Loyalty trends and best practices

Join Us at Mega Event

by Sara Hogan
November 14, 2017
Join Us at Mega Event

Merkle is excited to be speaking at this year's Mega Event, taking place in Palm Springs, CA, from November 29-December 1.

This 3-day event focuses on the latest trends and best practices in loyalty programs, ancillary revenue programs and co-brand card programs for the airline and travel industry. The 2017 theme, To Boldly Go, challenges attendees to think about next-gen strategies.

We will be speaking during a session at the event. Details are below:

Our Session

Creating Loyalty Before the Sale with Psychology and Data-Driven Messaging

Date/Time: 2:25pm, November 30
Speakers: Ethan Hanson, Director, Digital Experience Strategy and Leigh Mehlman, Sr. Manager, Lifecycle Marketing & CRM, Exclusive Resorts

Companies often focus on loyalty after the sale, but what about pre-purchase loyalty? How do you determine what brand message to use early on to differentiate yourself, resonate with your customer base and drive long-term loyalty?

Exclusive Resorts teamed up with Merkle to conduct primary research to uncover the answers to these questions employing a Neuroanalytics™ approach that studied the psychological motivations of the target base.

Session attendees will learn:

  • How to create customer-centric messaging that builds loyalty up front
  • How to develop end-to-end customer strategy by starting with customers
  • Why emotion and motivation will always drive customer decisions over logic

In partnership with Exclusive Resorts through a series of research phases, we established what motivated this audience, where the market opportunity was, and then uncovered the audience’s emotional drivers,” said Hanson. “Merkle’s Neuroanalytics™ practice helped Exclusive Resorts isolate the real reason people wanted to take a luxury family vacation driving loyalty before they signed at the line.”

Questions? Email us at


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