In this episode of Total Retail Tech Insights, Editor-in-Chief Joe Keenan interviews Brian Carl, senior director of marketing at Clarus Commerce, a premium loyalty program solutions provider. Carl discusses what makes Clarus Commerce's offerings unique, his role at the company, and the evolution of premium loyalty programs in recent years. He shares the three trends driving premium loyalty's growth in popularity among consumers, the primary benefits retailers realize after implementing paid loyalty programs, and what retailers can learn from Amazon Prime to create their own outstanding loyalty program.

In addition, Carl discusses the importance of experiential offerings to keep customers engaged, what makes the top premium retail loyalty programs successful, and why it's beneficial for retailers to offer both free and paid loyalty programs. Lastly, he cites the Premium Loyalty Starter Bundle resource available to listeners at ClarusCommerce.com/TotalRetail, such as the 2021 Loyalty Industry Data Study and the 2020 Premium Loyalty Data Study, which retailers can utilize to better understand the role that premium loyalty programs can play in their future success.

Brian Carl is the senior director of marketing at Clarus Commerce. He has been in the loyalty space for almost a decade, and regularly hosts webinars and interviews with both retailers and other loyalty professionals. He's passionate about educating the industry on consumer trends and how they're impacting retail.

If you missed the earlier episodes of this multipart series, you can listen to Part 1 here and Part 2 here.