Loyalty Expo Session Examines Re-establishing Customer Loyalty Strategy

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Session to Focus on Merial’s Use of Integrated Loyalty Marketing and Proprietary Customer Segmentation

Loyalty Expo

Merial’s story is incredibly unique and interesting because it took the road less traveled toward a revamped loyalty strategy and a critical shift in orientation around its customers.

Leading animal pharmaceutical company Merial will discuss how it partnered with rDialogue to re-establish Merial’s loyalty strategy at the highly anticipated 7th Annual Loyalty Expo, presented by Loyalty360 – The Loyalty Marketer’s Association. The event is scheduled for March 17-19, 2014, at the Hyatt Grand Cypress in Orlando, Florida.

The session titled, “Integrated Loyalty and Customer Segmentation: From Product-centric to Customer-centric and Incremental Revenue,” will highlight how Merial’s new loyalty strategy not only drives revenue, but also acts as a mechanism for share growth and brand evolution.

The session will demonstrate the value of integrated loyalty marketing coupled with proprietary customer segmentation. It will show how rebuilding Merial’s Advance and Select loyalty programs with a new tier structure, benefits set, and integrated CRM program has impacted the business and sparked results.

Merial faced stiff competition across all aspects of its business, especially with a brand like Frontline coming off patent and new brands entering the market. With new parent company Sanofi challenging the Vaccines and Therapeutics marketing team to find an incremental 10% in revenue for 2013, Merial took a different approach unlike typical price-cutting and promotion. Instead, Merial sought to establish a new platform for customer engagement and move from product-centric programs to customer-centric loyalty marketing.

Vangie Williams, head of Merial’s Vaccine and Therapeutics group, and Phil Rubin, CEO of rDialogue, will be the featured speakers during this amazing session.

“Merial’s story is incredibly unique and interesting because it took the road less traveled toward a revamped loyalty strategy and a critical shift in orientation around its customers,” shared Loyalty360 President Erin Raese.

Merial’s Williams adds: “Creating and keeping customers is what successful businesses do well. But in a time of economic challenge, on-demand information, and a proliferation of product choices for customers, business as usual may not be enough to grow. In our session, we’ll discuss how Merial will be working with rDialogue to drive innovation in B2B customer loyalty. From the use of data and segmentation for both insights and execution, to an integration and re-deployment of existing programs, we are finding ways to marshal our business resources to create new opportunities for our customers and continued growth for Merial.”

This expansive and exclusive loyalty event geared toward building successful and lasting customer relationships includes three jam-packed days of networking, interactive sessions, and workshops led by several of today’s elite marketing minds. Attendees will meet their peers to discuss pressing marketing challenges, opportunities, and solutions.

To register for the upcoming Loyalty Expo, or to receive information and agenda details, please visit: http://loyaltyexpo.com/

About Loyalty Expo
Loyalty Expo is a true Voice of the Customer-driven, best practices-focused customer loyalty and rewards conference. As an attendee, you’ll have the unique opportunity to network with hundreds of your fellow marketers and hear how they are reaching their customer relationship-building goals. Market leaders will be sharing their experiences and insights on customer retention strategies and trends. Attendees will leave Loyalty Expo with a comprehensive understanding of new research, technologies, and solutions to assist their companies on the customer loyalty journey.

About Loyalty360
Loyalty360 is an unbiased, market driven, voice of the customer focused clearinghouse and think-tank that is committed to bringing loyalty to the forefront as a critical marketing strategy. A trusted source for cutting-edge research, best practices, and networking opportunities, Loyalty 360 gives members the expert insights and guidance they need to better understand loyalty and develop programs that effectively engage their customers and employees and build stronger relationships with them.

Contact Information:
Erin Raese

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Erin Raese
Loyalty 360
+1 (513) 800-0360 Ext: 130
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