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.
Introduction
In the first part of the session, Jurgen Vandervelde, General Manager Marketing & Communication at KBC Bank & Verzekeringen, will present how KBC has stepped into retail media with Kate Coins. What started as a simple loyalty mechanism has now become a full advantage program, connecting customers with brands such as Colruyt, Kinepolis, HelloFresh, Telenet, Amazon and many more.
Jurgen will show “both sides of the coin”: how this innovation creates a new revenue model for KBC and its partners, and how customers benefit through real value, flexibility and unique experiences. He will also share the journey it took inside KBC to make this possible, from marketing and IT to legal and compliance.
In the second part of the program, Nico Rijkhoff, Retail Media consultant at bvA and Lead of the Taskforce Retail Media, will guide us through the rapidly evolving world of retail media in The Netherlands. Recent research shows that 85% of brands will invest in this channel by 2025, driven by promises of strong results and full-funnel impact.
Yet, there are clear signs that retail media is still maturing, with fragmentation, limited data access, and a lack of standardized metrics slowing growth. Nico Rijkhoff will share how Dutch brands integrate retail media into their mix, key lessons for Belgium, and best practices to turn effectiveness into real business results.
For whom?
Participation is reserved for members who are not active in the financial sector. In line with the competition law, banks and insurance companies are unfortunately not allowed to register for this session.
Language
The session is conducted in English, as well as the presentation materials. Participants may engage in discussions in their preferred language.
Schedule
Jurgen Vandervelde, KBC Global Services NV
Break
Nico Rijkhoff, bvA
Networking with lunch
Speakers
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Jurgen Vandervelde
General Manager Marketing & Communication at KBC Global Services NVJurgen 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.
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Nico Rijkhoff
Director Marketing, Branding & Communications at bvANico 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.
Register
You can still register to attend.
Prices
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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