Customer journeys and brand relationships are becoming increasingly non-linear. People interact with brands through physical and digital touchpoints, moving between different channels, contexts and moments. Building loyalty therefore requires companies to connect these interactions and transform them into consistent, recognizable and relevant experiences.

These are among the topics at the heart of the 26th Annual Conference of the Loyalty Observatory at the University of Parma, taking place on 15 October 2026 at the Auditorium Paganini in Parma. Entitled “Building Loyalty in a Changing World”, the 2026 edition will explore the developments reshaping purchasing, consumption and business processes through international contributions, research findings and discussions involving companies.

Kettydo, a DGS Group company, will participate in the event as a Platinum Partner of the UniPR Loyalty Observatory. This ongoing collaboration extends beyond sponsorship, enabling Kettydo to contribute to the dialogue between academia and the business community by sharing expertise, experience and project case studies.

At 2:55 p.m., Luca Lanza, Partner & Consultancy Practice Director at Kettydo, will join the management speed round table “The Challenges of Omnichannel Engagement.” The session will examine how brands are evolving the ways they build relationships, engage people and design relevant experiences across different channels.

The value of an omnichannel strategy does not lie in simply increasing the number of touchpoints. It depends on the ability to integrate data, technology and customer knowledge to ensure continuity across interactions and make every touchpoint part of a consistent relationship. Personalization, content relevance and experience quality therefore become essential elements in sustaining engagement and customer loyalty over time.

The Conference programme will also address the evolution of personalization, the relationship between human loyalty and algorithms, B2B loyalty and the role of communities. The findings of the Loyalty Observatory’s 2026 research into business and consumer perspectives will also be presented during the event.

Kettydo’s participation also highlights the DGS Group’s expertise in designing engagement ecosystems that connect people, data, technologies and customer experience. This approach is designed to turn individual touchpoints into meaningful opportunities for interaction and support measurable, evolving loyalty strategies aligned with customer expectations.

During the event, Kettydo will also host a dedicated desk where participants can meet the team and explore approaches and solutions supporting the evolution of loyalty and customer engagement. The Conference will take place exclusively in person, and participation is free subject to registration.