The Jacket You Didn’t Know You Needed; A Chat with Ian Dewar of VF Corp

Join Ian Dewar, Global Director Consumer Analytics at VF Corp, as he leads a visual session showing how they use consumer data driven by Cheetah Loyalty to build customer profiles and behavioral predictions. Many customers of Vans, The North Face and Kipling are huge fans of the core product like Vans Old Skool shoes, The North Face Nuptse jackets or Kipling Laptop backpacks. But helping our customers discover the products they use every day and didn’t know we make is key to building Customer Lifetime Value and maximizing opportunity to build customer loyalty. Ian will also be hosting a LIVE Q&A following his presentation.

If you haven’t already, watch the Signals20 session with Frank Neumann, Sr Director of Consumer Lifecycle Management at Vans, as he shares how Cheetah Loyalty helps them deliver best in class emotional loyalty experiences and how members account for nearly 50% of their US direct to consumer revenue. Find that session in our suggested content at the bottom of this page.


locations in 48 U.S. states


unique loyalty members


off-premise sales during Covid-19 with data-driven customer engagement approach

Speaker: Ian Dewar

Ian Dewar headshot

Ian Dewar, Global Director Consumer Analytics at VF Corp

Ian calls himself an accidental marketer. The route to VF Corp came through The North Face and started with creating unique experiences and a lifetime of building strong relationship marketing skills.

Building on his outdoor and customer experience, Ian developed the VIPeak Rewards program for The North Face. Combining consumer loyalty with activity based rewards and offering outdoor adventures as benefits, VIPeak Rewards helped feed into a complete customer lifecycle view to better understand The North Face customer and reward those customers for doing what they love. Using loyalty data Ian transitioned to consumer analytics and his current role in bringing customer centricity to live across the full VF brand portfolio.

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