In episode 162 of Total Retail Talks, recorded at the Customer Relationship Management Conference (CRMC) in Chicago, Kate O'Shaughnessy Jung, director of loyalty, mobile and partnerships, and Tony Zubek, manager, credit, loyalty and mobile, both of Express, discuss how the fashion retailer has revamped its loyalty program though the use of customer data.

Loyalty programs used to be simple. But consumers today expect far more from companies to gain their loyalty over the long term.

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As just about every retail executive will attest, the past few years (ok, the past many years) have been, let’s say … trying.

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Julie Roy, vice president, CRM, digital and marketing analytics, DSW, discusses the relaunch of the footwear retailer's loyalty program.

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Scott Emmons, head of innovation lab, Neiman Marcus, details how the upscale department store chain is leveraging technology across sales channels to improve customers’ experiences.

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Kent Zimmerman, vice president of digital at Shoe Carnival, discusses how the family footwear retailer is using customer data to personalize marketing communications, helping to drive conversions and, ultimately, loyalty.

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Jonathan Wardman, vice president, customer platforms, and Danelle Williams, senior director, global loyalty platform, both of Hilton Worldwide, discuss how data and technology are being used to future-proof its continued success.

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Danielle Fewtrell, Director of CRM, and Rachel Waldstein, Senior Manager of CRM strategy, both of Wolverine Worldwide, detail how data (customer, product, competitor) is used to power the company's CRM system.

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The educational programs at IRCE and CRMC, both held in Chicago the first week of June, provided insights that went far beyond just the shows’ overarching topics of e-Commerce and CRM.

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Here are our top takeaways from CRMC 2018, one of the most important annual gatherings for retail CRM and loyalty marketers.

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Last week was the annual CRMC 2018 conference and I was lucky enough to attend and pulled together a list of a few of the bigger themes of the show.

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The retail marketing world keeps changing, and in order to change with it, marketers gather each year at the CRMC conference, and SPC returned for its eighth year as a Platinum-level sponsor.

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CRMC is not just any conference- it’s an experience. One thing we love about CRMC is the way they integrate themes into the conference journey and set the example by treating attendees to impactful experiences.

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While tradeshows and conferences can be a great excuse to get out of town for a few days, being able to attend an event in your own city is pretty wonderful.

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This year’s theme for CRMC was “Staying Ahead of the Curve,” which aptly describes (possibly even diagnoses) the current zeitgeist of retail. This reflects the varied range of retailers at this year’s conference and their respective point on that curve. Be they a tried and true department store like Boscov’s, a QSR with East Coast pride like Dunkin’ Brands, or a makeover favorite like Abercrombie & Fitch—each has its challenges, successes and opportunities.

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This was SPC’s 5th year sponsoring and exhibiting at the CRMC. The CRMC was attended by more than 125 well-known retail brands including Costco, Ulta, Sephora, Best Buy, Macy’s, PetSmart, TJX and Nordstrom.

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Shawn Sweeney, Vice President of Digital Experience at Starbucks, discusses how the coffee brand is using its popular mobile application to bridge customers’ online and offline experiences, creating stronger relationships and, ultimately, loyalty.

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The event, openly billed as “designed by retailers for retailers,” was a wonderful opportunity for more than retailers to share insights on their own marketing and CRM strategies and their unique challenges with like-minded peers.

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Captivating, Responsive, Multidimensional, and Collaborative.

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Keep your customers happy — it takes a tremendous amount of time and money to get their attention in the first place.

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CRMC 2017 tackled this notion of the “retail apocalypse” head on, hosting sessions on customer experience, loyalty programs, the importance of data, and more.

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The retail landscape we once knew is gone. Over the last 10-15 years, we’ve seen the power shift from retailers/brands to consumers and this new scenario continues to evolve as the consumers themselves plot a new course.

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