Enhancing Customer Loyalty Programs with AI: An Overview - Virtual | School of Marketing | ANA

Enhancing Customer Loyalty Programs with AI: An Overview - Virtual

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Seats are limited and confirmation of attendance will be required in advance of the session.

In today's hyper-competitive market, traditional loyalty programs fail to resonate with customers. The outdated "spend $1, get 1 point" model is uninspiring and insufficient for fostering long-term loyalty. Customers are bombarded with choices, so they gravitate towards brands that truly understand them, provide genuine value, and invest in creating an emotional connection. The result? Companies that fail to evolve risk losing their most valuable customers.

In this workshop, we will review common approaches to personalization in loyalty programs (points, cashback incentives, etc.) and talk through the 4Rs and the ABCD model, learning how to apply that to your own business. We will then look at some examples of how AI and Generative AI are being used by brands today to deliver these experiences at scale, efficiently, and cost-effectively. This session will equip you with new ways of thinking about your loyalty programs so that you can reshape it into a powerful customer engagement engine.

Led by a Loyalty Expert with over 20 years of experience in the loyalty industry, this workshop will guide you through a hands-on approach to improve your loyalty program in three key ways:

  • Structuring Your Loyalty Program: Learn how to design a program that drives deep emotional engagement among your customers.
  • Personalizing Your Loyalty Program: Understand why personalization is crucial and how to integrate it seamlessly into your loyalty initiatives.
  • Exploring AI: Discover how Artificial Intelligence and Generative AI can be your greatest allies in achieving scalable and cost-effective personalization.

Target Audience
This workshop is ideal for marketing, customer experience, and loyalty program management professionals who are ready to innovate and lead the charge in personalized customer engagement. This session best serves brand marketers starting their personalization journey, having reasonable MarTech tools/support infrastructure already in place, and looking to better understand how brands leverage AI as an enabling tool.

Download the full benefits here


  • Setting the Stage (10min)
  • Loyalty Program Structure (45min)
  • Loyalty Program Structure Exercise Part I (30min)
  • BREAK (5min)
  • Maximizing Personalization through Data-driven Insights (25min)
  • AI Use Cases for Loyalty (40min)
  • Loyalty Use Case for Exercise (15min)
  • Closing (10min)



Instructors

trainer

Lia Grimberg

Principal
Radicle Loyalty

Lia Grimberg is the Principal of Radicle Loyalty, a personalization and loyalty consulting firm. Radicle Loyalty helps you find the root of the issue, the radicle. We analyze your data, gather insights, and use them to personalize your communications with your customers. Radicle Loyalty creates marketing strategies and designs loyalty programs to correct customer behavior and drive emotional loyalty.

With 20+ years in loyalty both as a practitioner and a consultant, Lia honed her loyalty and marketing skills during her corporate career at companies such as The Bay, Loblaw, LoyaltyOne, The Home Depot, and American Express.

Lia guest lectures at various educational institutions, including the Canadian Marketing Association, The Schulich School of Business at York University, and George Brown College.

Lia holds an MBA from The Schulich School of Business at York University, a CLMP (Chartered Loyalty Marketing Professional) designation, and a post-graduate degree in Artificial Intelligence from the University of Texas at Austin.