Loyalty Marketing – From Cool to Creepy: Balancing Personalization with Privacy

  • 27 Mar 2013
  • 7:30 AM - 10:00 AM
  • The Spoke Club, 600 King Street West


American Marketing Association Toronto Chapter

Loyalty Marketing – From Cool to Creepy: Balancing Personalization with Privacy

What a paradox: Program members increasingly crave more personalization, and willingly share information about themselves, but they’re also increasingly concerned about privacy. So, what is the right balance between delivering personalization and respecting your members’ privacy? When is acknowledging what you know about a member seen as cool, and at what point can it become a bit creepy?  For the first time in Canada, the “Cool to Creepy Index” from this year’s Maritz Loyalty Report now sheds light on that critical balance.  


What consumers of various ages find cool and creepy can be dramatically different, which makes it even more critical for loyalty marketers to fully understand sensitivities and customize their approaches. By not understanding and leveraging these important differences in how Canadians view privacy, loyalty marketers run a significant risk in missing big opportunities. To highlight this point, Canadians under 34 are 3 times more receptive than people of other ages to getting offers from loyalty programs based on their past purchasing habits - if loyalty marketers take the same approach across their full member base, they could miss out on 3 times the potential in a large segment of their membership.


Join us to hear a panel of Canada’s top loyalty leaders share their thoughts, challenges, and successes with leveraging customer loyalty programs. The discussion will be moderated by Marketing Magazine’s Editor-in-Chief, David Brown.  The session will begin with a re-cap from Maritz Loyalty Marketing’s 3rd annual “The Maritz Loyalty ReportTM”, on balancing the paradox and also highlighting some key insights and lessons from their research study of over 4,000 Canadian consumers.



David Brown, Editor-in-Chief, Marketing Magazine


Expert Panel:

Alison Simpson, Executive Vice-President, Maritz Loyalty Marketing

Anne Baston, Vice President, Marketing, Online & Digital / Acting Vice President, Loyalty and CRM, Indigo

Katherine Dimopoulos, Head of Marketing & Brand Experience, SCENE

Jennifer Douglas, Vice President, Credit Cards, Scotiabank

Jonathan Huth, Partner and COO at Conversion Marketing-Communication




 Wednesday, March 27, 2013


 Time:  7:30 - 8:00 am Networking

 8:00 - 10:00 am Panel discussion   and Q&A



 The Spoke Club, 600 King Street   West (corner of Portland)


 Cost:  $50 Members
   $80 Non-members
   $30 Students



Registration has now closed. You may register onsite.

American Marketing Association Toronto Chapter 2008        

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