking session, a global consumer engagement leader will explore the critical space where brands and audiences meet, why assumptions can lead to missed opportunities, and how intent-led engagement puts the consumer in the driver’s seat. Drawing on years of experience shaping global engagement strategies, she’ll share why brands need to stop forcing fit and start truly listening.

Speaker: Milou Steenvoorden, Global Senior Director Consumer Engagement

16.10 – Debate and Challenge

17.15 – Closing Remarks

17:30 – Networking Drinks

19.30 – Event Close

Speakers

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