THE ALL-KEYNOTE FORUM
Science. Data. Analytics. Behaviour.
Toronto
LEAD SPONSOR
May 4, 2026
LOCATION: OBA Conference Centre
20 Toronto, Street, Toronto, ON
(Significant savings on Double or Group registrations).
Single: $495.00
Double: $850.00
Group of 3: $1155.00
Additional Delegates? (click to see rates)
The Science & Technology of Loyalty
The Emotional Influence of Rewards
The Power of Behavioural Analytics
An All-Keynote Senior Executive summit, located in the heart of Toronto’s corporate headquarter district, each individual speaker will addresses all delegates in a top-level format that ensures all attendees get the most impactful insights. Other speakers will also participate in panel discussions which provide deep-dives on data-driven loyalty, rewards, points, retail marketing, and ecommerce, including (but not limited to) strategy, platforms, analytics, forecasting, scenario planning, mobile solutions, predictions, digital transformation and AI-powered solutions.
Leaders in all aspects of data-driven loyalty and rewards will examine the workings of today’s consumer engagement and reveal the near-future in the ever-expanding, analytics-powered C-Suite. The universal torrent of data available today has become the foundational tool of informed decision making for marketers in all sectors, but none more than loyalty programs and rewards platforms. Data and the evaluation of data connects across department and functions. Each Keynote presentation and panel discussion will explore and reveal real-world, actionable paths to enable all aspects of the transformative power of million-member loyalty brands and consumer rewards.
If you attend you’ll get unique insights on the Analytics, AI Technology, Human Connections and Patterns of Customer Behaviour which Drive the Future of Loyalty & Rewards Programs, Perks and Points Campaigns. You’ll also get to meet and mingle with some of the leaders of the loyalty, rewards and perks sector.
This upcoming event will address key considerations such as:
- Transition from transactional to emotional loyalty
- Personalization at scale (AI)
- Loyalty in the age of zero party data (as cookies disappear)
- Proving and demonstrating loyalty ROI and business impact long term to the C-suite. (Methodologies and biz cases)
- B2B loyalty evolution
- New Partnerships and Ecosystems
- Combating Loyalty Fatigue and Program Saturation (what’s next?)
- Informal loyalty (moving away from pronounced published programs
We will explore: Loyalty 3.0: The transformation of loyalty programs through marketing innovation and technology; The Evolution of Loyalty Programs: The shift from transactional rewards to emotionally connected experiences; Next Generation Loyalty Programs: The future of customer strategy and retention in the age of AI and hyper-personalization. A roster of speakers from major loyalty and rewards programs, cash-back rewards, perks and other customer-incentive programs will be announced shortly.
Are you a nonprofit or charity? Did you know that philanthropic organizations such as UHN Foundation are implementing forms of true loyalty and rewards programs? These concepts and program applications also include insights which help identify, acquire, retain and grow donor bases for all forms of nonprofits, charities and community foundations. Get the most up-to-date insights.
SESSION & BREAKFAST SPONSOR | ONSITE PODCAST COVERAGE
OPENING KEYNOTE: The New Loyalty: Data-Driven and AI-powered
Game changing innovations in AI and analytics are happening while loyalty program reinvent themselves. At the same time consumers are looking to make wise choices. Understanding shoppers’ drivers and motivators has never been more crucial…and it has never been more possible. Better data, better tech and the ability to measure results make this the time to scale up your programs – with the right partners and programs. If you are not leveraging data and AI effectively in what has quickly become a new world you cannot succeed. This session will cover data, methods, governance and highlight examples of best practice.
Jan Kestle, President, Environics Analytics. Jan Kestle has been a leader in the marketing information industry for more than five decades. An expert in using statistics and mathematics to help solve business challenges, she directed the initiatives that introduced the main segmentation system used in Canada Environics Analytics (EA’s) PRIZM® system, EA’s powerful ENVISION business intelligence platform, and has fully professionalized the melding of many different data sources and types into insightful statistics, including more recently, a variety of big data sources such as mobilytics and website usage (MobileScapes and ClickScapes). Over the years, she’s helped hundreds of customers—in industries ranging from finance and retail to the not-for-profit sector—turn data and analytics into insight, strategy and engagement. Before founding EA in 2003, Jan was president of Compusearch and spent 19 years at the Ontario Statistical Centre. Jan was recently awarded the Lifetime Achievement Award from the Canadian Marketing Association and the GIS Leadership Award from BeSpatial Ontario.
SESSION Becoming Essential–Driving Loyalty Engagement Through a Curated Everyday Ecosystem
Canadians have as many as 15 loyalty programs in their wallets, creating a dynamic, highly competitive landscape where anything that feels confusing simply gets tuned out. In this session, Candice Troupe explores how Scene+ transformed from its roots as an entertainment-focused program into a multi-partner ecosystem designed to be an essential part of members’ daily routines. With the recent addition of Shell Canada, Scene+ now seamlessly connects across all everyday essentials.
Marketers will learn how to combat loyalty fatigue by avoiding “expansion for expansion’s sake” and instead, curating an interconnected ecosystem. Discover how Scene+ drives sustained engagement by bridging high-frequency, everyday value like groceries and now fuel across 4,500 physical locations with aspirational rewards like travel, reducing friction and delivering a clear payoff that members want to use.
Candice Troupe, SVP Marketing and Partnerships, Scene+.
An innovative marketing and customer experience leader recognized for transforming brands and driving growth both in B2B and B2C, Candice has in-depth experience in creating and delivering loyalty and data-driven marketing programs including customer relationship management, digital transformation, channel product development, and ecommerce. With strong knowledge of loyalty, retail, payments, insurance, travel and transit – from LoyaltyOne to Metrolinx to Scene+ – Candice has a track record for ensuring informed strategy is paired with nimble, pragmatic execution to drive results. At Scene+, Candice is responsible for all things marketing and communications as well as leading growth and development for the partners network at Scene+, which includes program owners Scotiabank, Cineplex Inc. and Empire Company Limited and brands such as Expedia, Recipe Restaurants, Home Hardware, Rakuten and most recently, Shell Canada.
SESSION: Inside the Telus Loyalty Strategy
Jacob Pullia discusses the launch of the unified national program, the strategic partnerships driving deeper engagement, and how TELUS is adapting loyalty to match the needs of a price-sensitive, digitally enabled consumer base. In a rapidly evolving telecommunications landscape, where customer choice and switching costs continue to shift, TELUS is rising above the noise. As Canada’s fastest-growing national telco, TELUS is redefining what it means to maintain loyalty—not just through connectivity, but by embedding value into every facet of the customer experience.
Jacob Pullia, Director of Content, Strategy & Business Development at TELUS. Jacob Pullia leads the national TELUS Rewards program. As Director, Content, Strategy & Business Development, he manages consumer strategy and partnerships, content deals and operations, TELUS Rewards loyalty program, new product commercialization, and financial governance. His work has involved strategy & development, media, entertainment, smart home, and other new products.
SPECIAL LUNCHEON FIRESIDE CHAT: From Air Miles to Blue Rewards: A Transition That Changes Loyalty in Canada
Shawn Stewart, one of the most impactful individuals in loyalty strategy in Canada, sits down for an in-depth chat with Aaron Dauphinee, CMO, Wise Marketer Group, on the future of Air Miles, the transition of Blue Rewards, the challenges facing loyalty programs in Canada, the power of customer insights and so much more. Don’t miss it. Insights from an sector leader with a history of success.
SPEAKER: Shawn Stewart, President, Air Miles / Blue Rewards. Shawn has been an industry leader in loyalty, customer experience, and digital transformation throughout his career and brings this rich expertise to his role as President, AIR MILES, where he will spearhead the strategic direction of Canada’s most recognized loyalty program with a specific view into driving meaningful engagement for consumers and partners alike. Prior to joining AIR MILES, he was Senior Vice President, Customer at Canadian Tire, where he led the team responsible for enterprise loyalty, digital marketing, customer analytics and personalization, including the team that built and grew the Triangle Rewards loyalty program. He also worked at McKinsey & Company and Accenture, where he developed customer acquisition and retention strategies, data-driven applications, and customer experience programs to accelerate business growth for clients. From 2010 to 2013, Shawn was a member of the AIR MILES leadership team, where his role was accountable for data and analytics for partners. Shawn has a passion for building new capabilities and transforming organizations and brands. He has a deep understanding of partner needs, collector behaviours, and business development opportunities.
SESSION: Retail Loyalty in an Agentic World
Marketers’ ability to influence Brand Awareness, Consumer Choice and Loyalty are being disrupted by Agentic-driven changes in the Path to Purchase. In this thought-provoking session, Ory Adler and Uwe Stueckmann will run through dynamic examples of what Retail in tomorrow’s world may look-like, its implications on your team, processes, and financials as well as AI-enabled opportunities available now, that will also help your business prepare for an Agentic Commerce future.
Ory Adler, Partner + Uwe Stueckmann, Partner, Innovate Marketing. Innovate Marketing is a boutique consulting practice for retailers and CPG brands that aims to help them capitalize on AI opportunities. Adler builds marketing programs that grow Loyal & Profitable customers. At Staples, he led the design and launch of Easy Rewards, driving comp sales and omni-channel growth. Previously, Ory played a variety of leadership roles in the launch of customer engagement, loyalty and offer targeting programs at Loblaw & Shoppers Drug Mart, Sainsbury’s Stores Ltd. and various other Retailers. As a former advisor to ciVALUE (acquired by Nielsen IQ) and having been deeply involved in the creation of data-driven personalization capabilities since the early 2000’s, he is able to blend real-world Retail Marketing experience with the practical application of Data & AI.
Uwe Stueckmann. (Former CMO, Loblaws, Shoppers Drug Mart, Parkland) Partner & Co-Founder Innovate Marketing. A veteran Canadian retailer with 30 years of experience in stewarding some of Canada’s most iconic brands and loyalty programs. Uwe has led major marketing, loyalty and brand initiatives at Shoppers Drug Mart, Loblaws and Parkland Corporation. At Loblaws, he oversaw iconic campaigns for President’s Choice and the growth of PC Optimum, Canada’s largest loyalty program.
SESSION: The Loyalty Illusion…The Gap Between Being a Member and Being Committed.
Only 31% of consumers describe themselves as truly loyal to the brands they shop — and just 5% say they’re unwilling to switch. So what are the other 95% doing in your program? Drawing on original research from 2,070 U.S. consumers across Home Improvement and Convenience & Fuel retail, Aaron Dauphinee shares the measurement traps keeping loyalty marketers from seeing the real picture. THe’ll reveal four consumer archetypes that may help predict who stays, who leaves, and why — and why the 60% of members driven by monetary incentives are the least loyal of all. Plus: the 90-day window that determines whether a new member becomes a committed customer or quietly walks, and a few more considerations.
Aaron Dauphinee, CMO, Wise Marketer Group. | Loyalty Educator & Strategist | CLMP™ BSc | MBA | Certified Loyalty Marketing Professional™ (CLMP™) . Aaron Dauphinee is CMO and Partner at Wise Marketer Group (WMG) — home to The Wise Marketer™, the global voice of customer loyalty reaching 15,000+ professionals worldwide, and The Loyalty Academy™, the world’s only professional certification body for loyalty marketers. More than 1,300 professionals across 55 countries have earned the Certified Loyalty Marketing Professional™ (CLMP™) designation through the Academy’s programs. With 25+ years in consumer-centric and data-driven marketing, Aaron is an award-winning B2B marketer and recognized thought leader in customer loyalty strategy, loyalty program design, and using data intelligently to drive brand value. His career spans senior roles at Bond Brand Loyalty — where he led the development of The Loyalty Report™ — as well as Rubikloud (CMO), Aimia, Gartner CEB, Alliance Data, and Shell Canada. He also taught Marketing for five years at Toronto Metropolitan University. At WMG, Aaron drives the research, education, and content initiatives that equip loyalty professionals at every level — from emerging practitioners to senior executives — to build deeper customer commitment and measurable business results.
SESSION: THE IMPORTANCE OF FORTIFYING EMOTIONAL BRAND LOYALTY
The loyalty industry is at an inflection point. For decades, we’ve built increasingly sophisticated systems designed to drive repeat behaviour via points, tiers, partnerships, and personalized offers. And while these mechanisms have become more advanced, they’ve also become more predictable, more replicable, and ultimately, less differentiating. Today’s customers aren’t loyal in the way we once believed. They are fluid, strategic, and highly responsive to value. In a landscape where rewards can be matched and discounts can be outdone; many brands are finding themselves trapped in a cycle of escalating monetary incentives working harder to generate the same outcomes. In this thought leadership session Richard Schenker will challenge a fundamental assumption: that loyalty can be sustained through transactional value alone.
Building on this perspective, he will explore what happens when brands shift their focus from incentivizing transactional behaviour to creating emotional connection. Because true loyalty isn’t driven by points balances or redemption rates, it’s driven by how a brand makes customers feel, what it enables them to access, and how it reflects their identity. Through real-world examples, Richard will highlight how leading brands are moving beyond transactional models and activating emotional loyalty levers to deepen relationships, strengthen affinity, and create more durable competitive advantage. The future of loyalty won’t be won by those who offer more. It will be won by those who mean more.
Richard Schenker, Founder & Chief Customer Engagement Officer, Loyal Strategy Consulting. Richard is a leading expert in the discipline of customer engagement. For three decades, he has been a strategic advisor to over 60 iconic brands across over 15 key business sectors. Richard has designed, renovated, and managed world class loyalty programs, partnerships and customer experience solutions in the following sectors: grocery, pharmacy, athletic apparel, specialty retail, departments stores, fuel & convenience, quick service restaurants, financial services, automotive, travel & hospitality, food & beverage, and technology & entertainment. His experience and know-how is unparalleled in the industry and spans across proprietary, coalition, and partner loyalty programs. Prior to founding Loyal Strategy Consulting, Richard spent the first half of his career on the client side with Hudson’s Bay Company and Shoppers Drug Mart in high profile loyalty leadership roles. He was the chief architect of the iconic Optimum Program. During the next portion of his career, Richard held several senior loyalty leadership roles with LoyaltyOne, (owner and operator of the Air Miles Reward Program) and Bond Brand Loyalty. Richard is a renowned customer engagement author and contributor to many leading publications, podcasts, conferences and interviews.
SESSION: From Transactions to Transformations: Elevating Loyalty Through the ThinkBlink Manifesto
This session explores how brand leaders can power a new era of loyalty and rewards by shifting focus from transactional program features to deeply felt emotional connections. Using the ThinkBlink Manifesto’s seven tenets, the presentation demonstrate how brands can deliver memorable, meaningful engagement in the blink of an eye—driving lasting customer commitment in a data-driven, AI-powered marketplace. Attendees will discover how emotional loyalty becomes the foundation for measurable impact and future-proof customer strategies, aligning with conference themes on personalization, analytics, and the emotional science of rewards. Three Audience Takeaways:
• Unlock Emotional Loyalty: Discover how to move beyond points and perks to build loyalty programs that foster genuine emotional bonds with customers—using ThinkBlink principles as practical tools for real-world transformation.
• Leverage Data with Heart: See how behavioral analytics, AI, and pattern recognition can be infused with emotional branding strategies, driving both personalization at scale and authentic human connection.
• Future-Proof Your Brand Loyalty: Gain a proven framework to combat loyalty fatigue, inspire true commitment, and measure long-term business impact—making your loyalty program indispensable in a noisy, choice-saturated market.
Jean-Pierre Lacroix, President of Shikatani Lacroix Design. The firm is a global branding firm specializing in transforming customer experiences for consumer packaged goods companies, financial institutions and retailers. With a thorough background in graphic design, Lacroix is a future-focused innovator who has been instrumental in assisting brands of all kinds to remain relevant. He is part of the Registered Graphic Designers of Ontario and has served as its president, sat on the board of the Society of Environmental Graphic Designers, Packaging Association of Canada and the Association of Professional Futurists.
Co-author of the best-selling book The Business of Graphic Design and author of The Belonging Experience and Desire by Design, Lacroix has been running design firms for the past forty-five years, the last thirty-five of them at his firm, SLD, helping manage the transformation of major organizations around the world. An accomplished dynamic speaker, he has lectured at numerous conferences across 
Canada, the US, Asia and South America on the subjects of branding and design trends. His presentations have always received high appraisals for content, energy, and take-away actionable information. Lacroix is also author of the newly released book ThinkBlink Manifesto: Creating Deep, Lasting Emotional Brand Connections in the Blink of an Eye.
DM Magazine Presents a One-Day, Senior Executive Forum
May 4, 2026
CONFERENCE TIMETABLE & AGENDA
AGENDA
7:45 AM Registration Desk Opens | Continental Breakfast | Networking
8:30 AM Welcoming Remarks | Stephen Shaw, VP Kenna & Podcast “Customer First Thinking”
8:45 AM Opening Keynote | Jan Kestle, President, Environics Analytics
9:30 AM Short Break
9:40 AM Candice Troupe, SVP Marketing & Partnerships, Scene+
10:25 AM Short Break
10:30 AM Jacob Pullia, Director of Content, Strategy & Business Development at TELUS
11:15 AM Short Break
11:20 AM Ory Adler, Partner + Uwe Stueckmann, Partner, Innovate Marketing
12:10 PM Lunch Break & Fireside Chat with Shawn Stewart, President, Air Miles
1:35 PM Richard Schenker, Founder & Chief Customer Engagement Officer, Loyal Strategy Consulting.
2:15 PM Aaron Dauphinee, CMO, Wise Marketer Group
3:00 PM Refreshment Break
3:10 PM Jean-Pierre Lacroix, President & Chief Strategy Officer, SLD
4:00 PM Closing Panel Discussion: (Participants To Be Confirmed)
The Future of Loyalty Programs: Where Do We Go From Here? Tech? Partnerships?
4: 45 PM Closing Remarks | Conference Ends
Times may vary by five minutes. Presentations include 5-10 minutes for questions and discussion.
The OBA Conference Centre at 20 Toronto Street (King & Yonge) is a strategically-located event space that offers one of the most immersive and technologically advanced facilities. DM magazine and our other publications have staged senior-level events at the OBA for many years and always receive warm praise for the choice of venue. There are discounts for group or team registration.
Standard Registration Fees
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