From Tracking Points to Delivering Value (ft. Phil Shelper)

Erin Raese and Alex Tavera discuss insights from Shoptalk 2025.

For our conversations about gamification, we had a meeting with Aaron Lobliner, Chief Client Officer at CataBoom. This conversation revealed the top metrics brands track with gamification, along with tips on aligning games to your brand, crafting games for all ages, and seamlessly integrating them into campaigns. Learn the golden rule of gamification success to win!

This episode dives deep into the loyalty game with Glenn Gillis, Co-founder and CEO of Sea Monster Entertainment. This episode builds on our gamification discussions, as we discover the methods of creating authentic experiences by gamifying your program. We also speak on the importance of utilizing loyalty data for gamification.

This episode dives deep into the loyalty game with Barry Kirk, Principal Consultant/CX Practice Leader at Chapman & Co. Prepare to walk away with a whole new mindset on how to approach gamification, know where to look for inspiration, understand how B2B brands can leverage it, hear where most companies miss the mark and find out some simple ways to get started—the right way.

In this episode we speak with Alex Tavera, Head of Strategy Marketing at Annex Cloud, who shares insights on designing programs that foster enhanced customer engagement and drive measurable business outcomes. Tune in to learn how loyalty programs can become a cornerstone of your growth strategy.

In the premiere of season three, we speak with Phil Shelper, CEO of Loyalty & Reward Co. With over 13 years of industry expertise, Phil sheds light on shifting loyalty programs from marketing tools to business growth engines and the key business outcomes that loyalty can deliver. We explore how to strategically design programs that drive customer retention, increase revenue, and elevate your brand in the competitive landscape.

In this episode, we dive into omnichannel customer engagement with Kelsey Jones, Global Head of Product Marketing at Emarsys. Tune in to learn how your brand can connect with your customers on an individual level, creating personalized communications that resonate to inspire action and engagement.

In this episode, we are joined by Amanda Cromhout, the CEO of Truth and the author of the acclaimed book 'Blind Loyalty: 101 Loyalty Concepts Radically Simplified'. Together, we delve into the strategic decisions that executives are making today to leverage powerful loyalty programs as catalysts for business growth. Tune in to hear an exclusive interview about the creation of Amanda's book "Blind Loyalty".

In this episode we meet with Ellen Green, who has 20 years of experience building strong relationships between consumers & brands that generate revenue growth, minimize discounts and drive engagement. Ellen collaborates with brands across the globe to evolve their loyalty strategies and create industry-leading experiences customers love.

In this episode, we meet with Michael Sitarzewski, VP of Innovation & Technology at Tandem Theory, to discuss the ways brands can bring personalized experiences to their consumers. We discover the power of direct mail, and the importance of having loyalty data when advertising to your target audience. Tune in to learn more about personalization and staying ahead in loyalty! Also, visit www.tandemtheory.com for more information about Tandem Theory.