This week BrandLoyalty’s 6th edition of the Retail Loyalty Congress took place. Following previous year’s events in locations around the world such as Bonn, Amsterdam and Barcelona, the 2016 event once again demonstrated retail loyalty at its best in Toronto, Canada. And of course we were there with something new and very personal. 

Rebecca van der Tholen

In Amsterdam we used NFC technology, in Barcelona we used iBeacons, but this time we used the future. We created AVA, RLC’s personal chat bot that worked with Facebook Messenger. Check her out on the right :-)

We believe that Messenger apps have the future and will become the new social media. Ava could not only send you your personal schedule but could also show you your loyalty balance and answer all the questions you could possibly have. Over 8000 messages were sent back and forth with over 300 attendees and more than 2000 stamps were collected in 2 days. Some attendees were even sad to see AVA go after two days.

The RLC revolved around the theme ‘Getting Personal’ and provided guests with a wealth of information and ideas on strategic issues centering around loyalty. The trinity of data, digital and reward was explored, which is key in creating incentive-driven loyalty programmes which lead to an immediate improvement in retail performance.

Over two days guests were invited to get better acquainted with some of Toronto’s finest food retailers and in addition the RLC offered guests topical masterclasses and the opportunity to discuss key industry topics among peers and listen to world-class speakers. Anna and Hans provided a masterclass centered around the Experience Map service; What are those micro moments in your shoppers behavior that you have missed and are great opportunities?

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