DMA Virtual Seminars
DMA Retail Marketing Council Presents:
Revealing Retail Loyalty in Hot Demographic
Segments: Where and Why We Buy
Wednesday, November 5, 2008
12:00pm EDT to 1:00pm EDT
Come explore the hottest segments in marketing to reveal the hidden drivers of retail loyalty. Learn what affluent, core women, young adult, emerging Hispanic and senior consumers in North America expect from retailers and exactly which retailers they are most loyal to.
The COLLOQUY Retail Loyalty Index reveals that consumers define loyalty to a store retailer with traditional metrics as frequency, first choice and faithfulness. This session will explore how the Every Day Low Price (EDLP) model of retailing has made building consumer frequency based on the traditional marketing mix an increasingly expensive and untenable proposition. The EDLP model has also upset the traditional marketing mix by making Price the dominant “P” in the “Four P’s” (Product, Pricing, Promotion and Place) mix.
Discover how retailers have turned to loyalty marketing to create competitive advantage by building long-term relationships with consumers through targeted application of recognition and rewards. The resulting influx of transactional and behavioral data into the organization represents an opportunity for retailers to build relationships by exploiting the “gap” between behavior based on frequency and behavior based on loyalty. Retailers will achieve this goal by changing the foundations of consumer behavior through a new marketing mix based on merchandise, pricing, location, employee engagement and a reexamination of the “Four P’s”
Attendees Will Learn:
1. Shopping tendencies of the most desired segments in the market
2. How to design your marketing program to attract and retain the customer segments you desire
3. Which retailers already foster the strongest customer loyalty
4. How and why to re-balance the “Four P’s” of retail marketing
5. Tools and techniques to drive customer loyalty using recognition and rewards
6. How to stop competing strictly on price and use customer data to gain a competitive advantage
Who Should Attend
Middle and Senior Level Executives in:
- Marketing
- Loyalty|Relationship Marketing
- Research|Analysis
- Customer Retention|CRM
- Strategic Planning
- Sales Promotion
- Database Marketing
- Business Development
- Circulation
- Corporate Communications
In the Following Industries:
- Financial Services
- Travel – airline, hotel, car rental
- Retail – specialty, department store,
- grocery, drugstore, convenience store
- Business-to-Business Markets
- Computers & Technology
- Telecommunications & Cable
- Catalog
- E-Commerce
- Gaming, Sports, & Entertainment
Speakers:
Kelly Hlavinka , Managing Partner, LoyaltyOne Consulting, Contributing Editor, COLLOQUY
As Managing Partner, Kelly directs all strategic consulting, publishing, education, and research projects at LoyaltyOne Consulting. Kelly joined the company in 1996 and joined the LoyaltyOne Consulting group in 2003. Under her direction, LoyaltyOne Consulting has become an internationally recognized authority on loyalty, attracting such notable clients as MGM MIRAGE, Eddie Bauer, Best Buy, HP Software, and VISA International.
An acknowledged expert in the theory and practice of loyalty marketing, Kelly has been published and quoted widely in business, marketing, and loyalty media. She has bylined articles in DM News, The DMA Insider, and DIRECT, and is often quoted by Newsweek, Advertising Age, and Smart Money. Kelly has been a featured presenter at many industry conferences, and she leads LoyaltyOne Consulting's faculty in teaching a series of loyalty marketing workshops and virtual seminars around the world.
Allison Cripps, Consultant, LoyaltyOne Consulting, Contributing Editor, COLLOQUY
As a COLLOQUY Contributing Editor, Allison Cripps lends her knowledge and expertise in the field of loyalty marketing to the magazine by way of insightful bylined articles and editorial input.
Allison has been called on throughout her career to write and speak on the value of loyalty marketing in driving financial return, particularly at global hospitality conferences for The Leading Hotels of the World. Her favorite course to teach to date has been her patented "Analytics Bootcamp.”
Allison joined COLLOQUY in 2007 having served in a breadth of loyalty disciplines in the hospitality, luxury, retail and telecommunications industries throughout her 15 years of loyalty marketing experience. Her extensive knowledge of loyalty marketing is supported by expertise in program strategy, strategic marketing, CRM, and loyalty technology. Allison specializes in helping companies design and implement the best loyalty strategies and programs to meet their business objectives while creating true value for their clients or customers.
Allison’s previous experience includes senior loyalty marketing positions with LesConcierges, The Leading Hotels of the World, InterContinental Hotels Group, and Cox Communications. She also serves as a pro-bono loyalty consultant for several non-profit organizations in the San Francisco area.
Registration Rates
| DMA Council Member:* | FREE |
| DMA Member: | $99 |
| Non-Member: | $199 |
* FREE for DMA Business-to-Business, DMA Catalog & Multichannel Marketing, DMA Customer Relationship Management, DMA Directo: Council for Hispanic Marketing, DMA Financial Services, DMA Retail Marketing, and DMA Travel & Hospitality Councils Members.
See information on how to join DMA.
Ways to Register
| Online: | Register Now |
| Fax: | 212.302.7643 |
| Phone: | 212.790.1500 |
| Mail: | Printable Form DMA Customer Service 1120 Avenue of the Americas New York, NY 10036-6700 (Check payable to DMA) |
For questions/inquiries, call DMA Customer Service at 212.790.1500 or e-mail customerservice@the-dma.org.
Payment Policy and Confirmation
In order to confirm your place in this event, we require payment in full. From time to time, we change a date or location of an event. If we need to change a date or location for any reason, you will be contacted. If you have not received confirmation of your attendance from DMA, please call 212.790.1500 to ensure your seat.
Virtual Seminar Cancellation Policy
If you cannot participate in the virtual seminar, please contact DMA Customer Service prior to the event to have your registration fee held on account for a future event. If you must cancel your registration altogether, DMA will refund the registration fee in full if canceled at least one (1) business day in advance of the event. Registrants who do not cancel or arrange to have their registration fee held on account prior to the event, and fail to attend the event, forfeit their full registration fee.
If DMA cancels the event for which you have registered, the registration fee paid will be held on account for a future event or fully refunded if you prefer. DMA is not responsible for any expenses incurred by you as a result of your registration, whether the event was attended, postponed, or canceled.
DMA Money-Back Guarantee
You will be 100% satisfied with what you learn or we will refund your registration fee in full.* We can afford to make this offer because we know that this seminar will exceed your expectations. It's part of our commitment to providing you with the highest possible quality in education and training.
*Requires written request within 30 days of the seminar.
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