Sparta Loyalty Academy
2025
Sparta Loyalty Academy 2025
Event Summary
Second edition of Sparta Loyalty Academy brought together loyalty professionals, brand representatives, and industry experts for another full day dedicated to customer engagement, retention strategies, and innovation in loyalty programs. The 2025 agenda expanded on the success of the inaugural edition with international speakers, practical case studies, panel discussions, and expert insights covering psychology, legal trends, omnichannel loyalty, mobile communication, CSR, and global market perspectives.
What happens there?
At the Sparta Loyalty Academy we strive to create an environment that allows maximum interaction and learning among our Attendees. Some of what we offer include:
Maciej Bednarek
Maciej Bednarek is a legal advisor at the Pałucki & Szkutnik law firm in Kraków, specializing in e-commerce law, personal data protection, and new technologies. For 16 years, he has been supporting clients in their business development while ensuring compliance. He is also an active educator and author of articles in *Rzeczpospolita*. Outside of work, he is passionate about running and opera.
Anita Kordek-Kędzierska
Responsible for the strategy and development of the INGLOT BEAUTY CLUB loyalty program within an omnichannel model. She collaborates with the e-commerce, retail, marketing, and IT teams to ensure a consistent customer experience at every stage of interaction with the brand.
Grzegorz Godlewski
Mobile Application Development Manager at Anwim SA. An expert in the design, development, and optimization of loyalty programs. He has been in the fuel industry for over 16 years. At PKN ORLEN, he was responsible for the conceptual and development work on the VITAY program, including the rewards catalog, organizing cross-promotions with external partners, and functional solutions related to building the loyalty program.
Daniel Górny
Loyalty Program Manager at YES Biżuteria. His primary professional interests include the implementation of omnichannel loyalty programs based on mobile apps, as well as their optimization within the context of customer loyalty management. He also manages sales within the framework of launched programs using a proprietary system for measuring their performance.
Paweł Nawrocki
Director of Retail Media and Financial Services at Empik Group. He has extensive industry experience, which he gained at renowned consulting firms such as McKinsey and Kearney.
Marcin Gołdyn
For over 20 years, he has successfully built long-term relationships with key clients across various industries. He gained his experience at companies such as T-Mobile and Benefit Systems. In his daily work, he focuses on gaining a deep understanding of clients’ needs and seeking innovative solutions that meet their expectations.
Cezary Giza
Przedsiębiorca i ekspert w zakresie transformacji cyfrowej handlu, monetyzacji danych i powierzchni reklamowej, z doświadczeniem we wdrażaniu zaawansowanej analityki w sieciach zrzeszających ponad 27 tys. sklepów spożywczych. Założyciel Platformy Cyfryzacji Handlu DigiMart oraz współtwórca Maia.AI – analityki AI dostępnej 24/7. W latach 2011–2023 związany z Grupą Eurocash, gdzie jako Prezes Zarządu Innowacyjnej Platformy Handlu oraz Członek Zarządu Wykonawczego sieci ABC, Groszek i EuroSklep przeprowadził cyfryzację procesów komercyjno-operacyjnych.
Deon Oliver
Founder of Woodstock Loyalty Marketing. He has been actively involved in the loyalty program industry in South Africa since 1999. During this time, he has worked with brands, agencies, and investors to develop and implement strategies for building effective and lasting customer relationships. He is passionate about maximizing the benefits of loyalty programs.
Agata Oleszczuk
A specialist in digital campaigns and omnichannel communication. On a daily basis, she creates and optimizes marketing campaigns that effectively integrate various channels, from emails and SMS messages to advanced solutions such as RCS. She has extensive experience in designing engaging campaigns that boost sales and build customer loyalty. A passionate advocate of innovative technologies in marketing, she constantly monitors trends and seeks new ways to communicate effectively.
Filip Zajdel
Head of Customer Success at Sparta Loyalty. He is an experienced marketing expert specializing in CRM projects and gift card programs. He has led teams in strategic consulting and the implementation of loyalty solutions across various industries. As a co-founder of Sparta Loyalty, he promotes a holistic approach to creating exceptional customer experiences in relationship building. He is passionate about technological innovation and new trends in the industry.
Alexander Kubicki
Head of Marketing at Sparta Loyalty. An experienced specialist in omnichannel marketing and business development. He is an expert in many fields, ranging from biomedicine to information technology. Years of professional experience have allowed him to gain in-depth knowledge of international markets and cultures, which significantly contributes to his clientsu2019 success, particularly in the area of loyalty.
How the day went
Agenda
Psychology in Loyalty Programsn
Participants discovered the various mechanisms of the human psyche that make properly implemented loyalty programs so effective. The session lifted the veil on how to use program mechanics to influence customer behavior.u00a0
Filip Zajdel, Head of Customer Success at Sparta Loyalty.
Legal aspects of running a loyalty program
This session explored the legal complexities involved in running loyalty programs and showed how to navigate and even leverage them effectively.u00a0
Maciej Bednarek, experienced attorney at the Pau0142ucki & Szkutnik law firm.
Empik - Gift Cards as a Loyalty-Building Too
Experts explained how the gift card program was implemented at Empik in collaboration with Sparta Loyalty. They will outline the key challenges, the implementation process, and its results – from both an operational and a business perspective.
Paweł Nawrocki, Director Retail Media & Financial Services at Empik
Marcin Gołdyn, Senior Business Development Manager at Empik.
From a blank slate to customer loyalty. How to effectively implement a loyalty program using Super MOYA as an example
Participants saw how one of the largest gas station chains in Poland successfully launched its loyalty program, including the approach, challenges, and implementation process.
Grzegorz Godlewski, project manager for the MOYA loyalty program.
Panel Discussion: Beyond Price and Rewards. How to Foster Loyalty Rooted in Values and Lifestyle
The panelists – Daniel Górny from YES Jewelry, Grzegorz Godlewski from MOYA, and Cezary Giza from DigiMart – discussed how loyalty programs can effectively communicate brand values and weave them into the customer experience. They talked about, among other things, building a community around the brand, offering non-material benefits, strategic partnerships, and the role of sustainability and social responsibility in loyalty.
Cezary Giza, CEO at DigiMart.
Daniel Górny, Loyalty Programs Manager at YES Jewelry.
Grzegorz Godlewski, mobile app development manager at MOYA.
Serwer SMS
The speaker shared a specific case study of RCS implementations carried out in collaboration with DigiAD, along with their results, which speak for themselves. She explained how RCS supports sales and engagement, what the implementation process looks like, and why you should incorporate this channel into your communication strategy today.
Agata Oleszczuk, RCS & Mobile Campaigns Manager at Digiad i SerwerSMS
Loyalty in South Africa? Trends, market analysis, and more
This session presented the possibilities of modern mobile communication, including segmentation strategies and advanced tools such as RCS. It also highlighted marketing lessons drawn from U.S. presidential campaign activities and explained how to measure SMS campaign effectiveness and use shortened links for better engagement.
Deon Olivier, Founder of Woodstock Loyalty Marketing.
The transformation of the loyalty program as part of the INGLOT brand rebranding
The overhaul of the loyalty program was a key part of INGLOT’s broader brand transformation. Anita explained how the company had managed to refresh the customer shopping experience without losing their trust, what challenges the team had faced, and what the omnichannel loyalty strategy looks like today.
Anita Kordek-Kędzierska, Loyalty Program and E-commerce Specialist at INGLOT.
Loyalty Programs and Charity
The session showcased loyalty programs enriched with humanitarian elements, demonstrating how they can support corporate social responsibility while redefining the boundaries of customer loyalty.u00a0
Alexander Kubicki, Head of Marketing and International Sales at Sparta Loyalty.
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