Col Kennedy is the General Manager of Brand and Customer Experience at Country Road, which is a premium fashion and apparel retailer. Col has a wealth of experience from working at brands like Disney, Target and Cotton On. Topic 1: How to rethink your loyalty program to drive better relationships with customers. Topic 2: What does it take to manage a brand which has thousands of employees and still deliver consistent experiences?

Resources mentioned:

• Start With Why (book), by Simon Sinek.

Key takeaways (starts at 22:55):

1. Start with the customer, not the loyalty program.
2. Invest in internal communications
3. Understand where your brand's positioning is going and remain in-sync with your customer's expectations