Loyalty Beyond Discounts: Building Emotional Connections That Last with Nate Kennedy
August 6, 2025
In this episode, Nate Kennedy, former VP of Global Brand Marketing at Horizon Hobby, joins host Kailin Noivo to dig deep into the future of loyalty programs and what most brands are still getting wrong.
Nate shares lessons from two decades in ecommerce, from building Select Blinds into a DTC success story to leading Horizon Hobby’s marketing evolution. He unpacks how discount-heavy programs create unintentional class divides, why emotional and experiential rewards resonate more with Gen Z and millennials, and how brands can design loyalty systems that actually make customers want to stick around.
In this episode, Nate Kennedy, former VP of Global Brand Marketing at Horizon Hobby, joins host Kailin Noivo to dig deep into the future of loyalty programs and what most brands are still getting wrong.
Nate shares lessons from two decades in ecommerce, from building Select Blinds into a DTC success story to leading Horizon Hobby’s marketing evolution. He unpacks how discount-heavy programs create unintentional class divides, why emotional and experiential rewards resonate more with Gen Z and millennials, and how brands can design loyalty systems that actually make customers want to stick around.
If you’re rethinking your loyalty strategy or looking to deepen emotional connection with your customers, this episode is for you.
What You’ll Learn
- Why tiered loyalty programs often backfire (and how to fix them).
- How experiential rewards outperform discounts for modern consumers.
- The “class divide” mistake Horizon Hobby stumbled into and corrected.
- Why engagement metrics are the true loyalty health check.
- The future of loyalty in a world of digital wallets and one-tap checkout.