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Jenna O’Connor, Director of Loyalty Marketing, has 14 years of tenure at GNC, with a focus on the member marketing strategy and management and direction of the loyalty program. She has been an industry leader in loyalty management and has developed a successful deployment of GNC’s multi-tier loyalty program to give shoppers more ways to save and boost customer engagement. Loyalty360 interviewed O’Connor to talk about the journey of developing GNC’s new loyalty program, managing long-term projects and brand consistency while finding the best strategy to innovate in a growing, evolving loyalty industry.

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Mastercard® has been a leader in payments since the late 1960s. Over the past decade, the company has evolved its suite of services to help customers make smarter decisions with improved outcomes. When it comes to consumer engagement, Mastercard works with brands to deliver better experiences and ultimately drive long-term loyalty.   

Kyle Clark, Senior Vice President of Merchant Loyalty at Mastercard, has seen many changes in consumer behavior, especially in recent years as consumers increasingly shift to digital. Clark’s focus is on supporting brands across industries to build loyal relationships with their consumers.  

Loyalty360 sat down with Clark to talk about recent news and developments in the customer loyalty industry.  

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In 1919, Conrad Hilton was on his way to buy a bank in Cisco, TX. When the price was raised at the last moment, Hilton left the deal on the table, quickly pivoted, and purchased the 40-room Mobley Hotel located in the same town. This decision would forever change the world of hospitality.  

It wasn’t until 1925 that the first hotel bearing the name Hilton was opened in downtown Dallas, TX, targeting business travelers while also offering downtown shoppers a place to stay. This was the first newly constructed hotel for the brand, with exciting amenities such as elevators and laundry chutes. Forward-thinking design helped combat the heat of the hot Dallas sun; no guest rooms were built on the western-facing side of the building. 

Innovation, embracing new technologies, and a passion for delivering exceptional stays to guests continue to fuel the purpose and vision of today’s Hilton. Its award-winning Hilton Honors loyalty program leads the industry in creating seamless digital experiences while rewarding members early with valuable points earning and redemption opportunities. 

Mark Johnson, CEO of Loyalty360, spoke with Brad Anderson, Vice President of Hilton Honors Program Strategy at Hilton, about the program’s built-in customization and flexibility, technology enhancements to ensure guest experiences are valuable, and collecting customer feedback on active products.  

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Established in the 1970s in rural Alberta, Canada, Parkland has become a leading convenience and fuel marketer across the country. Expansion throughout Canada and into the United States and the Caribbean has been driven mostly through acquisitions and strategic partnerships. Parkland is preparing to launch its loyalty program in Puerto Rico.

With over 1 million customers served every day across 4,000+ retail locations operating under the field brands of Chevron, Pioneer, Fas Gas Plus, RaceTrac, Superpumper, Ultramar, On the Run, and Esso, as well as under Sol Petroleum internationally, the brand’s rural beginnings in Alberta have led to global success. Parkland is now in 25 countries.

Acquisitions in Canada, such as major frozen food retailer M&M Food Market, have allowed Parkland to bring even more choices to members of its Journie™ Rewards program while moving fuel customers from the frontcourt to the backcourt. At the pump, strategic partnerships offer even more benefits for members. Customers with a CIBC bank credit card, when linked to a Journie Rewards account, receive an automatic three-cent-per-liter discount on every fill-up at any of Parkland’s field brands.

Mark Johnson, CEO of Loyalty360, spoke with Michael McDowell, Vice President of Loyalty Programs and Partnerships at Parkland, about the different experiences of approaching loyalty from an agency perspective versus the brand side, satisfying loyalty program members through early benefits, and opportunities for Parkland and its loyalty program.

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A well-known name in customer loyalty for years, ICF Next recently announced exciting news for the company as the result of the sale of its commercial marketing group to private equity firm Cohere Capital, rebranding to Phaedon. With the team's core leadership and expert teams remaining intact, the newly introduced Phaedon is forward focused on helping clients enhance their customer experiences and develop stronger loyalty strategies.  

Loyalty360 spoke with Kris Tremaine, CEO of Phaedon, and Tom Madden, Executive Vice President, to learn more about the rebrand and get their take on the top loyalty trends.  

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Known originally as Buffalo Wings and Rings, the Wings and Rings first opened its doors in 1984 in Cincinnati, OH, with four locations. Entrepreneurs Nader Masadeh, Phillip Schram, and Haytham David bought the properties in 2005 with an eye to combining their mutual love of sports and delicious chicken wings. The modern-day Wings and Rings chain was born.
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With over 85 locations, the franchise has been named to FSR Magazine’s Top 25 NextGen List, which honors fast-casual dining chains leading the next generation of quick service dining and 1851 Franchise Magazine’s list of Top 25 Chicken Restaurants for 2023. Its growth and success can be attributed to a promise to serve quality fresh — never frozen — chicken, onion rings, and burgers, a commitment to tech innovation, and its focus on listening to customers and providing them with new and innovative rewards for their loyalty and patronage.   
   
Recently, Loyalty360 CEO Mark Johnson spoke with Wing’s and Rings Associate VP of Marketing, Linsey Case, to discuss how the chain is thriving in post-pandemic consumerism, its straightforward loyalty program, and what the brand sees on the horizon for technology in its industry.

Read the full interview on Loyalty360 here: https://loyalty360.org/content-gallery/in-depth-exclusives/technology-makes-it-easier-a-q-a-with-wings-and-rings-on-loyalty-programs-and-improved-customer-eng

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Aristocrat was founded in Sydney, Australia, in the 1950s as a gaming provider. Expansion followed in the next two decades, bringing the first five-reel slot machine to Europe and the U.S. By 1979, the all-electronic game, Wild West, arrived on the gaming scene. Fast-forward to the 1980s, and machine leasing leads to significant growth for the company.

In the 2000s, Aristocrat began to operate in Nevada and continued to grow. Within the first two decades of the 21st century, Aristocrat built a global mobile business, and the worldwide gaming brand was relaunched as Aristocrat Gaming. 

Mark Johnson, CEO of Loyalty360, spoke with Vanessa Lisnard, Program Manager of Commercial Strategy at Aristocrat Gaming, about the Reel Returns B2B loyalty program, tailoring communication to match customers’ jurisdictions, and a post-COVID shift in customer spending. 

Read the full interview on Loyalty360 here: https://loyalty360.org/content-gallery/in-depth-exclusives/a-game-winning-approach-a-q-a-with-aristocrat-on-building-b2b-customer-loyalty

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With years of customer loyalty experience, the team at Marigold (formerly Cheetah Digital) has a strong pulse on the current customer loyalty landscape. In 2022, Marigold surveyed 1500+ U.S. consumers to better understand their sentiment toward brand loyalty and what they expect from their favorite brands. In an era of economic uncertainty, quickly evolving technologies, but a consistent interest in customer loyalty strategies, where are the most valuable areas for brands to focus their resources?  

Loyalty360 sat down with Roger Williams, Head of Loyalty Center of Excellence at Marigold to dive into the state of customer loyalty, talk about changes in the loyalty industry, the importance of personalization, and the future of customer loyalty programs.

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For over 75 years, Best Western Hotels has inspired guests to travel through unique experiences and comfortable stays. The company’s success comes from its team’s caring spirit and a deep commitment to providing guests with excellent service.

Best Western Hotels & Resorts has led the hospitality industry with its wide brand of hotels across the United States and 100 countries and territories. The hotel brand has received high praise for its customer loyalty program for guest satisfaction and has garnered several loyalty industry awards like the Tripadvisor® Travelers’ Choice Award and Newsweek’s America’s Best Loyalty Programs of 2023.

Larry Cuculic, the President and CEO of Best Western Hotels, talks about his history with the global hospitality brand and how it has developed key partnerships with like-minded organizations and innovative loyalty rewards incentives to stay ahead of the competition. CEO of Loyalty360, Mark Johnson, sat down with Cuculic to discuss how customer service improves customer loyalty and lasting memories.

Read the full interview on Loyalty360 here: https://loyalty360.org/content-gallery/in-depth-exclusives/exceeding-travelers-expectations-a-q-a-with-best-western-hotels-on-leadership-customer-loyalty-a

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Hilton, founded in 1919 by visionary Conrad Hilton, is an iconic brand recognized worldwide. From its humble beginnings in Cisco, TX, the brand’s innovative leadership, dedicated team members, devotion to delivering the best possible stay for guests, and drive to create extraordinary customer experiences have gone on to change the world of hospitality.  

That passion remains part of the global hospitality company’s practice today and is reflected in the brand’s values: Hospitality, Integrity, Leadership, Teamwork, Ownership, and Now — operating with a sense of urgency. In other words, Hilton. 

Beyond its award-winning Hilton Honors customer loyalty program, the brand continues to explore opportunities to understand and celebrate its members and guests through special experiences and unique benefits. 

Mark Johnson, CEO of Loyalty360, spoke with Jenn Chick, Senior Vice President & Global Head, Hilton Honors & Customer Engagement, about the upcoming National Woman Road Warrior Day, how the company leverages women in leadership, and how Hilton makes it easier to bring families along on the journey — even when traveling for business. 

Read the full interview on Loyalty360 here: https://loyalty360.org/content-gallery/in-depth-exclusives/celebrating-women-who-travel-a-q-a-with-hilton-s-jenn-chick-about-national-woman-road-warrior-day-a