8th Power Tools: Loyalty Programs that Soar

Loyalty programs are everywhere, in virtually every market, every industry and every region of the globe.  Marketers have adopted the tactics of recognition and reward to identify, maintain and increase the share of wallet of their best customers in the unending quest for customer loyalty.  But do loyalty programs really work?  How can a company introduce or improve on its current program amidst a proliferation of cards, rewards, offers, points, and rebates? 

Are consumers getting jaded and tired of loyalty programs?  With so many loyalty schemes offered today there is only so many cards and programs that consumers will want to have.  Customers shop not only for goods and services but also for which loyalty programs they choose to actively participate in. 

This seminar will take participants through an understanding of the concept of loyalty marketing, the different loyalty business models, the economics of loyalty, and its strategies, tactics, and tools. It is designed to help companies who are thinking of introducing its own loyalty program, as well as companies who want to improve upon their existing program. 

A loyalty program can be an expensive and complicated undertaking, this seminar endeavors to guide you through this process to avoid common pitfalls, as well as maximize your program's chances of success.


I.  Loyalty Marketing Overview 

This section will give participants an overview and general understanding of loyalty marketing principles and practices.  It will also look at loyalty and the 5 steps of the buying cycle, the 4 types of loyalty and the 7 key stages of growing a loyal customer.  It will also explore the relationship between value, loyalty, and long-term profits.

II.  Loyalty Strategy 
This module will look into the key considerations in designing the strategic mission of a program, such as customer behavior that the program is seeking to affect, the customer segment that is being targeted, and the intent of the program, among others.   It will also look at the different loyalty business models, as well as critical success factors of a loyalty program. 

III.  Developing a Loyalty Driven Culture in Your Company 
This module establishes the linkage between culture, employee loyalty and customer loyalty and examine whether employee loyalty leads to customer loyalty.  It will look also at the various ways of developing a loyalty driven culture in your company. 

IV.  Loyalty Program Design 
This module will guide you in building your own program.  It will cover features and benefits, reward methodology, and metrics and measurements.  It will also give tips and techniques on how to incorporate the "Wow" factor into a program, as well as review best practices here and abroad.

V.  Customer Analytics 
This section will look at the basics of customer analytics, the challenges and opportunities that present themselves in the trying to mine data from a loyalty program, and will provide case studies on how various companies use analytics for better marketing and creating a sustainable, competitive advantage. 

VI.  Loyalty Marketing Trends to Watch.  
What does the future hold for loyalty programs?  What are the emerging trends that will influence the direction of future programs? Delivery: This 2-day program develops participants through interactive lectures and engaging input sessions.  A workshop is included which will provide immediate participant processing and linking of framework and principles with reality. Case studies will be used from the retail, airline, banking, and other service industries here and abroad. Who Should Attend: This program is for upper and middle managers who are charged with overseeing, designing, or marketing their company's loyalty programs across industries.  This includes senior and middle managers working in loyalty marketing, Ad & Promo, CRM, relationship management, and general marketing management. 

Benefits for Participants:

  • Develop the knowledge and tools to design a new loyalty program or improve upon the current loyalty program of your company. 
  • Reinvigorate your program with new strategies, tactics, and technologies backed by imagination, innovation and sound program design.
  • Learn best practices, latest global trends and strategies employed by some of the best loyalty marketers in the world. 
  • Increase your value as a loyalty marketer to your organization 

Benefit for your Organization:

  • Get a better ROI on your loyalty program investments. 
  • Build the strategic planning skills of your key personnel and provide them with the tools to upgrade and improve the planning and execution of your loyalty marketing programs.
  • Improve your organization's overall effectiveness in identifying, rewarding, and keeping your best customers.

About the Speaker

Frances Yu

Chief Retail Strategist

Frances Yu has over 20 years of experience in retail marketing. She has been the Vice President & Business Unit Head of Rustan’s Supermarket under Rustan’s Supercenters, Inc. (RSCI) - a member of the Dairy Farm International Group and one of the largest chains of hypermarkets andsupermarkets in the Philippines. RSCI has various retail brands, namely: Shopwise Hypermarkets, Rustan’s Supermarkets, and Wellcome Community Stores.  She is formerly the Vice President and Head of Marketing Operations for RSCI.

Frances Yu has over 10 years of consulting expertise in Corporate Marketing and Marketing Research. She has founded and managed as President the FJY Consulting, Inc. The company provided corporate marketing and management consulting services to leading companies in the Philippines and Asia. She has been the Vice President and General Manager of a marketing research and consulting firm that caters to Top 500 corporations in the retail, banking, telecoms, I,T., manufacturing, services, and public sectors.

She has spoken in various forums and conferences for the Intercontinental Group of Department Stores in Asia, Europe, and South Africa, the National Retailers Conference and Stores Asia Expo, Philippine Direct Marketing, National Research Congress, Philippine Marketing Association, and Association of Marketing Educators (Philippines). She has shared her invaluable insights and frameworks on retail branding, customer relationship management (CRM), customer service, and market intelligence.

Frances Yu is a Summa Cum Laude graduate of BA in English Literature of Fordham University, New York. She is also a co-author of the Mansmith Mentors' list: the 8 P's of Marketing.

Early Bird Rate

(if paid on or before September 23)

Regular Rate

(If paid during September 24 - October 22)

On-site Rate

(If paid during or after the training)

Closing Date







Deadline : Oct 16, 2018