Organiser
Explore
for
More!
22 – 23 June 2016 | Shanghai | Twelve at Hengshan Hotel
CUSTOMER
LOYALTY
IN RETAIL
There must be something!
Real explorers always look deeper, further, driven by curiosity, vision
or challenge. They don’t accept the status quo but lead by scientific
instinct, constantly seeking hidden aspects, new opportunities
and discoveries that will lead to innovation and development.
The capacity for opportunities is deep and open. The challenge is
to explore the most valuable areas and draw forth the best!
There It Is . . . Real Customer Loyalty!
It’s hidden in the ocean of data!
To achieve a competitive advantage, retain customers and acquire
new ones, retailers in China need to explore the potential of the
acquired data generated within loyalty programmes.
Simple programme schemes will not work. Mobile, aware,
demanding customers, constantly shifting between online and
offline, expect a more personalised experience. They want what is
new! The challenge is to discover information that can be turned
into successful loyalty strategies!
Is it worth the effort?
Research shows that 20 percent of the most loyal customers
generate 80 percent of the turnover. So, apparently data
exploration can be a great investment.
INTRODUCTON
2
THE SPEAKERS
Andy Jiang Director of Analytics & CRMMetersbonwe
Apparel &
Accessory
Swing Shu Senior CRM ManagerL’Oréal
Affie Fang CRM ManagerTESCO PLC
Cathy Hu Head of Omni-channel CenterPacific Department
Store
Wenjing Zhong Head of Customer ServiceIntime Department
Store (Hangzhou)
Jingming Song CRM Manager
Joy City (Tianjing)
Jason Yu General Manager
Kantar Worldpanel
China
Herman Li Commercial DirectorDunnhumby
Ken LiuManaging Director Asia
Acxiom
Caroline Papadatos Senior Vice President of International
LoyaltyOne
Garrett Gao General Manager China
Brand Loyalty
Cindy Huang General ManagerHacker Agency
Eddie Cai CRM DirectorGAP Greater China
Wei Wu
Data Analytics Manager
YiHaoDian
Kelly Huo Category Marketing ManagerWal-Mart China
Home Office
Relvin Sun Co-FounderHARB data
Olivier Maugain Regional Director of Business IntelligenceStarcom Mediavest
Group
Zhan Liu AttorneyWinteam 500
3
More: www.ignite-conferences.com/loyalty/speakers
4
E V E N T A G E N D A
DAY 1: 22 JUNE 2016
8:45-9:30
Registration and morning coffee
9:30-9:35
Conference Opening and Networking Session
Casper Haring, Managing Partner,
IGNITE
9:35-10:15
A holistic view of the Key Loyalty Drives for
Retailers in China
Herman Li, Commercial Director,
DUNNHUMBY
•
Revealing the true value of customers who have been underestimated in our target markets•
Ceasing the mistakes making customers unhappy and leaving your business•
Cultivating pleased customers to disseminate a word-of-mouth influence for your brand•
Turning customers into true advocates for yourbusiness
10:15-10:55
Utilising Predictive Small Data to Reveal
Customers’ True Identity
Caroline Papadatos,
Senior Vice President of International,
LOYALTYONE
•
Capturing desired customer data via outstanding multi-channel practices
•
Employing the small, customer-level types of data to illuminate shopper’s true demand
•
Unleashing the power of your membership program to deliver significant ROI10:55-11:15
Coffee Break
11:15-11:55
Identifying the Essential Small Data which
Applies to Your Business Models and Priorities
Cindy Huang, General Manager,
HACKER AGENCY
•
Converting data flow derived from multiple channels & cross devices into monetary flow
•
Utilising real-life insights to conduct highly cash-convertible customer engagements
•
Pinning down prioritized target markets which have optimised monetary conversion rates
•
Protecting your business from spam and less useful data with data analytics11:55-12:25
Developing the Most Efficient Customer
Approaches to Acquire Adequate Customer Data
Eddie Cai, CRM Director,
GAP GREATER CHINA
•
Identifying the most efficient channels to optimise customer interaction
•
Winning over customers via mobile communication•
Complementing data collection from collaboratingwith industrial partners
•
Protecting brand integrity: secure your customer’s privacy12:35-13:35
Lunch Break
13:35-14:15
Creating an Inspired Environment for POS,
which Ultimately Adds Fresh, Relevant Data on
a Daily Basis
Eddie Cai, CRM Director,
GAP GREATER CHINA
•
Providing an excellent in-store experience to entice customer on your physical store
•
Leveraging in-store customer management to complement data collection
•
Capturing first-hand customer data via in-store communication
•
Integrating multiple channels to radiate customer for data accumulation14:15-14:55
Panel Discussion: Acquisition or Retention?
How Do You Strike a Balance in Between
1.
Wenjing Zhong,
Head of Customer Service,
INTIME DEPARTMENT STORE
(HANGZHOU)
2.
Jason Yu, General Manager,
KANTAR WORLDPANEL CHINA
3.
Affie Fang, CRM Manager,
TESCO PLC
4.
Jingming Song, CRM Manager,
JOY CITY (TIANJING)
•
Getting insights into how customer loyalty has been landscaped by FMCG retail in China
•
Uncovering the growth track of retailers in China•
Footfalls vs. Loyalty, which is more crucial to drivesales
14:55-15:15
Coffee Break
15:15-15:55
Executing Efficient In-store Presentation &
Promotion Through Customer Data
Kelly Huo, Category Marketing Manager,
WAL-MART CHINA HOME OFFICE
•
Unleashing the full potential of customer data•
Case Sharing: The comprehensive Know-hows ofAmerican Eagle’s in-store promotion strategy
15:55-16:35
Business Ethic Guidance and the Law on
Storing & Utilising Customer Data
Zhan Liu, Attorney,
WINTEAM 500
•
Case study: Data leakage and sentencing guidelines
•
Defining personal rights in customer data affairs•
Comprehending the supervision regulations ofcustomer data
16:35-16:45
Summary of Day I
16:45-17:35
Cocktail and Networking
Understanding the Customer Thoroughly
Understanding the Customer Thoroughly
Customer Data Acquisition – the Bedrock of Establishing Sustainable Customer Loyalty
DAY 2: 23 JUNE 2016
5
More: www.ignite-conferences.com/loyalty/agenda
9:00-9:30
Registration and morning coffee
9:30-10:10
Finding Meaning or Actionable Insights with
Customer Data In Hand to Derive Values for
Your Customer
Andy Jiang, Director of Analytics & CRM,
METERSBONWE APPAREL & ACCESSORY
•
Boosting your business from a multidimensional approach of customer data
•
Realising your business decision by closing the data loop
•
Predicting customer needs sensibly from existing customer data10:10-10:50
Leveraging Customer Data to Conduct Efficient
Precision Marketing
Wei Wu, Data Analytics Manager,
YIHAODIAN
•
Profiling Your Customer to reveal their true needs•
Leveraging Customer Lifetime Cycle to MaximiseCustomer Value
•
Strengthening Customer Loyalty through Customer Public Opinion Analysis
•
Retrieving you Customer loyalty through Precise-Mobile-Marketing
•
Utilising Churn Model to Efficiently Prevent Customer from Leaving You10:50-11:10
Coffee Break
11:10-11:50
Conceiving Optimised Pricing Strategy from
Customer Data to Serve Customer at Best
Prices
Garrett Gao, General Manager China,
BRAND LOYALTY
•
Using customer data to maximise sales revenue and market share
•
Communicating and reinforcing brand value via market-based pricing
•
Creating a perception of high product quality and desirability via market-based pricing11:50-12:30
Employing Customer Data to Apply Personalised
Marketing Promotions to Wow Your Customer
Relvin Sun, Co-founder,
HARB DATA
Cathy Hu, Head of Omni-channel Center,
PACIFIC DEPARTMENT STORE
•
Applying proven methods of successful personal communication
•
Defining approaches to achieve a stunning personalised communication strategy
•
Case sharing (Halloween event trial and results) with Ningbo Pacific department stores
•
The outlook for personalised communication in China12:30-13:30
Lunch Break
13:30-14:10
Adopting Customer Data to Drive Value
Through Multichannel Targeted Communication
Ken Liu, Managing Director Asia,
ACXIOM
Swing Shu, Senior CRM Manager,
L’ORÉAL
•
Identifying the marketing challenges that could sink your business in China
•
Catching the retail marketing opportunities for your brand in China
•
Monetising customer data to maximise your ROI•
Case sharing: Collaboration between L’Oreal andWFJ Department Store
14:10-14:50
Predicting Customer Needs Using Customer
Data
•
Leverage customer data to predict the likelihood of customer’s purchase
•
Utilising customer data to reveal what your customer’s experience should be like today and tomorrow
•
Leveraging real-time customer data to deliver the appropriate content at the moment it’s needed by the customer14:50-15:30
Outlook on Fresh Technologies That Will
Change Data Collection & Utilisation for
Customer Loyalty
Olivier Maugain,
Regional Director of Business Intelligence,
STARCOM
MEDIAVEST GROUP
•
Applying proven methods of successful advertising communications
•
Double-insuring your brand loyalty from leveraging above-the-line (ATL) and below-the-line (BTL) advertising
•
Converging ATL and BTL to achieve an exponential growth of customer loyalty
•
Being re-embraced by the customer by redefining consumer relationship management (CRM)•
Getting ready: Technology and data requirements15:30-15:40
Summary of Day II
15:40-16:30
Coffee and Networking „
6
WHY PARTICIPATION IS WORTHWHILE
MEET
A unique community
of loyalty experts
from leading retail
chains in China;
people who are
experienced in
bringing customer
relations
(and business
revenues)
to a higher level
EXPLORE
Knowledge
heretofore
not publicly
disseminated,
best practices
and inspirations
that show
how to
creatively and
effectively use
customer data as
a means to build
loyalty
DISCOVER
New opportunities,
trends and
innovations available
on the market
to develop and
speed up your
practice
WITNESS
Great exchange
of experiences
thanks to the
interactive,
open peer-to-peer
formul
a
of the event
CHECK
New quality of
conferences in
China developed
following
“Collective
Intelligence to
Act Technology”
,
tailoring the content,
formula and impact
of the events
to
groups of top-level
managers
7
APPLICATION FOR PARTICIPATION
CONTACT
PARTNERSHIP
ABOUT SUMMIT
VENUE ENQUIRY
PARTICIPATION
Mina Zhang
| Business Development ManagerLeslie Rong
| Project ManagerWalter Zhang
| Conference CoordinatorMichelle Zhang
| Customer Service LeaderOffi ce: +862161608450 Mobile: +8615901846862 Email: mina.zhang@china.messefrankfurt.com Offi ce: +862161608429 Mobile: +8613795320111 Email: leslie.rong@china.messefrankfurt.com Offi ce: +862161608426 Mobile: +8613916201460 Email: walter.zhang@china.messefrankfurt.com Offi ce: +862161608443 Email: michelle.zhang@china.messefrankfurt.com
Detailed terms and conditions of participation in the Summit
and the online registration are available at:
www.ignite-conferences.com/loyalty/registration
Registration fees per person:
1 TICKET
2 TICKETS
3 TICKETS & MORE
ORGANISER:
Igniting the Impossible
Ignite, the conference division of Messe Frankfurt, founded in the spirit of innovation and the ability to bring people together; producing events where great minds, strong purposes and impacts converge. The role of Ignite in the business environment is to inspire growth and innovation by bringing together top-level professionals, leading businesses and industries.
www.ignite-conferences.com
Messe Frankfurt is one of the world’s leading trade fair organisers, generating around €645* million in sales and employing 2,297* people. The Messe Frankfurt Group has a global network of 29 subsidiaries and 57 international Sales Partners, allowing it to serve its customers on location in more than 160 countries. Messe Frankfurt events take place at more than 40 locations around the globe. In 2015, Messe Frankfurt organised a total of 132* trade fairs, of which more than half took place outside Germany.
Comprising an area of 592,127 square metres, Messe Frankfurt’s exhibition grounds are home to 10 exhibition halls. The company also operates two congress centres. The historic Festhalle, one of the most popular venues in Germany, plays host to events of all kinds. Messe Frankfurt is publicly owned, with the City of Frankfurt holding 60 percent and the State of Hesse 40 percent.
* preliminary numbers (2015)
