blog, loyalty

Our Learnings from the first Loyalty Meet Up

On 19th March, Stampix had the honour of hosting and organising the very first Loyalty Meet Up in Ghent. Our aim was to differentiate from most other marketing events in this region, which often revolve around advertising, MarTech, CRM, digital…  and to bring an extra touch of interactivity to this Meet Up, sharing real experiences with a select group of brand representatives. 

To achieve this, we invited  5 international speakers sharing their perspective, an insightful workshop with 6 mixed teams and last but not least: the announcement of the winners of the BENE Bonus Awards.

The Roadmap to Emotional Loyalty

After an introduction about Stampix by our CEO Simon Tavernier, we started the afternoon with a Panel Discussion with experts from different parts of the world (France, United Kingdom, Belgium, Germany and the US): 

  • Tom Peace – Managing Director of The Loyalty People
  • Charles Ehredt – CEO of Currency Alliance
  • Karine Collaert – Managing Director of faxions
  • Denis Huré – CEO of Reward the World 
  • Ulf-Gunnar Switalski – CEO of The Bonus Awards

Topics ranged from the pivotal role of partnerships in loyalty strategies to the art of cultivating emotional loyalty. Notably, discussions sparked around the sustainability of paid loyalty programs, inspired by the success of Amazon Prime.

From one side, Ulf-Gunnar believes paid loyalty is a strong system. From his perspective, it is possible to really enrich the customer experience by “delivering very high value for a quite nice price”. As an example, he shared his experience with Gol Smiles program and Avis Preferred.

This argument was countered by Karine, who believes that the line for success of paid loyalty is very thin. She sees it as a main product, not a loyalty benefit. It raises the bar for delivering high quality services and products, which can put businesses in trouble later. She concludes that creating a good paid-for loyalty program is hard because “there has to be a really solid vision and financial model behind it”.

Do you want a taste of this Panel Discussion? Watch the video below to see Charles Ehredt explain the importance of Surprise and Delight in a loyalty program. 

What are the Trends in Loyalty?

During an interactive workshop, Tom Peace delved into the latest trends shaping the loyalty landscape. Using real-life examples for each of the trends, he covered following topics: 

  • Subscription based Loyalty
  • ESG Considerations
  • Experiential design
  • Gamification in Loyalty
  • Hyper-personalisation leading to communities 
  • Blockchain & Web3

Memorable examples were Nespresso, Strava, Duolingo, Samsung Members and Miles & More (Lufthansa). Afterwards, 6 challenges were shared for the fictitious “Hotel Eddy Merckx” loyalty program, and the 70 participants were divided in 6 groups to tackle 1 challenge each – to facilitate active learning and peer engagement.

Check out this clip of Tom explaining the success of Nespresso’s subscription-based loyalty.

BENE Bonus Awards Winners

Before drinks and networking, it was time to celebrate the winners from the BENE Bonus Awards. Presented by Ulf-Gunnar, the awards honoured outstanding achievements in loyalty initiatives across Belgium and the Netherlands, recognizing innovative programs, campaigns and promotions. Unique about the Bonus Awards, is that are the customers themselves (members of programs) who vote to select the winners – not a jury. For this year’s first edition in BENE almost 7.000 customers cast their votes. As a reference, the German Bonus Awards had its third edition with 115.000 votes.  


Check out the winners here:

Customer Award – Category Shopping

Program of the Year

Delhaize SuperPlus

Lidl Plus

Carrefour Bonus Card

Best Promotion

The Cookware Company – stamp campaign SMEG (with Delhaize)

Carrefour – scratch off cards Tomorrowland

Air Miles

Customer Award – Category Hotel

Program of the Year

Marriott Bonvoy

World of Hyatt

Van der Valk Loyal

Best Promotion

Wyndham Rewards

GHA Discovery

Marriott Bonvoy

Customer Award – Category Finance & Cashback

Program of the Year

ING+ deals

CashbackKorting / CashbackDeals

Flying Blue American Express

Best Promotion

ING+ deals


CashbackKorting / CashbackDeals

Customer Award – Category Move

Program of the Year

Miles & More

Flying Blue

Qatar Airways Privilege Club

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