Agenda & Speakers

CX with Style: Driving Mobile Engagement to Improve Overall Customer Experience

Much has been said about the importance of engaging customers via new mediums. What often falls by the wayside in these discussions, however, is how these new mediums will intersect with more traditional channels to enhance the overall experience. This was the focus of the new loyalty program at Lids Sports Group, which integrates directly with the brand’s mobile app to create a complete customer experience. SVP, Marketing & Ecommerce Jeff Pearson will show attendees how the company approached this opportunity as it launched the Lids Hat Club, a program that not only takes advantage of a mobile app, but also offers both free and premium tiers, layering on an additional challenge in offering value and engagement to its customers.

Key Takeaways

- Engaging audiences through mobile, not as an exclusive channel but as part of a holistic customer experience

- Operating a loyalty program with a premium tier, while offering enough value for members of the free level to be engaged

- Leveraging a mobile program to collect customer preferences and shape CX going forward


Jeff Pearson, Senior Vice President, E-Commerce & Marketing, Lids Sports Group

Jeff Pearson is the Senior Vice President of E-commerce and Marketing for Lids Sports Group. He is responsible for multiple websites operated by Lids including and In addition, Lids has over 1300 stores in the US and Canada where Jeff leads the marketing, promotions and store support.   Key work coming soon includes a new Lids App and a renewed customer loyalty program aimed at providing key benefits for loyal customers.   Before joining Lids in August of 2016, Jeff was the Senior Vice President of E-commerce, Marketing and Strategy for hhgregg. He spent 10 years at hhgregg in various leadership roles.

Agenda Overview

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