The Role of Loyalty in the Customer Experience The heart of the discussion revolved around consumer engagement and retention. Collupy framed the issue by noting that many programs remain anchored in discounts and basic rewards, while customers now live in a digital ecosystem shaped by personalization, immedi - acy, and influence. He asked the group to reflect on whether challenges might hinder the true convergence of loyalty, apps, and social, observing that “we’d be mistaken if we are thinking this is just about technology. To me, convenience retailers need to be thinking about it as influence.” In place of a formal presentation, the group held a dynamic discussion about the intricacies and nuances of maintaining customer loyalty. Chris Egan , CIO at United Dairy Farmers, described how his company has shifted away from phys- ical loyalty cards to focus entirely on app-based enrollment. Weekly freebies, he explained, are central to driving engagement. “It’s expensive to do, but we’re really focused on looking at active members, not just downloads. It’s who’s in the app? How often are they in the app?” This shift has allowed United Dairy Farmers to prioritize meaningful participation rather than vanity metrics. Paul Kern , product leader at Invenco by GVR, reflected on his own experience as a consumer. He praised one major retailer’s simplicity: “I just typed in my phone number at the beginning and they gave me the discount that day and then I started getting texts.” In contrast, he noted that another large retailer offered only minimal communication, which left him disengaged despite being enrolled. Kern argued that communication and urgency, such as time-limited promotions, make the difference in building loyalty. Raising a forward-looking question, Jeff Carpenter , director at Cliff’s Local markets asked, “What is the future of the apps that we so readily have seen historically?” He speculated whether loyalty could increasingly be managed through phone numbers, digital wallets, and tap-to-pay systems, challenging the long-term role of standalone apps.
“ Loyalty isn’t just about points, apps aren’t just transactions, and social isn’t just buzz. When they converge, they become the engine that will drive trips, basket growth, and brand love. Ed Collupy , Principal at Collupy System Solutions LLC and CTVG Facilitator
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