Loyalty programmes for all target groups

TCC (The Continuity Company AG) organised its International Marketing Forum for the 13th time, where participants gathered from all over the world, including the representatives of 155 retail chains. The theme of the Berlin event was ‘Building Shopper Engagement (The Path to Advocacy)’ and the speakers introduced the latest results in loyalty marketing.

Michael Ioakimides, a TCC elnöke

– Our world is rapidly changing and increasingly conscious and sophisticated consumers are always on the lookout for something new. TCC’s programmes and innovations are an answer to this trend – TCC president Michael Ioakimides told in his keynote speech. More than 400 participants came from 41 countries to represent nearly 200 companies at the stylish venue of the Carlton Ritz Hotel. Organiser TCC’s philosophy is that shopper decisions aren’t only influenced by rational factors but emotions as well. In 60 countries including Hungary, London-seated TCC develops series of activities, mainly for retailers, which can help them increase shopping frequency and the number of transactions. The line-up of famous international speakers included Jackie Huba, the author of numerous books on the special characteristics of social media. She spoke about ‘The Path to Advocacy’: one has to identify the 1 percent of customers who are already loyal and work on keeping them, increasing their level of satisfaction, retaining their enthusiasm and keeping them engaged. (To be continued) n