Strategies to Build Loyalty & Maximize Revenue
Leveraging Customer Data Analytics to Drive the Customer Journey
December 03, 2025
1:00 PM EST
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About The Event
Customer loyalty isn’t built by chance—it’s built by understanding customer behaviors, preferences, and needs at every stage of their journey. In this session with Hibbett's Kayla Brown, and Baesman's Kim Welther, we’ll explore how brands can harness customer data to identify opportunities that strengthen brand loyalty.
Hibbett, Inc. is an American sporting goods retailer headquartered in Birmingham, Alabama, operating over 1,169 retail stores, including 960 Hibbett Sports stores, 193 City Gear stores, and 16 Sports Additions athletic shoe stores across 36 states.
Join Kayla and Kim as they discuss the importance of a single customer view, understanding engagement across channels through key data integrations, and identifying opportunities through a deeper understanding of customer engagement across the customer journey.
This session uncovers how to set clear KPIs, such as repeat purchase rates, customer lifetime value, and redemption engagement, then tie those metrics back to actionable customer touchpoints.
Attendees will walk away with:
- Concrete case studies that show how Hibbett puts these insights into action.
- Practical methods to not only analyze campaigns for success, but also forecast success.
- A framework for aligning loyalty goals with overall brand performance to drive sustainable growth.
Whether you’re refining an existing loyalty program or building one from the ground up, this session will give you the roadmap to transform raw data into stronger, lasting customer connections.
About Hibbett
Hibbett Sporting Goods, Inc. is an athletic-inspired fashion retailer with more than 1,000 stores across the country. The company offers athletic footwear, apparel, and equipment from major brands. In April 2024, Hibbett was acquired by JD Sports for approximately $1.1 billion.
Hibbett Rewards is a mature loyalty program operated by Hibbett to drive growth and retention across its customer universe.
About Baesman
Baesman, based in Hilliard, Ohio, is a full-service marketing and customer engagement company that started as a printing company in 1952.
Today, it provides data-driven marketing strategies, direct mail, email and SMS campaigns, and loyalty programs for businesses nationwide, with a focus on customer retention and personalized communication.
Featured Presenters
Kayla Brown
Director of Customer Lifecycle
Kayla is a passionate leader focused on transforming the customer experience through innovative lifecycle marketing and the strategic integration of personalization.
Kayla leads a team responsible for managing cross-channel email and mobile marketing, CRM, loyalty, paid media, and affiliates, all with the goal of creating more relevant, data-driven customer experiences that strengthen the Hibbett brand.
Kim Welther
VP of Marketing Strategy
Kim leads Baesman's loyalty, data, and strategic initiatives. She is tasked with driving client growth, customer acquisition and creating data-driven retention strategies.
Before joining the Baesman team, Kim spent more than a decade at Victoria's Secret in Direct-To-Consumer campaign strategy and analysis. During that time, she built profitable customer acquisition and retention strategies from data-driven analysis.
HOST
Bill serves as Managing Editor of The Wise Marketer, known as The Global Voice of Customer Loyalty. The media site has been publishing news, insights, and research on customer loyalty, CRM, digital marketing and more for the past 18 years.
Bill is also CEO Wise Marketer Group which operates TheWiseMarketer.com, The Loyalty Academy™, and WMG Advisory Services.