#128: The Future of Customer Loyalty | Wendy Bergh, CMO at Rakuten Rewards

How do you build customer loyalty when switching brands is easier than ever? This week on Soul & Science, Jason Harris talks to Wendy Bergh, CMO of Rakuten Rewards, about the changing nature of customer loyalty and why today's marketing leaders need to think beyond campaigns and creative. With experience spanning marketing, operations, and merchandising at brands like Zoom and Walmart, Wendy brings a uniquely cross-functional perspective to brand building. Wendy shares how Rakuten navigates the needs of its shoppers as well as its merchant brands, how AI is reshaping everything from product experience to customer discovery, and why the best CMOs think like a general manager. Key Takeaways ✅ Trust is the foundation of a successful marketplace ✅ Emotional connection makes loyalty programs stand out ✅ AI use should prioritize business impact, not usage metrics ✅ AEO is the new SEO ✅ Modern CMOs need to think like GMs Memorable Moments 💡 “Data beats opinions.” 💡 “Marketing isn't just about creative and media anymore.” 💡 ​​“Every interaction is a moment of re-qualifying loyalty.” 💡 “It’s not about keywords anymore; it’s about prompts.” 💡 “Trust is the number one thing brands need with customers.” Brought to you by Mekanism.