2nd Annual Loyalty Programmes China 2008 | Event Agenda
3 - 5 September 2008, Pudong Shangri-La, Shanghai

Event Agenda Conference Day One - 4 September 2008 – Thursday 08:30 Registration and coffee 09:00 Chairperson’s opening speech WHY LOYALTY PROGRAMMES? 09:15 Growth and challenges in China loyalty programmes What is the current trend and the major factors behind the growth of loyalty cards in China? What are the key differences between card businesses in China and developed economies? What innovations are being used in China? How successful are loyalty programs in China? What are challenges are the companies in China facing? What can Chinese consumers expect to see in the near future? Sampson Lee, President, GCCRM 10:00 Designing the right loyalty programme for your organization Using a loyalty programme that bonds with your customer Driving growth and profit with customer interaction and profiling Offering attractive incentives to meet your business objectives Successfully employing your loyalty program to drive communication and keep customers coming back Argha Sen, Marketing VP, Toys R Us 10:45 Morning refreshment 11:15 Learning from the success of SmartClub Understanding why SmartClub is China’s most successful loyalty programme Lessons learnt in development and becoming more than just a bonus card Going beyond CRM technology – how SmartClub programme partners gain superior insights into their customers’ behavior and needs Real results: ways in which to boost sales and reduce marketing spend as a result of a more targeted way of dealing with customers Henry Winter, Founder and CEO, Smart Club 12:00 Capitalizing on the CRM programmes to attract and retain profitable customers in the hospitality arena Deciding on the most cost effective way to attract and retain your customers Monitoring each customer’s development Increasing purchase and retention through more relevant customer dialogue, using multi-channel communication How to benchmark and measure your loyalty programme Alice Au, Director of Customer Relationship Marketing and Partnerships, Langham Hotel Group 12:45 Networking lunch     14:00 Optimizing loyalty programmes as a competitive differentiator Using loyalty programmes as a means to differentiate yourself from the competition How much value do customers really place on loyalty programmes? What incentives will entice customers? Ensuring optimum yield from your most profitable customers Lydia Wang, Loyalty Marketing Manager, Shanghai Volkswagen MULTI PARTNER LOYALTY PROGRAMMES 14:45 Panel discussion: assessing the benefits of multi-merchant loyalty coalitions Overcoming the challenges of data ownership and brand management - will the benefits be shared? Effectively communicating the benefits of loyalty coalitions to the customer Utilizing cross-marketing as a method to influence changes in customer behavior Turning customer data into profit - tailoring your range of offerings to match customer profiles George Dai, Head of Customer Service, Ctrip Alice Au, Director of Customer Relationship Marketing and Partnerships, Langham Hotel Group Henry Winter, Founder and CEO, Smart Club 15:30 Afternoon refreshment 16:00 Developing cross channel loyalty – activating customer contacts to increase loyalty and sales Developing a multi channel campaign management strategy for greater targeted promotion and loyalty Delivering an integrated media campaign to build crosschannel loyalty How do you measure the impact and benchmark success? Li Chao, Cooperation Manager of King Club, Shenzhen Airlines 16:45 Driving enduring customer loyalty while delivering bottomline results with partnership programmes Extending your brand in a partnership model What do we do with the data ownership? Enhancing your analytics with partner data Marketing effectiveness: increasing the frequency and reach of your message through coalition marketing The balance of acquisition: lift and retention in partnership programmes Ling Hai, Head of Partnership Business, Bank of Communication Pacific Credit Card Centre 17:30 End of Day One Conference Day Two – 5 September 2008 – Friday 08:50 Chairperson’s remarks Ben Cavender, Senior Analyst, China Market Research Group BUILDING A CUSTOMER FOCUSED LOYALTY PROGRAMME 09:00 Understand consumer insights to drive enhanced loyalty programmes Examining the different consumer behaviors and factors motivating shoppers’ purchasing decisions between tier 1 and tier 2 cities that will affect your marketing strategies Understanding common marketing strategies – what has and has not worked to attract shoppers? Olive Zhang, Associate Director, Nielsen 09:45 Panel discussion: what really motivates customer loyalty? Do customers really change where and how they spend in order to earn loyalty points? Examining the business case for building loyalty programmes for your customers Evaluating the merits of loyalty reward programmes versus low prices What features will loyalty schemes of the future offer customers? George Dai, Head of Customer Service, Ctrip Olive Zhang, Associate Director, Nielsen Li Chao, Cooperation Manager of King Club, Shenzhen Airlines 10:30 Morning refreshment 11:00 Utilizing customer data to provide insights and develop profitable relationships Collection and interpretation of data to provide meaningful insights into the customer and their behavior Developing an effective two-way customer dialogue and the changing landscape of customer dialogue in the future Leveraging the customer relationship to maximize profitability and drive incremental sales Applying suitable methods and strategies to retain your best customers Kevin Yeow, General Manager, China, ICLP 11:45 INTERNATIONAL AWARD WINNING CASE STUDY: Qantas-Telstra Visa Card Coalition Rewards Program This is the first dual co-brand Visa credit card program with a rewards/loyalty program attached. Qantas is the national airline of Australia and Telstra, the largest Telco in Australia. This program was developed in both Australia and New Zealand and won the Freddie Awards in New York for 2 years running as the best credit card loyalty program in the world. In this session, Bob will share the strategies behind the program - how it was planned and implemented; the reasons for success and highlight the results. Bob Gilman, CEO, Pinpoint International 12:30 Networking lunch         LOYALTY PROGRAMMES AS STRATEGIC MARKETING TOOL 14:00 Creating an emotional bond with your customers to win loyalty Understanding the emotional triggers that motivate customers to be loyal Measuring the impact of emotion on customer behavior Identifying the touch points beyond marketing communications that can build emotional bonds with your customers and engender loyalty Gary Chu, Vice President, Arvato Services (China) 14:45 Panel discussion: Creating the link between experience and loyalty Utilizing brand experience marketing to engage and reach your customers Creating customer value through unique brand differentiation Creating your brand personality and building an emotional connection with your target audience Alice Au, Director of Customer Relationship Marketing and Partnerships, Langham Hotel Group Jin Yingjie, Loyalty Programme Director, Air China Lydia Wang, Loyalty Marketing Manager, Shanghai Volkswagen 15:30 Afternoon refreshment 16:00 Measuring the link between customer experience, loyalty & brand performance Developing brand loyalty by being accountable for marketing activities Understanding issues that generate brand loyalty Reinforcing your evangelists’ relationship with your brand Measuring the loyalty programme base on the measurable impact on the customer retention and repeat business from existing customers Increase in the average number of purchases from existing customers. Increase in the average deal size of purchases from existing customers. Increase in new customer referrals from existing customers. Reduction in customer chur Jin Yingjie, Loyalty Programme Director, Air China 16:45 Looking beyond your customer’s wallet - enhancing the customer experience to maximize loyalty and profitability Identify the critical interaction that influences loyalty and customer values in the long term Segment customers by needs and value and determine the sales and service strategy for each segment Build an interactive customer platform to deliver the right information to the customer facing staff across all the channels Josef Mueller, Managing Partner, China Retail Practice, Accenture 17:30 Chairperson’s closing remarks & end of conference   Please download free brochure for more details.

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