The Strategic Role of Loyalty & Rewards as a Marketer

Date and Time:

Tuesday, Mar 21, 2023
7:30AM - 9:00AM


General Mills World Headquarters
1 General Mills Blvd, Golden Valley, MN 55426
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The consumer's interaction with brands is changing. Hear how General Mills is meeting their consumers with personalized, digital-first experiences and rewards. KC Glaser, Senior Manager of Loyalty & Rewards and General Mills, will share how the role of incentives has changed over time as a marketer, and where he sees the industry heading. Good Rewards is their new brand-loyalty program launched in summer of 2022 in partnership with Fetch.  Good Rewards offers exclusive, member-only access to special offers and loyalty benefits for purchasing General Mills products. It’s a long-term program that complements the strategic short-term levers that the team pulls with its other incentives tactics, and it’s providing value across the organization from 1PD collection to influencing media audiences and shaping the way GMI goes to market on its personalization efforts. It's all about supporting the consumer's decision on where to shop and rewarding them for the products they buy, but in the spirit of a rising tide lifting all ships.

Key Takeaways:

  • Learn more about a digital-first incentive strategy.
  • Learn about Good Rewards - General Mills consumer loyalty program, and how the long-term nature of this program compliments the short-term nature of other incentives tactics
  • Gain insight on how brands are thinking about leveraging first party data to engage with consumers in a more personalized way.
  • Network with peers at the General Mills campus.

Speaker: KC Glaser, Senior Manager, Loyalty & Rewards at General Mills


  • Members/Non-Members: $25


  • 7:30am  Registration and Networking
  • 8:00am Presentation & Q&A
  • 8:45am Networking

Parking and Registration:

  • Enter using the EMPLOYEE ENTRANCE.  There is more parking near that location and parking is free.
  • GMI security will be posted at the entrance, and you will be asked to show a PHOTO ID to get through security.  
  • AMA will provide an attendees list to security; they will check off each attendee as photo IDs are presented.
  • AMA will have a registration table to pick up name tags
  • GMI will provide escorts with GMI Issued Photo Badge to get visitors to the event space.