Interview BRANDLOYALTY
INTERVIEW WITH STEFANO ARALDI BrandLoyalty is one of the main realities on an international level in the market of Loyalty and promotion, with a leading role also in the licensing sector. Present in many countries, we interviewed Stefano Araldi, General Manager of BrandLoyalty Italia SpA. Europe. It is a strategic, medium and longterm agreement. Relationship between international and territorial choices? Given the nature of BrandLoyalty, the brands that work with us have the opportunity to enjoy international development, while the strictly territorial choices are made when these are strategic. In particular, we give our suppliers and partners the unique opportunity in the loyalty scenario to export brands and products internationally. Our company is the ideal link between prestigious brands and major Italian retailers: when an agreement is promoted on a European scale, the appeal of BrandLoyalty increases exponentially, thanks to “sequential sales”, meaning the possibility to export sales made in a single country to other countries. Not all companies can do it, while we have an international presence that covers America, Europe and Asia. Which are your main areas of business? We have abandoned the world of catalogues and incentives by choice and
Stefano Araldi What is BrandLoyalty’s current strategy? And what is the relationship like between the Italian and European offices? I believe that we are increasingly a company that is focused on conveying important content and storytelling, in which it is central to be closer to the consumer and provide a more complete experience. We do not simply think of the product itself, but also of its experiential function. My background, in particular, allows me to face this goal in a deeper manner. Today, BrandLoyalty is one of the top players on the Italian
market in creating an experience for the consumer and therefore linking the story to the product. To make it work, we must combine narration with the values of promotion and build this with relational methods. BrandLoyalty, being both an European and international company, links the foreign success with that of the Italian market. From this perspective, the new and exclusive European agreement with Disney, which covers from 2018 to 2020, helps us a lot. In fact, we are the only company that can represent Disney in 10