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Home  Agenda   From Insights to Implementation: A Strategic Approach to Loyalty Program Redesign

Agenda & Speakers

From Insights to Implementation: A Strategic Approach to Loyalty Program Redesign

Wednesday, May 21, 2025 - 11:55 AM - 12:30 PM
As brands look to modernize their loyalty programs, the process requires more than just a refresh—it demands a strategic overhaul backed by research, testing, and a clear business case. This panel will explore the key steps brands should take when revamping their loyalty strategies, from analyzing customer data and industry benchmarks to testing new value propositions and evaluating the latest technology solutions.

Brands will discuss how to leverage research insights, conduct A/B testing, and measure performance to ensure a successful rollout. Attendees will gain actionable insights on making a compelling business case for investment and aligning stakeholders to drive meaningful change in their loyalty programs.

Session discussion points include: 
  • How brands are using customer insights, industry benchmarks, and competitive analysis to guide loyalty program updates. 
  • Examples of A/B testing new program elements, measuring impact, and iterating based on performance.
  • Key factors to consider when assessing new platforms and integrations to enhance the loyalty experience.
  • Strategies for demonstrating ROI, gaining executive buy-in, and securing budget for program enhancements.
  • Lessons learned from loyalty program overhauls, including challenges in customer adoption and engagement.
  • How to bring marketing, finance, IT, and operations together to ensure a seamless transition.

Speakers

Aly Blawat, Senior Director of Customer Strategy, Blain Supply

Aly Blawat is the Senior Director of Customer Strategy at Blain Supply, Inc. She leads the strategy and activation of Blain's Loyalty programs, personalization efforts, oversees customer research, analytics, and insights. Aly joined Blain's Farm and Fleet in June 2021, bringing over a decade of experience from Kohl's Corporation and Harley Davidson Motor Company. Outside of work, Aly enjoys spending time with her family and is passionate about outdoor recreation, running and her kids' sports. 

Barbara Hagen, Vice President - Sales and Marketing, ThriftBooks

Barbara Hagen is the Vice President of Sales and Marketing of ThriftBooks, the world’s largest online independent seller of used and new books. Hagen has more than 20 years of experience as a senior marketing executive with an exceptional track record of success at Fortune 100 companies spanning Retail, CPG, and Tech and proven expertise in many areas including global strategy; loyalty and retention; eCommerce, inclusive of digital and performance marketing; omnichannel marketing; media, social, and multi-channel communications. Her previous roles include executive marketing leadership positions at Target, Microsoft, Best Buy and Johnson & Johnson.

As a data-driven marketer she leverages her experience to drive profitable sales growth, establish deep customer loyalty, and bring to market innovative strategies for ThriftBooks. Her extensive background has enabled her to successfully deliver continued top-line and bottom-line growth for ThriftBooks while strengthening the brand’s overall market position within the industry.

Hagen received her undergraduate degree in Marketing and Advertising from Syracuse University, an MBA in International Marketing from NYU’s Stern School of Business, and a Master of Science in Business Analytics also from NYU’s Stern School of Business.  She lives in the Seattle area with her husband, three kids, and two much-loved cats.

Erik Kapila, Loyalty Program Director, Marcus Theatres

 

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