Radek Hrachovec

loyalty marketing consultant

Radek Hrachovec
Based in: Czech Republic Czechia Working area: global
Status: at your service Languages: English, Czech
Listed in: Marketing & Sales

I have dedicated the last 20 years of my professional life to loyalty programs — becoming one of the most skilled practitioners within the loyalty industry in Central Europe. I am the creator of Bata’s successful loyalty program and the coalition loyalty program RENOME for six large retail companies in the Czech Republic.

Since 2010, when I started my career as an independent consultant, I have served dozens of clients in loyalty marketing, creating programs from scratch and evaluating existing schemes.

I am one of the permanent jury members of The Loyalty Awards in London, a contributor to several industry magazines and newspapers, as well as a public speaker at conferences held by Marcus Ewans, Top Vision, SmithNovak, Terrapinn, IdeaFirst, and IIR. Some other highlights:

  • In 2015, the GOPASS program that we developed for the company Tatry Mountain Resorts won prestigious Loyalty Awards in 3 categories.
  • In 2017, I received the distinction of Certified Loyalty Marketing Professional (CLMP) from the Board of Regents of the Loyalty Academy.
  • I maintain a Loyalty Program Database (in Czech) with details of more than 200 loyalty programs from all over the world.
  • From 2006 to 2010, I served as Bata’s Marketing Director, responsible for all marketing activities in Central Europe.

I joined Pricewise in 2012 and became one of its three managing partners. Our agency delivers a 10-15% revenue increase through loyalty marketing, pricing and direct marketing solutions.

What I do

I address all the core subjects surrounding a successful loyalty scheme, such as customer segmentation, multichannel communications, reward strategies, coalition loyalty and loyalty performance management. Here's what I can do for you:

  • Tailor-made loyalty marketing strategies — I design, redesign and innovate loyalty programs, creating loyalty direct marketing campaigns.
  • Consulting — I pass on my experience, by advising you on how to design new and manage established loyalty programs.
  • Courses and workshops — I can give tailored workshops and courses on loyalty marketing at your company. As a lecturer, I am leading a CRM course at Tomas Bata University in Zlin, Czech Republic.

You can also follow the news from the world of loyalty programs that I post on Twitter.

Radek Hrachovec

Contact details

Radek Hrachovec
Pricewise s.r.o.
Na Perstyne 1
110 00
Czech Republic, European Union

Firsthand recommendation

I have known Radek for over a decade. We first worked together when he was at Bata and had created their own brand loyalty program. We then worked together again when he took the strategic decision to migrate this loyalty program to a fashion-centric coalition loyalty program in the Czech Republic. This was an innovative, successful and groundbreaking loyalty program in Central Europe. Radek is now embarked on building his own consulting portfolio with clients across Central Europe. He has great knowledge in his chosen field of expertise and integrity in the way he conducts his business affairs.

Peter Wray Founder and Chairman of
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