Part of the team at Your Brand Travel, joined by our latest partner FREEDOMtravel, had the pleasure of attending Retail Talks: The Future of Customer Loyalty at Epicenter Store Stockholm.
The event was a fantastic deep dive into how retailers can redefine loyalty and engagement in today’s fast-evolving landscape. The day was structured around several insightful sessions, each addressing a critical aspect of customer loyalty and brand engagement, with industry experts sharing their knowledge and experiences.
The event opened with a panel on Building a Community Through the Physical Store’s Role. This discussion explored how physical stores are transforming from mere transactional spaces to community hubs, even asdigital interactions rise. Johanna Dolk, CEO & Founder of Dolk Agency, John Karsberg (PhD), Senior Retail Strategist, and Kristina Pettersson, CEO & Founder of The Reach (and former Head of Innovation at H&M) shared their perspectives on how stores can foster stronger customer connections. They discussed the importance of designing spaces that invite community involvement and shared case studies of brands successfully creating community-driven in-store experiences. Their insights emphasized the power of physical spaces in creating an emotional connection with customers, bringing people together around a shared brand experience.
Following this, the discussion shifted to Loyalty Evolution – From Transactional to Trust-Based Relationships. Our own CEO, Tamer Khairy, took the stage alongside Olivia Wasniewski, Head of the EuroBonus Program at SAS. Tamer shared his perspective on building loyalty through immersive travel experiences, emphasizing how brands can use experiential offerings to form meaningful, long-term relationships with customers. He discussed how creating unforgettable, values-aligned experiences can strengthen bonds between brands and consumers. Olivia added valuable insights into SAS's approach to customer loyalty, moving beyond traditional points and rewards to focus on trust, personalized engagement, and co-created experiences, such as the famous Destination Unknown. The session emphasized that the future of loyalty lies in fostering trust, creating shared experiences, and moving away from purely transactional interactions.
The final session, Leveraging Technology Tools for Community Building, explored the innovative technology solutions that can deepen engagement and create memorable in-store experiences. Oscar Rundqvist, CEO & Co-founder of eComID, started by sharinf his expertise on reducing returns and emissions in the fashion industry. Oscar’s focus on sustainability through operational efficiency and customer-centric strategies was both timely and essential, highlighting how returns management can be a vital part of a brand's loyalty and environmental initiatives.
Stefan Borensjö, Partner Manager & Industry Lead Retail at SAS Institute and Martin Jensen, CCO & Co-Founder at Nexta.io, then took over and showcased how tools like augmented reality (AR), virtual reality (VR), in-store apps, and smart mirrors are revolutionizing the customer experience by blending digital and physical interactions. The discussion covered the use of data analytics and IoT to create hyper-personalized shopping experiences, gamification to boost loyalty, and mobile apps to keep customers engaged. Real-world case studies illustrated the impact of these tech-driven initiatives, demonstrating how retailers can leverage technology to not only improve customer satisfaction but also to build thriving, engaged communities.
Overall, the event offered a comprehensive look at the future of retail and loyalty, and we left feeling inspired by the innovative approaches being developed across the industry. We’re excited to bring these insights back to Your Brand Travel, where we continue to reimagine how travel can serve as a unique loyalty solution for brands looking to connect deeply with their customers.
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