Agenda & Speakers

Transition from Transactions: How AARP Leverages Engagement-Based Loyalty to Form Stronger Consumer Relationships

While the idea of rewarding consumers for engaging with brands beyond purchase isn't new today, it hasn't been universally adopted, leaving an important part of a customer's relationship with a brand unaddressed. Rewarding engagement brings exciting opportunities to connect with customers and push the relationship to something more than transactional. However, it has some "watch outs" that can easily be missed. After 3 years in this space, AARP has learned a lot about what makes engagement-based loyalty structures viable, as well as the challenges. SVP, Digital Marketing Strategy Nataki Edwards will share with attendees some of those pitfalls, surprising wins, and lessons learned about playing in the field of engagement loyalty.

Key takeaways:

- Customers don't view engagement-based programs as "free" - they place a value on their time and attention and want rewards that deliver equally.

- There are unintended consequences of passive rewarding that impact the customer and the brand.

- Approaches that drive engagement with content can still feel transactional.

- In order to stay relevant, programs must evolve to address changing customer needs and optimize the customer experience.

Speakers

Nataki Edwards, Senior Vice President of Digital Strategy and Operations, AARP

Nataki Edwards is Senior Vice President of Digital Strategy and Operations 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.  

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