Digital transformation is not just a cultural process of corporate mindset change anymore. It becomes crucial for achieving commercial maximization goals. Our customers are aware of this and it is not surprising that they are more and more demanding and curious about the available solutions on the market. 87% of Italian consumers expect from retailers more in-store digital services, and half of them even have very specific ideas: personalized offers in real time and in-store navigation. [1]

For this reason, it becomes essential to connect physical and digital environment in the 360-degree acquisition of user behavior, and then combine and drive all sales channels to an efficient and effective omnichannel profit generation.

The loyalty ecosystem, influenced by digital transformation, is evolving its strategies and organizational models. Companies that have understood the driver of innovation are already experiencing the benefits at a competitive level. The evolved loyalty allows an all-encompassing shopping experience, where the mobile channel is just one of the many available touch points, or rather, a large input container: the simpler and faster will be the answer to this research, the greater the rate of acquisition and retention in traditional and non-traditional contact points. Real-time advertising based on intelligent user profiling algorithms, includes past shopping experiences, dynamic behaviours already mapped and analysed, targeted proximity marketing initiatives and increasingly smart content communication.

The key to success is not only to provide commercial messages. Say goodbye to pure and simple push notifications with discounts and offers, and welcome new in-store navigation initiatives with mapping of various facilities. This approach to conversion in commercial terms (real impact on customer retention, increase in average spending, recurring transactions etc.) evolved thanks to a robust BI system integration and the related analysis of long-term metrics.

To structure and spread the customer loyalty culture in Italy, 18 years ago the Loyalty Observatory was born. It is a research group of the University of Parma Marketing Department specializing in distribution marketing, industrial and industry-distribution relations. The centre of innovation was established by of Cristina Ziliani who has over twenty-year experience in marketing. It as a space for sharing and debate among operators who invest in design, technologies and media for relational marketing and want to learn more about the business impact of the new marketing trends - loyalty, digital, mobile and social and gain a scientific and methodical approach to the subject.

From the collaboration between Comarch and Osservatorio Fedeltà the idea of the Loyalty Lab 2018 is established: a proactive workshops (moderated by “LargoConsumo” journalist, Armando Garosci) for CEOs, Directors and Managers responsible for Loyalty, CRM & Marketing strategies and IT specialists who support digital transformation. The aim of workshop is to collide strategic and organizational experiences of participants and speakers and share new approaches to current and future challenges in the field of customer loyalty.

Do not miss the opportunity to attend the strategic and organizational discussions and round tables with leading companies in the retail, banking, automotive, travel & FMCG sectors. It is a perfect opportunity to discover and share new trends, expand strategic knowledge, listen to the testimonies of the biggest players on the market. Bring your company closer to the Loyalty ecosystem in the splendid setting of Palazzo Parigi, the 17th century rebuilt palace in the heart of the Milan fashion district.

[1] Market research: Comarch Kantar TNS 2017.

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