Tada, an AI-powered loyalty and rewards platform, successfully hosted our highly anticipated biennial event, Loyalty Summit 2025, on Thursday, May 22, at Hotel Mulia Senayan, Jakarta. Under the theme “Championing the Future of Loyalty” the summit brought together more than 1,000 participants from a wide range of industries; automotive, FMCG, retail, banking, financial services, and more.
The event served as a powerful forum for collaboration, learning, and exchanging ideas among business leaders, professionals, and industry players committed to building lasting loyalty across customers, partners, and employees in today’s digital world.
“Loyalty Summit 2025 is more than just an annual gathering. It’s a platform we created to push brands to keep innovating in loyalty; especially during uncertain economic times. We’re grateful to have welcomed over 1,000 participants and an outstanding lineup of speakers who brought fresh, forward-thinking perspectives,” said Rebecca Agiestha, Co-Founder & CMO of Tada.
The summit featured 20 influential speakers and became a melting pot of insights, strategies, and real-world case studies around loyalty building, omni-channel sales growth, and the evolving role of AI in the loyalty space.
Tada’s CEO, Antonius Taufan, emphasized the growing importance of loyalty program as a core business strategy.
“Loyalty program is no longer just about incentive programs. It’s a long-term strategic lever to build strong, meaningful connections. Seeing so many business leaders show up and engage with such passion proves we all share the same goal: creating loyalty that’s human, relevant, and resilient.”
Throughout the day, attendees were treated to deep-dive discussions and dynamic panels:
- Yongky Susilo, Consumer & Retail Strategist, shared strategies for growth and loyalty amid economic uncertainty.
- Enjelita Jahja, President Director of Castrol Indonesia, stressed the need to drive loyalty not just among consumers, but also across distribution layers; from retailers to mechanics.
- Niluh Putu Ayu S. (ICI Paints Indonesia) and Planius Simanullang (Danone) explored how human connection within brand loyalty can lead to better sales conversions.
- A tech-focused panel featuring Hadi Wenas (Nobubank), Vony Tjiu (Red Hat Indonesia), and Anindio Daneswara (Semen Indonesia) discussed customer data privacy, digital transformation, and data-driven loyalty programs.
The afternoon sessions continued with:
- Aldo Rambie, Head of Industry at Meta, who discussed using WhatsApp as a loyalty tool—including the rise of WhatsApp loyalty programs.
- A Financial Services Industry (FSI) panel featuring Suparta Sarkawi (UOB Indonesia), Tania Endah Budhi (Adira Finance), and Nico Daniel Sukur (Prudential Indonesia), covering evolving loyalty strategies in the finance sector.
- A forward-looking panel on “The Future of Loyalty” with Theresia Lilya (Pluxee), Bakti Muhammad (Braze), and Rizka Rachmat Tunisa (Sprint Asia), who offered insights on lifecycle marketing and engagement innovation.
Noteworthy closing sessions included:
- Ruli Tobing, Managing Director of GarudaFood Distribution, who highlighted the challenges of building loyalty in Indonesia’s fragmented trade channels.
- Adrian Baskoro, CEO of Ario BC, who shared hard-hitting thoughts on the discipline required to execute loyalty programs well.
- A fireside chat with Ongkie Tedjasurja (Unifam) and Yongky Susilo that provided real-world retail insights.
- A final session by David Tjokrorahardjo, President of Maxwell Leadership Indonesia, connecting leadership values to loyalty-building.
“Loyalty Summit 2025 was designed to spark meaningful conversations; not just about tech trends, but about building lasting relationships across the brand ecosystem,” added Rebecca.
“Being part of the team behind this event reminded me how powerful collaboration truly is. The energy from speakers, participants, and sponsors made every moment worthwhile. This is only the beginning, we’re ready to keep pushing forward.”
To thank attendees, Tada gave away door prizes including eVouchers from Din Tai Fung, Transmarco, and Pluxee Indonesia, totaling over IDR 25 million.
The event’s success was made possible by the support of our sponsors: Red Hat, Pluxee, Braze, Zoho, Qiscus, Giftee, Intikom, Mimin, BOSNET, Infobip, Mekari, Sprint Asia, and ADA. Participating brands such as Rolling Glory #RGB, Adira Finance, Bank UOB, VRITIMES, and Maxwell Leadership Indonesia also added value through interactive booths and product showcases.
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