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Agenda & Speakers

Emotional Loyalty: Moving Customers Beyond the Transaction

Tuesday, September 20, 2022 - 4:25 PM - 5:00 PM

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:

  • Programmatic incentive structures merely initiate relationships with the customer. Leveraging zero and first-party data assets are key to crafting innovative member experiences that excite and delight customers.
  • Clienteling and hyper-personalization strategies transform brand-customer dynamics and cultivate true emotional loyalty.
  • Best programs continually pulse new and exciting features, benefits and opportunities into the mix, injecting vitality and intrigue into the CX constellation.


Don Smith, EVP and Chief Consulting Officer, Brierley

Don earned his Ph.D. in Political Science from The Florida State University, and spent 11 years in academia teaching statistics and policy evaluation. Prior to joining Brierley, he was a research director for Dallas County, in charge of database modeling, data mining and program reporting. He has authored several journal articles and a full-length book. At Brierley (his home for the past 15+ years) he leads our Strategic Consulting practice, responsible for engineering solutions which balance compelling value propositions with enhanced member experiences and data-driven customer engagement.  Also responsible for innovation in data science, he is an evangelist on behalf of the BLQ (Brierley Loyalty Quotient) and other actionable analytics solutions and products. His current client list includes Accordia Golf, Bal Harbour Shops, Cinergy, European Wax Center, Express, FedEx, Fleet Farm, Hertz, MyStays Hotels, NBC Digital Sports, Pandora and other innovative brands. An avid theater aficionado, his passion for presentation informs his marketing data analytics, where he eschews the traditional view in favor of a dynamic storytelling model that brings numbers to life through contextualization and the generation of actionable insights.

Eoghan Slye, SVP of Marketing, Hertz

Eoghan Slye joined Hertz in 2016 and is responsible for overseeing the Hertz brand across strategy, partnerships, sponsorships, integration, media, B2B and Small Business.

Mr. Slye formerly led Brand Strategy at Accenture for 15 years and was based in Chicago, Zurich and Dublin. In 2013, he returned to the US and joined Avanade, a joint venture between Microsoft and Accenture, for three years during which time he was based in Charlotte.  Mr. Slye is originally from Ireland, which explains the name Eoghan, which is pronounced Owen.

Jennifer Guibert, Senior Director of Guest Insights, European Wax Center

Jennifer Guibert is the Senior Director of Guest Insights at European Wax Center where she delivers key business driving customer analytics. Jennifer is passionate about finding unique data-driven techniques to solving today’s complex business problems and building brands.

Since joining European Wax Center in 2020, Jennifer has designed and implemented EWC’s customer data foundation, research practices and EWC’s first 360-degree guest data platform critical in powering CRM activation, promotion optimization and loyalty. Prior to EWC, Jennifer has held a variety of analytical marketing roles including media measurement, digital analytics, customer loyalty, and CRM.

When not leading problem-solving analytics; Jennifer enjoys cooking, books and time outdoors with her husband and three dogs.

Stephanie Sayfie Aagaard, Collaborative Innovator General, Bal Harbour Shops

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.  

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