Emotional Loyalty vs. Habit

How to get repeat customers in the long run

Customers are switching brands faster than ever and long-term loyalty is dying. But there's a solution.

This webinar dives into emotional loyalty, the key to building lasting customer connections.


  • Why emotional loyalty matters in today’s market
  • How to identify truly loyal customers
  • Design programs that foster emotional connection
  • Craft non-transactional promotions
  • Ensure emotional loyalty in partnerships
  • Measure the impact of your efforts

Perfect for:

  • Loyalty leaders (new & experienced)
  • Anyone building or revamping a loyalty program


Bob Test​

Principal, Radicle Loyalty

Lia Grimberg is the Principal of Radicle Loyalty, a personalization and loyalty consulting firm.  Radicle Loyalty helps you find the root of the issue, the radicle. We analyze your data, gather insights, and use it to personalize your communications with your customers. Radicle Loyalty creates marketing strategies and designs loyalty programs to correct customer behaviour and drive emotional loyalty. With 20+ years in loyalty both as a practitioner and a consultant, Lia honed her loyalty and marketing skills during her corporate career at companies such as The Bay, Loblaw, LoyaltyOne, The Home Depot, and American Express. 

Lia holds an MBA from The Schulich School of Business at York University.

Brian Schreiber​

Director, Loyalty at Porter Airlines

Brian Schreiber is the Director, Loyalty at Porter Airlines and leads a small – but mighty – team to run the VIPorter program. Porter is the fastest growing airline in North America and its loyalty program is in the midst of transforming alongside it.

Brian has been in the airline and loyalty space for the bulk of his career. He held a variety of roles at the oneworld Alliance headquarters in both Vancouver and New York before pivoting to loyalty. He worked in partnerships at Points with airline and hotel clients and then joined Aimia to work on Aeroplan’s hotel and car rental partnership portfolio. After Aeroplan was repatriated to Air Canada, Brian continued his work in loyalty partnerships in credit cards and then Star Alliance airlines. Brian joined Porter in 2022 to lead and transform the loyalty program in acquisition, engagement, currency management, and partnerships.

Dr. Yuping Liu-Thompkins​

Professor of Marketing and Director of the Loyalty Science Lab, Old Dominion University

Dr. Yuping Liu-Thompkins is a Professor of Marketing and Director of the Loyalty Science Lab at Old Dominion University. She is an expert on building customer loyalty and habit using effective marketing. Through collaboration with domestic and international companies, Dr. Liu-Thompkins has studied extensively the design and effectiveness of loyalty programs as a tool for customer retention, cross-selling, and growth. She is also known for her expertise in digital marketing. Dr. Liu-Thompkins has published her research in top marketing journals and has appeared in major media outlets such as the New York Times, Washington Post, Fortune, and NPR Radio, among others.

Michael Gawtrey​

Sr. Advisor – Loyalty & CRM, Home Hardware Stores Limited

With over 30 years in Loyalty & CRM, Michael is one of the sector’s Living Legends.

Michael started his career in Loyalty at Canadian Tire, leading the modernization of Canadian Tire’s Loyalty programs with the launch of Canadian Tire ‘Money’ On The Card and the Canadian Tire Gift Card. Following this, he held senior positions at LoyaltyOne/AIR MILES developing loyalty strategies across sectors with brands such as Metro, LCBO, HBC and Rexall. He then joined The Home Depot Canada as Head of Loyalty; spearheading loyalty efforts focused on the PRO Contractor segment.

Most recently, Michael was Director, Loyalty & CRM at Home Hardware Stores Limited where he successfully launched nationally partnerships with Scene+ and Scotiabank in 2023, along with heading up Home’s PRO Marketing programs.

Michael holds an Honours Diploma in Marketing and Executive Leadership Certificates from Schulich and the Richard Ivey School of Business. He is an avid golfer and a superfan of the Toronto Maple Leafs.

tur adipiscing elit. Ut elit tellus, luctus nec ullamcorper mattis, pulvinar dapibus leo.

Emotional Loyalty vs. Habit

How to get repeat customers in the long run