ELA Virtual Toolkit Event
A series of virtual, mini conferences that are designed to address topics for loyalty & CRM professionals employed by brands and retailers who are at that pivotal moment and need clear direction, fresh ideas, and new px
10:00 – Welcome
10:10 – Q&A with Shama Wilson, Group Membership and Loyalty Director, Tesco Clubcard, moderated by Emma Collins, Digital Loyalty and Engagement Professional
Clubcard Unpacked: Shama Wilson on Loyalty, Leadership & What’s Next
What does it take to lead one of the most iconic loyalty programmes in the world? Join Shama Wilson, Group Membership & Loyalty Director at Tesco, as she shares the story behind her career and the evolution of Clubcard through her eyes. In this Q&A chat-style interview, Shama opens up about the behavioural drivers behind customer loyalty, the highs and hurdles of leading through change, and how Tesco continues to innovate in an industry that’s constantly shifting. Expect personal reflections, practical takeaways, and some hard truths about what it really means to stay relevant in today’s loyalty landscape.
10:50 – Delegate networking session
11:20 – Keynote with Johannes Schmidt, Head of Loyalty, dm-drogerie markt GmbH
Customer Loyalty in Focus: A 360° View of dm-drogerie markt’s Loyalty Strategies”
Every day, around 2 million people shop at dm-drogerie markt in Germany. In this keynote, we will address the central question of how we can get to know as many customers as possible to ensure personalized and relevant customer communication. We will take a comprehensive look at dm-drogerie markt’s loyalty activities, including the dm app, which consolidates all our loyalty offerings. This includes the multi-partner program PAYBACK, the glückskind program, as well as other services and coupons.
At dm, our goal is to serve our customers as individually and relevantly as possible, to better understand and meet their needs. Join us as we explore the strategies on the path to holistic customer loyalty!
11:50 – Fireside chat with Ed Child, Global Head Consumer Data & Digital Analytics, Costa Coffee and Emma-Jane Rodrigues, Enterprise Account Executive, Braze
Convincing leadership that loyalty data is more than just a marketing tool
Loyalty data is one of the most powerful business assets a brand can have—but how do you turn it into real commercial impact? This Q&A will share how Costa Coffee translate loyalty data into business intelligence that drives customer acquisition, operational improvements, and competitive advantage. They’ll tackle one of the biggest challenges in loyalty: securing investment and proving ROI.
12:25 – Close
Speakers
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Johannes Schmidt
Head of Loyalty, dm-drogerie markt GmbHJohannes studied Business Administration with a focus on Marketing and Consulting and since 2017, has been with dm-drogeriemarkt in Germany as Head of Loyalty. Specifically, this means having both the responsibility for the dm app, the glückskind family program at dm, as well as the cooperation with partner PAYBACK
Shama Wilson
Group Membership and Loyalty Director, Tesco ClubcardShama is a creative, strategic, and authentic leader with over 15 years’ experience across the breadth of Tesco. Shama is passionate about galvanising teams around a common purpose, creating clarity of vision with a balance of customer centricity and commercial acumen to deliver meaningful change for customers.
Emma Collins
Digital Loyalty and Engagement ProfessionalA dynamic, results orientated director with a deep understanding of marketing, communications, digital transformation and deployment. Emma spearheaded and landed Poundland’s most anticipated and complex transformation projects and is now embedding loyalty into its central commercial and operations planning process
Ed Child
Global Head Consumer Data & Digital Analytics
Costa CoffeeEd is currently the Global Head Data & Analytics for Costa Coffee, with over 20 years experience in the data and analytics industry across major brands including Asda & Walmart. He leads the consumer and digital analytics practice for Costa covering consumer analytics, data science, digital analytics and data product. Ed’s background covers the full spectrum of D&A, and has recently completed Executive Diploma in AI at Oxford Said Business School.
Register here: https://live.remo.co/e/ela-online-toolkit-event-1
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