Every loyalty conference claims to have the answers.
TBH Loyalty™ Amsterdam is built around a different idea and Might Be the Most Honest Loyalty Event You’ll Attend This Year
On 6-7 October, loyalty, CRM, customer engagement and retention leaders from some of Europe’s most influential brands will gather in Amsterdam to explore what actually drives people to come back, buy again and stay longer.
Not through polished success stories.
Through honest conversations about what works, what doesn’t and what nobody talks about enough.
Because in a world where customers can switch brands in seconds, compare prices instantly and ignore most marketing messages entirely, loyalty has become much harder to earn.
And that’s exactly what we’ll be exploring.
Day One, 6th october: Challenging What We Think We Know
We’ll start by getting under the skin of modern loyalty strategy.
Tesco, the UK’s largest supermarket retailer, serves millions of customers every week through one of Europe’s most recognised loyalty programs. They’ll share how Tesco continues to evolve Clubcard whilst balancing legacy systems, stakeholder expectations, AI-powered personalisation and the realities of leading transformation at scale.
We’ll then move into growth marketing with Wolt, DoorDash’s European delivery platform operating across more than 30 countries. They’ll explore a question many brands struggle with:
How do you create growth without becoming addicted to discounts?
From experimentation and lifecycle marketing to subscriptions, gamification and behavioural design, we’ll unpack what actually changes customer behaviour and what simply creates short-term spikes.
At IKEA, the world’s largest home furnishings retailer, will tackle a topic that rarely gets airtime on conference stages.
Everyone loves talking about loyalty strategy. Nobody talks about the engineering realities underneath it.
What breaks? What scales? What doesn’t?
And what should loyalty leaders understand before promising ambitious experiences to customers?
Then comes one of the most provocative conversations of the event.
bol, the leading online shopping platform in the Netherlands and Belgium, operates in one of Europe’s most competitive e-commerce markets. Its Head of Loyalty believes many brands are asking the wrong question entirely.
Their view? Customers aren’t loyal. They’re efficient.
In a world of endless comparison and near-zero switching costs, they’lll explore why convenience, habit and being the default choice may matter more than emotional devotion.
And then we’ll do something a little different.
Sharing the stage with an AI companion called L.A.I.L.A., Europe’s leading premium beauty retailer, Douglas, will debate some of the biggest tensions facing customer engagement today:
- Understanding versus prediction
- Discovery versus personalisation
- Human judgement versus automation
- Whether AI could eventually understand customers better than we do
The day will also feature a live introduction to Consumer Neuroscience, helping attendees understand why customers often behave very differently from what they say.
Because if we’re serious about influencing behaviour, we should probably understand how people make decisions in the first place.
Day Two, 7th October: Habits and Behaviour
If Day One explores strategy and systems, Day Two gets closer to behaviour.
One of the conversations we’re particularly excited about brings together Vinted, Europe’s largest online marketplace for second-hand fashion, and Skyscanner, one of the world’s most widely used travel search platforms.
In a fireside discussion, they will explore a challenge that almost every brand faces:
How do you create repeat behaviour without relying on rewards?
Together they’ll unpack habit formation, product experience, retention and why some organisations are moving away from treating loyalty as a program and starting to see it as a business-wide responsibility.
Meanwhile, CRM Director at one of the Nordic region’s largest fashion and lifestyle e-commerce retailers, Boozt, will share a refreshingly honest account of what happened when AI started changing the CRM playbook faster than leadership teams could keep up.
Not a prediction.
Not a trend presentation.
A real-world look at what it feels like when your roadmap suddenly becomes outdated.
From LEGO, one of the world’s most recognised toy and entertainment brands, we’ll hear the story behind LEGO Insiders and how building an app forced the organisation to rethink membership altogether.
Because sometimes technology isn’t the hard part.
Getting an entire business to change its thinking is.
And ASICS, the global sportswear brand built around its philosophy of a sound mind in a sound body, will tackle a challenge many brands are beginning to face.
What happens when you’re not simply trying to sell products?
What happens when you’re trying to change behaviour?
Through the lens of movement, motivation and wellbeing, our speaker will explore where rewards end, where meaning begins and whether loyalty can genuinely influence healthier habits.
The People You’ll Meet
TBH Loyalty™ attracts senior loyalty, CRM, customer engagement and retention leaders from Europe’s leading brands and retailers. The people responsible for customer growth, retention, membership, personalisation and digital engagement.
A carefully curated audience of people facing many of the same challenges and willing to talk openly about them.
Throughout the two days you’ll take part in:
- Interactive table debates and challenges
- Peer-to-peer discussions
- Live Q&As with brand-side leaders
- Loyalty X sessions exploring unconventional ideas
- Live podcast recordings
- Networking activities designed to get conversations flowing
- The BIG Passport Challenge treasure hunt
The goal isn’t simply to leave with pages of notes.
It’s to leave with new ideas, new perspectives and a network of people you’ll still be speaking to long after.
Then the answer to the question will be obvious. Why TBH Loyalty™ Amsterdam Might Be the Most Honest Loyalty Event You’ll Attend This Year. And every year.
Join Us in Amsterdam
TBH Loyalty™ Amsterdam takes place on 6-7 October 2026.
As a member of Europe’s Loyalty Association, your complimentary ticket allocation is already available.
However, places are limited and allocated on a first-come, first-served basis.
If you want to be part of the conversations shaping the future of loyalty, CRM, retention and customer engagement across Europe, now is the time to secure your place.
Book your complimentary place today and join us in Amsterdam this October.
