Leaders in Customer Loyalty, Powered by Loyalty360

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In this week's Loyalty360 What We're Seeing and Hearing, we dive into the ongoing discussions and trends shaping the customer loyalty industry. Key topics include the importance of training and socialization within loyalty programs and the latest insights from our peer group discussions.
Highlights:

• Training and Socialization: We explore the critical need for effective training in loyalty programs, focusing on recent discussions and insights from Stop & Shop’s Per Jenson’s impactful July session.

Listen to Stop & Shop's discussion here.
Trends Discussed:

• Brand Refreshing: Leveraging customer loyalty programs to enhance brand experience.
• Employee Engagement: Identifying passionate advocates and improving internal understanding of loyalty programs.
• Metrics and Training: Emphasizing the use of data to align sales incentives and exploring the effectiveness of bite-sized training.
• Upcoming Digital Roundtables: Join us August 27th at 12pm as Amy Barnett from Cracker Barrel shares strategies on brand transformation and loyalty ecosystem advancements.

More information here.
About the series:
Loyalty360’s videocast is “What We're Seeing and Hearing,” a weekly summary of trends, insights, and best practices that our team is hearing directly from leading brands — both member and non-members — as well as from supplier partners.
Many details in “What We Are Hearing” will be high-level and often anonymous to provide an open dialogue for those telling Loyalty360 their story. As a trusted advisor to the customer experience and the customer loyalty market, we see a significant amount of impactful and challenging scenarios in the market. This is Loyalty360’s way of bringing this inside information to the market in a timely and concise manner that others can learn from.

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In this edition of Loyalty360’s Executive Spotlight, we speak with Don Smith, Chief Consulting Officer at Capillary Technologies. With nearly two decades of experience at Brierley, now part of Capillary, Don offers unique insight into the evolving loyalty landscape — from program design and advanced analytics to the role of AI-driven personalization and member-controlled experiences.
During this conversation with Mark Johnson, Loyalty360 CEO, Don shares his perspective on the future of customer loyalty, the importance of building programs around customer choice, and how loyalty strategies must evolve to address shifting customer expectations. He also discusses the challenges and opportunities of coalition loyalty in the U.S., the potential for innovation in the automotive sector, and the critical importance of listening to customers and acting on that feedback to build authentic, data-driven relationships.
For loyalty professionals, brand leaders, and those shaping customer engagement strategies, this episode offers valuable insights and actionable takeaways to apply in your own programs.

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Loyalty360 Loyalty Live Interview: Carlos Dunlap-Beard, VP of Business Development and Loyalty Solutions for Clarus Commerce and Loyalty360's Mark Johnson discuss customer loyalty/CX trends and the changing industry landscape.
There were several interesting questions Mark posed to Carlos:
• Can you tell us a little more about premium loyalty – how it is different from a traditional program or what is brands already have a traditional program is place. What are some examples of premium programs out there today?
• What is the biggest challenge or opportunity you see in customer loyalty today?
• What do you think are some of the biggest challenges retailers are facing now?
• What is one brand (or a few) that you think do an exceptional job of creating customer loyalty and why?
• What is a brand (or a few) you are most loyal to and why?
• How have you seen COVID impact your clients and how have you helped them through transitions, pivots, etc.?
• Is there a brand (or a few brands) that you think have been able to successfully re-invent or re-position themselves – and what have they done well – due to COVID?
• What is one piece of advice you would share with brands looking to improve their customer loyalty or experience strategies?
• If you could ask one question of a competitor, client, or brand about customer loyalty, what would that be?
• What are some things that you hear brands asking for from vendors?
• What’s next for customer loyalty?
• What do you think is next for loyalty? Where is the industry headed?
Loyalty360 is hosting speakers in a live stream format, featuring conversations on customer loyalty and experience news, trends, insights, and opportunities for marketers. During the live stream sessions, guests are welcome to tune in to the live broadcast on Loyalty360's YouTube channel, ask questions, and have them answered in real-time.
Visit http://www.loyalty360.org
For those interested in watching the recording of this Loyalty Live live stream, you can find the full video on our Loyalty360 YouTube channel.

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Matthew Rubin is the Senior VP and General Manager of Petsense by Tractor Supply, a specialty pet retailer owned and operated by Tractor Supply Company. Founded in 2005 to meet the needs of pet owners primarily in small and mid-sized communities, the company was acquired by Tractor Supply Co. in 2016, and now has close to 200 stores across the United States.

Loyalty360 CEO Mark Johnson met with Rubin to discuss the brand’s Neighbor’s Club loyalty program and the recent rebranding of Petsense by Tractor Supply.

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For many, Applebee’s is more than just your neighborhood bar and grill, it’s a place where lifelong memories are made. Whether it’s a first date, a post-game meal with teammates, or a family gathering, the brand has fostered deep emotional connections with its guests for generations. By focusing on personalization, relevance, and employee engagement, Applebee’s is redefining customer loyalty beyond traditional discounts and rewards.

We sat down with Vicki Hormann, the Executive Director of Off-Premise and CRM at Applebee’s, who gave us insight into the return of their Date Night Pass, their loyalty program, and how they’re planning to keep customers engaged in the years to come.