Let's talk loyalty!
Concepts | Execution | Strategy
Loyalty is a beautiful phenomenon. It has to be earned. I support organizations with setting up and executing the most effective loyalty concepts for all involved (brands, retailers, and shoppers). Next to that, I can be your partner in strategic conversations and individual projects on loyalty strategies.
Sharing my loyalty and retail knowledge is something I am passionate about. I have developed and hosted multiple trainings, keynotes, master classes, and workshops on different topics related to retail, loyalty, and shopper marketing. These can all also be hosted in-house.
I have developed a business simulation which is a useful experience for every professional or student active in the food retail industry, from either an FMCG/CPG brand side or from a food retailer. Have you always wanted to run a supermarket? Now you can with “Supermarket Simulation; It's not a game, it's a battle!” Supermarket Simulation is Retail Relevance’s unique business simulation. In this workshop, you not only are a supermarket manager and responsible (in a team) for running a supermarket. You will also receive a mini-masterclass in loyalty marketing. You must design a promotional calendar that best fits your targets and the changing market circumstances.
By sharing my loyalty & retail knowledge with you, I will contribute some (new?) perspectives to your retail business; on an interim or project basis.
For the International Shopper Marketing Institute (ISMI), I will host a training in which I will explain my Marketing Program Activation framework, and in the co-creation session, we will apply this MPA framework to real-life cases of the participants.
For more information, check: www.isminstituut.nl/academy/loyalty-programming
Loyalty initiatives have been around for many centuries and as they continuously evolve as well, they'll be here for many more years to come.
In this keynote, I'll introduce the audience to the world of loyalty (marketing) explaining both long- and short-term loyalty programming. What elements define high participation, what strategic retailers’ and shoppers’ goals can be reached with loyalty marketing initiatives, what are the differences between the long and the short, and how they can be used to create a win-win-win situation for both shoppers, retailers, and brands?
Duration: 30 - 45 minutes
During this keynote, I will talk about boosting omnichannel shopper engagement through loyalty marketing initiatives.
Why is this relevant, you may ask?
Now that more and more loyalty membership apps and cards are optimized for omnichannel shopper experiences, retailers want as many people as possible to use them. The reason is simple. Data shows that the omnichannel shopper spends two or three times more compared to the ‘single channel’ shopper. I will show how loyalty marketing initiatives have evolved and are a key element in supporting omnichannel shopper experiences. Sometimes though combining long-term loyalty cards or apps with short-term loyalty campaigns, both on- and offline.
Duration: 30-40 minutes
In this approx. 45-60 minutes keynote, I will walk with my audience down the “Loyalty Lane”. From its early beginnings, such as the tokens of appreciation back in the 18th century, the FMCG rewards (such as the Douwe Egberts points) and the very first stamp-based loyalty campaign by a (food) retailer: the Green Stamps by S&H (Sperry & Hutchinson) to the more modern versions of loyalty campaigns we are more familiar with in the last few decades in most parts of the world.
Did you know… that 70% of a loyalty program awareness is generated by store staff and in-store communication. In this workshop, I will explain some basics behind Loyalty Marketing after which I will share insights on loyalty program activation. An effective program activation strategy is one that is shopper-centric. We will take, therefore, a walk in the shoes of a shopper and explore a ‘Marketing Program Activation (MPA) framework' through the Big 5 insights using different examples from around the globe, both off- and online.
The marketing program activation framework is valid and applicable to any kind of marketing initiative. Therefore, the second part of the workshop is aimed at applying the MPA framework to a case from one of the delegates’ companies. During this co-creation session, in groups, you’ll be discussing the most successful marketing (activation) plan using the MPA framework.
Duration keynote: 60 minutes
Duration keynote + co-creation session: from ½ day to full day
This workshop can also be hosted in-house.
Shoppers spend 1.3 seconds observing POS and miss out on 95% of the available POS materials in a supermarket. Therefore, how to secure that your POS gets noticed by shoppers and how to develop effective POS materials, is something that is useful for any (shopper, trade, or loyalty) marketing professional.
In this keynote, I will use global (loyalty marketing) campaigns as examples, and I'll address and explain the 4 C's of effective POS which is a useful tool for any marketing initiative that you want to develop or implement.
Part of the larger keynote and/or co-creation session on getting the most out of the shopper journey.
Duration: 30 minutes
Koen consistently wins not only exciting projects but also participants‘ hearts and minds during the worthwhile training sessions and education he delivers. He blends strategic thinking with incredible energy, powerful yet relaxed speech, and an in-depth ability to motivate and empower any audience. His passion for Loyalty Marketing has translated into his outstanding results.
Edward Nieuwland - ISMI Board member | Shopper Insights practitioner | Lecturer ORM Avans
Koen has an enthusiastic way of presenting, ensuring his audience is engaged and involved. His knowledge-sharing makes you rethink how to work and takes your output to a higher level.
Michael Petit - Manager Marketing & Consultant at Markteffect
I have been working with Koen as a producer for almost 20 years. Together we have realized many major international events. Koen is a detail man. Conceptually and organizationally, he is a great added value for every client who wants a “different” event. Koen always goes for the best. I can highly recommend his knowledge and approach, especially for corporate retail events.
Marc van Laere - CEO Marc van Laere Producties