Stacked with Jennifer Laforge

Jennifer Laforge

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Stacked with Jennifer LaForge is a podcast about how real people and real brands are finding smarter ways to create value in today’s economy. Through conversations on rewards, loyalty, partnerships, digital commerce, and consumer behaviour, Jennifer explores what’s actually working and how consumers and businesses alike are adapting to a rapidly changing world.

4d ago

Idan Driman - The Strongest Brands Make You Feel Something

What makes someone truly loyal to a brand? It’s easy to think loyalty comes down to price, points, or promotions. But the strongest brands create something much harder to replicate: connection, belonging, trust, and a reason for customers to keep choosing them. In this episode of Stacked, Jennifer LaForge sits down with Idan Driman, Vice President of Marketing at Pet Valu, to explore how brands can build deeper relationships with customers in an increasingly complex marketplace. Drawing on his experience across Pet Valu, Toys “R” Us, Holt Renfrew, and Sears Canada, Idan shares why customer value goes far beyond price, how emotional connection can become a powerful form of loyalty, and why authenticity is what separates a memorable campaign from a brand movement. They discuss the rise of the Buy Canadian movement, the importance of community and belonging, what makes brand partnerships genuinely valuable, and why trust and brand resilience are built over time rather than through a single campaign. Idan also challenges the traditional divide between brand marketing and performance marketing, explains why marketers need both science and creativity, and explores how brands should think about affiliate marketing within an increasingly complex customer journey. Whether you’re a marketer, brand leader, loyalty professional, or business executive, this conversation offers a fresh perspective on what creates lasting customer loyalty - and why the brands people feel connected to are often the hardest ones to leave.
Aug 20

Chris Chimm - Canadians Aren’t Spending Less. They’re Spending Smarter.

What happens to consumer loyalty when people are constantly being asked to make trade-offs? After years of inflation, economic uncertainty, shifting interest rates, changing shopping habits, and new pressures on household budgets, Canadian consumers have become more cautious, intentional, and willing to reconsider the brands they buy. In this episode of Stacked, Jennifer LaForge sits down with Chris Chhim, Research Director, Research East and Public Affairs at Angus Reid Group, to explore what the data is telling us about Canadian consumer sentiment, spending, loyalty, and value. Chris shares why Canadians have become increasingly comfortable switching brands, why loyalty now has to be earned purchase by purchase, and how affordability pressures are creating an “economy of trade-offs.” They also discuss the rise of deal hunting, why getting a bargain can create a sense of control, and why consumers increasingly want savings without added complexity or friction. The conversation also explores how financial uncertainty could shape an entire generation's relationship with money, why younger consumers are becoming more open about financial struggles, what intentional spending means for the luxury market, and how brands can better understand what consumers actually value. Jennifer and Chris also look ahead at the growing role of AI in shopping and product discovery, why brands need to think differently about how they appear in AI-driven search, and how reducing cognitive load could become an increasingly important part of the customer experience. Whether you're a marketer, retailer, loyalty professional, business leader, or simply curious about why Canadians are spending differently, this conversation offers a data-driven look at the forces reshaping consumer behaviour and what brands need to understand to stay relevant.
Aug 13

Lesley Hawkins - Discounts Can Get the Sale. They Can’t Buy Loyalty.

What turns a customer into a true fan? It’s not just discounts, points, or promotions. Increasingly, consumers want to understand what a brand stands for, feel connected to its community, and see themselves reflected in its story. In this episode of Stacked, Jennifer LaForge sits down with Lesley Hawkins, Partner at Marsley Canada and former VP of Retail at adidas Canada, to explore how consumer loyalty has evolved and why the strongest brands are building belonging, not just transactions. Drawing on more than 12 years at adidas, Lesley shares why today’s consumers are holding brands to a higher standard and how emotional connection, shared values, community, and fandom can create loyalty that discounts simply can’t replicate. They discuss the power of sports partnerships, what happens when an athlete or spokesperson no longer aligns with a brand’s values, and why a brand’s response to a misstep can matter more than the mistake itself. Lesley also explains why relying too heavily on discounts can become a race to the bottom and why experiences and community can create far more durable connections. The conversation also explores the challenge of measuring the ROI of major brand experiences, including adidas’ 2026 World Cup activation in Toronto, and why some of the most valuable marketing investments are designed to build relationships that may take years to fully pay off. Whether you’re a marketer, retailer, loyalty professional, business leader, or simply fascinated by why people become devoted to certain brands, this conversation offers a compelling look at how loyalty is shifting from what consumers can get to what they can belong to.
Aug 6

Krysta Gutteridge - Everything You Know About Affiliate Marketing Is Wrong

How do the brands you shop with actually find you online? Affiliate marketing powers billions of dollars in online commerce every year, yet it's one of the least understood channels in digital marketing. Behind every Cash Back offer, creator recommendation, coupon site, and loyalty platform is an ecosystem that's constantly working to connect the right customers with the right brands. In this episode of Stacked, Jennifer LaForge sits down with Krysta Gutteridge, VP of Sales, North America at Rakuten Advertising, to demystify affiliate marketing and explain why it has become one of the fastest-growing performance marketing channels in retail. Drawing on nearly two decades of experience, Krysta explains how affiliate marketing has evolved from simple coupon websites into a sophisticated ecosystem driven by technology, data, strategic partnerships, and measurable business outcomes. She shares what separates successful affiliate programs from those that underperform, why retailers often leave money on the table by treating affiliate as a passive channel, and how the right strategy can create long-term value for both businesses and consumers. Jennifer and Krysta also explore the similarities between affiliate publishers and influencers, the growing importance of data and privacy, how marketers should think about customer quality instead of simply chasing more sales, and why affiliate marketing deserves a much larger place in modern marketing education. Whether you're a retailer looking to grow your business, a marketer exploring new acquisition channels, or a consumer curious about how Cash Back and rewards programs really work, this conversation offers an inside look at one of e-commerce's most influential - and often overlooked - growth engines.
Jul 30

Candice Troupe - Your Loyalty Points Are Worth More Than You Think

What makes a loyalty program worth using? It's not just about earning points. It's about creating value that fits into everyday life while making every purchase work a little harder. In this episode of Stacked, Jennifer LaForge sits down with Candice Troupe, SVP, Marketing & Partnerships at Scene+, to explore how one of Canada's fastest-growing loyalty programs transformed from a movie rewards program into a nationwide ecosystem serving more than 15 million members. Drawing on more than 20 years of experience in loyalty, CRM, and customer marketing, Candice shares the strategy behind building meaningful partnerships, reducing customer friction, and creating experiences that go beyond transactions. She explains why the future of loyalty isn't simply offering more rewards, but creating emotional connections that keep members engaged long after they've redeemed their points. Jennifer and Candice discuss the evolution of Scene+, the importance of coalition loyalty, how brands like Shell, Scotiabank, Rakuten, and other partners work together to deliver greater value, and why Canadians should rethink the way they use loyalty programs. They also dive into fraud prevention, digital transformation, customer engagement, and practical strategies anyone can use to maximize rewards by stacking points, cash back, and partner offers. Whether you're a marketer, loyalty professional, retail leader, brand strategist, or simply someone who wants to get more value from every dollar you spend, this conversation offers an inside look at how modern loyalty programs are being built and where the industry is headed next.
Jul 23

The Biggest Cash Back Myths, Debunked

Is Rakuten.ca too good to be true? If you've ever wondered whether Cash Back is actually real, if Rakuten.ca is a scam, or what really happens with your data when you sign up, you're not alone. These are some of the most common questions people ask - and in this special myth-busting episode of Stacked, Jennifer LaForge gets the answers straight from the people who know best. Joined by members of the Rakuten Canada team, Jennifer tackles the biggest misconceptions surrounding Cash Back, online shopping, privacy, payments, travel rewards, and how Rakuten.ca actually works behind the scenes. You'll hear from Michael Bowles, Senior Director of Operations, Darren Frost, Senior Graphic Design Manager, and Synge Chen, Account Executive, as they share insider knowledge, real customer stories, and even their own personal Cash Back experiences. Together, they break down why Rakuten.ca isn't "free money," how retailers fund Cash Back, what information is (and isn't) collected about members, why travel rewards sometimes take longer to appear, how to maximize your earnings, and why millions of Canadians continue to use the platform every day. Whether you're already a Rakuten.ca member, thinking about signing up, or simply curious about how loyalty programs really work, this episode separates fact from fiction and gives you a behind-the-scenes look at one of Canada's largest Cash Back platforms. Because when you understand how value really works, shopping gets a whole lot smarter.
Jul 16

Nicole Stanaland - You're Thinking About Gift Cards All Wrong

What if we've been thinking about gift cards completely wrong? For years, gift cards were viewed as last-minute presents, forgotten balances, and awkward holiday exchanges. But what if they're actually becoming one of the most important pieces of modern commerce infrastructure? In this episode of Stacked, Jennifer LaForge sits down with Nicole Stanaland, Director of Rewards & Payout Partnerships at Tillo, to explore the evolution of gift cards from simple gifting tools into what Nicole calls "branded currency." Drawing on nearly two decades of experience across payments, fintech, rewards, and digital incentives, Nicole shares why consumers are increasingly buying gift cards for themselves, how mobile wallets are reshaping spending habits, and why brands that still view rewards as an add-on may already be falling behind. Jennifer and Nicole unpack: Why self-purchased gift cards are exploding in popularity The rise of branded currency and embedded rewards How fintechs and loyalty platforms power seamless reward experiences behind the scenes Why choice, flexibility, and frictionless experiences drive engagement The role mobile wallets will play in the future of rewards How brands can use gift cards for acquisition, retention, employee recognition, and customer engagement Why the next generation of consumers thinks about money differently What businesses should do today to modernize their rewards strategy Whether you're a loyalty professional, fintech leader, marketer, retailer, or simply someone looking to stretch your money further, this conversation offers a fascinating look at the future of rewards and why gift cards may be one of the most underestimated tools in modern commerce. The consumer shift has already happened. The question is whether brands are ready to catch up.
Jul 9

Lindsay O'Brien - Your Loyalty Program Isn't Building Loyalty. Here's What's Missing.

What makes someone truly loyal to a brand? Is it discounts? Points? Cash Back? Or is there something much deeper happening beneath the surface? In this episode of Stacked, Jennifer LaForge sits down with Lindsay O'Brien, Lead, Partnership Solutions at Bond Brand Loyalty, to unpack what separates great loyalty programs from forgettable ones. Drawing from years of experience designing and scaling loyalty and partnership strategies for major brands, Lindsay explains why points and perks have become table stakes and why the future of loyalty belongs to brands that create emotional connections with their customers. Jennifer and Lindsay explore why consumers increasingly value belonging, recognition, convenience, and exclusive experiences just as much as financial rewards. They discuss the rise of partnership ecosystems, how brands use data responsibly to create personalized experiences, and why understanding customers as complete humans rather than transactions is becoming the new competitive advantage. They also pull back the curtain on what actually goes into launching a successful loyalty program, from financial modelling and customer research to technology infrastructure and long-term sustainability. Whether you're a consumer trying to maximize the value of the programs you already belong to, a marketer building customer relationships, or a business leader thinking about retention and growth, this conversation offers practical insights into how loyalty really works in today's economy. Because when discounts disappear and customers leave, that's not loyalty. It's just a promotion.
Jul 2

Darrell Keezer - AI Is Changing How We Buy. Trust Will Decide Who Wins.

How will AI change the way consumers shop, search, and make decisions? In this episode of Stacked, Jennifer LaForge sits down with Darrell Keezer, Founder of Candybox Marketing and one of Canada's leading voices on AI and digital marketing, to explore how artificial intelligence is fundamentally reshaping consumer behaviour. From the rise of AI-powered search to the growing role of trust, Darrell explains why we're moving from a "knowledge era" to a "wisdom era"—where consumers increasingly rely on AI to filter information, recommend products, and influence purchasing decisions. Jennifer and Darrell discuss how brands can thrive in this new landscape, why building trust and long-term brand equity matters more than ever, and the risks organizations face when they prioritize short-term conversions over meaningful customer relationships. They also explore how AI is changing search, why online communities like Reddit are becoming increasingly important, the future of digital advertising, and how brands can maintain authenticity in an era of AI-generated content. Whether you're a marketer, business leader, or simply curious about how AI is changing the way we live and shop, this conversation offers practical insights into the future of consumer behaviour and brand loyalty. In this episode, you'll learn: • Why AI is becoming a "wisdom engine" for consumers • How trust influences purchasing decisions in the age of AI • Why brands must balance performance marketing with brand building • The growing importance of communities and earned advocacy • How businesses can use AI without sacrificing authenticity If you're wondering what the future of customer relationships looks like, this episode is for you.
Jun 25

Danica Nelson - You're Funding a Life You Don't Even Want

What does financial freedom actually look like? For many people, it's not just about earning more money. It's about having the freedom to spend intentionally, avoid financial stress, and build a life that aligns with your values instead of someone else's expectations. In this episode of Stacked, Jennifer LaForge sits down with Danica Nelson, Finance Educator, Travel Content Creator, and Founder of Liberty Leave®, to explore the psychology behind spending, debt, financial habits, and the pursuit of a more intentional life. Danica shares why so many people find themselves funding lifestyles they don't truly want, how social media and comparison culture influence spending decisions, and why emotional triggers often play a bigger role in our financial choices than we realize. They discuss the rise of buy now, pay later services, the dangers of financial avoidance, how money trauma shapes behaviour, and the habits that quietly drain our finances over time. Danica also shares her personal journey toward financial freedom, including selling her home, living abroad, and creating a lifestyle designed around flexibility, purpose, and joy. Along the way, they explore practical strategies for building better financial habits, stacking rewards more effectively, reducing impulse spending, and creating a healthier relationship with money. Whether you're trying to save more, spend more intentionally, pay down debt, or simply rethink what success looks like, this conversation offers practical insights to help you make smarter financial decisions and create a life that feels more aligned with what truly matters.
Jun 18

Elizabeth McNeil - You're Probably Defining Value Wrong

What does value really mean? For some people, it's saving money. For others, it's access, convenience, recognition, or experiences money can't buy. In this episode of Stacked, Jennifer LaForge sits down with Elizabeth McNeil, Director of Marketing, Travel Co-Brand, Business & Commercial Cards at RBC, to explore the psychology behind loyalty, rewards, and consumer behaviour. Drawing on years of experience building and scaling some of Canada's most recognized loyalty programs, Elizabeth shares why consumers define value differently, how brands create loyalty that lasts, and what separates great loyalty programs from forgettable ones. They discuss the challenges of building large-scale loyalty ecosystems, why travel remains one of the most powerful categories in rewards, how partnerships create value that brands can't deliver alone, and what consumers should consider when choosing the programs that deserve their attention. Whether you're a marketer, loyalty professional, business leader, or simply someone trying to get more value from the programs you already use, this conversation offers a fascinating look at what drives loyalty and why understanding value is more personal than most people realize.
Jun 9

Jennifer LaForge – You're Leaving Money on the Table Every Day. Here's Why.

Welcome to the very first podcast episode of Stacked with Jennifer LaForge. In this debut episode, Jennifer sits on the other side of the microphone to share the story behind the show, her journey building Rakuten.ca, and why understanding value has never been more important for consumers and brands alike. After more than a decade helping millions of Canadians earn rewards and Cash Back, Jennifer has seen firsthand how people think about loyalty, savings, and spending. She explains why value is about far more than finding the cheapest price, how loyalty programs really work behind the scenes, and why so many Canadians unknowingly leave money on the table every day. Jennifer also shares lessons from helping scale Rakuten Canada from a small startup team into one of Canada's largest Cash Back platforms, the challenges of maintaining a startup culture inside a global organization, and the importance of growing with discipline rather than simply growing fast. Throughout the conversation, you'll learn: • Why value is about time, effort, and money - not just price • How to "stack" rewards, Cash Back, gift cards, and loyalty programs effectively • The biggest mistakes consumers make when trying to save money • What separates great loyalty programs from ones that fail • The hidden complexity behind the rewards and partnership ecosystem • How brands can create better customer experiences through partnerships • Simple ways to start earning more value from purchases you're already making Whether you're a consumer looking to make your dollars go further or a business leader interested in loyalty, partnerships, and customer behaviour, this episode lays the foundation for the conversations ahead. Welcome to Stacked.

12 Episodes

Stacked with Jennifer LaForge is a podcast about how real people and real brands are finding smarter ways to create value in today’s economy. Through conversations on rewards, loyalty, partnerships, digital commerce, and consumer behaviour, Jennifer explores what’s actually working and how consumers and businesses alike are adapting to a rapidly changing world.

Creator

Jennifer Laforge
Years Active

2026
Episodes

12
Rating

Clean
Copyright

© 2026 Stacked with Jennifer Laforge
Show Website

Stacked with Jennifer Laforge