ADMA Victoria Branch Guru breakfast speakers will debate if loyalty programs are worthwhile in a digital world on July 10 at The Point, Albert Park

June 18 2014, 9:56 am | BY Ricki Green | No Comments

speakers_03.jpgOn the heels of two recent Australian research studies into customer loyalty programs, three experts will discuss if pursuing customer allegiance through loyalty programs is the future at the next ADMA Victoria Branch Guru Breakfast. The Branch breakfast will be held at on Thursday 10 July 2014 at The Point, Aquatic Drive, Albert Park, Melbourne, from 7.00am-9.00am. The theme is Loyalty Schmoyalty: in a digital world, what’s the point?

The speakers are Adam Posner, CEO Directivity, Peter Zafiris, manager sales and marketing, BlueScope Distribution and Leah Grinter, director of marketing, United Inn-Keeper Association Ltd.

Posner, Zafiris and Grinter will examine the continuous impact of digital channels and mobility on customer interaction with business and how it is affecting loyalty programs.

Posner will draw on insights from two Australian research studies on loyalty he co-authored with Citrus: For Love or Money (2013 study) and Share the Love, released in March 2014. The speakers will discuss their own loyalty program strategies, with answers to questions such as:

·       do you really need a loyalty program to drive loyalty?

·       do loyalty programs influence buying behaviour?

·       customer loyalty vs. loyalty programs: are members of a loyalty program more loyal to the brand of whose program they are a member?

·       what are the channels of choice for loyalty members?

·       is a loyalty card still the point of connection or is a mobile app the answer?

·       creating a successful program without points (Hump Club from Thirsty Camel)

·       how a B2B program with points can work to change buying behaviour (Constructor Program for BlueScope Distribution).

The talk will be helpful to marketers creating loyalty strategy in the B2B or B2C space.

Tickets to the event are $75 for ADMA members and $99 for non-members.

To book, head to http://www.adma.com.au/attend/upcoming-events/adma-vic-guru-breakfast/.