Our expertise

Our collaborative approach and measurement tools are there to help you maximize your business results.

We are the industry reference when it comes to the development and optimization of relationship and loyalty marketing in Canada.

Whether it’s a new relationship marketing program or a loyalty program, we are here to help you understand all you need to know and do BEFORE launching your program.

If it’s regarding an existing program, our role is to help you measure your program’s performance (ROI) and to provide you with the data and recommendations you need to improve your program’s profitability.

We do not sell or promote CRM solutions or loyalty platforms. R3 is in essence a neutral partner with the measurement tools you need to make clear and informed decisions.

As part of the Adviso family since 2022, we have access to a team of data science experts to help you better leverage data, take full advantage of it for your communication initiatives, and optimize the performance of your relationship or loyalty program.


Paul Lafortune, expert marketing relationnel et programme de fidélisation

Paul Lafortune, B.A., MBA


Recognized as a retail expert, he is passionate about financial metrics and models.

Paul studied geography, holds an MBA from McGill University, and has more than 30 years of expertise in marketing and loyalty..

Recognized as a retail specialist, he is passionate about measurement and financial models.

In 1987, his passion for customer loyalty was born with the launch of Club Orange at Provigo, the first customer loyalty program to be implemented in Quebec. In 1994, Paul started a business and co-founded a company specializing in loyalty program technology based on smart cards.

In 2003, Paul devoted himself to consulting mandates with the ultimate goal of improving the profitability of loyalty programs.

As a loyalty consultant, he has provided his expertise to many companies, namely: RONA, SAQ, Aeroplan, Uniprix, Visa, Hyatt, Metro, MasterCard, Coopsco and Desjardins.

Thriving on diversity, Paul has more than one string on his bow: teaching is another one of his great passions. Since 1995 he has been teaching several classes, namely “Retail Trends” at HEC Montreal, as well as a seminar called “Loyalty Programs: best practices, trends and performance” which is part of a training session for executives at HEC.

Hans is known for his outspokenness and ability to rally people around a common vision.

Possessing a Bachelor in Business Administration and a Masters in Marketing from the Université de Sherbrooke, as well as an impressive track record in relationship marketing and communications, Hans has played an integral role in the relationship marketing strategies of many companies: Northwest Airlines, Vidéotron Business Solutions, Société des casinos du Québec, Air Transat, Fido, Belairdirect, MasterCard Canada, and Desjardins Assurances générales.

He has been a guest speaker at numerous seminars on relationship marketing at various organizations, including Canada Post, the Société québécoise de marketing direct, the Administrative Sciences Association of Canada, the office of Quebec City Tourism, to name a few.

Bursting with energy and joie de vivre, Hans is an impassioned individual with the rare ability to rally people around a common vision. Hans has been a university professor for 25 years, including his role in youth mentorship. For the past 15 years he has taught a retail class at HEC and UQAM. And for the past 7 years he has taught teaching relationship marketing in the Master’s program of Marketing Communication at the Université de Sherbrooke.

Hans Laroche, expert marketing relationnel et programme de fidélisation

Hans Laroche, B.A.A., M.Sc.


Our vision

Relational strategies

It’s our belief that the success of a relational program relies upon a solid strategic base, as well as a realistic analysis of return on investment (ROI) – essential elements when it comes to gaining support of upper management.

Dynamic and engaging programs

Programs developed must be dynamic, propose different value-added elements for clients and integrate numerous initiatives and tools that promote consumer engagement.

Performance metrics

Performance metrics and KPI must be known, followed and shared on top of allowing for constant improvement of the many different parameters and communications objectives.

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