Using Data Analytics to Move Customer Loyalty to Enterprise-wide Success

A session at Loyalty Expo 2015

Today, the True Value Rewards program is a key driver of success, delivering value to customers that compliments great in-store service and advice. The program drives quantifiable customer engagement and allows True Value to differentiate itself from competitors. But, it was not always this way. A leader of Loyalty, CRM and Mobile Strategy, Sue Smolenski has worked to transform True Value Rewards by gaining a deep understanding (through data collection & analysis) of True Value retailers and customers, and building the infrastructure and retailer support to execute on those insights. Big data, disciplined analytics and measurement now inform and drive the True Value Rewards strategies and their bold enterprise customer focused vision.

In this session, we will share the True Value loyalty journey including:

- The early days of True Value customer loyalty marketing; what worked and what didn’t

- Overcoming the challenges of distributed retail model (and data) - Engaging retailers and other constituents

- How we refined our customer strategy using customer and retailer analytics including store and customer segmentation

- How we approach program evaluation with Campaign and Program ROI analyses

- How we taking action on our data insights from predictive and contact strategy models

- How we are now moving to enterprise customer focused strategies to win with our retailers and executives company-wide at True Value


Sue Smolenski, Director Loyalty, CRM and Mobile Strategy, True Value

Barb Olson, Senior Vice President, Loyalty & 1:1 Solutions, Cogensia

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