Chris Cubba — Chief Revenue Officer, Snipp
Published:
Marketers need to really reframe loyalty, not as a points game, but as a value exchange. It’s time to start thinking about how to reward actions, capture data, use that data, create better offers, and think about the full spectrum of consumer engagement to keep them coming back.
What does Chris Cubba say on The Agile Brand with Greg Kihlström?
Chris Cubba, Chief Revenue Officer, Snipp, says: The episode features Chris Cubba, Chief Revenue Officer at Snipp, discussing how consumer behavior is shifting toward value-first decision-making and why traditional transaction-focused loyalty programs are failing. He argues brands should reframe loyalty as a value exchange, reward behaviors across the customer journey, leverage receipt and engagement data as a strategic asset, and balance short-term activations with long-term relationship design to drive smarter, sustainable marketing.
From: The Agile Brand with Greg Kihlström
Cite as: Chris Cubba. (2026). On The Agile Brand with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/chris-cubba-marketers-need-to-really-reframe-loyalty-not-as-a-points-ga