Join STRAT7 and Aura for a morning of fresh thinking on the future of customer loyalty at the Royal Armouries in Leeds on 23rd September, 9am–12.45pm

Across a series of expert-led sessions, we’ll explore how loyalty is evolving beyond points and schemes towards more fluid, value-driven relationships. From redefining how to measure loyalty, to understanding what truly matters across generations, you’ll leave with practical ideas to build stronger, more meaningful connections with your customers.

Expect thought-provoking discussion, real-world insight from leading brands, and the chance to connect with peers over a light lunch.

Agenda:
9am-9.25am: arrival, pastries and coffee, networking
9.25am-9.30am: brief welcome and intro. Sarah Askew, STRAT7
9:30am-10am: ‘Traditional loyalty is dead. Where next for the brand x customer relationship?’ Presentation from Steve Grimwade, YBS
10am-10.20am: break and networking
10.20am-11am: ‘Should we be rethinking how we measure loyalty?’ Panel session, hosted by Ross Denton, STRAT7 with panellists from IAG Loyalty, Virgin Group and STRAT7. Includes 10 minute Q&A.
11am-11.45am: ‘Loyalty across the generations – what matters now?’ At-table discussions hosted by Sarah De Caux and Danny Slevin, Co-op
11.45am-12pm: closing remarks. Jonathan Clough, STRAT7
12pm-12.45pm: networking and light lunch
 

 
Session synopses

Presentation: ‘Traditional loyalty is dead. Where next for the brand x customer relationship?’

Steve Grimwade, Strategy, Insight and CX Manager, Yorkshire Building Society

Traditional loyalty isn’t disappearing, but it is becoming more fluid as customers make value-first choices in a world of constant change. What's driving today’s behaviour and how can engagement build more purposeful, outcome-focused relationships? Attendees will leave this session with practical ways to refocus customer experience around friction-free ‘value moments’ that keep brands relevant and chosen again.

 

Panel session: ‘Should we be rethinking how we measure loyalty?’

Host: Ross Denton, Research Director, STRAT7
Panellists:
Michelle Quickfall, Voice of the Customer Lead, IAG Loyalty Benjamin Long, Director (Cultural Intelligence), STRAT7
Mario Streng, Head of Insight, Virgin Group
As loyalty schemes become more widespread - and increasingly transactional -this session asks where insight teams can add distinctive value in shaping loyalty strategy. We’ll explore what to measure and how, with practical approaches to defining, capturing and truly understanding loyalty beyond scheme performance alone. Attendees will leave with sharper ways to influence proposition and positioning, strengthening their impact with internal Marketing, Customer and Loyalty stakeholders.

 

At-table discussions: Loyalty across generations – what matters now?

Hosted by Sarah De Caux, Head of Research Team, Co-op and Danny Slevin, Customer Experience Insight Manager, Co-op

Building on bespoke research conducted with Co-op's consumer panel, attendees will take part in interactive at-table discussions where we'll explore what loyalty means to different generations of consumers and how it manifests and connects with our approach to cultivating this, before sharing learnings back.

 

Discounts available for attendees (offered by Royal Armouries):

Hotels:

We have a number of local hotels which can offer a preferential rate for events taking place here at the Royal Armouries:

· Holiday Inn Express (onsite) – 0113 3804400

· DoubleTree by Hilton – 0113 2411000

· Malmaison – 0113 4260047

LNER Discount:

As part of our support to bring events to Leeds, we have partnered with LNER this year to offer 25% off train travel for delegates attending events in Leeds.

Bookings can be made through the link below with the discount code CONLEE28

Click here to view the booking link


Aura members register here

Not an Aura member? If you work client-side in research and insights you can request to come along to this event for free Try us for free