Loyalty Experience-Madrid Summit 2025, from transaction to emotional connection

Last October 10, in Comet Meetings Retreatwe are celebrating our annual loyalty event "Loyalty Experience - Madrid Summit 2025", a day dedicated to exploring the latest trends in customer loyalty. During the session, we analyzed how the iArtificial intelligence, the customization and sustainability are transforming loyalty strategies, moving from a transactional approach to one that is emotional and connected to consumers.

We were honored to have the participation of prominent international brand leaders such as MAPFRE, L'Oréal, IVECO Group, Avolta and Repsol at a round table to share their experiences and visions for the loyalty of the future.

In addition, since NATEEVO we present our exclusive report "Loyalty assessment II: from purchase to emotional connection."based on more than 700 surveys consumers in Spain and Latin America. In this study, we analyze habits, perceptions and expectations, as well as the strategies that brands are implementing to adapt to a digital and competitive environment.

A review of the "Loyalty Experience - Madrid Summit 2025".

The day began with Daniel Infante, our Executive DirectorThe company's CEO, who highlighted how companies create emotional connections with their customers, a key factor to remain in their minds and become part of their daily lives. Later, Laura García, Loyalty & Growth Lead at NATEEVOpresented the keys to the new era of loyalty: transforming programs into integrated ecosystems, measuring profitability, leveraging real-time data and being attentive to a constantly changing customer.

Subsequently, Blanca de Loresecha and Raquel Carrillo, Loyalty Specialists in NATEEVOThe report, which was first presented by the company, emphasized that consumers expect tangible benefits, consistency and purpose from brands, but only 3 out of 10 consider the communications they receive to be truly relevant. This is evidence of the need for a effective and cost-effective customization based on data.

To close the day, a round table discussion was held on "Building loyalty in the age of experience."moderated by Pablo de Echanove, Sales Director at NATEEVOwith the participation of loyalty leaders from large global companies:

Leticia Montenegro Zaragoza, Head of CRM at L'Oréal Spain & PortugalHyper-personalization is key, but the goal is to offer unique and brand-consistent experiences," he said.
Rocío Lara, Assistant Client Manager: Communication and Strategy at Club MAPFRELoyalty is a collective effort; every interaction counts in building loyalty," he said.
Camilo Courtenay, Global Loyalty Head at AvoltaListening to the customer and leveraging data in a simple way is essential for effective personalization," he said.
Miriam Lázaro, Head of EMEA Customer Journey and Sales & Customer Service Process at IVECO GroupEmpowering teams enables more agile and human experiences for customers," he said.
Ignacio Provedo del Pozo, Multienergy and B2C Loyalty Manager at RepsolArtificial intelligence and analytics are essential to ensure digital experiences and loyalty across the board," he said.

The speakers shared with us how the omnichannelsustainability and technology are integrated to create more dynamic, empathetic loyalty programs adapted to the behavior of each consumer.

Innovation, emotion and sustainability: the future of loyalty

With the celebration of Loyalty Experience - Madrid Summit 2025In this report, we reaffirm our position as a benchmark in loyalty strategies focused on experience, innovation and emotional connection. The report "Loyalty assessment II: from purchase to emotional connection." evidence that brands that combine value, purpose and emotion will build the true loyalty of the future.

To access exclusive content on this topic, please access here.