Leaders in Customer Loyalty Industry Voices: Maritz’s Mary Luckey on Reward Strategy, Personalization, and the Future of Loyalty

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For brands aiming to deepen engagement and create meaningful loyalty experiences, the traditional "earn and burn" model is no longer enough. In today’s Industry Voices, Mary Luckey, Reward Strategy Director at Maritz, shares her perspective on how loyalty programs must evolve to remain relevant — and why reward strategy is at the heart of that transformation. 

With more than two decades at Maritz — and experience across both consumer and B2B loyalty programs — Luckey focuses on what she calls "the really fun part" of loyalty: shaping the rewards members earn. "My role is about working with account teams and clients to ensure they offer the right rewards — whether it's merchandise, gift cards, travel, or experiences — and crafting redemption experiences that truly drive loyalty," she explains. 

At Maritz, the approach to customer loyalty goes well beyond points and transactions. Luckey describes loyalty as a relationship, not a straight line, emphasizing that customer engagement must be seen as a living journey rather than a single outcome. "Since Maritz has always focused on people and behavior change, we design loyalty journeys that tap into emotions," she says. For example, encouraging members who redeem for a major travel reward to create a photo book afterward helps them savor memories and dream about the next trip — subtly pulling them deeper into the brand experience.