LOMA 2026 is more than a series of presentations. It is a structured learning journey organized into 7 strategic blocks that guide you step by step—from understanding customer behavior to maximizing the value of loyalty.
Before designing any loyalty program, you need to understand why people become loyal—and why they stop being loyal. This block provides the foundation that most programs overlook: the neuroscience and psychology behind every customer decision.
Luis Fernando Rico Navas is a business strategist and specialist in behavioral neuroscience. As the founder of MindMetriks, NeuroSensory Lab, and Implicit Insights, he has led projects for more than 350 brands across 30 countries, integrating neuroscience, biometrics, and artificial intelligence to create experiences that strengthen emotional loyalty.
Sergio Sosa is the founder and CEO of AiBrands, specializing in NeuroAI, scientific neuromarketing, and artificial intelligence. With more than 15 years of experience, he advises global brands, holds doctoral studies in Communication, serves as a guest professor, is an academic author, and actively participates in Ibero-American advertising research networks.
In the age of data, understanding your customer goes far beyond demographics. This session explores how anthropological and psychographic research methodologies can be combined to understand customers as individuals—their motivations, beliefs, values, and underlying behaviors.
Through user-centered design and strategic innovation frameworks, participants will learn how to translate these insights into business decisions that foster meaningful and lasting emotional connections with their customers.
* Program subject to change without notice.
Now that you understand customer behavior, the next step is building the strategy—not around the product, but around the customer. You’ll learn how to create a loyalty program rooted in real customer insights and designed to drive measurable business outcomes.
Federico Couret is the Principal Consultant for Latin America at Loyalty & Reward Co. He brings extensive experience designing, implementing, and managing loyalty, CRM, and incentive programs across B2C and B2B markets for global brands. His work integrates strategy, customer experience, data analytics, and performance measurement to drive business results.
María Cristina Escobar Maya is an engineer and customer experience strategist recognized for her expertise in B2B loyalty. With nearly two decades of experience, she has led loyalty programs, strategic incentive models, and digital solutions that strengthen relationships between brands and their distribution channels.
* Program subject to change without notice.
A loyalty strategy without a compelling value architecture cannot succeed. In this block, you’ll learn how to design rewards, benefits, and experiences that customers genuinely value by leveraging consumer neuroscience, gamification, and tier structures that drive long-term engagement.
What drives a customer to move up a tier, redeem a benefit, or choose your brand over the competition?
This session explores the architecture of loyalty programs, including how to design tier structures that inspire aspiration, select rewards and benefits that customers genuinely value, and balance program economics to ensure profitability without sacrificing customer appeal.
María Fernanda Reyes Ayala is Brand & Loyalty Manager at PepsiCo, specializing in loyalty, branding, and cross-channel communications. She leads the evolution of Joy, the company’s loyalty program, integrating engagement, personalization, and connected customer experiences. She has previously worked at Aeroméxico and Doters and holds a Master’s degree in Neuromarketing.
TBC
* Program subject to change without notice.
Strategy without execution remains just theory. This block tackles one of the most critical questions in loyalty marketing: how do you build the teams, processes, and technology needed to operate and scale a high-impact loyalty program successfully?
* Program subject to change without notice.
The most sophisticated loyalty programs are built on data. In this block, you’ll learn how analytics and artificial intelligence enable organizations to deliver personalized experiences at scale. Personalization is no longer a future ambition—it has become the industry standard, powered by AI and first-party data.
Artificial intelligence is redefining what loyalty programs can achieve. This session explores how generative AI and agentic commerce are transforming personalization at scale, enabling customer behavior prediction, real-time offer automation, and loyalty experiences that anticipate consumer needs before they are explicitly expressed.
* Program subject to change without notice.
The most successful loyalty programs do not grow alone. This block explores how strategic partnerships—with airlines, banks, retailers, and broader ecosystems—can multiply the value of loyalty beyond the boundaries of your brand.
Strategic partnerships are among the most powerful growth accelerators for a loyalty program. This session explores how to identify, negotiate, and activate partnerships that expand the customer value proposition—from selecting complementary partners and structuring commercial agreements to operational integration and measuring their real impact on member behavior and satisfaction.
Co-brand programs are among the most sophisticated and profitable instruments within the loyalty ecosystem, yet they are often among the least understood. This session explores how co-brands work from the inside out—from the financial logic behind partnership agreements and negotiations with issuers and payment networks to the factors that drive long-term success and make co-brands a powerful differentiator within a loyalty strategy.
* Program subject to change without notice.
The final block brings everything together. Your member base is more than an audience—it is a media platform. Your loyalty program is an economic asset that can be structured, measured, and proven. This block provides the financial and media frameworks needed to position loyalty as a compelling business case for any CFO.
The convergence of media, retail media, and loyalty is redefining how brands generate value from their customer base. Beyond customer acquisition, loyalty programs are becoming proprietary media platforms and key enablers of retail media ecosystems, capable of segmenting, activating, and monetizing audiences through the power of first-party data.
This session explores both the opportunities—from optimizing advertising investments to creating new revenue streams through retail media—and the challenges, including technology integration, data governance, and the development of the internal capabilities required to successfully execute and scale these models.
TBC
* Program subject to change without notice.
Luis Fernando Rico Navas is a business strategist and specialist in behavioral neuroscience. As the founder of MindMetriks, NeuroSensory Lab, and Implicit Insights, he has led projects for more than 350 brands across 30 countries, integrating neuroscience, biometrics, and artificial intelligence to create experiences that strengthen emotional loyalty.
Sergio Sosa is the founder and CEO of AiBrands, specializing in NeuroAI, scientific neuromarketing, and artificial intelligence. With more than 15 years of experience, he advises global brands, holds doctoral studies in Communication, serves as a guest professor, is an academic author, and actively participates in Ibero-American advertising research networks.
In the age of data, understanding your customer goes far beyond demographics. This session explores how anthropological and psychographic research methodologies can be combined to understand customers as individuals—their motivations, beliefs, values, and underlying behaviors.
Through user-centered design and strategic innovation frameworks, participants will learn how to translate these insights into business decisions that foster meaningful and lasting emotional connections with their customers.
Federico Couret is the Principal Consultant for Latin America at Loyalty & Reward Co. He brings extensive experience designing, implementing, and managing loyalty, CRM, and incentive programs across B2C and B2B markets for global brands. His work integrates strategy, customer experience, data analytics, and performance measurement to drive business results.
María Cristina Escobar Maya is an engineer and customer experience strategist recognized for her expertise in B2B loyalty. With nearly two decades of experience, she has led loyalty programs, strategic incentive models, and digital solutions that strengthen relationships between brands and their distribution channels.
What drives a customer to move up a tier, redeem a benefit, or choose your brand over the competition?
This session explores the architecture of loyalty programs, including how to design tier structures that inspire aspiration, select rewards and benefits that customers genuinely value, and balance program economics to ensure profitability without sacrificing customer appeal.
María Fernanda Reyes Ayala is Brand & Loyalty Manager at PepsiCo, specializing in loyalty, branding, and cross-channel communications. She leads the evolution of Joy, the company’s loyalty program, integrating engagement, personalization, and connected customer experiences. She has previously worked at Aeroméxico and Doters and holds a Master’s degree in Neuromarketing.
TBC
Liliana Rodríguez de la Torre, Enterprise Account Director for Mexico & Central America at Adobe, drives digital transformation, customer experience, and artificial intelligence initiatives. Her perspective emphasizes that loyalty is built on trust, cultivated through consistent, relevant, and innovative digital experiences.
Fabio Martini is the Global Marketing Director at ASICS, where he leads OneASICS, the brand’s membership and loyalty ecosystem. With more than 15 years of international experience, he has developed data-driven engagement, branding, and loyalty strategies for global brands including ASICS and Nike.
Artificial intelligence is redefining what loyalty programs can achieve. This session explores how generative AI and agentic commerce are transforming personalization at scale, enabling customer behavior prediction, real-time offer automation, and loyalty experiences that anticipate consumer needs before they are explicitly expressed.
Strategic partnerships are among the most powerful growth accelerators for a loyalty program. This session explores how to identify, negotiate, and activate partnerships that expand the customer value proposition—from selecting complementary partners and structuring commercial agreements to operational integration and measuring their real impact on member behavior and satisfaction.
Co-brand programs are among the most sophisticated and profitable instruments within the loyalty ecosystem, yet they are often among the least understood. This session explores how co-brands work from the inside out—from the financial logic behind partnership agreements and negotiations with issuers and payment networks to the factors that drive long-term success and make co-brands a powerful differentiator within a loyalty strategy.
The convergence of media, retail media, and loyalty is redefining how brands generate value from their customer base. Beyond customer acquisition, loyalty programs are becoming proprietary media platforms and key enablers of retail media ecosystems, capable of segmenting, activating, and monetizing audiences through the power of first-party data.
This session explores both the opportunities—from optimizing advertising investments to creating new revenue streams through retail media—and the challenges, including technology integration, data governance, and the development of the internal capabilities required to successfully execute and scale these models.
TBC
* Program subject to change without notice.