A well-run loyalty program should be so meaningful to your brand that you can track the percentage of gallons and merchandise dollars that are tied to loyalty and if you balanced just the right margin per segment to win the right frequency of both visits and basket size.  
 
Your brands loyalty program is a marketing engine that can become your lowest cost of advertisement given the ability to directly target, personalize, and steer larger wallet share to your business.  This marketing engine is more important today than ever, as the ability to target through other methods becomes thinner given evolving customer privacy standards and laws.  Your loyalty program is a relationship with your customers, and this session focuses on how brands use their loyalty program as a marketing machine to build customer relationships, solve the competing forces of the fuel court versus the convenience store, and ultimately steer wallet share.