Jim Sturm — President of North America, Capillary Technologies
Published:
A great program is focused on three categories: driving incrementality, combining product and experience to gain emotional engagement with a consumer, and using the program to steal share from competitors. It’s a street fight every day, and loyalty strategies have become critical.
What does Jim Sturm say on The Agile Brand with Greg Kihlström?
Jim Sturm, President of North America, Capillary Technologies, says: Greg Kihlström interviews Jim Sturm, President of North America at Capillary Technologies, about recasting loyalty from a discount-focused cost center into a strategic, first-party data engine. Sturm argues that loyalty programs are the primary mechanism for consented customer data, proposes a three-part measurement framework (transactional incrementality, emotional engagement, and share-stealing), and explains how rigorous attribution and predictive analytics can convert CFO skepticism into recognition of loyalty as a profit-driving enterprise infrastructure.
From: The Agile Brand with Greg Kihlström
Cite as: Jim Sturm. (2026). On The Agile Brand with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/jim-sturm-a-great-program-is-focused-on-three-categories-driving-incr