20 September 2012
Call me Loyal – loyalty experts gather for Loyal 2012
Loyal is not just arguably New Zealand’s favourite Dave Dobbyn song and a trait Kiwis pride themselves in, it’s a hot
topic for Kiwi retailers when it comes to talking about customer behaviour. This month, Auckland was abuzz with the word
as Loyal 2012, New Zealand’s premier loyalty marketing knowledge exchange, got underway.
The two day event held on 12 and 13 September at The Langham Hotel provided a mix of speaker presentations, practical
workshops and case study sessions for over 120 attendees. Attendees were largely made up of representatives from the 53
leading New Zealand retail and service providers who partner with the successful Fly Buys loyalty programme.
Fifteen presentations and speeches were on offer and attendees could also take part in six workshops on topics including
how to reach business customers and how to use data analytics and location intelligence to increase customer loyalty.
Not surprising given its theme, social media was a hot topic at Loyal 2012. Vanessa Clarke presented up-to-the-minute
Colmar Brunton research on New Zealander’s social media habits, Jenene Crossan of NZ Girl and Flossie.com fame shared
hard-won lessons about social media and digital marketing strategy, and an interactive panel workshop dedicated to
social media was on offer.
Much of the event was future-facing with presentations about the future of topics close to Kiwi retailers’ hearts, such
as near field communications and contactless payments, the New Zealand economy, New Zealand Post and the postal services
industry in general.
While the New Zealand market was naturally a key focus for attendees, an international perspective permeated much of the
presentations. Additionally speakers included experts from Australia and America and an Asia-Pacific consulting firm,
which gave the audience tips on how other loyalty programmes worldwide were employing various coalition loyalty
strategies. Another presentation reviewed some of the best advertising in the world as showcased at the Cannes Lions
Festival of Creativity in France earlier this year.
Attendees were also treated to a hilarious examination of personality traits to better understand customers from
acclaimed speaker Allison Mooney and an exclusive unveiling of the new Fly Buys television commercial and brand campaign
before it was shown to the public.
The event was live tweeted from Loyalty New Zealand’s twitter account @Loyalty_NZ. Attendees and Twitter followers were
encouraged to join in the conversation and over 200 tweets using the twitter hashtag #Loyal2012 were sent during the
event.
Loyal 2012 was run by Loyalty New Zealand, New Zealand’s loyalty experts who, in case you’re wondering, wisely decided
to save that song for another occasion.
About Loyalty New Zealand
Loyalty New Zealand is New Zealand’s expert in customer loyalty. This expertise has been developed over 16 years
managing one of the world’s most successful loyalty marketing programmes, Fly Buys. Loyalty New Zealand offers its
clients a range of loyalty and CRM services - from customer insights and analytics, to data and customer management, and
marketing and creative services. For more information about Loyalty New Zealand see www.loyalty.co.nz.
For more information about Fly Buys and a full list of Fly Buys partners, visit www.flybuys.co.nz.
ENDS