May 06, 2026
1:00 PM EST
Register below for this event.
About The Event
Most loyalty programs tend to see their most valuable customers enroll shortly after program launch, with diminishing returns over time. However, in the case of Krispy Kreme Rewards, even after five years of program availability, new members are still demonstrating a remarkable 144% increase in annual spend. This sustained performance underscores the program’s appeal and the effectiveness of its personalized engagement strategies.
Join leaders from Krispy Kreme UK and ITA Group to learn how analytics‑led personalization, test‑and‑learn experimentation, and strategic alignment transformed loyalty from a perceived cost center into a powerful engine for revenue and margin growth. Discover how behavioral segmentation, smarter offer optimization, and seamless omnichannel execution helped drive record‑breaking performance with member spend now 91% higher than non‑members.
Whether you’re managing a mature loyalty program or building toward long‑term scalability, this webinar offers practical lessons for unlocking sustained value.
Featuring
Melissa Wood
Customer Engagement and Loyalty Specialist
Krispy Kreme UK
Melissa is a customer engagement and loyalty specialist with 16 years’ experience shaping retention, CRM and digital adoption across some of the UK's most recognised brands including BMW, Sky, British Gas, Virgin Media O2 and Krispy Kreme UK. Her strength is making loyalty commercially valuable - turning customer behaviour into strategy, and strategy into programmes that drive real habit and long-term value. Currently leading CRM and the Smiles loyalty programme at Krispy Kreme UK, she brings a rare balance of creative instinct and data rigour to the work of building things that actually last.
Chris Jones
Senior Vice President of Customer Engagement Solutions
ITA Group
Chris is passionate about creating emotional connections between brands and customers by designing and delivering compelling customer experiences. His 30 years of experience across numerous industries serves as a foundation for personalizing solutions for every client. As Senior Vice President of Customer Engagement Solutions at ITA Group, he and his team help brands engage their customers in ways that deepen relationships and create long-term value. When Chris isn’t working or volunteering at nonprofits in the Des Moines community, you can find him attending soccer matches of his three sons or professional teams, being active outdoors and becoming a soon-to-be expert guitarist.
HOST
Bill Hanifin is CEO of Wise Marketer Group (WMG), home to The Wise Marketer — the Global Voice of Customer Loyalty — and The Loyalty Academy™, the world's only professional certification body for loyalty marketers. More than 1,200 professionals across 57 countries have earned the Certified Loyalty Marketing Professional™ (CLMP™) designation through the Academy's programs.
Active in the customer loyalty and payments industry for over two decades, Hanifin has designed, implemented and managed customer growth strategies and loyalty programs for globally recognized brands — including American Express, Visa, Mastercard, Shell, PepsiCo, Panera Bread, 7-Eleven, Circle K, and Scotiabank — across more than 20 countries and virtually every customer-facing vertical market.
A specialist in consumer purchase behavior, Hanifin has developed proprietary models for loyalty ROI modeling and customer lifetime value, turning complex loyalty economics into frameworks audiences can act on immediately. In addition, Bill has pioneered linkages between behavioral science and data driven marketing / customer loyalty.
A seasoned keynote speaker and workshop facilitator at industry events worldwide, he finds inspiration through participation in endurance sports over the past twenty years.
Aaron Dauphinee is CMO and Partner at Wise Marketer Group (WMG) — home to The Wise Marketer™, the global voice of customer loyalty reaching 15,000+ professionals worldwide, and The Loyalty Academy™, the world's only professional certification body for loyalty marketers. More than 1,300 professionals across 55 countries have earned the Certified Loyalty Marketing Professional™ (CLMP™) designation through the Academy's programs.
With 25+ years in consumer-centric and data-driven marketing, Aaron is an award-winning B2B marketer and recognized thought leader in customer loyalty strategy, loyalty program design, and using data intelligently to drive brand value. His career spans senior roles at Bond Brand Loyalty — where he led the development of The Loyalty Report™ — as well as Rubikloud (CMO), Aimia, Gartner CEB, Alliance Data, and Shell Canada. He also taught Marketing for five years at Toronto Metropolitan University.
At WMG, Aaron drives the research, education, and content initiatives that equip loyalty professionals at every level — from emerging practitioners to senior executives — to build deeper customer commitment and measurable business results.