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Erin Raese

Erin is a key member of the Aimia Insights and Loyalty Solutions leadership team. In her role, Erin manages and develops the Aimia go-to-market strategy, global marketing and new business for the US and Australia regions. Prior to joining Aimia, Erin co-founded Loyalty360 and acted as Chief Operating Officer. Loyalty360 is a customer growth-focused think-tank for Chief Marketing Officers and marketers across the globe. Through Loyalty360, she created a trusted source for cutting-edge research, best practices and networking opportunities for Fortune 1000 companies. In addition, she led all B2B business development, marketing and consulting activities. As a result, Erin has solidified her place as a visionary and true thought leader in the loyalty industry. Prior, Erin held business development and marketing leadership roles with organizations such as Hyatt Hotels, InteQ and Cartera Commerce. Throughout her career, she was focused on helping organizations build profitable relationships with their customers, increase revenue, develop long-term brand loyalty and increase customer retention in both B2B and B2C environments.
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Recent Posts

Trends Disrupting Loyalty: Individualized Loyalty

Posted by Erin Raese on Jan 29, 2019 4:47:00 PM

As personalization becomes more important to customers, marketers are searching for the holy grail of delivering individualized experiences to customers. Content, experiences, offers geared toward one person are significantly likely not only to increase customer spend, but their emotional bond with a brand.

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Topics: Telco, Financial Institutions, CPG, Travel & Hospitality, Retail, Customer Experience, Loyalty Strategy, Loyalty Trends

Trends Disrupting Loyalty: Lifestyle Approaches

Posted by Erin Raese on Jan 25, 2019 4:35:00 PM

To go beyond brand is a sure path to habituating your business within your customer’s daily lifestyle. And doing so requires you to think outside your main product and service offerings by stretching your content and offers and partnering with “extender” brands.

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Topics: Telco, Financial Institutions, CPG, Travel & Hospitality, Retail, Customer Experience, Loyalty Trends, Loyalty Strategy

Trends Disrupting Loyalty: Customer-Obsessed Marketing

Posted by Erin Raese on Jan 21, 2019 4:31:00 PM

Marketing across digital and physical channels today is not easy. There are so many aspects for marketers to consider and manage - from brand building to acquisition to retention, from mobile to social to communities, and from customer satisfaction to customer experience and more. Gartner does a great job of documenting all the marketing touchpoints in this daunting transit map:

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Topics: Telco, Financial Institutions, CPG, Travel & Hospitality, Retail, Customer Experience, Loyalty Trends, Loyalty Strategy

Trends Disrupting Loyalty: Paid Memberships

Posted by Erin Raese on Jan 17, 2019 4:17:00 PM

Today’s customer wants preferential treatment and is willing to pay a premium for it. In a recent study, 37% of customers are willing to pay more for a tier that unlocks preferential benefits. This percentage increases when looking at younger generations segments: 47% for Gen Z and 46% for millennials. And we can see the benefits resulting from paid loyalty, with winning examples such as Amazon Prime.

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Topics: Loyalty Trends, Customer View, Telco, Financial Institutions, CPG, Travel & Hospitality, Retail

Trends Disrupting Loyalty: Leaving Discounts Behind

Posted by Erin Raese on Jan 17, 2019 3:48:00 PM

Unfortunately, we’ve all seen what can happen when our favorite brands fall into the discounting cycle. Every day is a sale that fails to differentiate the brand from the other stores that are all having 40% off, which continually erodes margins and can cut into the quality of the product at best, severe liability and disenfranchisement at worst. The discounting approach typically attracts the low value customers who are likely to jump to another brand as soon as a comparable sale comes around.

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Topics: Telco, Financial Institutions, CPG, Travel & Hospitality, Retail, Customer Experience, Loyalty Strategy, Loyalty Trends

Putting Personalization Into Play

Posted by Erin Raese on Jan 16, 2019 1:09:41 PM

Every brand is working to deliver personalization as effectively as they can, and with good reason. Personalization can reduce acquisition costs by as much as 50%, lift revenue by 5% to 15%, and increase the efficiency of marketing spend by 10% to 30%. However, according to Ascend2, 63% of marketers list personalization as one of their top challenges. Numbers like these, and cautionary tales told by experts like Gartner that “marketers must tread light in their personalization efforts to appease both consumers and regulators” make personalization seem much more difficult than it is. In fact, a key to easy personalization is loyalty, simply due to the fundamentals of the data exchange inherent in loyalty initiatives.

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Topics: Telco, Financial Institutions, CPG, Travel & Hospitality, Retail, Personalization

Trends Disrupting Loyalty: Going Beyond Points

Posted by Erin Raese on Jan 14, 2019 3:44:00 PM

Make no mistake here – we’re not suggesting brands do away with points or get rid of currency entirely. You can make your program look like whatever you want it to. What we’re suggestion is thinking outside of points in terms of structuring your loyalty program. Many brands hesitate to implement a traditional program because of the liability that may be associated with points. This requires marketers to gain additional buy-in and expertise from their financial and legal teams. Or, some brands see points-based loyalty as another deep discount mechanism that lacks differentiation from one business to the next.

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Topics: Telco, Financial Institutions, CPG, Retail, Travel & Hospitality, Personalization, Customer Experience, Loyalty Strategy

New Year, New Loyalty

Posted by Erin Raese on Jan 4, 2019 10:45:24 PM

 

The one investment you need to make this year is...

Loyalty.

Seriously. We're not just being biased here. Read on.

Want to personalize63% of marketers are struggling with data-driven personalization.
Want to solve for the huge churn from one transaction to the second and third transaction? Increasing retention by 5% can yield 25% to 95% increase in profits.
Want to create a shared, single view of customers across all business units? 

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Topics: Telco, Financial Institutions, CPG, Travel & Hospitality, Retail, Personalization, Omni-channel | Digital, Customer Experience, Customer View, Loyalty Strategy

6 Trends Revolutionizing Loyalty

Posted by Erin Raese on Nov 12, 2018 6:56:32 AM

 

These days, what we think of as “loyalty” is ever-evolving. While the promise of burgeoning tech is catching a lot of the noise for the marketplace, there are underlying strategic tactics that are laying the true foundation for loyalty’s future.

 

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Topics: Telco, Financial Institutions, CPG, Travel & Hospitality, Retail, Personalization, Customer Experience, Customer Engagement, Loyalty Strategy, Loyalty Trends

5 Ways QSRs Can Increase Revenue and Margins for 2019

Posted by Erin Raese on Nov 5, 2018 7:47:10 AM

 

As leading QSRs look to stay competitive, it’s time to do more with data. For too long, restaurants have used punch cards – first physical then moving into the digital realm with mobile campaigns – to reward loyal customers.  While punch cards are a great engagement and repeat purchase tactic, they don’t collect the most important customer data. Your competition is beginning to invest in next gen retention strategies and technology to collect customer data to deliver personalized experiences across each customers’ journey.  Once you have critical customer data in hand, you can look across verticals and adopt the tactics other brands are using to increase engagement and retention.  

 

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Topics: Retail, Personalization, Omni-channel | Digital, Segmentation, Customer Experience, Customer View, Loyalty Strategy, Loyalty Trends