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Total Loyalty: The Future of Loyalty is More Human and Creative Than Ever
The future of loyalty isn’t about points, miles, and sales—it’s much bigger than that. It’s about creating brand advocates and inviting them to feel a part of something greater. It’s about inspiring people, involving them, and rewarding them. And it’s about making them feel good every single time they experience your brand.

This isn’t loyalty squared up in a new frame. This is honest-to-goodness new loyalty. And for brands that recognize loyalty’s future, these changes bring enormous opportunity.

During this webinar, The Lacek Group will share insights from their recent whitepaper, Total Loyalty, and how brands can prepare for the future of loyalty and embrace the power of emotional brand connections.

Key Takeaways:
• Base your creative loyalty strategies on a broader understanding of customer data
• Implement your loyalty strategies across all phases of the customer journey—from acquisition to activation to advocacy
• Leverage data to improve brand interactions and loyalty for all customers

Nov 30, 2021 01:00 PM in Eastern Time (US and Canada)

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Julie Bustos
SVP Marketing Innovation @The Lacek Group
As global lead, Data & Analytics, and senior vice president of marketing innovation for the Minneapolis office, Julie Bustos and her data and tech teams work across clients to activate data and insights across all channels and throughout the brand experience. Plus, she’s always looking ahead to find the next greatest technologies on behalf of our clients. Over her tenure (since 1996), her work highlights are many and varied, including leading her teams to guide clients throughout their journeys of data transformation and/or evolution to optimize business growth, create bespoke technology platforms including the one that operates Marriott Moments, develop customer value models that incorporate both transactional and emotional measures to project potential customer value, and build an advanced message management system to support highly dynamic owned-channel campaigns.
Michelle Wildenauer
SVP Strategic Services @The Lacek Group
Michelle works directly with clients and global teams to develop and implement CRM, loyalty and partnership strategies that deliver sustained revenue to brands. Michelle began her career in loyalty and partnership marketing at Northwest Airlines. Later, she created and managed the strategic marketing, demand generation, and data insights teams at Thomson Reuters. This diverse experience, along with her 20+ years at the agency, is what fuels Michelle’s strategic and innovative thinking. Her experience includes Marriott, Disney, Ford, Starbucks, The Home Depot, Coach, Gap Inc., and many other wonderful brands. Michelle also leads the agency’s thought leadership, social media, and business development practices.