UK loyalty workshop to emphasize practical know-how

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By: Wise Marketer Staff |

Posted on May 30, 2005

UK loyalty workshop to emphasize practical know-how

A two-day loyalty workshop is to be held at Oxford University's Templeton College on June 23rd and 24th 2005, to provide a deliberately small-scale forum (for which places are limited) for the discussion of the development and management of customer loyalty programmes with acknowledged experts.

UPDATED ON 6TH JUNE 2005 TO INCLUDE NEW INFORMATION RECEIVED The format of the workshop is unusual for a marketing event. The organisers have intentionally moved away from the anonymous one-day sales conference format, to focus on the practical development needs of individuals and to emphasise take-home ideas, tools and insights.

The workshop is residential (beginning with a dinner the night before), the numbers are limited, and the material covered is intensive. Participants really get to know each other and the presenters. Your editor knows of several who have remained in close contact with each others for years after attending one of these workshops.

Subject mix Organised by The Oxford Institute of Retail Management (based at Templeton College), in association with UK-based loyalty consultancy CM4P and with US-based loyalty researchers and publishers, Colloquy, the workshop comprises a mixture of subject briefings and technical workshops.

Guest speakers this year are Clive Humby, Chairman of Dunnhumby (well-known for its pioneering involvement in the development of Tesco's Clubcard, thought by many to be the leading loyalty card programme in the world) and Rudd van Munster, Global Loyalty Strategy & Marketing Manager of Shell.


  • Should every successful business have a loyalty programme?

  • Case study 1: A Fragmented Frequent Flyer Programme
  • Key learnings from the marketing viewpoint
  • How do you justify loyalty programmes: the financial view
  • Case study 2: Making Shell loyalty programmes pay
  • Key learnings in developing loyalty programmes
  • How do you analyse loyalty marketing information: the analytical view
  • Case study 3: Understanding store switching at a grocery retailer
  • Key learnings from the analytical viewpoint
  • Case study 4:: Loyalty pricing strategy at Tidyman's supermarket
  • How do you manage major changes to loyalty programmes: the operational view
  • Key learnings from the viewpoint of change and implementation
  • How might customers change: the consumer view
  • How might technology change: the technological view
  • Key learnings on future trends affecting loyalty marketing
  • Case study 5: The SKY Digital TV loyalty programme

Ask the experts Experts leading the workshop include: Richard Cuthbertson, Research Fellow, Templeton College, University of Oxford; Peter Wray and Michael Llewellyn of CM4P; Colloquy's Bill Hanniford, Brian Woolf of Retail Strategy Center, Prof. Marc Vanhuele of HEC School of Management, Robert Cook, Project Manager at BT, and Dr Jonathan Reynolds, Director of Oxford Institute of Retail Management, Templeton College.

Templeton College is a postgraduate college dedicated to management studies. Founded in 1965, it is a full graduate college of Oxford University, providing management development programmes for some 1,300 senior executives each year. The college is also the University's principal provider of executive education, in partnership with the University's well known school of business studies. The event's organiser, the Oxford Institute of Retail Management, was established at Templeton in 1985 to help retailers and consumer service companies gain strategic insights into their market formats and channels.

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