On March 18, 2026, Response Labs partnered with AMA Baltimore to host a CRM & Loyalty Symposium. Hosted at the Response Labs office, the event brought together enterprise marketers, agency professionals, students, and small business owners to discuss the evolving landscape of customer relationships, personalization, and artificial intelligence.

Here is a look back at the key highlights and takeaways from the symposium.

Keynote: Loyalty in the Value Era 

The event kicked off with an insightful presentation by Ryan Draude, Head of Loyalty at Giant Food. Ryan unpacked the intense competition within the modern grocery market and how macro events have ushered in a new “Value Era.” He noted that modern shoppers are becoming more “promiscuous,” often visiting multiple brands and spreading out their trips to find the best deals.

To combat this trend, Ryan emphasized that a loyalty program must serve as a key differentiator. Rather than just functioning as a transactional points system, a successful program creates “switching costs” that make customers feel psychologically invested. To achieve this, Ryan introduced the concept of “The Ritual,” creating specific, observable ceremonies that go beyond basic rewards. Whether it’s an exclusive boarding process or a surprise-and-delight kiosk, these ceremonies foster an emotional connection that data alone cannot replicate.

Panel Discussion: CRM, Loyalty, and the Future of AI 

Following the keynote, Andy Locke, Director of Strategy & Data at Response Labs, moderated a dynamic panel discussion. The panel featured:

• Melanie Butler, Manager, Loyalty & CRM Strategy at Giant Food
• Dan Dawes, Co-Founder & CEO of Response Labs
• Carie Jones, Media Director at Response Labs
• Jeffrey Stumpf, Growth & Operations Manager at Tools for Humanity

The conversation was packed with actionable advice on how brands can adapt to shifting customer expectations and rapidly advancing technologies. Here are the core takeaways:

• The Shift to Omnichannel Customer Journeys: Customers do not see a distinction between an email campaign, a push notification, or a paid media ad; they expect a seamless, single experience from a brand. The panel stressed the importance of breaking down internal silos to ensure CRM, media, and loyalty strategies operate as a connected ecosystem.
• AI as a Tool for Personalization at Scale: Dan and Melanie highlighted how AI is democratizing data and enabling brands to deliver tailored content and offers to massive audiences efficiently. Additionally, AI is proving to be a game-changer for behind-the-scenes efficiency, turning days of competitive research into minutes of automated work.
• Prioritizing Trust and Anonymity: With bot traffic now making up a majority of internet activity, Jeffrey emphasized the growing need for “trust-aware” offers. As consumers become more protective of their personal information, brands must respect user anonymity while still providing a clear, tangible value exchange.
• The Necessity of Continuous Testing: When a brand is in a comfortable spot, it is actually in a vulnerable spot. To stay ahead of the competition, brands must constantly test new channels, innovate on what already works, and close the data loop to understand what truly drives incremental engagement.

Ultimately, the insights shared at the CRM & Loyalty Symposium emphasized that thriving in the current “Value Era” requires brands to redefine customer relationships. Success hinges on moving beyond transactional loyalty to create unique “Rituals” that build psychological switching costs, delivering seamless, connected omnichannel experiences, and strategically harnessing AI to achieve personalization at scale. Furthermore, a commitment to user anonymity and continuous testing remains vital for sustainable growth. 

Response Labs was honored to partner with AMA Baltimore to facilitate this dynamic discussion and looks forward to continuing to help brands navigate the evolving landscape of customer loyalty and advanced technology.