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When it comes to late night snacks, it is hard to beat a fresh, warm cookie. Started by a college student in a dorm room in 2003, Insomnia Cookies is now baking and delivering cookies across the United States.

Insomnia Cookies has stayed true to its roots, with bakeries typically located near college campuses, but is enjoyed by cookie fanatics of any age. To better connect with their loyal fans, or Insomniacs, in 2021 the brand introduced its “CookieMagic” membership program giving subscribers special benefits for a small monthly fee.

Loyalty360 CEO Mark Johnson spoke with Tom Carusona, Chief Marketing Officer at Insomnia Cookies to learn more about the brand’s new customer loyalty program, the power of unique customer experiences, and adapting to the changes brought about by Covid.