Petco Exec On Building A Successful Loyalty Program

In episode 212 of Total Retail Talks, Executive Editor Joe Keenan interviews Kimberley Brennan, director of enterprise and customer loyalty at Petco. Listen in as Brennan discusses why she recently joined the Petco team, what challenges and opportunities she sees in loyalty in the pet category, and why she values her time spent at CRMC. In addition, Brennan offers her thoughts on the trends she's seeing in customer loyalty that will have the biggest impact on retailers and brands, as well as the re-emergence of the boutique shopping experience in the industry. The shifting omnichannel nature of consumers shopping between channels presents a primary challenge of siloed data, but a significant opportunity in mobile shopping and interaction, according to Brennan. She shares advice for other retailers looking to start or improve their loyalty programs, including evaluating the current structure of the business and preparing for the organizational change that has to happen to fuel a successful, customer-centric loyalty program. Brennan also discusses the business benefits that retailers hope to realize by driving personalization at scale, and the balance retailers need to strike between being relevant to consumers without being overbearing or creepy. This episode was recorded live at CRMC 2019 in Chicago.