Citi’s Mary Hines: ‘With digital features, people redeem points more than five times a year’
- Loyalty programs are evolving along with digital channels.
- Citi's Mary Hines joins us on the podcast to talk about optimizing engagement.
With all the choices consumers have to shop today, rewards programs are real differentiators. Turns out that 89 percent of consumers are more loyal to the stores or businesses where they are a rewards member. But just offering a rewards program is table stakes now — it has to be easy to access and easy to redeem.
Today’s guest on the podcast is Citi’s Mary Hines. Mary is the managing director of customer engagement and innovation in Citi’s credit cards group. As part of that role, she oversees the growth and development of the ThankYou Reward Program in the U.S. and 11 other international markets.
Mary describes the role customer loyalty programs have in today’s retail and payments business models. We talk about the intersection of digital strategies and what makes an effective loyalty marketing campaign. Lastly, we drill down into her strategy in delivering a seamless and remarkable experience across all customer touch points.
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