Loyalty Promotion Monitor
The Loyalty Promotion Monitor aims to define the main levers that determine growth in retail, both through academic research and by comparison with major companies operating in the market segments under study.
In a landscape marked by global crises, changes in consumer behavior and competitive dynamics, loyalty strategies represent a significant opportunity for growth and consolidation for retail businesses.
Efforts in this area make it possible to strengthen existing relationships between brand and customers, as well as to attract new consumers, setting in motion a path that can result in increases in value for those directly involved and, as a whole, for the community.
In partnership with The Continuity Company (TCC)
The Continuity Company (TCC) is an international company that for more than 30 years has been implementing loyalty campaigns aimed at increasing purchase loyalty and strengthening the relationship between retailers and consumers. TCC operates in seventy countries and has carried out more than 8,000 loyalty campaigns in the retail, petroleum and FMCG sectors, engaging more than one billion consumers.
Activities
- The first phase of activity of the Loyalty Promotion Monitor was marked by exploratory research, conducted on a sample of executives and loyalty managers, aimed at understanding what needs, emerging opportunities and specific challenges characterize companies operating in the retail sector. This research was conducted with a view to directing the supporting activities of the Observatory. The exploratory survey focused on the topics of macro-environment, loyalty and customer relations, digitization and big data, KPIs, and sustainability/CSR.
- Managers and practitioners who participated in the Steering Committee identified loyalty measurement and digitization as the topics of greatest interest, on which the Observatory's future activities will focus. The exploratory research will be followed by extensive research on the topics of KPIs and digitization.
People
The project team consists of:
- SDA Bocconi Professors for event organization and research supervision
- Guest speakers, professors and international experts, selected on the basis of the reference topics selected by the Steering Committee
- Research Fellows for the management and development of the Observatory's activities
