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
Programma:
9.00 - Welcome Coffee
9.50: Opening Greeting of the Magnificent Rector of the University, Prof. Paolo Martelli
10.00: The International Loyalty Scenario - Cristina Ziliani, Osservatorio Fedeltà
10.30: How to reconcile promotions and loyalty - speed round table
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
11.50: 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
15.10: Keynote Speech: Twenty-five years of Consumption and Societal trends: where is Italy heading? - Andrea Alemanno, Board Member, IPSOS
15.30: Payment as a new loyalty touchpoint - speed round table
15.50: Keynote Speech: Staying relevant for 25 years: the Dotz success case - finalist, International Loyalty Awards 2025 - Otavio Araujo, CEO, Dotz (Brasile)
16.10 - Chiusura lavori, brindisi di saluto e foto con l'Osservatorio Fedeltà
NEW: "speed round table": 4 dynamic, 20-minute round tables where managers and experts will address the hottest loyalty topics!
WHERE
HOW TO REACH US
The Conference will be held exclusively in person at the Auditorium Paganini, Via Toscana, 5/a in the center of Parma. The Auditorium Paganini, designed by the famous architect Renzo Piano, is easy to reach by any means of transport: it is about 2 km from the station, about 6 Km from the Parma motorway exit and about 8 km from the airport.
BY CAR
A limited capacity car park is available at the Paganini Auditorium and has been reserved for Conference participants. Click here to set your navigator for the car park!
However, we recommend the larger covered paid car park Central Parking Repubblica, a five-minute walk from the Conference location, to be sure of finding a place Click here to set your navigator for the car park!
BY TRAIN AND BUS
Parma train station is located along the Milan – Bologna – Rome route.
Milano Centrale – Parma:
Fast regional train, departure 07:20 – arrival 08:58
Frecciarossa, departure 08:05 – arrival 08:52
Bologna Centrale – Parma:
Frecciarossa, departure 08:18 – arrival 09:07
Fast regional train, departure 08:33 – arrival 09:31
Roma Termini – Bologna Centrale – Parma:
Italo, departure from Roma Termini at 7:05 – arrival at Bologna Centrale at 09:08
Frecciarossa, departure from Bologna Centrale at 09:18 – arrival in Parma at 10:07
Check the updated train timetables here: Trenitalia - Italo
From Parma station, at level -1, you can take the TEP bus n.13 towards "Via Lanfranchi" and get off at the seventh stop "Via Toscana ITIS". The entrance to the Paganini Auditorium is adjacent to the bus stop. For information on the stops and timetables of bus n.13 click here or you can find the routes updated in real time using the Google Maps navigator and selecting the "public transport" icon.
BY TAXI
To book a taxi in the city of Parma you can call the number 0521 252562. From the train station to the Auditorium the taxi journey takes about 10 minutes.
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