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Emotional Loyalty: Moving Customers Beyond the Transaction
Do you only think of points and coupons when you hear the words loyalty program? If so, you’re missing out on a whole world of opportunities that live past the check-out counter. These retailers are in the know.

Join Brierley, in conversation with Bal Harbour Shops, Thriftbooks, and European Wax Center, as they discuss how they have leveraged cutting-edge strategies that dramatically improved their companies' customer loyalty and their bottom line.

May 24, 2022 01:00 PM in Eastern Time (US and Canada)

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Don Smith
Chief Consulting Officer @Brierley
Don Smith is Chief Consulting Officer at Brierley and leads its strategic program design practice, responsible for engineering solutions which balance compelling value propositions with enhanced member experiences and data-driven customer engagement. An avid theater aficionado, his passion for presentation informs his marketing data analytics, where he eschews the traditional view in favor of a dynamic storytelling model that brings numbers to life through contextualization and the generation of actionable insights.
Barbara Hagen
Vice President, Sales and Marketing @ThriftBooks
Barbara Hagen is the Vice President, Sales and Marketing, at ThriftBooks, overseeing sales, marketing, and customer service. Prior to ThriftBooks, Barbara was VP, ecommerce at The Mars Agency leading global retail strategy for Samsung in S. Korea, Barbara has also held marketing executive roles at Target, Best Buy and Microsoft. She has her undergraduate degree from Syracuse University, her MBA from NYU’s Stern School of Business, and a second Masters in Advanced Analytics from NYU Stern.
Michelle DeVore
VP, Customer Experience @European Wax Center
As VP, Customer Experience at European Wax Center, Inc., Michelle DeVore owns delivery of 360-degree guest experience across in-center, digital and direct channels including email, SMS, & mobile app, plus advanced analytics, CRM, loyalty, and media measurement. With 17+ years of marketing experience including 12 years of digital leadership, high-growth, digital transformation businesses are her specialty. Michelle holds a degree from Baylor University in merchandising and lives in Dallas with her husband and two sons.
Stephanie Sayfie Aagaard
Collaborative Innovator General @Bal Harbour Shops
Stephanie Sayfie Aagaard founded the ACCESS Membership and Rewards Program to celebrate the Shops’ loyal customers on their curated journey through the roster of retail, restaurants and luxury partners. Steph also developed Bal Harbour Shops’ app and created their Virtual Series. In her spare time, she writes a weekly column Steph Sez for The Miami Herald and created, produced, and hosted a TV show of the same name, interviewing George Clooney, Tiger Woods, Mikhail Gorbachev, and more.