Held this past May in Chicago, the 2024 CRMC conference was centered around the theme of “Humanity x Technology,” exploring the intersection of customer behaviour with emerging marketing applications. Bond has been a sponsor and speaker of CRMC for over a decade, bringing our Bond Loyalty Report data, customer engagement solutions, and thought leadership to the main stage. With a strong emphasis on human-centricity, community, and technology, the 2024 event underscored the transformative role of AI in driving productivity and customer journey management.
As a first-time CRMC attendee and presenter, I found myself immersed in the latest trends and challenges of retail marketing. Amidst reconnecting with old colleagues and forging new relationships, the air was electric with the promise of emerging technologies and opportunities. Here were the top highlights:
From predictive analytics to customer journey management, AI is pivotal in understanding consumer behavior and preferences and, in turn, deepening consumer-brand relationships. One of the standout presentations was by Panera Bread, illustrating how they navigated a significant brand moment using AI-powered CRM. Catherine Thacker, Senior Director Customer Engagement, emphasized Panera’s commitment to generosity and customer loyalty through MyPanera, one of the restaurant industry's oldest loyalty programs. By segmenting customers effectively, keeping retired items in search results, and recommending similar or new products based on individual preferences with the help of AI, they not only retained loyal customers, but transformed them into brand advocates.
Many brands, such as Estee Lauder, are also transitioning from A/B testing to AI-driven CRM optimization improved customer engagement and conversion rates. This shift enables personalized experiences based on real-time data insights, enhancing overall CRM effectiveness.
Successful loyalty and CRM strategies hinge on robust data analytics and seamless technology integration. Companies like PepsiCo exemplified how leveraging first-party data can enhance customer understanding and engagement across various touchpoints. PepsiCo's 3A strategy—acquisition, application, and acceleration—led to a 24% increase in first-party data acquisition, leveraging AI for interactive digital experiences including product finders and personality quizzes. These initiatives not only personalize experiences, but optimize global marketing strategies, demonstrating a brand’s commitment to innovative consumer engagement tactics.
Ulta Beauty also made waves with its rebranded loyalty program. Nicole Berhardt, Director of Loyalty Program and Experience, presented Ulta Beauty Rewards’ new focus on maintaining beauty as a force for good. Highlighting the importance of loyalty in their strategy, and boasting over 42 million members, Bernhardt emphasized the importance of personalization. The rebranded program, aligned with their master brand, focuses on deeper member connections and expanded offerings, including a flexible list of personalized birthday gifts. With 95% of sales attributed to loyalty accounts and a strong emphasis on gamification, Ulta aims to enhance engagement and loyalty among beauty enthusiasts, leveraging data and technology for a transformative customer experience—one worthy of loyalty.
Parkland shared their success in growing, engaging, and retaining customers through their partnership ecosystem and their ability to capture and leverage data. From their initial CIBC partnership at the program’s launch in 2018, they expanded with promotional partners including Tim Hortons (Roll Up to Win), the 2022 M&M Food Market acquisition and, most recently, with the launch of their latest anchor partner, Aeroplan. The program’s unique structure of achieving milestones, versus earning redeemable currency, seamlessly provides tangible value to members in the form of fuel discounts, products, and partner offers; it also moves away from a transaction-first loyalty experience, for a more human one.
One thing is certain after attending CRMC: AI and data are already reshaping customer relationships and expectations—and, with them, comes the profound opportunity for brands to reinstate the value and excitement of personalization once more. The shift towards human-centric AI applications offers a strategic opportunity for brands to deliver more meaningful experiences—and, perhaps, with less effort. The integration of data privacy measures and ethical considerations will also be pivotal in maintaining consumer trust and compliance.
CRMC also reaffirmed the importance of community-building and omnichannel engagement for a holistic customer journey. Brands that can seamlessly blend digital innovation with personalized human interactions will likely lead the pack in fostering long-term customer loyalty.
As brands continue to keep pace, embracing these trends and strategies while maintaining a human-centric experience will be essential in driving accretive growth and optimizing customer satisfaction.
Bond improves lives by building bonds that create lasting growth. Sought after by Fortune 1000 brands striving to achieve customer-centricity, we develop winning customer engagement strategies. Our offerings range from loyalty technology, consulting & engagement advisory, to customer experience—all with a loyalty science-based approach.
Reach out if you’re looking to dive deeper into Bond’s methodology for fostering lasting customer-centric growth—we’d love to chat.