By Sian Larsen, CLMP ™
We held our inaugural ELA HUB event in London on 5th March; bringing together over 35 brands to learn, network, discuss, and share best practices. What a day to be a part of!
In a dynamic showcase of industry insights and innovative strategies, the event delved deep into the intricacies and best practices of modern loyalty programs.
With a diverse array of sessions sponsored by prominent entities like NeoDay, Cardlytics, Marigold, Comarch, and Annexe Cloud, we explored the nuances of running programs across diverse regions, the psychology behind customer behaviour, and the integration of social and eco-credentials into loyalty initiatives.
We started off with a networking lunch in the Secret Garden, which saw a flurry of reunions and introductions over some delicious food. I will say, you just know people are excited to be at an event, when food is the second thought.
After lunch we started with some introductions and some housekeeping from the ELA team and the HUBMasters, and some table introductions, so attendees could get to know their table mates, and then we were into the agenda.
Interactive Panel Session: The complexities and best practices of running programmes across many regions, countries, and language variants.
The complexities of running programs across multiple regions, countries, and language variants took centre stage in the first session, sponsored by NeoDay. The speakers emphasised the importance of building modular, customisable offers to cater to diverse markets while considering factors such as cultural differences, connectivity challenges, and data protection regulations. Key takeaways included the significance of investing in translations, adapting benefits to regional preferences, and aligning objectives with regional KPIs.
Certified Loyalty Marketing Professional™ (CLMP™) course delivered by the Loyalty Academy™: Building a Next-Gen CVP
Sponsored by Cardlytics
Bill Hanifin from The Wise Marketer™ gave us a CLMP™ Accredited course on ‘Building a Next Gen Customer Value Proposition’. He shared insights into the foundational principles that drive customer behaviour, highlighting the importance of autonomy, competence, and social relatedness in influencing consumer choices. He also spoke about the role of emotional loyalty, gamification, and community building in fostering long-term engagement. Moreover, the session underscored the evolving landscape of loyalty programs, emphasising the need for transparency, trust, and gratitude as guiding principles in crafting customer value propositions.
Are Loyalty Programs obsolete in a hyper-personalised world?
Presented by Marigold
John and Nick from Marigold facilitated the exploration into the concept of loyalty, and alternative strategies to drive advocacy. They postulated the future landscape of loyalty, all while using real-world brand examples, such as Vans. Their presentation prompted discussion on the necessity of loyalty programs in light of the changing consumer landscape and potential new avenues to foster customer loyalty.
Interactive Panel Session: Rewarding customers with your social and eco-credentials in mind.
With sustainability emerging as a key consideration for consumers, the session, sponsored by Comarch, and expertly moderated by Isobel Finlayson of Mando Connect, explored the importance of social and eco-credentials within loyalty programs. The panel speakers showcased innovative approaches to incorporating sustainability elements into loyalty initiatives, such as tree planting incentives, carbon offsetting, and reward partnerships with environmentally conscious brands. The session highlighted the importance of customisation and communication in driving loyalty through sustainable practices.
Quantifying the role of empathy in customer experience with Peter Dorrington, from Anthrolytics
Our final session, led by Peter Dorrington from Anthrolytics, added a touch of humour while digging into the psychology behind customer loyalty. Peter emphasised the role of empathy in fostering meaningful connections with customers, highlighting the need to understand and respond to their emotional needs. The session stressed the importance of measuring empathy and leveraging it to enhance customer interactions, ultimately underlining the human element at the heart of loyalty initiatives.
We finished with some closing, celebratory networking drinks, very kindly sponsored by Annexe Cloud, which allowed attendees to discuss, connect, affirm learnings and takeaways, and get excited for what’s to come from the ELA!
In conclusion, this first ELA HUB event provided a great exploration into the evolving landscape of customer loyalty in 2024. From navigating global complexities to integrating sustainability and fostering emotional connections, the event showcased the diverse strategies and insights driving loyalty program innovation.
As businesses continue to adapt to changing consumer preferences and market dynamics, the principles of trust, transparency, and empathy remain paramount in building lasting relationships with customers.
We look forward to the continued evolution of loyalty programs and the insights that will shape their future endeavours. Until next time, let’s continue to innovate and inspire in the realm of customer loyalty.
Feel free to watch any of the session replays on demand, and consider joining us at the next HUB event in Berlin on 6th June 2024.
