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Agenda & Speakers

Customer Loyalty — a Key Driver of Transformative Change: How Cracker Barrel Accelerated Success by Strengthening Connections with their Consumers

Thursday, June 6, 2024 - 4:35 PM - 5:05 PM
While countless key elements must be present to build and deliver a successful customer loyalty program, it’s critical to have a leader and team who can effectively craft a program that provides simple and convenient benefits to engage guests, offers value, and creates a deep connection between the brand and the consumer.
This relatability must be present from program inception, continuing to increase in resonance while driving incremental transaction and emotional program value, further deepening the understanding and acceptance of loyalty efforts for both new and existing Cracker Barrel customers.
Join Amy Barnett, Vice President of Marketing for Cracker Barrel Old Country Stores, as she shares the rapid acceptance and success of the Cracker Barrel loyalty program through a sharp focus on fostering the customer connection with a one-of-a-kind experience.
Key Take Aways:
  • Designing effective customer loyalty strategies that lead to optimal customer and member engagement.
  • Leveraging cross-channel earn and redeem opportunities and playful program additions as cornerstones for building a unique experience.
  • Continuous refinement and adaptation of the loyalty program to align with evolving customer preferences and market trends.


Amy Barnett, VP of Loyalty and Digital Experience, Cracker Barrel

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

Working in a variety of agency and client-side positions she’s led CRM Strategy, Loyalty, Analytics and Insights with the pleasure of partnering with best-in-class brands across various verticals including: American Eagle Outfitters, Build-A-Bear Workshop, The Container Store, Comcast Communications, Express, GameStop, Famous Footwear, 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 Vice President, Digital, Loyalty & CRM at Cracker Barrel Old Country Store, Amy’s strategic vision propelled Cracker Barrel’s digital transformation while maintaining its cherished traditions and delivering on Cracker Barrel’s brand promise of Pleasing People and caring for guests like family. Whether it’s enjoying a hearty meal, exploring the retail store, or participating in the recently launched rewards program, Cracker Barrel remains a beloved destination for guests across the country.

Amy holds a B.S. in Marketing from Clarkson University and an MBA from the University of Texas, Dallas. She’s called northern New York, Connecticut, Texas, California and for the past 15 years, St. Louis home.

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