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Agenda & Speakers

Unlocking the Ritual- What are the Rites of Your Loyalty Program?

Tuesday, September 20, 2022 - 3:40 PM - 4:15 PM
Miles, points, perks…loyalty currencies reward behaviors, but how can programs truly connect with their members? In Unlocking the Ritual, loyalty strategists explore how interactions are at the heart of truly differentiated program, where the crossroad of the program’s value proposition and customer delight occur. Using real examples from loyalty programs like United Airlines, Choice Hotels and Giant Food, Ryan Draude, an adjunct professor of loyalty strategy at Georgetown University, will share a blueprint of how loyalty programs aspire beyond transactional to emotional connection points.
Attendees will be empowered to use a simple but powerful three action framework to build their own rituals, including:
  • The Selection: defining your loyalty community where rituals occur
  • The Ceremony: executing the key interaction through technology and personal interaction
  • The Ritual: delivering the emotional ritual moment


Ryan Draude, Adjunct Professor at Georgetown University and Head of Loyalty & CRM, Giant Food

The current Head of Loyalty & CRM for Giant Food, Ryan Draude has invested his career in the evolution of long-term customer relationships made through the benefits of loyalty & retention programs.

With Giant, he is responsible for fostering the customer relationships with prospective and current shoppers across omnichannel interaction points and forging the path toward benefits and experiences that serve millions of shoppers who shop both in-store and via eCommerce across the Mid-Atlantic.

Ryan formerly led Choice Privileges, the multi-billion-dollar reward program for Choice Hotels, and over a five-year period overhauled the program via the scrutiny of member data and the respect to listen to what members sought from the program. The results catapulted the program to its first major Freddie Award and moved the program from #11 in the country to #2 in the US News & World Report’s Best Hotel Reward Program category.

Prior, Ryan earned a U.S. patent for his work standing up Sallie Mae’s customer engagement efforts via his delivery of the first true-cost college affordability online tool for all families to understand the real education financing. His tenure includes other loyalty, marketing, and financial leadership positions with Rite Aid, Capital One, Citigroup and Switchfly.

He is also an Adjunct Professor at Georgetown University, teaching Loyalty Strategy within their Hospitality Leadership program at the Master’s level for the past four years.

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