Agenda & Speakers

Not Your Father’s Loyalty & Rewards Program

What happens when an exec running Air Canada’s Aeroplan loyalty program becomes the Chief Marketing Officer of North America’s 4th largest public transit organization, Société de transport de Montréal (STM)?  It’s not quite “Planes, Trains, and Automobiles,” but it is an exciting adventure that is revolutionizing both STM’s business, and that of its merchant partners – hundreds of retailers, hospitality providers, sports and entertainment venues, and other consumer brands throughout Montreal. By co-innovating with SAP, STM can now reward its 1.2 million daily riders via STM Merci, a mobile app that isn’t just personalized, it’s context aware. The resulting performance is certain to pique the interest of any loyalty and marketing professional – regardless of industry.   

Join Pierre Bourbonniére, CMO of STM, and Herve Pluche, VP of SAP Precision Marketing, as they explore:

  • The Journey | How the team developed this real-time, 1-to-1 marketing experience
  • The Results | Why this has put smiles on the faces of both STM’s customers and, its merchant partners
  • The Future | What’s next and how innovation will enable marketers to engage more deeply with consumers   


Herve Pluche, Global Vice President, SAP Precision Marketing

Herve is an entrepreneur with a record of success in on-demand software, mobile services, and telecommunications. He is the initiative lead for SAP Precision Marketing, a new solution designed to inform and influence consumers at the point of decision through personalized offers and product recommendations. Prior to joining SAP, Herve was co-founder of StoreXperience Inc, a technology firm backed by Microsoft and president and CEO of Neocase Software Inc, an on-demand software firm delivering collaborative customer service. Additionally he has led investment activities for Telecom Italia Ventures in Silicon Valley, and served telecommunications companies like AT&T and Pacific Bell through Bain & Company. He has an MBA from Stanford Business School and an Engineering Degree in Aerospace Engineering from the French National College of Aeronautical Engineering.

Pierre Bourbonnière, CMO, STM

Pierre Bourbonnière has been the Director of Marketing at STM for the past 5 years. Pierre was previously in several marketing functions at Air Canada and Aeroplan where he was in charge of premium services such as Concierge, Maple Leaf Lounges, Express check-in kiosks, Aeroplan benefit package, etc. He holds an Double Diploma as Executive MBA from Paris Dauphine and Montreal UQAM.

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