Loyalty Learning Lab Learnings: Amsterdam

Koos Berkhout, the Tecsa Group shared how there’s been a surge in new loyalty programs, even among companies which have never engaged in loyalty before. Koos stressed the importance of getting the foundations right; designing programs that align with corporate strategy and contribute to business goals, while also being executed effectively.

Loyalty is not just about points and prizes but about establishing a business model that unlocks wider opportunities. A clear vision combined with strong execution is crucial.

Lena Kleinwechter from Talon.One shared how there’s a shift away from traditional “earn and burn” loyalty mechanics, which no longer excite customers. Instead gamification is being used to make loyalty more engaging and fun. There’s little value in subsidising behaviour that will happen anyway, like rewarding customers who already buy at full price.

The real opportunity lies in balancing transactional and emotional value, speaking to both the “brain and wallet” as well as the “heart”.

Mobile enables brands to engage with customers where they are, delivering experiences that create both business and customer value.

Loyalty success depends on three key factors: providing seamless, brand-aligned experiences; using mobile data to better understand and personalise customer interactions. And finally, harnessing mobile’s scale can drive revenue through offers, media, and personalisation.

Loyalty has moved beyond traditional discounts and tiers, the real power comes from combining transactional loyalty with emotional connections that keep customers coming back.