Loyalty Learning Lab: Highlights from Amsterdam

With different perspectives provided by three contributors, the aim was to provide a view of the initial strategic approach required at the beginning of a loyalty journey (Tecsa), the engine room of how great loyalty can be delivered (Talon.One) and the power of a great mobile experience to unlock the real value (Apadmi).

Below is round up the top findings from the day.

Koos Berkhout, Co-Founder at The Tecsa Group, outlined three strategies to unlock profitability in loyalty programmes

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, Customer Engagement & Loyalty Strategist at Talon.One, showed how brands can move beyond discounts to create true loyalty value.

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”.

Jake Sargent, Group Marketing Director at Apadmi, spotlighted the central role of mobile in modern customer loyalty.

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.

We’d love to hear how you’re looking to leverage mobile-first experiences to unlock loyalty for your business. Reach out to our mobile experts to learn how to unlock more from your loyalty offering.