Radek Hrachovec – Senior Consultant
Radek Hrachovec has extensive experience within the retail industry, with an emphasis on ‘best practices in loyalty programmes’. He specialises in influencing consumer behaviour through direct communications and loyalty programmes.
Prior to working with LCUK, Radek worked as a freelance Marketing Consultant for a number of retail, financial services and travel & entertainment customers across Central and Eastern Europe.. Radek has 15 years’ experience in direct communication and loyalty programmes that has allowed him to become one of the most effective loyalty practitioners within the loyalty industry. His experience has been successfully exploited by customers looking to create programmes from scratch or who simply wish to use an experienced eye to evaluate an existing scheme. Radek has all the requisite knowledge and proficiency to address all the core subjects that surround a successful loyalty scheme such as customer segmentation, multichannel communications, reward strategies, coalition loyalty and loyalty performance management.
Radek started his loyalty career with the Bata Company where he worked for 12 years. He was responsible for running and developing Bata’s loyalty programmes in Central Europe. He was promoted to Marketing Director in 1996 and was responsible for all marketing activities in Central Europe, including loyalty operations.
Radek is a featured presenter at conferences held by IIR, Marcus Evans, Top Vision, Smith&Novak, Terrapin and IdeaFirst and lectures on the Basics of Marketing at the Multimedia Faculty at the Thomas Bata University in Zlin.