Hi everyone, this is Zsuzsa Kecsmar, 
Co-founder and CMO of Antavo. 
Hi, and I'm Rohini Contractor, I head up 
the UK office at Antavo. 
We’re here with you today to 
speak about why it’s important 
to engage customers out of the buying cycle. 
Because most of the loyalty campaigns 
that we know, they only reward transaction, 
they only reward if the customer actually 
goes into the store and pays for the product. 
But it’s very important to get in touch with 
the customer out of the buying cycle, 
when they don’t want to buy, 
when they’re just living their best life. 
Let’s tell an example how it looks like. 
So, Zsuzsi, a lot of our clients like to tap into the 
consumer’s psyche and reward them in the moment. 
So give you an example: imagine a 15 years old 
going into the store, and picking up a pair of trainers. 
She can then go for a run, she can connect 
with a loyalty program through her Fitbit. 
And when she hits her milestones, she’s 
rewarded in the moment with an anthem. 
And then, as she carries on through the program, 
she can connect with the community. 
She can compete against other runners, 
or she can simply interact with them. 
But this is about making an emotional connection 
with the brand, and curating the community. 
It’s a great example, and there’s another example. 
Just some weeks ago, we’ve won an award 
in the UK, the eCommerce Awards. 
And we’ve got the award because our client, 
LuisaViaRoma, was great in email communication. 
We helped LuisaViaRoma to provide with 
very engaging content in this email. 
So basically when the customer had a birthday 
coming up, they received a personalised email 
that encouraged them to do something. 
To do a certain activity, to engage 
with the LuisaViaRoma brand in social media, 
or to make a purchase. 
It encouraged them to take action, 
not because they wanted to buy something, 
but because their birthday came up. 
And actually, that email ended up being 
one of the highest netting emails in the industry, 
which led to us winning the award. 
I think what’s important is: 
sending out that birthday reward 
encouraged the customer not just 
to transact around the birthday, 
but what we found is generally the data showed 
that they were transacting pre and post the birthday. 
So, this was a nice example how to 
interact with customer out of the buying cycle. 
If you are ever interested in learning more about that, 
then we have pretty much material  
around the subject on Antavo.com, 
we have all this blog out there. You are welcome 
to join and read more about that. 
And happy to help if you have more specific needs. 
Thank you!
Thanks!
