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California Pizza Kitchen (CPK) has been delighting diners for four decades, but as the brand celebrates its 40th anniversary, Chief Marketing Officer Dawn Keller, is focused not on nostalgia but on reinvention. At the helm of marketing, culinary, digital, and menu innovation, Keller is bringing a deeply personal connection to the brand—and a bold, modern vision for its future.

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As brands face mounting pressure to create deeper, more sustainable connections with their customers, the role of loyalty strategy has evolved from transactional tactics to enterprise-wide engagement. For Michelle Sequeira Yee, Vice President of Consulting at Bond, this evolution isn’t just necessary, it’s urgent. Drawing on her experience leading customer and digital strategy at large national Canadian retailers, and on the agency side at McCann and Havas, Sequeira Yee now helps brands reimagine loyalty as a driver of business growth, using data, technology, and emotional relevance to build meaningful relationships across the customer base.

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In the competitive world of convenience stores, where speed and service reign supreme, customer loyalty programs are becoming a pivotal factor in brand success. Weigel's, a family-owned convenience store chain based in East Tennessee, is setting a high standard with its innovative loyalty program, My Weigel's Rewards. With 85 locations and a commitment to quality products, exceptional service, and community engagement, Weigel's continues to expand, creating lasting connections with its customers. At the heart of this success is Jessica Starnes, the Director of Loyalty at Weigel's, who has been with the company for over 16 years, driving the evolution of its loyalty program.

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2025 Customer Loyalty Trends Uncovered

Welcome to Leaders in Customer Loyalty: The CEO’s Desk, a Loyalty360
original podcast series featuring exclusive executive insights from Loyalty360 CEO Mark Johnson. In this episode, Mark unpacks the Top 11 Trends in Customer Loyalty for 2025, straight from Loyalty360’s Advisory Board sessions at the 2025 Loyalty Expo.

What You’ll Learn in This Episode:

• Why organizational alignment is mission-critical to program success
• How leading brands are substantiating and reinforcing loyalty program value
• The growing pressure to prove ROI to CFOs and align loyalty with business strategy
• Key strategies for simplifying loyalty program structures and overcoming tier fatigue
• The evolving role of AI, data, and personalization in loyalty program optimization
• How brands are adapting to economic uncertainty, supply chain disruption,
and regulatory changes
• Real-world examples of loyalty innovation from brands like Weigels and others

Whether you’re a loyalty program manager, brand executive, or tech partner,
this episode is packed with critical insights to help you evolve your loyalty
strategy in a time of rapid change.

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In an increasingly dynamic marketplace, the role of customer loyalty has evolved far beyond transactional relationships. Today’s leading brands understand that loyalty must be earned through authentic engagement, reciprocal value and experiences that resonate on both functional and emotional levels. Lenovo, a global technology powerhouse, exemplifies this philosophy with its customer-centric initiatives, including the award-winning Evolve Small program and the My Lenovo Rewards platform.

In a recent conversation with Loyalty360, Jamie Linville, Digital and Brand Senior Manager at Lenovo, shared insights into how the company approaches loyalty, the evolution of its programs and the balance between technology and humanity in customer engagement.

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For many fans, the first concert or professional sporting event they attend is more than just entertainment. It’s a core memory. It’s the roar of the crowd, the closeness of family, and the once-in-a-lifetime thrill of seeing a favorite artist or team live. Today’s consumers no longer settle for a faraway seat or generic experience; they want immersive, personalized moments that spark emotional resonance. At the forefront of this movement is VIP Nation, a leader in curated concert experiences and part of the Live Nation family.

Evan Abrams, Senior Director at VIP Nation, has had a front-row seat in the evolution of fan engagement for more than a decade. “VIP Nation, we're a global leader in premium concert experiences. "We work directly with the artists, managers, and promoters to create elevated fan moments,” Abrams explains. These range from artist meet-and-greets and sound checks to photo ops on stage and exclusive merch bundles. “Our mission is to bring fans closer to the music they love in unforgettable ways.”

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Brands currently face a variety of challenges including rising customer expectations, generational differences, and increasing desire for seamless omnichannel experiences. CORA Loyalty is answering that call with a comprehensive portfolio that integrates next-gen tech, deep personalization, and strategic services. At the helm is Beth McCoy, President of CORA Loyalty, who joined Loyalty360's Industry Voices series to share her vision and strategies for evolving loyalty in 2025 and beyond.

"CORA Loyalty is a newly created portfolio made up of three separate companies or entities that some people may be familiar with from the loyalty marketplace," McCoy explains. These include RewardOps, an API-based rewards marketplace; Carlson Marketing Solutions, an enterprise-grade points bank and engagement platform; and Points at Work, a channel incentives tool tailored to employees and manufacturers.

Together, they form an end-to-end loyalty ecosystem, bolstered by a services layer offering data science, digital marketing, and curated marketplace solutions.