Loyalty Isn’t Fleeting: How to Structure Incentive Programs that Build Lasting Relationships with Employees and Customers

IGCC | Tuesday, July 12 | 10:15 - 11:15 AM 

The right rewards given at the right moments are proven to build and sustain a loyal customer base and workforce. In this panel session, Blackhawk Network, a global incentives and payment industry leader, will unveil new research detailing how gift card rewards can optimize incentive programs’ impact no matter the audience. Our experts will identify which gift cards people want to receive as rewards from employers and retailers alike—and how they want to receive them. The research further delves into the psychology behind why consumers feel positive sentiments when receiving physical and digital gift cards, namely due to flexibility of choice and how these sentiments can engage customers and employees while also driving productivity, sales and lasting relationships. 

Cameron Krost, Program Manager, Gift Cards at TopGolf

Scott Lapp, Director, Incentive Marketing at Blackhawk Network

Scott works with Blackhawk Network clients and partners to help leverage data and insights for effective reward use within their incentive programs. Scott has more than 25 years of experience providing solutions that drive awareness and adoption across industries like technology, professional services, and nonprofits. 

Mark Smith, Senior Rewards Director at One10

Mark has been fascinated by understanding human behavior and reward offerings for over 15 years. I am currently the Senior Rewards Director at One10, on the Board of Directors for RPI, Irish Fair, The Mississippi Valley Orchestra and live in St. Paul MN.

Hollis Thornton, CPIM, Sr. Manager, Partner Development at Blackhawk Network (Moderator)

Hollis is currently a Senior Manager on Blackhawk Network’s partner development team. Her primary focus is to assist partners with strategically growing their gift card portfolio. Previously, she was at MetaBank (now Pathward) as a Partner Account Director, and prior to that, was in the Blackhawk Network Velocity B2B Services division which offers merchants comprehensive B2B gift card program management services. In that role, she drove revenue growth for merchant clients’ B2B programs by marketing and selling those brands into the B2B marketplace. With nearly 20 years in the gift card industry, Hollis has helped major companies in beauty, entertainment, fashion & apparel, dining, and more improve their gift card programs and the marketing of their brands. She is currently IGCC's Executive Vice President and sits on the IMA Board.