Revolutionizing Rewards: The Currency of Customer Loyalty

May 1, 2024
1:00 PM ET

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About The Webinar

Research shows that striking the right emotional chord with your customers is what drives long-term loyalty. Happy surprises aren’t enough—brands must showcase what makes customers unique to foster engagement. In this webinar, we'll explore how ThriftBooks transformed its ReadingRewards program from discount-driven incentives to a rich, community-focused loyalty initiative. Join Barbara Hagen, the 'Queen of Free Books’, and personalization expert Bill Schneider as they discuss how to create meaningful connections with customers by recognizing and rewarding the communities they belong to. In particular, Barbara will share how she revamped their program for educators and built a loyalty playbook that she plans to use with other audiences to drive more customer value.

This webinar will cover:

• Understanding the emotions impacting customer loyalty
• The power of marketing to communities for deep emotional connections
• Effective data attributes for personalization
• Crafting loyalty rewards to enhance your brand value and maintain customer engagement


Barbara Ann Hagen

Vice President, Sales and Marketing

Barbara Hagen is the Vice President of Sales and Marketing of ThriftBooks, the world’s largest online independent seller of used and new books. Hagen has more than 20 years of experience as a senior marketing executive with an exceptional track record of success at Fortune 100 companies spanning Retail, CPG, and Tech and proven expertise in many areas including global strategy; loyalty and retention; eCommerce, inclusive of digital and performance marketing; omnichannel marketing; media, social, and multi-channel communications.Her previous roles include executive marketing leadership positions at Target, Microsoft, Best Buy and Johnson & Johnson. As a data-driven marketer she leverages her experience to drive profitable sales growth, establish deep customer loyalty, and bring to market innovative strategies for ThriftBooks. Her extensive background has enabled her to successfully deliver continued top-line and bottom-line growth for ThriftBooks while strengthening the brand’s overall market position within the industry. Hagen received her undergraduate degree in Marketing and Advertising from Syracuse University, an MBA in International Marketing from NYU’s Stern School of Business, and a Master of Science in Business Analytics also from NYU’s Stern School of Business. She lives in the Seattle area with her husband, three kids, and two much-loved cats.

Bill Schneider

Vice President of Product Marketing

Bill has been in the middle of the martech ecosystem for over 20 years to help B2C brands build personalized experiences across channels. He is currently VP of Product Marketing at SheerID, an Identity Marketing Platform that helps brands build relationships with consumers who are part of specific communities like teachers, students, and healthcare workers.Prior to SheerID, Bill held leadership roles at Airship, Aisle7, and Webtrends. He lives in Portland, Oregon with his wife and two kids.


Aaron Dauphinee, CLMP™

Chief Marketing Officer
Wise Marketer Group

Aaron leads marketing and business development teams for the Wise Marketer Group (WMG), a customer engagement and loyalty marketing media and education company.  The Wise Marketer is the global source for unbiassed customer loyalty news, research and insight for the $202 BN loyalty industry.  The Loyalty Academy is the only source for marketers to earn the Certified Loyalty Marketing Practitioner™ (CLMP™) designation globally through a proprietary, practitioner-based curriculum.

Aaron is an award winning B2B marketer with nearly 25 years of consumer-centric and data-driven marketing, market research, and loyalty and rewards industry experience.  He is a recognized thought leader for how brands can use data intelligently to deliver value through their marketing efforts.

He is a marketing executive that has led the development and publication of The Loyalty Report for Bond Brand Loyalty; led marketing teams at Rubikloud (CMO) and Aimia; led client services for the small business division of what is now Gartner CEB; and delivered marketing strategy and plans for divisions of Alliance Data and Shell Canada.  Aaron also taught Marketing for 5 years at what is now Toronto Metropolitan University in Toronto, Canada.