In this episode of Women in Retail Talks, Women in Retail Leadership Circle Senior Content Strategist Ashley Chiaradio interviews Lisa Erickson, senior director of customer relationship management and loyalty at Sleep Number, the mattress company that’s been transforming the sleep industry since 1987. Listen in as Erickson discusses her role at Sleep Number (1:10), how the company’s loyalty program drives its repeat and referral business (2:16), and how the program drives continued customer engagement with its technology partner Oracle.

In addition, Erickson shares the business changes Sleep Number has made during the COVID-19 pandemic (4:21), why exclusive health content drove the loyalty program during this time, and what the sleep brand has planned for 2021 around health and wellness (7:03). Erickson discusses how the pandemic has brought empathy to the forefront of her leadership style (8:40), how mentorship has played a role in her career (11:16), and her involvement in Sleep Number’s women’s leadership group (12:10).

As the Senior Director of Loyalty and CRM at Sleep Number, Lisa Erickson leads the CRM marketing, loyalty and database analytics teams to maximize lead acquisition, conversion rates and word-of mouth referrals through Sleep Number’s database-driven direct marketing and email programs.

Date: April 6, 2021

Credits: Lisa Erickson

Duration: 13:41