Melanie Butler

Industry players face challenges in a competitive market, where creating brand affinity and building consumer trust are crucial for driving repeat business. Shoppers want to feel valued as customers, and they are more likely to keep buying products once they’ve established trust in a brand. Discover new ways to deliver value to customers while maintaining price points with and without third party support. Panelists will discuss: 

• Utilizing 1P data for personalization experiences that deepen customer loyalty and reduce price sensitivity 
• Building brand affinity through trust-centric digital touchpoints that make digital interactions feel more human and reliable 
• Leveraging technologies from AI to CRM solutions to scale value-driven customer engagement 

As consumers increasingly prioritize their personal health and wellness needs, food and beverage retailers face the challenge of evolving their loyalty programs to better support and align with these expectations. Melanie Butler, CRM & Loyalty Manager for Giant Food, will discuss how retailers can build more effective and innovative loyalty programs that resonate with the health needs of consumers, driving retention, and boosting long-term brand loyalty. 

Hear lessons learned, including: 

• Leveraging data-driven insights for content and personalization approaches that drive retention 
• Linking loyalty initiatives to wellness goals, pharmacy adherence, and sustainability efforts to increase stickiness and shopper advocacy 
• Expanding program value by rewarding actions like prescription fulfillment, immunizations, and preventive care services 
• Measuring success beyond transactions by tracking the deeper impact of loyalty programs—from behavior change to long-term retention and community engagement 

End your time at Digital Food & Beverage with an Ask Me Anything (AMA) session featuring industry-leading experts. This is your chance to dig into the factors driving success in online food and beverage retail. From optimizing customer experiences to creating digital marketing solutions, our panel of eCommerce leaders will share their secret sauce for competing in a digital world. Discussion topics include: 

• Where you’ll invest your next marketing dollar 
• Practical approaches to navigating complexity and remaining agile 
• Optimizing the full customer journey for seamless, engaging experiences from click to cart to curbside