Last week, GALE Executive Creative Director Jason McCann participated in a fireside chat with Chipotle Director of Loyalty & CRM Jason Scoggins, as part of PSFK’s Retail Innovation Week, a platform where industry experts, emerging talent and PSFK’s researchers come the together for inspiration around the developing opportunities in retail.

The session, “Chipotle’s CRM: The Customer is the Only Channel That Matters”, turned the content theme, Finding & Monetizing Next-Gen Sales Channels, on its head by encouraging brands to be customer-led, first and foremost, as opposed to channel-led, in their marketing. In the talk, the Jasons covered how:

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+ Chipotle’s CRM program used to have more reach than placing ads during Monday Night Football. Now, Chipotle can reach everyone in New York City — twice.

+ Personalization shouldn’t be used just as a mirror, but as a lens, to ensure communications can be truly useful to customers.

+ Leveraging technology and platforms adds value to the user experience, drives loyalty and makes customers feel known and valued.

Ultimately, they cover the critical elements to Chipotle’s CRM success, outlining why a successful CRM program should, at a minimum: build the brand, drive the business and connect with members — all powered by purpose.