This post was created in partnership with Fetch
During Adweek’s webinar, From Clicks to Connection: Tech’s Role in Creating Lifelong Consumers, industry leaders explored how brands can use technology, AI, and personalization to drive emotional connections, build community, and create lasting relationships.
Robin Wheeler, chief revenue officer at Fetch, kicked off the event by highlighting a recent success of the platform: crossing $1 billion in rewards to consumers in 2024. She attributed the growth to Fetch’s intuitive and fun user experience, which helps them capture robust and comprehensive data insights. “We make scanning receipts and collecting rewards so easy, so fun, so intuitive—and it’s competitive,” Wheeler explained. “Consumers are scanning 11 million receipts daily, translating to $179 billion annually. This activity gives us an unparalleled 360-degree view of the consumer, allowing brands to target consumers in a highly relevant way.”
This comprehensive understanding of consumer behavior highlights the power of data-driven personalization in driving short-term engagement and retention. But, as Shiv Singh, co-founder of AI Trailblazers, pointed out, true loyalty requires looking beyond immediate wins. “Loyalty is a long-term play,” Singh stated. “When I was at LendingTree, we made three-year projections on what we’d get from our loyalty base. Anchoring boards and CEOs in that mindset is critical.”
The role of emotional connection
Several panelists agreed that building an emotional connection is foundational to loyalty. Grace Dolan, chief marketing officer at GrandPad, explained how the company builds community for senior users through shared experiences. “We partnered with Delta to connect World War II veterans year-round,” she shared. “Loyalty is about creating irreplaceable benefits that resonate deeply with our audience.”
Christopher Nurko, global director of brand integrity and experience at DDB Worldwide, argued for the power of shared stories in marketing. “As we talk about loyalty and personalization, it’s easy to forget that shared experiences bind us as humans,” he said. “Brands that create shared stories are the ones that truly stand out.”
Personalization meets community
While AI and predictive analytics are pivotal tools for personalization, panelists emphasized the importance of going beyond data-driven tactics. Ajit Sivadasan, president and global head of direct-to-consumer at Lenovo, highlighted the value of building genuine customer relationships, stating, “Loyalty programs should reward existing behavior, not just incentivize.” He added, “Building great products—and experiences—remains the cornerstone of enduring relationships.”
Robin Wheeler expanded on Fetch’s unique and personal approach to building their community of users. “We’ve created a loyalty ecosystem where brands are the center of joy. Our platform connects the dots across consumer purchases, offering brands precise insights to drive both acquisition and retention,” she said. Wheeler also shared an example where a CPG company used Fetch to expand its portfolio reach, “The average buyer purchased three brands, but within our ‘club’ loyalty program, they bought seven.”
Looking ahead
As technology evolves, brands must balance high-tech tools with high-touch strategies. “Relevance and resonance are key,” said Melissa Berger, chief solutions officer at Digitas. “It’s not enough to be relevant to a thousand microsegments. Brands must also create emotional moments that resonate and keep customers coming back.”
