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This will be an open discussion around international customer loyalty programs with members of Loyalty360. It is a continuation of a working group focused on program partnerships in an in-person session. It will be a discussion around the uniqueness of the international programs, how brands are managing cross border opportunities and challenges (privacy, configuration).
Greg will lead us thru some of the challenges he sees running partnerships for Shell in North and Soth America, and we will reflect on the challenges we have had in the working group.
This session will be an interactive discussion among all attendees like a digital roundtable where topics could include:
Rich is an accomplished data and insight-driven customer-led, multi-disciplinary professional with extensive experiences and achievements over 20+ years in leading or contributing to various innovative and holistic customer loyalty programs and customer experience-related initiatives. He has a broad perspective acquired from many roles in complex, fast-paced corporate, consulting and agency environments with knowledge and expertise gained across many well-known brand that span a diversity of consumer-oriented industries such as restaurant & hospitality, retail, insurance, telecom and financial services. In his current role with McDonald’s, where he has been for 4+ years, Rich is a part of a core team responsible for creating, leading and supporting our global loyalty program design, strategies and our future roadmap & evolution, representing global loyalty on companywide initiatives and instilling a loyalty knowledge & learning culture across the company.
Jennifer Hoth is the director of global loyalty marketing and CRM at ASICS Digital.
Previously, Ms. Hoth held various CRM roles at such retailers as Kohl’s and Duluth Trading Company. She also helped numerous clients propel their email, SMS, and loyalty marketing programs forward during her time at DEG, a Merkle Company.
Ms. Hoth graduated from the University of Wisconsin–Milwaukee with a degree in marketing and has multiple Salesforce Marketing Cloud certifications.
Brands with successful customer loyalty and experience strategies understand that they should never take a “set it and forget it” approach. Marketers always need to anticipate their journey and actively consider “what’s next.” As many brands look to improve, update, or revamp their loyalty strategies, other brands are embracing formal customer loyalty strategies for the first time, understanding the strategy’s value to identify, engage, and reward their best customers. This session at the 2022 Loyalty Expo will look at several marque brands that have updated or enhanced their customer loyalty programs, personalization strategies, or larger customer-centricity efforts, which have resulted in a measurable increase in customer loyalty, engagement, and/or satisfaction, while also proving themselves as a valuable brand differentiator. Loyalty360, as the trade association for customer, channel and brand loyalty, has the pleasure of working with a growing number of brands that are looking to improve the efficacy, efficiency, and impact of their customer loyalty efforts. Yet there are challenges. The landscape for customer loyalty is rapidly evolving; there is a growing list of new “promising” technology, innovative reward/incentive strategies, and revolutionary program design offerings recommended by strategic agencies and analyst entities. Yet brands are struggling to understand the diverse and complex landscape, to assess the best technology, understand the new incentive opportunities, and most importantly, recognize how to make it all work together in a manner that does not impede customer experience. The baseline for success is the ability to effectively listen to and understand their customers, as well as internal and external stakeholders, including managing a financial proforma and initially attaining and sustaining organization alignment going forward. The Key Takeaways:
The current Head of Loyalty & CRM for Giant Food, Ryan Draude has invested his career in the evolution of long-term customer relationships made through the benefits of loyalty & retention programs.
With Giant, he is responsible for fostering the customer relationships with prospective and current shoppers across omnichannel interaction points and forging the path toward benefits and experiences that serve millions of shoppers who shop both in-store and via eCommerce across the Mid-Atlantic.
Ryan formerly led Choice Privileges, the multi-billion-dollar reward program for Choice Hotels, and over a five-year period overhauled the program via the scrutiny of member data and the respect to listen to what members sought from the program. The results catapulted the program to its first major Freddie Award and moved the program from #11 in the country to #2 in the US News & World Report’s Best Hotel Reward Program category.
Prior, Ryan earned a U.S. patent for his work standing up Sallie Mae’s customer engagement efforts via his delivery of the first true-cost college affordability online tool for all families to understand the real education financing. His tenure includes other loyalty, marketing, and financial leadership positions with Rite Aid, Capital One, Citigroup and Switchfly.
He is also an Adjunct Professor at Georgetown University, teaching Loyalty Strategy within their Hospitality Leadership program at the Master’s level for the past four years.
Do you only think of points and coupons when you hear the words loyalty program? If so, you’re missing out on a whole world of opportunities that live past the check-out counter. These brands are in the know.
Join Brierley, in conversation with Bal Harbour Shops, European Wax Center and Hertz, as they discuss how they have leveraged cutting-edge strategies that dramatically improved their companies' emotional loyalty scores while accelerating customer lifetime value trajectories.
Key Takeaways:
Stephanie Sayfie Aagaard serves as the Collaborative Innovator General at Whitman Family Development and Bal Harbour Shops in Miami, Florida. She founded the ACCESS Membership and Rewards Program to celebrate the Shops’ loyal customers on their curated journey through the roster of retail, restaurants and luxury partners. Steph developed the Bal Harbour Shops app and created the Virtual Series for the company as well. She heads up the sponsorship program as well as creates innovative programming for the Shops. She secures external partnerships and produces large scale partner events including the Official Miami Super Bowl Host Committee VIP Party at Bal Harbour Shops for more than two thousand notables from the worlds of business, entertainment, media, sports and fashion.
Stephanie has collaborated with Bal Harbour Shops for decades before she joined the official team. While serving as Senior Director of Major Gifts, Corporate Relations, Marketing and Events at the University of Miami’s The Miami Project to Cure Paralysis and The Buoniconti Fund, Steph created Destination Fashion, an interactive entertainment and fashion event at the Shopping Center.
In Steph’s spare time, she has covered the social, celebrity, sports, fashion and charity scene in South Florida for her Steph Sez column every Sunday in The Miami Herald for more than twenty years. Steph created, produced and hosted her own entertainment television show, Steph Sez, where she interviewed boldfaced names from George Clooney to Tiger Woods to Mikhail Gorbachev.
She also hosts the monthly Steph Sez Book Club with Books & Books. Stephanie has received numerous accolades during her career and for philanthropic work from many organizations. Stephanie is married and is the proud mother of two sons.
The travel and hospitality industries were impacted in many ways during COVID. Some brands were more impacted than others, with impacts driven by various forces.
Most hotels have several internal and external stakeholders, and those stakeholders have varying degrees of engagement with, and understanding of, the brands customer loyalty efforts. For hotels, COVID presented challenges where certain groups (frequent travelers, for example) changed their behaviors. In contrast, new travelers, such as first-responders, may be “unknown” and not a part of or active in the brand’s loyalty program.
The opportunity for Best Western is to understand the changing market dynamics - how external stakeholders engage with the program, diagnose any misalignment within the program, create simplicity for the owners/operators, and ensure all customers understand the program's value.
During this session, Best Western’s Jay Hubbs, Vice President of Advertising, Marketing, Innovation and Analytics will discuss:
Jay Hubbs is the VP of Advertising, Marketing, Innovation and Analytics overseeing Best Western’s customer-facing efforts including online and offline advertising and Best Western Rewards.
Jay has over 25 years of experience in hospitality, travel, and digital marketing. Prior to Best Western, Jay was with Remington Hotels in Commercial Services and Digital Marketing positions, and before that worked at Expedia, Starwood Hotels as well as hotel operations roles early in his career. Jay has also built startup companies with consulting firm Scient and online review company ReviewPro, as well as entrepreneurial ventures.
Jay holds an BS in Hotel Administration from Cornell University as well as an MBA from the Wharton School at the University of Pennsylvania. In 2018 Jay was named to HSMAI’s Top 25 Most Extraordinary Minds in Sales & Marketing and sits on HSMAI’s America’s Board.
Build new shopping habits, deliver robust value-added rewards for your members, and turn your loyalty program from a cost center to a profit center.
As margin pressure increases, sponsored challenges allow retailers to deliver valuable rewards to their most loyal customers while generating a new revenue stream. Challenges allow users to track progress towards a spend, frequency, quantity, or basket goal. When a challenge is completed, a robust sponsored reward is issued to the shopper. Challenges can create new purchase habits as well as improve cross category awareness. In this workshop, retailers will learn how to turn loyalty programs into profit centers by using past shopping and browsing behavior to surface dynamic, targeted challenges to your members.
Key takeaways from the workshop will be: