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Agenda & Speakers

Loyalty360 Brand Member Roundtables: Creating Emotional Connections with Customers to Drive Brand Loyalty

Monday, October 25, 2021 - 3:25 PM - 4:00 PM
We are all familiar with “convenience loyalty,” and brands are getting better at building it. Switching from one brand to another is time-consuming, could lead to a mistake, and you could lose loyalty points or rewards that you have worked hard to build up over time. Customers in this group are loyal to their brands, but that does not mean they are connected, engaged advocates – or even satisfied. 
The second type of loyalty is emotional, or true loyalty. This type of loyalty is an emotional commitment so strong that a customer would not even consider looking for an alternative. These customers are not interested in a better deal, promotion, or other types of rewards with another company. They are the true, loyal fans.
If these two types of loyalty are so relatable that everyone has experienced both at some point as a customer themselves, why is it so hard for brands to build emotional loyalty?
During this session, Loyalty360 will share findings from its recently published Emotional Loyalty Industry Brief and a panel of brand members will discuss their journeys of building emotional loyalty with customers, including challenges, successes, and the opportunity they see when it comes to building true, long-term loyalty.


Lisa Erickson, Sr. Director of CRM and Loyalty, Sleep Number

As the Sr. Director of CRM & Loyalty, Lisa leads the development, execution and management of Sleep Numbers Loyalty program, the InnerCircle, as well as all direct mail and email programs. Lisa is responsible for the overall success and ongoing growth and management of these programs.  She directs the testing of all programs to ensure continued evolution and growth.  She is responsibility for the InnerCircle member engagement and program profitability. Leveraging her deep experience in retail, holding positions in merchandising, finance, strategic and promotional planning and marketing she is able to activate new initiatives quickly and successfully. Lisa is constantly striving to take the InnerCircle program to the next level of engagement. Prior to joining Sleep Number, Lisa held management positions at Best Buy and the Department Store Division of Target Corporation. She is born and bred in Minnesota, living there all her life and earning her Bachelor of Science degree from the University of Minnesota in Retail Merchandising and Business.

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

Matt Goldberg is the Director of PRO Strategy and Loyalty for Floor & Decor. Over the past 4 years, Matt has managed the growth of the PRO department and developed the loyalty strategy for Floor & Decor, including creating, rolling out and optimizing PRO Premier Rewards, F&D’s Loyalty Program. Matt has loved contributing to the tremendous growth of the company and is passionate about driving loyalty in an industry where there is so much opportunity to gain Wallet Share. 

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