Loyalty Expo Agenda and Speakers

With over 38 million members, AARP is perhaps best well-known for its membership, benefits, magazine, and expansive resource center, however, the brand also offers the AARP Rewards program, which inspires members to learn and grow while preparing them for what life has ahead.

While keeping up with the current needs of members and making the program a best-in-class experience for users, AARP has also had to adapt its program to reject those that many marketers are concerned with, but not publicly acknowledging today – loyalty gamers or fraudsters.

There are multiple types of loyalty fraud – gaming, external fraud, and internal fraud – that have become all too familiar for many brands. While biometrics or other tools like two-factor authentication can make it more loyalty fraud more difficult, protecting programs, rewards, and members should be a top priority for brands.
During this Loyalty360 Brand Member Roundtable session, AARP’s Nataki Edwards will lead an interactive discussion for Loyalty360 members to openly discuss, share, and better understand how loyalty fraud and program gaming impacts brands across all industries.

Discussion Topics:

- Loyalty fraud warning signs and potential impacts
- Best practices in loyalty fraud prevention
- New technologies and partners in the loyalty fraud industry

Nataki Edwards
SVP of Digital Strategy and Membership
AARP

Nataki Edwards is Senior Vice President of Digital Strategy and Membership at AARP, the nation’s largest membership organization for people 50+. She is a leading expert in marketing to Boomers and other target segments, both demographic and psychographic, and has developed award-winning campaigns for top-tier brands including Yahoo!, AOL, Estée Lauder and American Express. Nataki has been with AARP since 2007. She oversees the overarching marketing vision for AARP Digital properties and platforms, including loyalty marketing and engagement. Under her leadership, AARP Digital has grown in size and impact and is rated as the #1 website for the 50+ audience, both on mobile and desktop. Nataki is regularly featured in media outlets like the Today Show, Washington Post, and USA Today as a digital and social media expert. She strives to expand AARP’s digital growth – meeting their members wherever they choose to engage and truly leading a revolution in the way people view and live life after 50.

Register Now

Monday

12:05PM - 12:45PM

Loyalty360 Member (Brand Only) Roundtable Session

Loyalty Expo 2020: Brand Member-Only Roundtable with Tammy Lucas, VP of Marketing, Best Western Hotels & Resorts

Tammy Lucas | VP of Marketing | Best Western Hotels & Resorts

Session Description

12:05PM - 12:45PM | Loyalty360 Member (Brand Only) Roundtable Session

Loyalty360 Member Only Session/Event

Loyalty Expo 2020: Brand Member-Only Roundtable with Tammy Lucas, VP of Marketing, Best Western Hotels & Resorts

Session details coming soon!

Tammy Lucas
VP of Marketing
Best Western Hotels & Resorts

Tammy Lucas serves as global vice president of marketing for BWH|Hotel Group. In her role, Lucas leads the global loyalty, marketing, advertising, digital marketing and search teams by setting the strategy and direction for key initiatives that focus on delivering a strong performance to BWH|Hotel Group portfolio of brands.

Since joining the company in 2004, her tenure has been marked with considerable transformation and growth. In 2009, Lucas led the complete overhaul and rebranding of the Best Western Rewards® (BWR®) program. Under her leadership, the program doubled its membership and revenue to member properties in less than five years and was ranked as one of the top five loyalty programs by U.S. News & World Report. In 2015, Lucas played an integral role in the brand’s effort to launch a full rebranding initiative, resulting in Best Western’s first new logos in more than 20 years. She has also played an instrument role in the growth of Best Western Hotels and Resorts portfolio of Brands, which includes the newly acquired WorldHotels and the launch of WorldHotels Rewards. She brings substantial loyalty, marketing, sales and operations experience in a variety of different verticals, with a passion for inspiring teams to surpass goals both professionally and personally.

An advocate for women in leadership, Lucas mentors women to help them achieve their career aspirations. She has participated in a variety of women-led panels, including Best Western’s first-ever Today’s Women in Leadership Forum in 2018.

Lucas also serves on the Hospitality Sales and Marketing Association International (HSMAI) Americas Board of Directors. Previously, she served on the HSMAI Foundation Board of Directors from 2014 to 2017. In 2012, Lucas was recognized by HSMAI as one of the Top 25 Most Extraordinary Minds in Sales & Marketing for her tremendous contributions in shaping BWR.

Lucas grew up in Ottawa, Ontario, where she attended the University of Ottawa and earned a Bachelor of Social Science majoring in Psychology and minoring in Business. She is also a proud mother of her three amazing children – Kaylen, Kenzie, and Karson.

Register Now

Monday

12:05PM - 12:45PM

Loyalty360 Member (Brand Only) Roundtable Session

Loyalty Expo 2020: Brand Member-Only Roundtable with Lisa Erickson, Sr. Director Customer Relationship Management, Loyalty and Creative Production Services, Sleep Number

Lisa Erickson | Senior Director Customer Relationship Management | Sleep Number

Session Description

Monday

12:45PM - 1:30PM

Loyalty360 Member (Brand Only) Roundtable Session

Pre-Conference Roundtable - Loyalty360 Brand-Only Member Meetings: Lunch

Session Description

Monday

1:40PM - 2:15PM

Loyalty360 Member (Brand Only) Roundtable Session

The State of Customer Loyalty: Loyalty360 Member Perspective

Brierley+Partners

Clarus Commerce

Jebbit

Lenati

Session Description

Monday

2:20PM - 3:45PM

Loyalty360 Member (Brand Only) Roundtable Session

Loyalty Expo 2020: Brand Member-Only Roundtable with Brian Venuti, VP of Global CRM, Luxottica

Brian Venuti | Vice President of Global CRM | Luxottica Group

Session Description

Monday

4:00PM - 4:45PM

Loyalty360 Brand Member Committees Meeting

Session Description

Monday

5:15PM - 6:30PM

Loyalty Expo Fitness Challenge

Session Description

Monday

7:00PM - 8:00PM

Loyalty Expo 2020: Welcome Cocktail Reception

Session Description

Tuesday

8:00AM - 8:30AM

Registration Open/Breakfast in the Exhibit Hall

Session Description

Tuesday

8:45AM - 9:25AM

General Session

GIANT Food Stores: Driving Customer Loyalty Through Choice

Matt Simon | Vice President & Chief Marketing Officer | GIANT Food Stores

Session Description

8:45AM - 9:25AM | General Session

All Attendee Session/Event

GIANT Food Stores: Driving Customer Loyalty Through Choice

For many industries – and grocery is no exception – traditional rewards programs are a dime a dozen with no key differentiators from one store to another. However, customers remain loyal to their grocery stores – so if it isn’t broken, why fix it?

This is the question GIANT Food Stores faced. Knowing that no two families are the same, the brand firmly believed each customer’s loyalty experience should be personal. And so, GIANT began its work to make their already successful loyalty program even more rewarding and relevant for its customers.

During this Loyalty Expo session, Matt Simon, CMO of GIANT Food Stores, will dive into the details of how building a culture of innovation played a key role in the launch of GIANT Choice Rewards and how the company is using the program, designed with today’s families in mind, to deliver a truly unique experience to its loyal customers while setting the stage for the future.

Key Takeaways:

- Incorporating customer and employee feedback into loyalty program enhancements
- Impacting customer behavior with personalized offers and the power of choice
- Keeping customers in the center of your brand’s focus in a competitive and rapidly changing industry

Matt Simon
Vice President & Chief Marketing Officer
GIANT Food Stores

Matt Simon is chief marketing officer of GIANT Food Stores, an Ahold Delhaize USA company and leading grocery retailer with 187 stores across Pennsylvania, Maryland, Virginia and West Virginia.

At GIANT, Matt leads a best-in-class marketing team of more than 100 professionals, all of whom are focused on delivering a customer-centric, innovative and impactful brand story. His areas of responsibility include brand strategy, corporate social responsibility, digital and e-commerce, loyalty, marketing operations and media relations. Simon also has direct oversight of all growth initiatives, including GIANT Heirloom Market, the company’s new store format, specially curated for urban neighborhoods, which debuted in Philadelphia in January 2019.

Matt’s tenure with the brand began in 2014 when he joined Ahold USA as the director of private brands. He was promoted to vice president of loyalty and digital marketing in 2015, a role he held through the completion of Ahold USA’s merger with the Delhaize Group in 2016. He was named to his current role in January 2018.

Previously, Matt led US marketing for Auntie Anne’s and spent over ten years in the
consumer-packaged goods industry working for Del Monte Foods, Inc. and The Hershey Company.

Matt earned his bachelor’s degree at the University of Pittsburg and his MBA from The Pennsylvania State University. He currently serves a member of the board of directors for the Central PA Food Bank. Matt and his wife reside with their three children in Carlisle, Pa.

Register Now

Tuesday

9:30AM - 10:10AM

General Session

Rethinking the Casual Dining Experience with Bloomin' Brands

Michael Stutts | EVP and Chief Customer Officer | Bloomin' Brands

Session Description

9:30AM - 10:10AM | General Session

All Attendee Session/Event

Rethinking the Casual Dining Experience with Bloomin' Brands

As customer preferences and expectations continue to evolve, casual dining restaurants have seen better days. Can brands blame customers (and not just the millennials) for choosing other options, though? Casual dining has become a countertrend. Sitting down at a restaurant can be time consuming, inconvenient, and expensive, especially with seemingly endless alternatives available, such as fast casual chains, meal kits, and third-party delivery options.

Bloomin' Brands, which owns several well-known chains including Carrabba's, Outback Steakhouse, Bonefish Grill, and Fleming's, is rethinking the casual dining experience to meet customers where they are – on their mobile devices, on the go, or in their homes, to remain relevant through quick and seamless experiences. While revamping the overall experience, there also has been a renewed focus and dedication to loyalty and communications – both important components of the facelift.

During this Loyalty Expo session, Michael Stutts, EVP and Chief Customer Officer of Bloomin' Brands, will share his strategy around in-store and digital innovation and creating a more relevant loyalty strategy with the end goal of creating meaningful connections with customers.

Key Takeaways:
- Creating a program that is about more than just dollars off, rewards or freebies, but rather a connection with your customers

- Importance of developing technology and loyalty strategy side by side

- Dedicating your brand's focus to a handful of key differentiators versus boiling the ocean

Michael Stutts
EVP and Chief Customer Officer
Bloomin' Brands

Michael is an EVP and Chief Customer Officer at Bloomin’ Brands Inc. In this role, Michael partners with BBI’s brands (Outback Steakhouse, Carrabba’s Italian Grill, Bonefish Grill, and Fleming’s Prime Steakhouse) to drive customer demand through digital, loyalty, media, and analytics efforts. Most recently before joining BBI, Michael was a Managing Director and Partner in the Consumer practice of The Boston Consulting Group. Michael received a BS in Business Administration from The University of North Carolina at Chapel Hill and an MBA from the Kellogg School of Management at Northwestern University. Michael is a lifetime Carolina Panthers season ticket holder, an avid Bruce Springsteen fan, and a slow but diligent runner.

Register Now

Tuesday

10:15AM - 10:45AM

General Session

Technology and Service Provider Power 1/2 Hour Session

Session Description

Tuesday

10:45AM - 11:05AM

Break in the Exhibit Hall

Session Description

Tuesday

11:05AM - 11:40AM

Breakout Session

Customer Loyalty in Travel & Entertainment

Session Description

Tuesday

11:50AM - 12:25PM

Breakout Session

No Card Needed – Hannaford Looks to the Future with All-Digital Grocery Rewards Program

John Giaquinto | Director of Loyalty | Hannaford Supermarkets

Session Description

Tuesday

11:55AM - 11:40AM

Breakout Session

Lenovo Brings Loyalty to the PC Industry

Carlo Savino | Executive Director of eCommerce | Lenovo

Session Description

Tuesday

11:50AM - 12:25PM

Breakout Session

The State of Customer Loyalty in Retail

Amy Barnett | Director of CRM Loyalty & Insights | Famous Footwear

Session Description

11:50AM - 12:25PM | Breakout Session

All Attendee Session/Event

The State of Customer Loyalty in Retail

There is a realization that creating unique, personalized, and engaging experiences is table stakes for today’s retailers. The days of static point-based loyalty are behind us. Traditional programs are evolving into much more, with exclusive and personalized benefits and experiences. However, the challenges of internal support, managing data, creating seamless cross-channel experiences, and integrating new and oftentimes confusing technology can be daunting for retailers today – and that is the just the beginning.

In this session we will learn from a panel of industry leaders how they have set the bar over the past few years and have develop processes that will enable them to be successful going forward.

Key Takeaways:

• How brands are developing and advancing loyalty with today’s consumers
• Why brands are moving beyond basic points and discounts, and instead finding results with sophisticated loyalty programs that deliver exclusive rewards and unique engagement opportunities
• How brands are leveraging customer data to deliver uniquely tailored customer experiences at the right moment

Amy Barnett
Director of CRM Loyalty & Insights
Famous Footwear

Amy Barnett is a customer-obsessed marketing leader with 25+ years of CRM and Loyalty experience developing and managing many of the largest US consumer marketing databases and award-winning loyalty programs.

Working in a variety of agency-side leadership positions including CRM Strategy, Analytics and Communications she’s had the pleasure of partnering with best-in-class brands and Fortune 500 companies such as American Eagle Outfitters, Build-A-Bear Workshop, The Container Store, Comcast Communications, Express, GameStop, Hard Rock International, Hertz, Jiffy Lube, Michaels, Procter & Gamble, R.J. Reynolds, T.J.Maxx, StubHub, Victoria’s Secret, and Unilever.

In her current role as Director CRM, Loyalty & Insights at Famous Footwear, she shares a mission to make Famous Footwear your favorite place to shop for shoes. In her day-to-day role she collaborates with marketing peers from Famous.com, creative, and media teams to enhance existing customer relationships and drive meaningful, profitable growth among new and existing customers. She is an avid believer in putting the customer at the heart of every discussion, by leading with customer-informed data, research and insights. In 2019, building upon a 20+ year company legacy of rewarding customers, Amy led the successful launch of Famously YOU Rewards.

Amy holds a B.S. in Marketing from Clarkson University and an MBA from the University of Texas, Dallas. She’s lived in upstate New York, Connecticut, Texas and California. And for the past 10 years, St. Louis - home of the Cardinals and Blues. She believes in the pure joy of wearing the perfect pair of shoes. And, for her in any given moment those could be her Nike running shoes, Birks, UGG slippers, furry-lined Crocs, or her Sam Edelman pumps.

Register Now

Tuesday

11:50AM - 12:25PM

Breakout Session