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Loyalty is an ongoing relationship

Loyalty Experience - Madrid Summit 2025

Date

10 October 2025

Hora

09:30 - 13:30 CET

LugarComet Meetings Retiro- C. de Alfonso XII, 30, Retiro, 28014 Madrid

Access the recordings of the event in our Loyalty Hub, click here:

Loyalty Hub

In the second edition of our annual loyalty eventWe brought together industry leaders to discover how brands are transforming the way they understand loyalty: from a one-off transaction to an ongoing relationship, from accumulation programs to shared value ecosystems, and from standard rewards to personalized experiences.

We present for the first time our Loyalty 2025 ReportThe company's new website, with the trends and key strategies that are shaping the future of customer loyalty.

In addition, we count on the vision of L'Oréal, Repsol, Iveco Group, MAPFRE and AvoltaThe participants shared real-world learnings on how they are building sustainable value relationships.

This event has ended, see the description to access the recording.

Empieza en

2025-10-10 09:30:00

Agenda

09:30 | 10:00

Registration and breakfast

Reception of the attendees, networking and welcome breakfast

10:00 | 10:15

Welcome

Opening message from our Executive Director

Black and white portrait of a middle-aged man with light hair and beard, dressed in white shirt and dark jacket, looking at the camera with neutral expression. The image is in a circular frame.

Daniel Infante

Executive Director NATEEVO

10:15 | 10:45

Loyalty Experience: trends and challenges

Loyalty today is built through personalized experiences that generate emotional connection. In this session we will review the trends that transform the loyalty experience and the main challenges to conquer a more demanding and changing consumer.

Retrato en blanco y negro de una mujer con pelo largo, vestida con un top sin mangas, mirando directamente a la cámara y sonriendo ligeramente, enmarcado dentro de un borde circular con un contorno azul claro.

Laura Garcia

Loyalty & Growth Lead NATEEVO

10:45 | 11:15

Presentation of the Exclusive Study 2025

We present an unpublished study that evaluates whether loyalty strategies are meeting customer expectations, analyzing key metrics, opportunities for improvement and future trends, with insights from leading loyalty leaders.

Black and white photograph of a woman with long wavy hair, dressed in a long sleeved blouse and sitting on a plain background, looking at the camera with a slight smile.

Blanca de Loresecha

Loyalty Specialist NATEEVO

A woman with shoulder-length straight hair and bangs smiles at the camera. She wears a light blouse over a dark top, with a necklace and small earrings, against a plain white background.

Raquel Carrillo

Loyalty Specialist NATEEVO

11:15 | 12:15

Roundtable: Building Loyalty in the Age of Experience

Discover from industry leaders how they are transforming loyalty, overcoming challenges by building ongoing relationships with their customers and generating loyalty through omnichannel, personalization, artificial intelligence and memorable experiences that mark the future of the loyalty experience.

Fotografía en blanco y negro de un hombre trajeado sentado y sonriendo a la cámara, con un fondo de motivos geométricos y un borde circular que enmarca la imagen.

Pablo de Echanove

Director de Negocio NATEEVO

Black and white portrait of Rocío Lara with shoulder-length hair, wearing a white shirt, standing in front of a background with the word MAPFRE partially visible. She has a neutral expression.

Rocio Lara

Deputy Director of Clients: Communication and Strategy MAPFRE

Black and white photo of a woman with long dark hair, dressed in a patterned blazer and white top, standing with her arms crossed in front of a blurred bookshelf.

Leticia Montenegro

Advocacy & Influence Tools, Data & Compliance Lead L'Oréal Spain & Portugal

Black and white portrait of a woman with shoulder-length dark hair, wearing a blazer and a slight smile, looking at the camera with a blurred background.

Miriam Lazaro

EMEA Customer Journey and Sales & Customer Service Process Manager IVECO Group

Black and white portrait of a man with short dark hair, smiling, wearing a zippered sweater over a shirt, posing on a plain light background within a circular frame.

Camilo Courtenay

Global Loyalty Head Avolta

Black and white photograph of a smiling man with short dark hair, wearing a button-down shirt, centered within a circular frame on a plain background.

Ignacio Provedo del Pozo

Multienergy and B2C Loyalty Manager Repsol

12:15 | 12:30

Question and answer session

We open a space with the speakers to clarify doubts and have an open forum to talk about the loyalty topics that interest you the most.

12:30 | 13:30

Closing and Networking

A space to enjoy a cocktail while sharing ideas and experiences with the speakers and other attendees.

Loyalty Experience

Loyalty born of authentic ties

It focuses on creating lasting and meaningful relationships with customers, going beyond simple points or discount programs. It is about offering personalized, relevant and memorable experiences in every interaction, strengthening the emotional connection with the brand.

Find out more about Loyalty

A woman wearing a virtual reality headset holds a box of striped popcorn, outdoors, under a blue sky with fuzzy clouds, at the Loyalty Experience - Madrid Summit 2025.

  • A woman wearing a virtual reality headset holds a box of striped popcorn, outdoors, under a blue sky with fuzzy clouds, at the Loyalty Experience - Madrid Summit 2025.
  • Two men shake hands smiling in an office. On the table, set against a glass wall with circular motifs, are laptops, documents and office supplies, capturing the collaborative spirit of the Loyalty Experience - Madrid Summit 2025.
  • Two people with raised arms stand at the edge of a rocky canyon, one of them holding a white cloth, both with their backs to the camera. Trees and a river appear below, capturing the adventurous spirit of the Loyalty Experience - Madrid Summit 2025.

"In a technological world, in a world of artificial intelligence, at a time of digitization of processes, the customer experience is the humanitarian component, the glue that binds companies together."

Miriam Lazaro, EMEA Customer Journey and Sales & Customer Service Process Manager IVECO Group

Speakers

Black and white portrait of Rocío Lara with shoulder-length hair, wearing a white shirt, standing in front of a background with the word MAPFRE partially visible. She has a neutral expression.

Rocio Lara

Deputy Director of Clients: Communication and Strategy

MAPFRE

Black and white portrait of a woman with shoulder-length dark hair, wearing a blazer and a slight smile, looking at the camera with a blurred background.

Miriam Lazaro

EMEA Customer Journey and Sales & Customer Service Process Manager

IVECO Group

Black and white photograph of a smiling man with short dark hair, wearing a button-down shirt, centered within a circular frame on a plain background.

Ignacio Provedo del Pozo

Multienergy and B2C Loyalty Manager

Repsol

Black and white portrait of a man with short dark hair, smiling, wearing a zippered sweater over a shirt, posing on a plain light background within a circular frame.

Camilo Courtenay

Global Loyalty Head

Avolta

Black and white photo of a woman with long dark hair, dressed in a patterned blazer and white top, standing with her arms crossed in front of a blurred bookshelf.

Leticia Montenegro

Advocacy & Influence Tools, Data & Compliance Lead

L'Oréal Spain & Portugal

Black and white portrait of a middle-aged man with light hair and beard, dressed in white shirt and dark jacket, looking at the camera with neutral expression. The image is in a circular frame.

Daniel Infante

Executive Director

NATEEVO

Retrato en blanco y negro de una mujer con pelo largo, vestida con un top sin mangas, mirando directamente a la cámara y sonriendo ligeramente, enmarcado dentro de un borde circular con un contorno azul claro.

Laura Garcia

Loyalty & Growth Lead

NATEEVO

Black and white photograph of a woman with long wavy hair, dressed in a long sleeved blouse and sitting on a plain background, looking at the camera with a slight smile.

Blanca de Loresecha

Loyalty Specialist

NATEEVO

A woman with shoulder-length straight hair and bangs smiles at the camera. She wears a light blouse over a dark top, with a necklace and small earrings, against a plain white background.

Raquel Carrillo

Loyalty Specialist

NATEEVO

Fotografía en blanco y negro de un hombre trajeado sentado y sonriendo a la cámara, con un fondo de motivos geométricos y un borde circular que enmarca la imagen.

Pablo de Echanove

Director de Negocio

NATEEVO

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