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Loyalty programs: best practices, trends and results

Customer loyalty programs have never been more popular. People flock to one after another in droves, readily volunteering to share information about themselves in exchange for a reward.

During this seminar, you will learn how to utilize loyalty programs and tools to better understand your customers’ behaviour and enhance your retail offering. You will become acquainted with best practices associated with creating a loyalty concept as well as with key trends in this field.

$995 + taxes
One day – 9 a.m. to 5 p.m.
Course given in French

HEC Montréal
March 26, 2020

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  • Learn best practices involved in developing a loyalty program.
  • Understand the sources of ROI of a loyalty program.
  • Explore current trends in loyalty programs and ponder where they are headed in the future.

Is this for you?

  • This program is for you if you work in a B2C or B2B environment.

Special features

  • Opportunity to receive updates on the customer loyalty sector through a blog on the subject (with exclusive access to articles and cutting-edge market research).

"Excellent! Thank you!"

Daniel Beaupré, Vice-President, Boutique Courir


Paul Lafortune
Paul Lafortune
Associate, R3 Marketing; Lecturer, HEC Montréal
  • Principles of customer loyalty
  • Loyalty programs in North America
  • Various business applications of a loyalty program
  • Four loyalty program strategies
  • Four tactics to use to secure loyalty
  • Key program components and best practices
  • 18 loyalty-related trends
  • B2C and B2B loyalty: Differences and similarities
  • Top B2C loyalty programs in action
  • Top B2B loyalty programs in action
  • Engagement and loyalty
  • Technology solutions available in this sector
  • Customer behaviours and loyalty programs
  • Performance indicators, success factors and program performance
  • Indices used to calculate loyalty
  • Overall assessment of the potential of a program for your organization
  • Sources of information
  • Best practices and programs
  • Lectures and managers’ input

Participants in all of our seminars will receive a certificate of completion from Executive Education HEC Montréal.

For more information about this program


Michelle Vaillancourt
Senior Advisor


514 340-6001

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