In episode 322 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Paul Kang, senior director of product management and consumer loyalty at VF Corporation, one of the world’s largest apparel, footwear and accessories companies operating a family of outdoor, active and workwear brands including Vans®, The North Face®, Timberland®, and Dickies®. Kang discusses how product management factors into customer loyalty at the company, his career background and prior roles at VF Corporation, and the organization's partnership model across its brands.

Kang also discusses the customer loyalty strategies that make sense for each of VF Corporation's brands, how the company evaluates when and why a brand would offer a loyalty program, and how the organization is creating omnichannel loyalty offerings. He shares how VF Corporation is utilizing data to personalize customer experiences, why there's a growing need for brands to collect first-party data, and how loyalty programs provide an avenue for brands to gather customer data in a responsible way.

This episode was recorded at CRMC 2021 in Chicago.

Paul Kang is a versatile executive with a passion for globalization and expertise in leading strategic, cross-organizational initiatives to facilitate expansion and long-term revenue growth. He holds a MBA from UC Berkeley and brings to the table not only a lengthy record of establishing strategies to position a wide range of companies for greater success, but also exposure to solving a host of diverse business challenges. The combination of Kang's diverse background and his talent for building relationships and championing change organization-wide — across functions and across the globe — has cemented his standing as a trusted partner capable of extraordinary growth.