Magazine: Loyalty building doesn’t get any better than this!

Loyalty programme specialist The Continuity Company AG (TCC) invited journalists from our region to visit their Solution Creation Centre (SCC) in London, which has been operational for 18 months now. At the SCC not only the demands of retail chains and consumers are being researched, but various programmes are also being developed, tested and evaluated using the latest technological solutions. Manfred Litschka, TCC’s regional sales director in Switzerland, Central and Eastern Europe and the Mediterranean was the visitor group’s guide around the premises. In the all-glass lobby of the futuristic building brainstorming sessions and presentations take place. We saw a list of the most successful programmes on the wall, on which Tesco Hungary was third with its Smurfs campaign. Mr Litschka revealed to us that Hungary is in the Top 4 of the 25 TCC countries he supervises. On the walls of the corridor leading to the development rooms we saw the steps of loyalty building: Awareness, Consideration, Participation, Behaviour, Emotion and Advocacy – all programmes are designed following these phases. Potential retail partners walk down this path, too. Usually a 4-5 member TCC team works on each project, in optimal cases with lots of contribution from the retailer side. Ideas are presented in the virtual store, using 3D visual store software to show all possible POS/POP tools, from the parking lot to every corner of the store. ‘Physical’ displays and other tools are exhibited in the next room. The innovation room is a very inspiring environment for discussing scenarios and research results.