Loyalty: In it to win it in digital sales

– free webinar about customer loyalty with experts

10.11.2021, Wednesday

14:00 - 15:00 CET (Sweden)

15:00 - 16:00 EET (Finland)

How should your company approach generating customer value with digital loyalty programs?

Who are the customers you want to reward for returning, and who are your top fans, ready to pay for your premium offering instead of bargain-hunting?


The mechanics of a modern loyalty program consist of so much more than cross-selling and up-selling. Understanding what kinds of experiences your business should offer takes plenty of strategic service design effort. Creating delightful and rewarding moments puts pressure on the marketing, design and development teams. All parts need to work flawlessly together, combining data engineering and analytics.


We’re excited to have professor Peter Fader from Wharton School, The University of Pennsylvania, back at Columbia Road to share his thinking on loyalty and customer lifetime value. In addition to his research, we zoom in from companies' perspectives: what do the practitioners think? In the panel discussion, we'll hear experts' insights from Finnair, Reima and Youty Group.


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Dr. Peter Fader

Professor of Marketing – The Wharton School, University of Pennsylvania


Professor Fader's expertise centres around the analysis of behavioural data to understand and forecast customer shopping behaviour. He works with firms from a wide range of industries, such as telecommunications, financial services, entertainment, retailing, and pharmaceuticals. Managerial applications focus on topics such as customer relationship management, lifetime value of the customer, and sales forecasting for new products.


With extensive research, two published books on customer-centricity, and a successful exit from a customer analytics company Zodiac (acquired by Nike), Dr Fader can be considered one of the biggest thought leaders in the area of customer analytics. In 2017, Peter was named by Advertising Age as one of its 25 Marketing Technology Trailblazers.


Heli Viljanen

Director, Loyalty DTC – Reima


Heli Viljanen will join the panel to share Reima's approach to customer loyalty. As the D2C Loyalty Director, she focuses on ensuring global growth in Reima's D2C channels by growing customer lifetime value, retention, frequency, and the number of active customers. She's responsible for developing the Reima Friends loyalty program concept and everything related to it.


Heli is a human-centric leader, with over 10 years of experience in leading international ecommerce sales, business development and customer loyalty as well as digital marketing.


Pekka Antila

Head of Loyalty – Finnair


Pekka Antila has experience in leading consumer product and service development & delivery that results in award-winning customer experience. In his current role as a Head of Loyalty Pekka is responsible for Finnair’s strategy for customer loyalty, loyalty offering across all customer segments, Finnair Plus loyalty program and loyalty partnerships.


Before starting in his current role, Pekka was the Head of Product & Customer Experience at Finnair’s in-house tour operator Aurinkomatkat. Prior to joining Finnair Group in 2015, Pekka worked at TUI where he held several senior management roles within commercial, product & customer experience functions in the Nordic region.

800x1000_Viktor Månsson

Viktor Månsson

CRM Operations & Data manager - Youty Group (Nordicfeel, Blush, Eleven)


Viktor has long experience and expertise in CRM systems and loyalty strategy working in different companies spanning from southern Europe to Sweden. Currently, as CRM Operations & Data manager at Youty Group, he oversees the operations and strategies for three of the most prominent online brands in beauty and cosmetics in Sweden: Nordicfeel, Blush and Eleven. 

Viktor's approach to customer loyalty is strongly anchored in data. Insights on customer wants and needs are leading the loyalty and retention strategy for Nordicfeel, Eleven and Blush.


Matti Parviainen

Principal Consultant – Columbia Road


Matti Parviainen will act as the host of the webinar. Matti has a rich background with a long track record in successful digital sales and ecommerce projects. He specialises in helping companies in the context of Management consulting, Business design, Service design, Concept design, and Lean Service Creation facilitation.


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14:00-15:00 CET (SWEDEN)
15:00-16:00 EET (FINLAND)


  • Dr Peter Fader
    Professor of Marketing – University of Pennsylvania
  • Dr Peter Fader
    Professor of Marketing – University of Pennsylvania
  • Pekka Antila
    Head of Loyalty – Finnair
  • Heli Viljanen
    Director, Loyalty DTC Reima
  • Viktor Månsson
    CRM Operations & Data manager - Youty Group (Nordicfeel, Blush, Eleven)
  • Host: Matti Parviainen
    Principal Consultant – Columbia Road

Key themes

  • Appropriate customer segmentation and segment strategies
  • Customer value during different stages of the customer journey
  • Design and develop truly valuable customer experiences
  • Getting results with modern loyalty programs

Learn to leverage customer loyalty to the fullest!


Sign up for the webinar