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Keynotes | General Sessions | MasterClasses


Trending in the Aisles: Five Must-Haves for Retail Success

Speaker: Phil Lempert

In this keynote session, COLLOQUY Summit attendees will get an exclusive first look at “the Supermarket Guru” Phil Lempert’s 2016 Food and Retail Trend Forecast and the five must-haves to achieve consumer confidence.

The impact of the global economy, environment, corporate transparency and personal heath and wellness are all changing the rules for every brand's engagement regardless of the products and services they offer. Discover the seismic shifts forcing all businesses to rethink the models of how they acquire, manage and form relationships with customers. Phil will pinpoint the areas of concern as brands, retailers and consumers converge at a crossroads and new technologies make it more difficult to compete for attention and dollars.

Each fall Lempert's Trend Forecast for the coming year is published and released to the press. Last year, the Trend Forecast generated more than 293 million impressions on television, radio, print and the web. We are proud to announce that COLLOQUY Loyalty Summit attendees will be the first to hear Lempert’s 2016 forecast.

The COLLOQUY Loyalty Summit always sells out. Secure your spot today.

Phil gives a preview of his session at
the 2015 COLLOQUY Loyalty Summit

To Sell Is Human: The New ABCs of Moving Others

Speaker: Daniel H. Pink

“A-B-C,” Alec Baldwin aggressively tells a group of salesmen in the classic movie “Glengarry Glen Ross.” “A-B-C. A-Always, B-Be, C-Closing. Always be closing, always be closing!”

Like it or not, we’re all in sales now. One in nine American workers now earns a living by trying to get someone else to make a purchase. But as Daniel Pink shows in his latest book, To Sell Is Human, the other eight in nine are spending huge portions of their days in “non-sales selling”—convincing, persuading and influencing others. A cluster of economic forces has changed sales more in the last 10 years than it changed in the previous 100, and made the skeezy, sleazy, used-car, steamroller style of motivating others to action a relic of the past. When buyers have access to as much information as sellers— along with ample choices and the means to talk back— the rules have changed.

At the COLLOQUY Loyalty Summit, Pink will draw on cutting-edge social science and best practices from organizations around the world to reveal the new A, B, Cs of selling: Attunement, Buoyancy, and Clarity.

He'll show you how “buyer beware” is quickly giving way to "seller beware" and what to do about it, why problem-finding has become more important than problem-solving, why the most effective salespeople are not primarily extroverts, five ways to frame messages to increase clarity and lead to action, and how to move your sales from transactions to transcendence.

The COLLOQUY Loyalty Summit always sells out. Secure your spot today.

Daniel gives a preview of his session at
the 2015 COLLOQUY Loyalty Summit

General Sessions

Marriott Rewards: Finding the Suite Spot with Gen Y

Speaker: Anna Miriam Lorch

Gen Y, ages 18 to 34, will make up half of the U.S. working population over the next five years. So Marriott considers it imperative to capture the loyalty of this lucrative market segment right now. That’s a challenge for the ages, because Gen Y might as well be Gen Why when it comes to travel loyalty. The biggest question: Can Gen Y even be loyal? Learn what Marriot discovered about Gen Y travelers’ perspectives on loyalty programs, and how Marriott created new offerings of value and relevance to this mercurial generation. You absolutely need to know what ultimately worked, and what didn’t. That’s Y you can’t afford to miss this session.

Brewing up Loyalty with Caribou Coffee

Speaker: Caroline Larson

American coffee drinkers have been conditioned to expect a points-and-prizes-based loyalty program from our favorite emporiums. And while the traditional programs have enjoyed success, Caribou coffee today fights for customers in a ferociously competitive market where every brand is challenged to set itself apart. So how is Caribou cutting through the clutter to engage the on-the-go customer? With a jolt of excitement.

Caribou launched Caribou Perks in January 2014. The jet-fueled program garnered more than 75,000 sign-ups in the first week, and enrollments after the first year account for more than 25% of transactions. Perks members never know what they’re earning – it could be size upgrade, a bakery goodie or a free drink – but it’s always a surprise.

Using an omnichannel approach; real-time, flexible promotions; lots of segmentation testing; and clever offer geotargeting, Caribou continues to improve its Perks experience to the delight of customers. Join us as Caroline Larson, Caribou director of loyalty, shares the challenges of communicating a nontraditional program and tallies the not-so-surprising successes that have followed. Prepare to be delighted.

Defining Engagement Loyalty with Pepsi

Speaker: Mike Scafidi

Beverage industry icon Pepsi has given a whole new meaning of points when it comes to customer loyalty programs. In 2013 Pepsi debuted Pepsi Experience Points, or PXP, a pop-culture rewards offering designed to quench the most loyal Pepsi drinker’s thirst for highly valued and relevant experiences. Taken out of Beta in 2015 as Pepsi Pass it aims to reward consumers for hanging out with friends and engaging with Pepsi.

Digital Marketing Operations Director Mike Scafidi will explain Pepsi Pass's role in redefining loyalty and recognizing people for the role Pepsi plays in their lives while offering attainable, desirable rewards through the use of a customized, multi-channel platform.

There’s nothing soft about the fierce competition in the beverage industry. Find out how Pepsi overcame a difficult challenge for the CPG company posed by a lack of point-of-sale. See what's needed to successfully launch and promote a multi-channel rewards program, and learn Pepsi’s secrets for putting more fizz into your customer experience strategies.

Evolution, Revolution and Innovation Within Balance Rewards

Speakers: Dave Zychinski & Mindy Heintskill

Walgreens Balance Rewards program is just over two years young and going strong, boasting 85 million-plus active members who have earned over 600 billion points. All this success is due in no small part to the program's drive to constantly evolve and transform in response to consumer preferences and the careful evaluation of customer data and insights.

Featuring multiple ways to redeem both in-store and online, fitness app integration, card linked services and more ways to earn points everyday, Walgreens understands that it’s an ever-changing road that leads loyal customers to the corner of happy and healthy.

Join the Walgreens team of Mindy Heintskill, VP of loyalty and personalized marketing, and Dave Zychinski, director of loyalty, as they explain how a philosophy based on constant innovation guides the development of the Balance Rewards program. As a bonus feature, Kelly Smolinski, a key component of Walgreens agile IT team, will join Heintskill and Zychinski for a Q & A on the inner workings of Balance Rewards.

How Shell Uses Strategic Partnerships to Rev Up Loyalty

Speaker: Todd Gulbransen

In the fuel industry, a matter of cents can drive consumers to purchase gas at one station over another. Marketers face the challenge of leveraging a rewards program that trumps powerful bargain-hunting behavior. For Shell, this means examining customer data to decipher what makes them truly love Shell – whether that’s the affordable luxury of a premium gasoline, or technology that makes the fill-up a get-in and get-back-out-on-the-road experience.

After a successful partnership and solid performance with Canada’s AIR MILES Reward Program, Shell decided to partner with Excentus and put the pedal to the metal on the Fuel Rewards program. That revved up Shell customers’ excitement, not to mention their ability to shop where they want and earn fuel rewards at a pace that has them taking Shellfies, a gas station selfie showing a low pump price.

Learn how Shell decides what partnerships to integrate and the challenges Shell has faced and overcome in the U.S. market.

New COLLOQUY Research: Customer Loyalty in 2015 and Beyond

Speaker: Jeff Berry

With nine out of ten of the top US retailers using data to recognize and reward best customers, the loyalty landscape is undergoing a period of rapid change fueled by emerging technologies, savvier consumers and multi-sponsor coalition programs. Join COLLOQUY Research Director Jeff Berry for an information-packed session where he’ll share the results of brand new research that explores how these trends are impacting consumers and brands. You’ll walk away with actionable insights and a peek at the future of customer engagement strategies.


Your Customer Experience May be Killing Your Brand Loyalty

Using data from a nationwide study conducted with faculty from The Wharton School, join us as we uncover the most significant strategic and financial risk factors in today’s retail customer experiences. Discover how brands stand out and learn how to acutely assess what touchpoints affect your most valuable customer segments. You’ll leave this session knowing how to make more informed investment decisions to retain loyalty and market share.


Key Learnings:

  • See new U.S. market data on the biggest customer experience detractors and their corresponding financial risk for your brand.
  • Learn a unique approach to measuring customer experience pain-points and the impact your loyalty strategy may or may not have on improving them.
  • Find out how to build a strategy that aligns experience investments with customer revenue, value and behaviors.

Getting The Most Out of The Shopper Journey: The Big Five Insights Derived from 3,000 Loyalty Programs

In this Masterclass, you’ll learn how to use loyalty program activation and consumer engagement strategies to create a higher ROI as well as encourage and cultivate loyal shoppers throughout the consumer lifecycle. Join us as we explore global best-in-class examples using a shopper’s lifecycle journey as our guide, share best practices, and discuss how to effectively measure results.


  • Aron Locsei - General Manager, BrandLoyalty North America.

Key Learnings:

  • Discover how engaged employees are the key to engaging shoppers.
  • How to optimize point-of-sale displays to command attention, connect emotionally, encourage trust, convey information and close the deal.
  • The benefits of going from static mass communications to targeted segmentation that evolves with the consumer. - How to use mobile engagement via apps and smartphones, and when to integrate social media in your mobile strategy.
  • Why to include CPG collaboration in your strategic plan.

Rethinking The Future of Four Key Pillars of Retail: Customer-centricity and Data

The retail landscape has changed dramatically. In this MasterClass, we’ll review how a solid foundation that starts with customer-centricity and data can guide your brand’s path to profit. We’ll reveal the four best practices to satisfy customer needs and earn customer loyalty.


  • Graeme McVie – Vice President of Business Development, Precima

Key Learnings:

  • How curated data provides the foundation to grow the four pillars of retail (price,promotion, assortment, and CPG supplier collaboration).
  • Best practices to use your data to support pricing decisions, without suffering from information overload.
  • How to apply data to make assortment decisions, including which items to stock and which to discount or discontinue.
  • See how data can predict whether a certain promotion will bring the results you’re after.
  • When and how to share your data with CPGs in the form of real-time reports for best-in-class collaboration and mutual benefit.

Marketing in the Moments that Matter, Are You Ready?

In this Masterclass, Epsilon’s Diana Lewis and John Bartold will present an interactive workshop in which they’ll review techniques on how to understand consumer behavior, market to consumers in the moments that matter, build lasting relationships and exceed your brand’s objectives. 

Marketing in the moment to consumers is fueled by a true omnichannel strategy informed by consumer insights, pattern analysis, decision engines and real-time capabilities. Having the appropriate information, processes and tools in place is critical to your success in building strong, enduring consumer relationships. To do so, you need to shift from the mindset of loyalty as a static program to one of an evolving customer experience strategy centered on a test-and-learn approach. Come join our storyboard journey as we discuss how to take your loyalty marketing to the next level. 


  • Diana Lewis - Vice President Strategy & Insights, Retail & Loyalty, Epsilon
  • John Bartold - Senior Vice President, Loyalty & Customer Experience, Epsilon

Key Learnings:

  • Key performance indicators (KPIs) and their correlation to consumer behavior
  • The process for evaluating KPIs and turning them into actionable consumer insights
  • The methods to operationalize the process and automate your engagement with consumers
  • Continued testing, learning and adaptation that is managed by technology, freeing you to focus on the evolving consumer relationships