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Can loyalty become a media channel?

At this UBA Exchange Community on Retail Media, Jurgen Vandervelde (KBC) will present how the Kate Coins program transforms loyalty into a true retail media lever, creating value for both customers and partners. Then, Nico Rijkhoff (bvA) will share the latest developments in the Netherlands and the key lessons for the Belgian market.

English Exchange Community
When 9 December 2025
09:30 - 13:30
Location UBA Buro & Design Center
Esplanade 1 Box 8
1020 Brussels

Speakers

  1. Jurgen Vandervelde

    Jurgen Vandervelde

    General Manager Marketing & Communication at KBC Global Services NV
    Jurgen has 26 years of sales and marketing experience in a number of different sectors. He started his career at Procter & Gamble, where he spent 16 years in sales and marketing positions in various product categories and scaled the ranks to become Commercial Director. He then joined Mars Bel...
    Jurgen Vandervelde

    Jurgen Vandervelde

    General Manager Marketing & Communication at KBC Global Services NV

    Jurgen has 26 years of sales and marketing experience in a number of different sectors. He started his career at Procter & Gamble, where he spent 16 years in sales and marketing positions in various product categories and scaled the ranks to become Commercial Director. He then joined Mars Belgium as Categoy Director Pet Care and made his first switch outside FMCG two years later, joining Eneco as Chief Commercial Officer where he integrated Eni and grew from the 5th to the 3rd Energy company in Belgium. Four years ago he joined KBC Bank & Insurance as General Manager Marketing & Communication transforming the marketing approach beyond Banking & Insurance with various new ecosystems including housing, energy and mobility.
  2. Nico Rijkhoff

    Nico Rijkhoff

    Director Marketing, Branding & Communications at bvA
    Nico Rijkhoff is an independent marketing professional, a wave-maker for companies and organizations. After a career of nearly 30 years on the advertiser side, he now focuses on strategic projects for a wide range of clients. He was Director of Publiek & Marketing at the Nederlands Publi...
    Nico Rijkhoff

    Nico Rijkhoff

    Director Marketing, Branding & Communications at bvA

    Nico Rijkhoff is an independent marketing professional, a wave-maker for companies and organizations. After a career of nearly 30 years on the advertiser side, he now focuses on strategic projects for a wide range of clients. He was Director of Publiek & Marketing at the Nederlands Publieke Omroep, CMO of Maandag®, and Director of Brand & Communications at Ziggo, which he introduced to the Dutch market in 2008. He is a creative and innovative, hands-on marketing executive with broad interests. For bvA, he leads the Taskforce Retail Media.

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The UBA Exchange Communities are privileged moments where managers and experts discuss specific topics to help their brands evolve. Participation is free and exclusive to UBA brand members and BABM members. Experience sharing is at the heart of these sessions.

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