Zeta: Loyalty is a Behavior, Not a Program

Most loyalty programs measure participation, not loyalty. In this session, we’ll discuss how to reframe loyalty as repeat behavior and preference—and how to hold it accountable to outcomes like frequency, retention, share of wallet, and reduced churn. We'll also explore how brands can connect online and offline interactions into one membership story—and create real stickiness through utility, access, recognition, and personalization.

02-06-2026 09:50 - 10:20