Measurement, KPIs, and Defining Success
AI, Data, and the Future The conversation turned to artificial intelligence and its potential role. Myra Kressner , CEO at Kressner Strategy Group and VGN co-founder, raised the question about AI playing a part in communication, training, and data capture. Peters confirmed that his team is exploring AI for analytics. “AI is a very powerful tool when built properly to help transform, normalize, slice and dice your data,” he said, noting that the company is experimenting with AI-driven promotion strategies. Miller emphasized speed as AI’s current advantage. “The biggest benefit that we get from AI today is speed, not accuracy,” he explained. His vision is to use AI for real-time, geofenced offers targeted at specific loyalty customers to change in-store behavior.
Defining success in loyalty programs is not straightforward, and participants shared a range of approaches. While not yet having a loyalty on a mobile app, Tom Bachrodt , regional manager at HJB Convenience Corporation and guest of Raymond Huff , president, HJB Convenience Group who was unable to attend the meeting, described their loyalty program as accessible only at the checkout register at both their manned and unmanned stores. Bachrodt asked members if HJB’s stable thirty percent success rate is standard or if they could improve. His company sends emails to rewards members, but there is no other promotion beyond at checkout. Peters explained that Minuteman tracks KPIs such as transactions tied to loyalty numbers, including cases where no discount is applied. He also highlighted efforts to measure the customer journey from initial ID to full app registration. Ryan Mulka , loyalty marketing manager at The Spinx Company and Ackerman’s guest, detailed a more complex approach. His team evaluates offers by analyzing customer behavior before, during, and after redemption. “We really try to treat loyalty as a profit center on our end. So it really is about driving dollars to the bank.” Mulka described building a playbook of loyalty mechanisms, from BOGOs to sweepstakes, which can be deployed depending on business needs. Ackerman added that data demands are heavy. “They’re trying to answer every- thing,” he said of his marketing colleagues, who push for deep analysis of trips and spend behavior. The result is a data-driven culture that requires significant IT support.
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