About Tui
Tui leads Merkle since 2024 as Managing Director. With over 16 years of experience in digital, e-commerce, marketing and strategy, she has built a strong background on both the agency and client sides. She began her career in 2008 and has since worked at renowned companies such as Dept, Technische Unie, Knab, and Accenture Song.
At Merkle, Tui focuses on strengthening relationships between clients and their customers, to increase loyalty and generate sustainable long-term value by simplifying and making digital services and products more relevant, with the aim of reaching people more effectively and creating lasting value for clients.
The Talk
Designing Emotional Loyalty with neuroscience
Loyalty programs are everywhere, yet too often companies rely on discounts and points — tactics that are easy to copy and rarely distinctive. Tui and Didric challenge this approach by advocating for the power of emotional loyalty that creates genuine customer connection. Research shows that emotionally engaged customers spend up to twice as much and remain loyal to brands they trust. But how do companies systematically design emotional connections, rather than simply hoping it will happen?
In this session, Tui and Didric explore why emotional loyalty outperforms transactional rewards and then reveal the neurochemical framework behind lasting customer relationships. Using the DOSE methodology – dopamine, oxytocin, serotonin, and endorphins – they show how to map specific emotional triggers across the customer journey and transform your CX strategy from guesswork to neuroscience-informed design. Through inspiring examples from leading brands they demonstrate how applying brain chemistry principles delivers measurable business impact.
Get ready to move beyond A/B testing and embrace systematic emotional design that creates customers who don’t just return — but become genuine brand advocates.