Agenda & Speakers

From Loyalty to Membership – Customer Loyalty Evolution

As brands struggle to stand out from competitors and stay top of mind for customers, some are turning to their loyalty and customer experience strategies and a key point of differentiation. However, the days of static point-based loyalty are behind us. Traditional programs are now evolving into much more, including membership programs with exclusive and personalized benefits and experiences.
Key Takeaways:
- Not all member benefits are created equal
- Value propositions consistent to what your customers would expect
- Engage employees throughout the organization early to ensure success
- Go beyond focusing on points and benefits, the real value is in the customer experience


Mariona Belles, Senior Marketing Manager of Loyalty & Membership, Best Buy

Mariona Belles has over 12 years of international business experience leading digital transformation initiatives. Originally from Barcelona, Spain, she holds an MBA from ESADE Business School. She led digital programs in the travel and ecommerce industries in several European countries: Germany, Sweden, Spain and the UK before moving to the Twin Cities. Before joining Best Buy she was a Digital Strategist at Three Deep Marketing supporting key accounts like Red Wing, Medtronic, and Nestle. At Best Buy she launched multiple digital capabilities including Wish List, Student Deals and Digital Member Offers. Over the last two years she has been leading the My Best Buy loyalty and membership program focusing on transformation. She is also a certified leadership coach, possesses an agile certification by the University of Minnesota and is passionate about helping business grow through digital transformation.

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