Playing in focus

In the ballroom of the Carlton Ritz Hotel in Berlin more than 400 participants were listening to the latest issues and the hottest topics in loyalty marketing in 6 languages.

Manfred Litchka, a TCC Svájc, Közép-Kelet-Európa és Mediterrán régió kereskedelmi igazgatója

Many speakers emphasised the importance of playfulness, gamification and embedding sport and entertainment in the shopping experience, together with the role of impressing children and families in loyalty building. Chief Juicer and founder of the BrainJuicer agency John Kearon is a creative expert who believes in the power of surprising, unusual and playful ideas. He was named ‘Emerging Entrepreneur of the Year’ in 2005 by Ernst&Young. Mr Kearon introduced the strength of involvement, frameworks and target numbers through exercises that were fun and made the audience move, too. Manfred Litschka, TCC’s regional sales director in Switzerland, Central and Eastern Europe and the Mediterranean emphasised that they keep monitoring retail, shopping and consumption trends. Besides international and regional changes they also take local characteristics into consideration and give 360-degreee support to planning and implementing loyalty programmes. TCC implements 300 loyalty programmes a year. During the breaks 8 exhibition halls were waiting for participants of the conference. (To be continued) n