The future of loyalty

Any brand offering products or services can benefit from a loyalty program, explained Berger.

Serrano agreed. “Loyalty is not a program. It’s a business outcome,” she said. It’s a key indicator of same-source sales growth.

Loyalty and rewards’ future also includes artificial intelligence. AI can help brands better understand customer actions. Data and technology typically help start that conversation. “We’re able to show them the content they want, and we can reward them with the thing that they actually want,” Berger said.

Wheeler agrees about AI’s role. “Our rewards programs will be much more productive and predictive in the future, much more nuanced in knowing when and how to interact with the guests, which is going to be fun.”

Featured Conversation Leaders

• Robin Wheeler, Chief Revenue Officer,Fetch 
• David Parisi, General Manager, Restaurants and Retail,Fetch
• Victor Angeline, Merchandising Strategy & Supplier Relations,Gopuff
• Jessica Berger, SVP, Innovation,Publicis Media
• Maya Rubalcaba, Marketing Director,Ghost Tequila
• Zoe Ruderman, Chief Content Officer, ADWEEK
• Jessica Serrano, CMO,DIG