Loyalty Expo Conference Assistance

Chat about your conference question

We're sorry, chat is currently unavailable

Chat hours are listed below.

Monday - Friday: 08:30AM ET- 05:30PM ET
Saturday - Sunday: Closed

It is currently

Call or e-mail about your conference question for:

 513-800-0360
 info@loyalty360.org
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 - 1:30 PM - 2:05 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's Farm and Fleet

Aly Blawat is an accomplished CX leader with over 15 years of experience in developing and executing customer-centric strategies that drive business growth. As the Senior Director of Customer Strategy at Blain's Farm & Fleet, she has successfully led various initiatives to enhance customer engagement, loyalty, and personalization. Aly oversees customer research, insights, analytics, loyalty, personalization strategy, and customer growth initiatives at Blain's. She has held positions in Marketing, Loyalty, Ecommerce and Customer Experience with Kohl's and Harley Davidson Motor Company prior to Blain's. 

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

Erik Kapila is the Loyalty Program Director at Marcus Theatres, the fourth largest theatre circuit in the U.S. with operations in 17 states. Erik led the launch of Marcus Movie Club in November 2024, a paid subscription extension to their Magical Movie Rewards loyalty program. He also leads all email marketing, member research & analytics, and insights-to-action development. In 2021, Erik partnered with Brierley+Partners on a successful launch of Fleet Rewards at Fleet Farm, a Midwest farm, pet and outdoors retailer. Prior to this, Erik spent 20 years at Kimberly-Clark in various retail advisory, analytics and insights leadership roles.  

 

Erik resides in Wisconsin with family and spends his spare time playing tennis, pickleball and watching his kids play in volleyball tournaments on the weekends.  

Moderator: Mark Johnson, CEO, Loyalty360

As CEO of Loyalty360, Mark is committed to bringing loyalty to the forefront as a critical marketing strategy. To further this goal, he has created an unbiased, market-driven clearinghouse and think tank through which users and loyalty providers can interact and collaborate with. His finger on the pulse of what’s happening in loyalty, Mark is driven to give members the expert insight and guidance they need to develop strategies and implement programs that effectively engage their customers and employees and build stronger relationships with them.