In episode 211 of Total Retail Talks, Executive Editor Joe Keenan speaks with Jonathan Clarkson, managing director of loyalty, partnerships and products for Southwest Airlines. Listen in as Clarkson discusses Southwest's Rapid Rewards loyalty program, how the program differentiates from other airlines’ rewards programs, and the fundamentals of its revenue-based earn-and-burn points system. He shares Southwest Airline's emphasis on customer service, the flexible nature of its loyalty program, and the brand's marketing efforts targeted at customer retention. Purchasing an airline ticket is a data-rich exchange, and Clarkson discusses how Southwest uses this data to communicate with customers in relevant, meaningful ways. He also touches on Southwest Airline's app, how customers interact with the company via mobile devices, and the business goals associated with its Rapid Rewards loyalty program. This episode was recorded live at CRMC 2019 in Chicago.