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Agenda & Speakers

Leveraging Emotional Loyalty: How Vans Invited Their Fans to Join the Vans Family

For most brands, building emotional connection with customers is aspirational, and often a goal that the organization falls short of achieving. In this presentation we’ll discuss how Vans’ deep understanding of its own culture and history provided a platform to launch Vans Family, an innovative loyalty program explicitly designed to resonate with Vans’ biggest fans.  We’ll dive into how Vans worked through the design of an on-brand, lifestyle centered loyalty program and how Vans made the explicit decision to anchor in brand connection versus transactional drivers.  The result has been incredible market demand since launch.

Key Takeaways:
  • - The history and culture of Vans and how that brand DNA is reflected in experience design
  • - The customer-centric design process Vans took to develop a program with emotional resonance as an explicit objective
  • - The successful program launch process that led to immediate demand and program enrollments of more than half a million members in the first few months
  • - How the brand’s commitment to self-expression empowers their biggest fans, from store employees to brand loyalists
  • - How Vans commitment of only asking for data they are going to use has built brand trust and enhanced customer-brand relationships through two-way conversations


Pam Spier, Head of Client Delivery & Success, Lenati

Pam Spier is the Head of Client Delivery & Success at Lenati and oversees large-scale customer transformation projects with Fortune 500 clients. She is an experienced leader with 12+ years of strategic and tactical marketing & consulting experience ranging from start-up/small business through enterprise/Fortune 100 business strategy, in both B2C and B2B environments. Industry experience includes retail & apparel, e-commerce, hospitality, high tech, telecom, healthcare, clean tech and non-profit, with a specific focus on outdoor lifestyle, footwear and apparel brands.    

​Frank Neumann, Sr. Director of Consumer Lifecycle Management & Loyalty, Vans

Frank Neumann is the Sr. Director of Consumer Lifecycle Management & Loyalty at Vans, responsible for strategy, development and execution of global programs that build lasting relationships with Vans consumers. Mr. Neumann is an expert in developing in-depth customer understanding and employing advanced data analytics to identify and capitalize upon game-changing business opportunities. With an extensive background in retail and CPG having held leadership positions at brands like Proctor & Gamble and Bath & Body Works, he is skilled in melding global CPG and retail business knowledge with changing market conditions, competitive analysis and emerging methodologies to drive innovation with sound, holistic insights.

Agenda Overview

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