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AIR MILES is everywhere. In the wallets of over 75% of Canadians, and the locations of hundreds of Canadian brands, its ubiquity and 25-year history are sources of envy.

But with the proliferation of new entrants, the emergence of new loyalty technologies, and the arrival of a new generation of loyalty consumers, what does such an iconic program do to respond and remain so relevant?

AIR MILES is on a journey to go beyond the traditional earn-and-burn points model, to one where membership in the Program is as rewarding as the rewards themselves. Leveraging the enormous power of its Coalition, everything is being reconsidered: the relationships with Partner brands, the experiences that can be provided to Collectors, and the best interactive marketing tactics to support it all.

Learn about the early results in this journey and what it has taken to successfully shift perceptions of the brand. When you are back in the office the next day…

  1. Think about how you can add daily delight to your customers’ experience with your brand.
  2. Better integrate your marketing activities to punch above your spend and foster better consumer engagement.
  3. Consider new ways to work with other companies in a mutually beneficial manner.
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Who's Speaking?
Raymond Ludwin
Raymond Ludwin
AVP Brand Activation and Collector Experience
Using Analytically Driven Pricing to Earn Customer Loyalty
LEAD Marketing Conference, (Virtual Edition),

Leading retailers are frequently pushing their focus on delivering low prices, but how important are low prices to shoppers? And is it possible to earn customer loyalty through low prices?  By applying advanced analytics to the challenge, it’s possible to understand where prices matter, and how retailers can make intelligent pricing decisions to earn customer loyalty.  In this session, Precima will share findings from market research and real-world client case studies to address:

  • How important is price to retailers?
  • How important is price to shoppers?
  • How do leading retailers execute analytically driven pricing to earn customer loyalty?
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Who's Speaking?
Graeme McVie
Graeme McVie
Vice President, Business Development, Precima

Following the success of last year’s event in Barcelona, BrandLoyalty has today announced it will hold its 6th Retail Loyalty Congress on 3rd and 4th October 2016, in Toronto, Canada.

Just as Columbus crossed the ocean from Europe to North America, we’re going to take our Retail Loyalty Congress from last year’s Barcelona location all the way to Toronto. As we’re now part of LoyaltyOne, it was a logical choice to decide to hold our next Retail Loyalty Congress in its home town in Canada.

In today’s world, where old and new retail formats are rising and declining at a staggering pace, it’s crucial to stay close to your customers – but equally important to stay close to yourself as a food retailer. That’s why the theme of the RLC 2016 is ‘Getting Personal’. 

For further information, and to keep up-to-date with the latest speaker line-up, master classes and retail tours visit


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News Releases

Precima, a retail consulting and analytics firm specializing in shopper insights and customer-centric solutions and U.K.-based Wm Morrison Supermarkets PLC (LSE: MRW), announced they have signed a new multi-year agreement. 

Precima assists mid-to-large size businesses with thousands of SKUs (products), such as grocers, in improving their competitive position across all facets of planning and operations from pricing optimization, promotional planning, assortment optimization, targeted marketing and supplier collaboration.

Under the terms of the agreement, Precima will work with the UK food retailer to listen and respond to what customers want from Morrisons.

Andy Atkinson, Group Marketing and Customer Director of Morrisons, said: "At Morrisons, we listen hard to our customers and respond quickly wherever possible. We look forward to working with Precima so that we can improve the shopping trip for our customers."

Brian Ross, President of Precima added: “We have a unique ability to translate customer insights into truly differentiated and compelling marketing, trading and supplier solutions that drive noteworthy results. We’re eager to put our passion and expertise to work and we are confident that it will make a valuable contribution to Morrisons.” 

About Morrisons

Morrisons is a UK food retailer with 492 stores and we’re the only British supermarket to have our own food processing sites and abattoirs. We employ expert livestock buyers to pick animals straight from the farmer and we are unique in making a quarter of the food we sell in store ourselves, giving us unrivalled control over our supply chain. We’re committed to supporting British farming, that’s why all Morrisons-branded fresh meat and everything on our butchers’ counters is 100% British. And we have more skilled specialists on hand to prepare more fresh food in store than any other retailer, with over 6,000 fully trained crafts people in our stores including butchers, bakers, fishmongers and cheesemongers. Every week, over 11 million customers pass through our doors and more than 117,000 colleagues across the business work hard each day to deliver great service to them. Our aim is to give our customers more of what matters to them, offering great quality food at low prices.

About Precima

Precima, housed within LoyaltyOne, is a retail strategy and analytics company that provides tailored, data-driven solutions to drive sales, boost profitability, and build customer loyalty. Leveraging deep analytics expertise, Precima helps organizations improve their competitive position across all facets of planning and operations from pricing optimization, promotional planning, assortment optimization, targeted marketing, and supplier collaboration. In 2016 the company was named among the Top 10 Analytics Solution Providers by Retail CIO Outlook.

Social_awardPrecima makes it to Retail CIO Outlook’s Top 10 Analytics Solution Providers list for its expertise in turning deep customer insights into transformative solutions and delivering value.

Annual list showcases the Top 10 Analytics Solution Providers 2016. The positioning is based on evaluation of Precima’s specialties in transforming insights into action. The annual list of companies is selected by a panel of experts and members of Retail CIO Outlook’s editorial board to recognize and promote Technology entrepreneurship.

Precima has been selected after being evaluated across more a dozen quantitative and qualitative elements. Experts have made the decision by taking to consideration, company’s experience, industry recognition, technical certifications, market presence and positive client reviews. “Precima has been on our radar for some time now for stirring a revolution in Analytics, and we are happy to showcase them this year due to their continuing excellence in delivering top-notch technology-driven solutions,” said Katie William, Managing Editor, Retail CIO Outlook. “Precima continued to break new ground within the past year benefiting its customers around the globe, and we’re excited to have them featured on our top companies list.”

About Retail CIO Outlook

Retail is a technology magazine that talks about enterprise solutions that can redefine business goals of tomorrow. Through nominations and consultations with industry leaders, its editors choose the best in Retail domains. Its February Edition is an annual listing of Top 10 Analytics Solution Providers. For more information, visit the website at:

About Precima

Precima is a global retail strategy and analytics company that provides tailored, data-driven solutions to drive sales, boost profitability, and build customer loyalty. Leveraging deep analytics expertise, Precima helps organizations improve their competitive position across all facets of planning and operations from pricing optimization, promotional planning, assortment optimization, targeted marketing, and supplier collaboration. Precima's head office is located in Toronto, Canada, with global offices in Den Bosch, The Netherlands, Chicago, USA, and London, UK.

Why wait until December 26? Throw the doors open on Christmas for returns and sales appears to be the message to retailers, particularly from millennials. 

When LoyaltyOne Consulting, a firm specializing in assessing, designing and implementing analytics-driven loyalty and customer experience strategies, asked 1,267 American consumers nationwide in November what they would do if retailers opened for business at 6PM Christmas evening, 18% of general population respondents (age 18 to 65 and older) said they would take advantage of the extra time to shop.    

Among millennials in the 18-24 age group, 30% said they’d shop on Christmas. Among older millennials in the 25-34 year-old age bracket, 27% said they’d leave hearth and home on Dec. 25 to head for the mall.ReturningGiftsCashingIn

Conversely, 24% of the general population said they wouldn’t shop on Christmas, and would be less likely to shop in the future at a store open on Christmas, or recommend such a store to friends and family.

Moreover, 58% of the general population said simply that they’d never shop on Christmas. The never-shop-on-Christmas score for young millennials (age 18-24) fell to 53%, for older millennials (age 25-34) it was 52%.

While consumers appear divided on the shop-on-Christmas issue, they are united in demanding that retailers put their best foot forward when it comes to customer service during the holiday season, their busiest time of the year:

  • 94% of all shoppers surveyed said they expect retailers to take extra measures to keep checkout lines moving during the holiday rush
  • 80% of shoppers said they blame the retailer if they have to wait because of another customer’s coupons, returns or customer service problems; except in the millennial demographic, where four out of ten said they resent the other customer, not the store, for making them wait
  • 89% of all shoppers said they expect retailers to take extra measures to keep departments orderly despite the busy season
  • 59% of shoppers said holiday gift return policies make or break their opinion of a retailer
  • 20% of shoppers reported an unhappy experience during last year’s gift-buying season that completely ruined their holiday mood; for young millennials (18-24) that score soared to 40% and for older millennials (25-34) it was 30%.

“Consumers are telling us in this survey that the holiday gift-buying season is, itself, a high-risk touchpoint. Shoppers are demanding retailers maintain service levels, they're making it clear to retailers they're not prepared to cut them any slack when it comes to their expectations,” LoyaltyOne Consulting Managing Partner Dennis Armbruster said. “Retailers that focus on pricing, assortment and other operational concerns but fail to invest adequately in delivering high-quality service during the holidays are risking long-term revenue losses.”

Despite the reputation that crowded parking lots have for keeping shoppers away, survey takers indicated their time is a more precious commodity than a parking space. When asked why they avoided stores completely during the holiday season, 36% of shoppers said their primary reason is waiting too long at the checkout.

LoyaltyOne Consulting is owned by LoyaltyOne. Its survey results are based on an online survey in November 2015 of 1,267 American consumers. The margin of error is +/- 3% at the 90-95% confidence level.

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