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With a legacy that spans nearly a century, Tractor Supply Company (TSC) has grown from a humble mail-order catalog to the largest rural lifestyle retailer in North America. With over 2,500 stores across the U.S., including the Tractor Supply brand and pet-specialty retailer Petsense by Tractor Supply, the company continues to evolve—not just in size, but in how it builds meaningful, lasting relationships with its customers.

Driving customer loyalty for the brand is Joe Leone, Vice President of Marketing, who now leads Tractor Supply’s LEAP team, an integrated unit that oversees Loyalty, Engagement, Analytics, and Personalization. Leone and his team are reshaping the company’s customer experience through data, strategic listening, and a deep commitment to mission-driven loyalty.

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From late-night honey butter chicken biscuits to meme-worthy social engagement, Whataburger has cemented itself as a beloved brand with a fiercely loyal fan base. Founded in 1950 by Harmon Dobson in Corpus Christi, Texas, the company was built on a straightforward promise: to serve a burger so big it takes two hands to hold and so good that customers exclaim, "What a burger!"

Today, Whataburger is in the midst of a multi-state expansion, combining its storied heritage with innovative technology and personalized digital experiences. At the center of this transformation is Keith McLellan, Group Director of Digital Customer Experience.

"As the digital customer experience lead, I'm really focused on leaning into that convenience culture and helping our brand understand the future state of our consumers," McLellan explains. "We're trying to drive the outcome of loyalty through just great food and great service."

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In the current world of customer loyalty, payments and incentives are no longer just transactional, they are foundational elements that shape how customers feel about a brand. For Vince Chiofolo, Senior Vice President of Revenue Strategy at Dash Solutions, the future of loyalty lies in marrying seamless payments with meaningful engagement.

“You can have the best product, service, and price,” Chiofolo explains, “but the payment experience should also be best-in-class.”

Dash Solutions, a fintech pioneer with nearly 30 years of experience, is reshaping how brands deliver rewards and payments. By replacing slow, outdated processes like mailing paper checks with digital, real-time payment options, Dash Solutions makes it easier and faster for businesses to pay customers and employees, while boosting engagement.

“At Dash, our rally cry is ‘make payments mean more,’” Chiofolo says. “We don’t just process payments; we create experiences that motivate behavior and foster loyalty.”

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Mitch Walden, Senior Director of Digital and Loyalty at Scooter's Coffee, isn’t just overseeing a rewards program—he’s steering a loyalty transformation rooted in long-term growth, customer-centric innovation, and operational alignment. With nearly three decades of experience spanning e-commerce, CRM, and digital strategy, Walden brings a cross-disciplinary lens to an industry that is evolving as rapidly as consumer preferences.

Founded in Bellevue, Nebraska, in 1998, Scooter’s Coffee has grown from a Midwest favorite into a rapidly expanding drive-thru specialty beverage chain. With a footprint built on convenience and friendly service, Scooter’s aims to deliver "amazing people, amazing drinks, amazingly fast" through 650-square-foot kiosks across the country. The company's culture of hospitality underpins its approach to loyalty—one that Walden has helped evolve to meet the expectations of modern consumers.

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In an industry where innovation is often measured by specs and screen size, Echelon is taking a different approach—one rooted in accessibility, adaptability, and authentic member connection. As the fitness technology brand expands its AI capabilities and scales its omnichannel footprint, it remains firmly committed to one mission: supporting people on their fitness journey, whatever that may look like.

For John Santo, Co-Founder and Chief Product & Technology Officer, customer loyalty at Echelon isn’t a KPI—it’s a relationship. One that’s nurtured through thoughtful product design, personalized engagement, and an ecosystem that truly follows members wherever they go.

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Inside the 2025 State of Customer Loyalty Report: Part 2 | CEO’s Desk with Mark Johnson

Welcome back to The CEO’s Desk with Loyalty360 CEO Mark Johnson! In Part 2 of our deep dive into the 2025 State of Customer Loyalty Report, we explore how brands are operationalizing loyalty, building internal alignment, and translating strategy into measurable business impact.

What’s behind the drop in personalization as a strategic priority—even as it's still the top area of program enhancement?

Why are more brands reporting enterprise-level insights and improved engagement metrics?

Is the growing confidence in loyalty programs justified, or is it the result of confirmation bias?

In this episode, we unpack:
🔹 Why brands are prioritizing fewer loyalty objectives and focusing on execution

🔹 The growing importance of tech stack optimization and data orchestration

🔹 How brands are using loyalty as a performance engine—not just a marketing tool

🔹 The increase in loyalty team sizes and internal Centers of Excellence

🔹 Predictions on where personalization, partnerships, and innovation are heading by 2026
As loyalty programs evolve from add-ons to strategic assets, tune in to hear how brands are setting new benchmarks for impact, insight, and integration.
📌 Missed Part 1? Watch it now to explore foundational trends and shifting executive mindsets

🔗 Download the full 2025 State of Customer Loyalty Report at Loyalty360.org

👉 Subscribe for expert takes and actionable strategies from today’s loyalty leaders

#CustomerLoyalty #LoyaltyPrograms #Loyalty360 #CustomerEngagement #CXStrategy #MarketingTrends #Personalization #DataStrategy #LoyaltyTech #CEOInsights

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EG America is reshaping how convenience stores engage with their customers. As the fourth-largest chain in the U.S., with familiar brands like Cumberland Farms, Turkey Hill, and Fast Track, it’s leading the charge in integrating technology and personalization into its loyalty strategy. At the helm of this transformation is Whitney Johnson, Senior Vice President of Marketing, who is redefining the company’s approach to customer loyalty by blending AI-driven insights with hyper-local, tailored experiences that resonate with today’s on-the-go consumer.

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How Customer Loyalty Is Shifting in 2025

In this episode of The CEO’s Desk, Loyalty360 CEO Mark Johnson unpacks key insights from the 2025 State of Customer Loyalty Report, including year-over-year trends, strategic shifts, and executive sentiment around loyalty programs.

📉 Why did the number of brands planning loyalty program overhauls drop from 79% in 2024 to 64% in 2025?
📈 What’s driving a 10-point increase in executive support for loyalty?
💡 What does “operationalizing loyalty” really mean—and how are brands doing it?

We explore the realignment of priorities among leading brands, including:

• The decline in reward innovation and the rise of personalization
• Growing executive buy-in and enterprise-wide support for customer loyalty programs
• Challenges with brand partnerships, gamification, and integrating new technologies
• The shift away from broad acquisition tactics toward deepening value for existing members