In episode 454 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Allison Ferguson, head of customer loyalty at Honda, a manufacturer of automobiles, motorcycles, and battery-powered equipment. Listen in as Ferguson discusses her role at Honda (0:50), what she enjoys about working in loyalty at the company (1:35), how Honda is engaging with its customers during the extended automobile buying cycle (3:45), and maintaining relationships with customers post-purchase (5:40).

In addition, Ferguson discusses how Honda is leveraging technology to improve its loyalty strategy (8:00), its approach to measuring technology effectiveness (9:45), the loyalty trends the automobile retailer is leaning into (11:40), and the role personalization plays in its customer retention efforts (13:35). Lastly, she touches on the value of providing the right messaging at the right time during the purchase journey (21:20).

This episode was recorded at CRMC 2024 in Chicago.