Building brand loyalty in emerging markets offers challenges and opportunities that first-world loyalty models often do not address. Benchmarking against loyalty practices in the UK and the US is an interesting exercise, but far removed from local market realities. What defines best-practice loyalty marketing in emerging markets?
Concerning the local loyalty marketing climate, Deon Olivier, director, Loyalty Business Unit at Achievement Awards Group, is enthusiastic about the potential for continued developments. "Local conditions are very favourable for growth", he says. "In fact, South African consumers are becoming very savvy and are more and more interested in engaging in the loyalty dialogue."
Olivier explains what he hopes to achieve with this year's summit. "I see South Africa as being poised for a loyalty explosion" he says, "but I accept that what I define as an explosion, a loyalty guy in the US sees as a small blip on the radar.
"So, it seems to me", he continues, "that it might be valuable for us to hear about what's going on in other emerging markets, rather than benchmarking exclusively against the US and UK giants."
Themed 'Re-defining Loyalty In Emerging Markets', the summit will feature presentations by emerging market loyalty leaders from around the world:
For more information, go to www.awards.co.za.
