OF conferences, an unmissable annual event

Visions and strategies for a new loyalty

Save the Date! The 25th Loyalty Observatory Conference will be held on Thursday, October 16, 2025, exclusively in person in Parma. The conference will focus on the theme "VISIONS AND STRATEGIES FOR A NEW LOYALTY," which we will address with special guests and through a discussion of the 2025 Research Reports. It will also be an opportunity to celebrate the 25th anniversary of the Loyalty Observatory!

The 25th Loyalty Observatory Conference will be held on Thursday, October 16th, exclusively in person at the Paganini Auditorium in Parma, and will address the topic: VISIONS AND STRATEGIES FOR A NEW LOYALTY

On the occasion of our twenty-fifth anniversary, we would like to dedicate a moment of reflection and analysis to the trends that have shaped loyalty and those that will shape its evolution in the near future. We live in a context of extremely rapid and often drastic change, both in terms of consumption and in the economy, politics, and society. All of this presents businesses with as many challenges as opportunities, which must be interpreted through the lens of a new vision and, perhaps, a new role for loyalty.

Among the various topics we will address are Artificial Intelligence and new uses of data; the perspective of younger generations both as consumers and managers; the impact of new touchpoints, initiatives, and services supporting loyalty; Loyalty tools to support company growth but also its survival over time.

This year, more than ever, we feel the need for international and interdisciplinary discussion, and many guests, including managers and academics, will take turns on the conference stage!

We will be joined by Professor Stefano Puntoni, Co-Director of the Human-AI Research Center at the Wharton School of the University of Pennsylvania, and Dr. Andrea Alemanno, Board Member, IPSOS, for an overlook at the phenomena most shaping the future of loyalty. Robert Pope, Group General Manager of Myer Group, from Australia, and Otavio Araujo, CEO of Dotz, from Brazil, will join us to share two exceptional success stories. And we can't wait to share many more!

And, of course, the Observatory's annual research will be present: the Company Research, our annual report on Loyalty and Customer Experience Management in Italy, which this year also features a mapping of the loyalty market, and the Consumer Research, with which we return to explore the different generations of Italian consumers.

The Conference is made possible thanks to the support of our Platinum Partner Advice Group, Fingroove, Kettydo+, Promotica,TLC Worldwide, of our Gold Partner dunnhumby, E-Fidelity, Konvergence, PwC, of our Partner Edenred, e our Media Partner Promotion Magazine.

Registration is now open!

For more information, please write to: info@osservatoriofedelta.it

PROGRAM

Program:

9.00 - Welcome Coffee

9.50: Opening Greeting of the Prorector of the University, Prof. Fabrizio Storti

10.00: The International Loyalty Scenario - Cristina Ziliani, Osservatorio Fedeltà

10.30: How to reconcile promotions and loyalty - speed round table - Roberto Quadrelli, E-Commerce Director, LEGO; Mirco Stefanoni, Customer Experience e CRM Manager, Cisalfa Sport; Alessio Di Rini, Business Developer, Advice Group; Francesca Moroni, Managing Director, TLC Worldwide

10.50: Keynote Speech - Stefano Puntoni, Professor of Marketing e Co-Director dello Human-AI Research Center, The Wharton School, University of Pennsylvania (USA)

11.15: Coffee Break

11.50: Practical Use cases of AI in loyalty - speed round table - Andrea Varisco, Direttore Acquisti Promozionali & Marketing, LIDL Italia; Luca Lanza, Partner & Consultancy Practice Director, Kettydo; Marcello Genovese, Marketing Project Manager, E-Fidelity; Marco Metti, Regional Sales Director, dunnhumby Italia

12.10: The "State of Loyalty in Italy Research 2025" results - Cristina Ziliani e Marco Ieva, Osservatorio Fedeltà

12.35: Keynote Speech: Turning the business around with loyalty: il caso Myer One - winner "Loyalty Program of The Year Global", International Loyalty Awards 2025 - Robert Pope, Group General Manager, Myer Group (Australia)

12.55: The "Generations and Loyalty Research 2025" results - Giada Salvietti e Marco Ieva, Osservatorio Fedeltà

13.20: Networking Lunch

14.50: The Loyalty Manager of the Future - speed round table - Michele Proia, CRM Specialist, Artsana; Veronica Giusto, Loyalty Marketing Specialist, IREN; Diego Toscani, CEO, Promotica; Fabio Donà, Customer Transformation Director, PwC

15.10: Keynote Speech: Social and consumer trends in the age of uncertainty - Andrea Alemanno, Board Member, IPSOS

15.30: Payment as a new loyalty touchpoint - speed round table - Maria Serena Onorato, Head of Loyalty, Eni Plenitude; Claudio Bonetti, CEO e Founder, Fingroove; Fabio Baldes, Customer Success Manager, Konvergence

15.50: Staying relevant for 25 years thanks to loyalty: insights from the Dotz success case - Otavio Araujo, CEO, Dotz (Brasile)

16.00 - Closing ceremony, farewell toast, and photos with the Loyalty Observatory

NEW: "speed round table": 4 dynamic, 20-minute round tables where managers and experts will address the hottest loyalty topics!