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Agenda & Speakers

Customer Loyalty Transformation: Brand Marketer Perspective

Tuesday, September 20, 2022 - 2:55 PM - 3:30 PM

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:

  • Objectivity: Having a detailed, honest, and encompassing understanding of the organization’s current customer loyalty efforts.
  • Assessment: Evaluating different technologies (will it do what it claims, will it integrate with the current technology stack), the health of the program, and the competitive landscape.
  • Goals: Building an understanding of what the program could be/should be for the organization and putting together a comprehensive plan that includes all stakeholders.
  • Measurement: Determining objective measurement processes by which the program can be assessed while remaining flexible to pivot as needed to ensure success.


Kate O’Shaughnessy Jung, Senior Director - Loyalty & Customer Insights, Chico’s FAS

Kate is a senior executive with a history of successfully developing strategy and delivering outcomes that exceed goals, including her most recent June 2022 relaunch of the loyalty experience across the Chico’s FAS sisterhood of brands.
Experienced creating and leveraging customer data to inform business strategy, Kate has a track record of consumer file growth and revitalization. Kate led marketing for the Canadian based Tim Hortons quick serve restaurant’s U.S. expansion early in the decade and then left to take on a revitalization effort at specialty retailer EXPRESS through its reinvention of loyalty in 2017. Last year, Kate joined Chico’s, FAS for the unique opportunity to redesign the loyalty benefit structure and branding across three brands: Chico’s, White House Black Market and Soma.

In addition to her loyalty expertise, Kate is also an innovative insights leader who reads consumer trends and then mines the customer files of each through qualitative and quantitative means to help the business understand how to exploit or protect themselves from macro trends.
Kate is collaborative partner who believes in staring with data, creating simple solutions and setting clear and measurable goals for growth. This enables team members across the organization embrace the objective, know their role and drive performance.  
Kate embraced virtual work at Fort Myers, FL based Chico’s, FAS and lives in Columbus, Ohio with her husband and two son James (10) and Teddy (9).

Matt Goldberg, Director of PRO Strategy and Loyalty, Floor & Decor 

Matt Goldberg is the Director of PRO Strategy and Loyalty at Floor and Decor, a leading specialty retailer of hard surface flooring based in Atlanta, Ga. Matt has created and lead the Loyalty strategy at Floor and Decor for the past 5 years and is focused on growing the professional customer segment the business. Floor and Decor’s PRO Premier Rewards loyalty program is focused on helping their PROs grow their business and rewarding them for it. Matt is focused on cultivating and driving emotional loyalty with Floor and Decor’s PRO Customers and is constantly looking for ways to enhance their program. Matt loves being a member of Loyalty 360 and is grateful for all the partnerships he has made and the ideas that start at this Conference.

Moderator: Allie Ferguson, VP of Loyalty Solutions, Bakkt

Allie Ferguson serves Bakkt as Vice President of Loyalty Solutions, bringing over 20 years of loyalty strategy and design experience from both the client-side and consulting perspectives.  At Bakkt, she helps define the company’s loyalty and rewards product strategy and thought leadership and supports solution design within and across clients.  Most recently, Allie was the VP of Bank Strategy at Cardlytics, where she led client strategy and thought leadership.  Prior to that, Allie held a variety of loyalty and activation consulting leadership roles at Merkle, Accenture and Epsilon, working with leading brands across financial services, retail and travel.  She also led the global loyalty and CRM capability at The Leading Hotels of the World, including the design and re-launch of the Leaders Club program.  She has also led numerous pro-bono consulting projects with The Taproot Foundations.  Allie earned her Bachelor of Business Administration in Economics degree from Georgia State University.

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