The head of intelligent projects in OSDirect Loyal & CRM. Lydia is engaged in launching, reengineering and closing loyalty programs, developing targeted communications strategies for offline and online retail.
Among Lidia's projects are following: FM Group (TarantinoFamily restaurant chain), L'Oreal, Cosmo stores, SOCAR gas station network, NESTLE (Nescafe Dolce Gusto brand), etc.
Loyalty, that gives us money
16:40—17:00. CRM & Loyalty
Entrepreneurs try to play loyalty programs and lose money in 90% of cases. Why do they do this? Because it is believed that the loyalty program is a must.
For a loyalty program to bring real money, it must be a means of controlling consumer behavior. Managing consumer behavior is meant to better meet his own needs, in practice it is realized through communication.
Communication gives the desired effect when you know what, to whom, and when to say, on what channel, with what motivation and argument. The consumer often does not understand what he wants. When you know his real behavior model, you can determine what to offer.
People can and should bring extra money to the business, and this report on how to do it. The report is based on practical cases.
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