Loyalty360

In this Lunch & Learn, Erik Kapila, Loyalty Program Director at Marcus Theatres, will walk through the components of net customer value using an illustrative example based on Marcus Theatres’ Movie Club loyalty program. He’ll show how member revenue, acquisition costs, and ongoing costs come together in one calculation, then share how the exercise helped his team evaluate the program and communicate its value to leadership.

Key takeaways:

• The inputs needed to calculate net customer value for a loyalty program
• How to bring revenue and costs together in a member-level calculation
• Ways to use the result to assess program performance and support conversations with leadership

For 25 years, loyalty marketers have optimized email to get the member to open it. What happens when the member’s AI opens, reads, interprets—and eventually acts on—the email for them?
 
AI is inserting a new intermediary between the loyalty program and the member. That creates both a challenge and an opportunity. Gmail now uses Gemini to summarize threads, and Google is moving toward an “AI Inbox” that can prioritize information and surface actions; meanwhile, email remains consumers’ preferred way to hear from marketers. 

During this Lunch & Learn session with Carolynn Jordan from Stop & Shop, we’ll discuss:
 

• How brands can optimize for AI, not just the member: Gmail and other AI tools can summarize and interpret emails, making clear, machine-readable value propositions increasingly important.
• Put the value up front: Offers, rewards, urgency and key member benefits need to appear earlier so they survive AI summarization and capture attention quickly.
• Rethink opens and measurement: If AI reads or summarizes the email for the member, open rates become less meaningful—putting greater emphasis on clicks, activations, redemptions and incremental behavior.

Holiday strategy does not stop once the season begins. As shopping unfolds, customer behavior can reveal what is working, where engagement is falling short and when it is time to adjust.

Join Loyalty360 and Kobie for a conversation about how brands can use these insights to make smarter decisions throughout the holiday season. We’ll explore how understanding who is shopping, what motivates them and how they engage beyond a purchase can help brands assess performance and strengthen customer relationships.

What attendees can expect to learn:

• Understand who is shopping and why: Look beyond purchases to identify different customer needs, motivations and behaviors.
• Recognize signals and adjust in real time: Use engagement patterns to assess what is working and where strategy may need to change.
• Build relationships beyond the holidays: Identify opportunities to turn seasonal shopping into ongoing customer engagement.

Speakers: 

Julie Gerola, Vice President, Strategic Consulting, Kobie
Marie DeLeo, Sr. Director, Strategic Consulting, Kobie

 

Presented by Loyalty360, CX Fest is the industry's newest gathering for customer experience, customer engagement, and loyalty professionals. As the inaugural event, CX Fest will bring together leading brands, innovators, analysts, and technology providers to explore the strategies, technologies, and insights shaping the future of customer experience.

Join us in Charlotte this November to learn from best-in-class leaders, discover emerging trends in AI and CX, build valuable peer connections, and gain practical strategies that drive customer satisfaction, retention, and business growth.

Don't miss the opportunity to be part of the inaugural CX Fest. The brands and leaders who attend this first-of-its-kind event will help shape the future of the CX community, establish valuable industry relationships, and gain early access to the ideas and innovations defining what's next. Be there from the beginning—and be part of the conversation everyone will be talking about afterward.

Register here: Loyalty360 CX Fest | November 17-18, 2026 | CXFestival.com
Apply for Awards here: Loyalty360 CX Fest | November 17-18, 2026 | CXFestival.com