{"id":1261,"date":"2020-10-19T14:51:14","date_gmt":"2020-10-19T12:51:14","guid":{"rendered":"http:\/\/i360.trejka05.pl\/?p=1261"},"modified":"2021-06-08T08:38:37","modified_gmt":"2021-06-08T06:38:37","slug":"transcript-of-the-programme-on-loyalty-schemes-presented-by-dr-tomasz-makaruk","status":"publish","type":"post","link":"https:\/\/i360.com.pl\/en\/transkrypcja-o-programach-lojalnosciowych-noca-dr-tomasz-makaruk\/","title":{"rendered":"Transcript \u2013 On loyalty schemes at night: Dr Tomasz Makaruk"},"content":{"rendered":"<p class=\"wp-block-paragraph\">Transcript of the episode: <a href=\"https:\/\/www.youtube.com\/watch?v=8VakSRW4vTI\" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/www.youtube.com\/watch?v=8VakSRW4vTI<\/a><\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\"><strong>O programach lojalno\u015bciowych noc\u0105 &#8211; dr Tomasz Makaruk i360 Sp. z o.o.<\/strong><\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\"><strong>KN: Good evening, my name is Katarzyna Nawrocka and I\u2019d like to welcome you to my new YouTube channel, \u201cLoyalty Schemes at Night\u201d, and I have a very special guest with me today.<\/strong><\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">TM: Good evening, my name is Tomasz Makaruk.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\"><strong>KN: Tomasz, there\u2019s a reason you\u2019re here with me today, and that is because:<\/strong><\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">TM: I\u2019m in charge of the i360.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\"><strong>KN: So you\u2019re in charge, then?<\/strong><\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">TM: I am the chairman of the board and a co-owner. I have held both these roles simultaneously for the past 11 years without interruption.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\"><strong>KN: Right, so we\u2019ve cleared that up; now let\u2019s explain to you what i360 is, as I suspect not everyone knows.<\/strong><\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">TM: i360 is a company that professionally manages loyalty and incentive schemes. Loyalty programmes are those aimed at end consumers, whilst incentive programmes are those aimed at representatives of the various links in the distribution chain. Our core competence lies in our proprietary IT system and its integration with external data warehouses, whether those of external distributors or our clients\u2019 own data warehouses. We provide a whole range of additional services alongside the system, covering strategy development, data management, procurement, rewards logistics, creative work and all the other aspects that together make up a loyalty programme.\u00a0\u00a0\u00a0\u00a0<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\"><strong>KN: Let\u2019s take it a step further and break down the concept of a loyalty scheme. What does it mean?\u00a0\u00a0<\/strong><\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">TM: A loyalty programme is a long-term initiative \u2013 typically run on an annual basis over several years \u2013 designed to build the end consumer\u2019s loyalty to either the brand or the retail chain, whereas in the case of B2B programmes \u2013 that is, incentive schemes \u2013 the aim is to encourage commercial intermediaries to achieve the targets set for them by the organisers. These commercial intermediaries include distributors, their sales representatives, retailers, shop assistants in traditional retail outlets, and salespeople in the professional retail sector.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\"><strong>KN: Can we put it simply like this: a loyalty scheme is about collecting points to earn rewards?<\/strong>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">TM: Points were the very element with which loyalty schemes began, and that was back in the 20th century. Later, however, the market evolved towards discount schemes \u2013 that is, schemes which, instead of points, offered all manner of discounts and reductions, resulting in a lower price paid by the customer at the point of sale. further on, hybrid programmes emerged \u2013 that is, those where discounts and points operated in parallel, whether in a form where points were exchanged for discounts or where they were simply one of many rewards, right up to \u2018money back\u2019 or \u2018cash back\u2019 programmes \u2013 the newest but most dynamically developing category, where, ultimately, we receive a refund of part of the price we paid for a product or service.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\"><strong>KN: Yes, everyone will be interested in the rewards, but what caught my attention was the fact that loyalty schemes have been around in Poland for over 20 years.<\/strong><\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">TM: Yes, the first programmes were created back in the 20th century.\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\"><strong>KN: So there\u2019s a bit of a story here, and we\u2019ll certainly be talking about it again, but let\u2019s get back to the fact that we\u2019re hosting the first episode. Let\u2019s tell you what\u2019s going to happen here and what we\u2019ll be discussing.<\/strong><\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">TM: We are creating an expert YouTube channel aimed at professionals working in trade marketing, sales and marketing on a day-to-day basis. We will be sharing expert knowledge, commenting on key market developments and tracking trends, both in Poland and abroad, and benchmark the US market in particular, as it is the most mature in terms of customer loyalty; and, finally, we\u2019ll be inviting guests to share their knowledge and experience with us.\u00a0<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\"><strong>KN: And to be perfectly honest, because we\u2019re so busy during the day, this is a chance for us to get together, have a relaxed chat about important topics and share our experiences.<\/strong><\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">TM: People always speak frankly in the evening.\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\"><strong>KN: That wasn\u2019t the direction I was heading in; I was thinking more along the lines that we work during the day so that we can talk about it in the evening.\u00a0\u00a0\u00a0 <\/strong>\u00a0\u00a0\u00a0<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Yes, here at i360 we work from dawn till dusk to share our knowledge and experience; we have time at night to discuss the most important market developments, which is why the channel is called \u201cLoyalty Schemes at Night\u201d.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\"><strong>KN: But we can promise you that there\u2019ll definitely be a very relaxed atmosphere here and you\u2019ll learn lots of interesting things. Tomasz, before I ask you what we\u2019ll be discussing in the next episodes, I\u2019d like to point out that the theme of data keeps cropping up in our conversation.\u00a0\u00a0\u00a0 <\/strong>\u00a0\u00a0\u00a0<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">TM: Yes, data is the most important aspect of any loyalty or incentive programme. It is thanks to the data we collect through the loyalty programme that we can understand, but also shape, the attitudes and behaviours of loyalty programme participants. By organising loyalty programmes, we gain significantly more insight than can be derived from analysing shop receipts alone. This is a very important aspect, and skilfully understanding, analysing and creating predictive models is the key to the success of a well-organised loyalty programme.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\"><strong>KN: In which sectors can we find loyalty schemes? As a private individual, I can only think of the food sector.\u00a0 <\/strong>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">TM: Loyalty schemes are common in most market sectors, perhaps with the exception of those where they are prohibited by law. There are sectors where all the major players run their own loyalty schemes, such as the food retail sector or petrol stations. It is indeed the case that the category with the highest number of programmes is the one you mentioned, namely the food retail sector.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\"><strong>KN: So we can safely say that, thanks to loyalty schemes, we are getting our client\u2019s customers used to the brand.<\/strong><\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">TM: We encourage repeat business through consistent purchasing, and through our incentive schemes we encourage them to meet the targets set for them. These are usually measured in terms of sales growth, and ultimately performance is assessed based on changes in volume and value.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\"><strong>KN: That\u2019s how we build a relationship with the customer, and \u2013 something I really like \u2013 the customer becomes loyal.\u00a0<\/strong><\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">TM: That\u2019s exactly the point.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\"><strong>KN: That\u2019s why we have the loyalty scheme.<\/strong><\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">TM: On the \u2018Loyalty Schemes at Night\u2019 channel, we\u2019ll be sharing the most interesting case studies from the loyalty and incentive schemes we\u2019re currently implementing. But that\u2019s not all. We\u2019ll also be commenting on market developments and analysing trends, both on the Polish market and on international markets \u2013 particularly the US market, which is the most mature market in terms of loyalty programmes. We are committed to ensuring this is a highly expert and professional channel where we share, in an accessible way, the highly specialised knowledge essential for the day-to-day work of professionals in trade marketing, marketing and sales departments.\u00a0\u00a0\u00a0\u00a0<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\"><strong>KN: So we work and do our research during the day, just so we can talk about it on YouTube at night?<\/strong><\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">TM: That\u2019s exactly how it\u2019ll be.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\"><strong>KN: Tomasz, where did the idea for the YouTube channel come from?<\/strong><\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">TM: I\u2019ve been writing my own blog about loyalty schemes for 11 years; it can be found at www.tomszmakaruk.pl\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\"><strong>KN: We\u2019ll also include this link in the description of our episode.<\/strong><\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">TM: The audience for this episode consists of people aged 20\u201345. The younger segment of our readership, in particular, consists of people who prefer and are used to acquiring knowledge through video; we are listening to these needs and, alongside the blog, we will continue to develop and launch our YouTube channel.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\"><strong>KN: We\u2019ve got the written word over there; here, we\u2019ll be telling you the story. My guest \u2013 and yours \u2013 was Tomasz Makaruk, CEO of i360, and together we invite you to tune in to the next episode\u00a0\u00a0\u00a0\u00a0<\/strong><\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">TM: Thank you very much, and please do come along.\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0<\/p>","protected":false},"excerpt":{"rendered":"<p>Transcript of the episode: https:\/\/www.youtube.com\/watch?v=8VakSRW4vTI On loyalty programmes at night \u2013 Dr Tomasz Makaruk, i360 Sp. z o.o. KN: Good evening, my name is Katarzyna Nawrocka and I\u2019d like to welcome you to the new YouTube channel \u201cAbout Loyalty Programmes at Night\u201d, and today I have a very special guest with me. TM: Good evening, my name is Tomasz Makaruk. KN: Tomasz, it\u2019s no coincidence that you\u2019re here today\u2026<\/p>","protected":false},"author":2,"featured_media":1262,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_kad_blocks_custom_css":"","_kad_blocks_head_custom_js":"","_kad_blocks_body_custom_js":"","_kad_blocks_footer_custom_js":"","_kad_post_transparent":"","_kad_post_title":"","_kad_post_layout":"","_kad_post_sidebar_id":"","_kad_post_content_style":"","_kad_post_vertical_padding":"","_kad_post_feature":"","_kad_post_feature_position":"","_kad_post_header":false,"_kad_post_footer":false,"_kad_post_classname":"","footnotes":""},"categories":[39,67],"tags":[],"class_list":["post-1261","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-youtube","category-o-programach-lojalnosciowych-noca"],"taxonomy_info":{"category":[{"value":39,"label":"youtube"},{"value":67,"label":"O programach lojalno\u015bciowych noc\u0105"}]},"featured_image_src_large":["https:\/\/i360.com.pl\/wp-content\/uploads\/2020\/10\/o-programach-lojalnosciowych-noca.jpg",640,360,false],"author_info":{"display_name":"Tomasz Makaruk","author_link":"https:\/\/i360.com.pl\/en\/author\/autor\/"},"comment_info":0,"category_info":[{"term_id":39,"name":"youtube","slug":"youtube","term_group":0,"term_taxonomy_id":39,"taxonomy":"category","description":"","parent":0,"count":9,"filter":"raw","term_order":"0","cat_ID":39,"category_count":9,"category_description":"","cat_name":"youtube","category_nicename":"youtube","category_parent":0},{"term_id":67,"name":"O programach lojalno\u015bciowych noc\u0105","slug":"o-programach-lojalnosciowych-noca","term_group":0,"term_taxonomy_id":67,"taxonomy":"category","description":"","parent":0,"count":26,"filter":"raw","term_order":"0","cat_ID":67,"category_count":26,"category_description":"","cat_name":"O programach lojalno\u015bciowych noc\u0105","category_nicename":"o-programach-lojalnosciowych-noca","category_parent":0}],"tag_info":false,"_links":{"self":[{"href":"https:\/\/i360.com.pl\/en\/wp-json\/wp\/v2\/posts\/1261","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/i360.com.pl\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/i360.com.pl\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/i360.com.pl\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/i360.com.pl\/en\/wp-json\/wp\/v2\/comments?post=1261"}],"version-history":[{"count":0,"href":"https:\/\/i360.com.pl\/en\/wp-json\/wp\/v2\/posts\/1261\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/i360.com.pl\/en\/wp-json\/wp\/v2\/media\/1262"}],"wp:attachment":[{"href":"https:\/\/i360.com.pl\/en\/wp-json\/wp\/v2\/media?parent=1261"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/i360.com.pl\/en\/wp-json\/wp\/v2\/categories?post=1261"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/i360.com.pl\/en\/wp-json\/wp\/v2\/tags?post=1261"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}