Kobie - Transforming Your Loyalty Program Into a Profit Center
Common Sense Virtual Roundtable:

Transforming Your Loyalty Program Into
a Profit Center

November 1st 10 AM – 11 AM CT, Successfully held

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Presented by

Kobie Logo

Here’s what we discussed:

Market volatility has made consumers more budget-conscious and decision-fatigued. Brands are losing customers left and right.

Effective loyalty programs are more important than ever, changing consumer behavior has shifted the way brands do business and some tactics no longer work. It’s more important than ever for brands to assess the foundational loyalty framework that creates not only organizational buy-in and gives your members what they want, but turns a hard cost into a profit center.
In this session, we discussed the immense role brand affinity and loyalty levers play in creating a successful brand asset that engenders member loyalty.
Learned Objectives:
  • How is your brand executing on its’ member promise?
  • Loyalty drivers that matter – the new perception of product value
Discussion Questions/Talking Points:
  • How well you’re executing on drivers
  • Is there a member promise and how well do the drivers roll up to it?
  • Focus on incrementality (movable middle, benchmarking)
  • Membership should be the best representation of the brand. We have research that shows that NPS is reflected if you do it right. Driving Big L loyalty in this way

Solution Expert

Bobby Greenberg
Chief Marketing Officer
at Kobie Marketing
LinkedIn

Here is what we learned:

Steve Mathwig, Senior Manager, Loyalty Program Engagement, Best Western Hotels and Resorts

• He has been in his current role for six months. He previously ran a loyalty program in the theater industry for seven years, and before that, he managed a frequent-flyer program for 24 years for Midwest Airlines and Frontier Airlines. He joined the session to hear from others in the industry.
• One challenge facing the travel industry is that many loyalty programs were put on hold or frozen during the pandemic. Now that we are coming out the other end of the pandemic and travel is picking up again, reactivating those tiered loyalty programs fairly is a priority. Chris Barnett of Kobie expanded upon that idea, saying that some companies are using a tier-bump strategy for the end of the year to help those customers who are getting close to reaching a certain tier but aren’t quite there. Managing the liability associated with entering a period of more activity with more people in higher tiers is a hot issue.
• With Best Western, separate groups handle the international and domestic sides of the business, and within those groups, there are regions and districts who are doing their own things. On a local basis, that can have its benefits, but overall, the program needs to operate with a united front. In terms of creating a CRM for loyalty members and non-members together, you have more influence internally to get the resources you need in IT, support and customer service because as a united front, the company is behind driving more business, whether they’re members or non-members.

Request detailed session notes

We are careful about who we send this key document to. The session notes will be sent based on the request, provided your profile matches our qualification criteria.

About Kobie Marketing:

Kobie is a global loyalty marketing company driving engagement that matters. We deliver end-to-end loyalty solutions by designing, building, optimizing and supporting customer experiences for the world’s most successful brands. As a Forrester Leader with more than 30 years of experience, Kobie helps clients grow enterprise value and ROI through best-in-market strategic tools and a loyalty-led marketing technology platform, Kobie Alchemy® Loyalty Cloud.

Participation in the Virtual Roundtable is free of charge to qualified attendees. Once you’ve completed the registration, we’ll confirm your invitation and send you a calendar invite with a link to the meeting.

If you don’t qualify, we’ll suggest other learning events that may be a better fit for you.

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