Agenda & Speakers

Wake-Up Call: Creating Long-Term Brand Advocates with SleepNumber

SleepNumber is a long purchase cycle business, which is non-traditional for most loyalty program brands. However, loyalty and engagement is not a new concept for the brand. Before integrating their existing Innercircle loyalty program with the InnerCircle online program, SleepNumber had been creating champions out of clients by incentivizing their Insiders with refer-a-friend initiatives and building leads from those referrals. In realizing the value of customer advocacy, SleepNumber saw an opportunity to further engage and reward customers through digital/social activities and acquire new business by adding an online loyalty program to increase engagement.
In this session Lisa Erickson, Sr. Director - Customer Relationship Management & Loyalty at Sleep Number and Emily Rudin, Chief Customer Officer of CrowdTwist will provide an overview of Sleep number’s InnerCircle loyalty program, the benefits the program provides from a brand and member perspective, their promotional strategy and the success and the future vision for the program. 




Emily Rudin, Chief Customer Officer, CrowdTwist

Emily oversees the Client Success and Marketing teams at CrowdTwist. Emily has more than 15 years of retail, analytics, client services and marketing experience. Throughout her career, Emily led transformational initiatives that have enabled brands and retailers to form strong connections with their customer base. She offers a unique customer-centric perspective and has a proven track record for increasing value for customers, managing complex relationships and developing hard ROI for her customers. Prior to joining CrowdTwist, Emily held positions at Macy’s, Coach, Ann Inc., dunnhumby, and The Children’s Place. She holds a bachelor’s degree in consumer studies from Syracuse University. Emily is a proud mother of two. She and her husband are active members of their community.

Lisa B. Erickson, Sr. Director of CRM & Loyalty, Sleep Number

As the Sr. Director of CRM & Loyalty, Lisa leads the development, execution and management of Sleep Numbers Loyalty program, the InnerCircle, as well as all direct mail and email programs. Lisa is responsible for the overall success and ongoing growth and management of these programs.  She directs the testing of all programs to ensure continued evolution and growth.  She is responsibility for the InnerCircle member engagement and program profitability. Leveraging her deep experience in retail, holding positions in merchandising, finance, strategic and promotional planning and marketing she is able to activate new initiatives quickly and successfully. Lisa is constantly striving to take the InnerCircle program to the next level of engagement. Prior to joining Sleep Number, Lisa held management positions at Best Buy and the Department Store Division of Target Corporation. She is born and bred in Minnesota, living their all her life and earning her Bachelor of Science degree from the University of Minnesota in Retail Merchandising and Business.

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