Retail Loyalty Congress 2019

Amsterdam, 24TH & 25TH September 2019

It’s time to build businesses around difference instead of similarity. Consumers’ increased knowledge and constantly growing expectations have made them more demanding. With endless options available at their fingertips, the world has never been so small. Therefore, meeting all of the needs of every consumer is impossible; it’s time to make choices.

Differentiation involves constantly reinventing the store to find out who the value-adding consumer is. It means standing out and doing well by doing good. Realising that health is the new luxury and digging deeper into your data to truly understand loyalty and how its made. 

In order to stand out from the crowd, it is important that you dare to differentiate
After all, nobody ever made a difference by being like everyone else.

We welcomed you at Hotel Okura 

In 2019, the Retail Loyalty Congress took place in Amsterdam, the most diverse city in the world. We will bring you back to the five-star Okura - one of the world's leading hotels - where we held our 2013 congress, "Winning over Hearts and Wallets".

This time, we offered a completely different experience, on both retail tour and program, as we have ''Differentiated'' to create more value to every individual of our C-level attendees. 

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This year’s key topics

Re-inventing the store

Grocery shopping has become one merged omnichannel experience, throwing food retailers more heavily into competition with new sectors, such as the food-service industry, as well as with each other. This has resulted in evolving store formats, which has seen traditional retailers become much more like IT companies, and online retailers moving into bricks and mortar stores. 

At the RLC in 2019, we explored what the future of retail could look like, or what it already looked like for some. Going in-depth on topics such as maximising the potential of man and machine, creating in-store theatre, winning consumers’ trust, and owning the seasons.

Line up includes:
van Belleghem
Steven van Belleghem
When digital becomes human
Young Hyouk
Mr. Kim Young Hyouk
Evolution of convenience store to the center of digital transformation
The empowered consumer

Every consumer is unique, differing in what truly matters and what makes them tick. As new generations, GenYZA, enter the market, understanding these consumers is becoming more complex. To connect to shoppers, and get a bigger share of their wallet, food retailers need to understand what motivates them and provide personalised offers.

At the RLC, we took a closer look at the differences between millennials and Generation Z, how technology can help food retailers to provide the most attractive offer and the psychology behind decision making.

Line up includes:
Jonah Stillman
Make way for GenZ!
de Boer 
Aljan de Boer 
Connecting to GenZ
Health is the new luxury

With obesity now the number one killer in the world, and stress rising to be the biggest health epidemic of the 21st century, consumers are regularly confronted with numerous food-related health risks. Food retail can play an indescribable role in improving health in communities around the world. By educating and motivating consumers to make healthier food choices, stimulating creativity and making exercising fun, food retailers can help everyone to live a healthier lifestyle.

At the RLC, we dug deeper into the topic of obesity, the importance of reducing sugar and salt, getting kids active and outdoors, reducing screen time and how to stimulate (young) minds.

Line up includes:
Jamie Oliver
The 2030 project
Mark During
A little more fresh… a little more fun!
Doing well by doing good

One of today’s biggest problems that companies and individuals are facing is finding purpose and doing good for people and the planet. ​

​Businesses around the world are already starting to unlock the potential of sustainability as a business model, offering real purpose by using their influence to do good in the world. As the cornerstone of society, retailers have a strong influence on consumer behaviour.​

At the RLC, we explored topics such as reducing plastic, sourcing with integrity and finding ways to create happiness in your community.

Line up includes:
Afdhel Aziz
Good is the new cool
David Katz
The answer to ocean plastic
Loyalty, how it's made

Loyalty works on a subconscious level, effecting all choices we make, all-day, everyday. There isn’t one retailer on the planet that isn’t searching for the magic formula that triggers consumers to flock to their stores time-and-time again. Loyalty is very much alive for food retailers who see it as a path to shopper engagement and understand the added value that short-term programmes offer through robust data and insights. It’s time for research, facts and real conversations around the strategic value of loyalty.

At the RLC, we took guests through a loyalty programme from a-to-z, revealed the success factors to maximise ROI, showed the impact of small programme adjustments and discussed the power of a high discount.

Line up includes:
Anabelle Durán
Beyond the brand: when loyalty becomes smart
Getting to know your data

Data analysis is no longer a question but is a must-have. Collecting transactional data sits well within food retailers’ DNA, but finding the motivation behind the correlation, retailers also need to dig deeper into other sources. With the increased red tape around the use of personal information, navigating data dos and don’ts can often confuse food retailers, which results in inaction and can leave marketing campaigns in a grey area.

At the RLC, we helped guests further understand transactional and emotional data analysis, data tools and solved today’s privacy challenges.

Line up includes:
Viktor Mayer-Schönberger
Let the data in - from dark data to enlightened decisions
Christina Daniels
The Friendly Face of Data

Your peers from around the world took the stage

The retailers below shared their best practice at the Retail Loyalty Congress.



With over 30 speakers - including retailers from around the globe - this list was longer than ever before.

  • Jeroen Smit

    Journalist and author
  • Chieh Huang

    CEO and Founder Boxed.com
  • Jamie Oliver

    Celebrity chef and food activist
  • Steven van Belleghem

    Thought leader, Author & Entrepreneur of Nexxworks
  • Jonah Stillman

    Generations Expert at GenZGuru
  • Afdhel Aziz

    International Speaker & Best-selling Author
  • Jimmy Nelson

  • Sekou Andrews

    Poetic Voice
  • Jan-Benedict Steenkamp

    Professor and author University of North Carolina
  • Aljan de Boer 

    Head of Inspiration TrendsActive
  • Viktor Mayer-Schönberger

    Professor of Internet Governance University of Oxford
  • Erik Matser

    Clinical Neuropsychologist The Cognitive Lab
  • David Katz

    Founder & CEO of Plastic Bank
  • Rory Sutherland

    Vice Chairman of Ogilvy UK
  • Mr. Kim Young Hyouk

    Head of Management Strategy Division 7-Eleven
  • Emma  Botton

    Group Marketing Communications Director Tesco
  • Teo Ornelas

    Director of Customer Experience GPA Brazil
  • Anabelle Durán

    Marketing Manager at Auto Mercado
  • Mark During

    Former General Manager Marketing Operations Coles
  • Jeff Salter

    Senior Director – Store Concept & International Marketing Netto
  • Rebecca Heathcote

    Senior Marketing Properties and Propositions Manager Sainsbury's
  • Taylor Leigh Cannizzaro

    Chief Alliance Officer Plastic Bank
  • Barbera Rahn

    Director Merchandising & Sourcing Albert Heijn
  • Claudia Mennen

    CEO BrandLoyalty
  • Brian  Crain

    Partnerships & Business Development Lead Precima
  • Karlijn Van den Berg

    Director of Strategy IceMobile
  • Hans Ruitenberg

    Creative Director IceMobile
  • Koen van Dijck

    Head of Knowledge Faculty BrandLoyalty
  • Christina Daniels

    Product Owner BrandLoyalty
  • Miranda Evans

    Kids' expert BrandLoyalty
  • Kirby Beckman

    Kids' expert BrandLoyalty
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