Jenn McMillen

Chief Accelerant, Incendio

I’m Jenn McMillen and the founder of Incendio, where my specialty is increasing topline revenue by turning data into revenue-generating customer programs. Prior to starting Incendio, I had a long retail career with GameStop, Michael’s, Tuesday Morning, JoAnn Stores, Blockbuster and others. Today my team and I help companies solve and overcome their CRM, loyalty, and customer experience challenges.

I am a nationally known loyalty & CRM expert, recognized by the CRM community and my peers with major industry awards for programs such as GameStop’s PowerUp Rewards, which has more than 35-million members, many of whom pay an annual subscription fee for an enhanced experience. I built the program and launched it, changing GameStop’s entire marketing strategy and creating a multi-million-dollar revenue stream.

In addition to PowerUp Rewards, I have created and/or run several well-known loyalty and subscription programs in addition to PowerUp Rewards, including myGNC Rewards, United Airlines’ Silver Wings Plus, Vail Resorts PEAKS, Payless ShoeSource Points, Neiman Marcus InCircle, and one of the first big national loyalty subscription programs in the 90’s, Blockbuster Rewards. I belong to more than 100 loyalty programs.

I love to write (journalism degree and voracious reader), and I have a wicked sense of humor.

For more information, visit:

  • Posted on: 08/05/2021

    Kroger seeks to ghost up take-home and meal delivery sales with dark kitchens

    This move feels like a win for convenience, but a blow to gustatory pleasure. When you're perusing the options for Friday night takeout, I have high doubts that anyone in your family is going to say, "Yeah! Let's order from Kroger!"
  • Posted on: 08/05/2021

    Is workleisure a new or rehashed opportunity?

    The barn door has been left open, and the horses are out! Have you seen the movie Wall-E with all the overweight humans in sweatsuits in floating chairs? That's where we're headed.
  • Posted on: 08/05/2021

    Can a reinvented bag revamp sustainable retail?

    With my consumer hat on, the kiosk idea seems most relatable to me. I carry around reusable shopping bags, but dang it if I don't remember to grab them until the minute I'm in the store. So it has to be about convenience, and I'm not sure the novelty factor of tracking a bag via app is going to beat the "oh, crap, I need a bag" moment.
  • Posted on: 08/04/2021

    Should grocers welcome Instacart’s warehouses?

    To echo the other Brain Trustees, grocers are fools if they let the fox in the hen house. Wouldn't it be interesting if, instead, Instacart took over all the empty Sears/JCP shells in areas where there are food deserts, for a more altruistic and community-oriented angle? Oh wait. Sorry. I was in Fantasy Land.
  • Posted on: 08/04/2021

    Prime members will have to pay for grocery deliveries from Whole Foods

    If you can afford to shop at Whole Foods, you likely can afford the $10 fee. For many, Whole Foods delivery is already likely habitual, so is it worth the effort to start over with another grocer, who may not have the organic/alternative selections that Whole Paycheck is known for?
  • Posted on: 08/04/2021

    What does the recent sales rebound mean for mask makers and retailers?

    I say, jump in and buy more masks while retailers are trying to get rid of them! Alas, I think they are here to stay, as a major grocery chain in our area just announced the return of the mask policy even if you're vaccinated. With so many people choosing to abstain from getting vaccinated, masks are here to stay -- like it or not.
  • Posted on: 08/03/2021

    Why has Shein become a breakout hit with America’s teens?

    Say all you want about sustainability and transparency. Americans love newness, and they love a deal!
  • Posted on: 07/28/2021

    Weather forecast predicts retailers will face more record-setting heat waves and storms

    Recently, an economist said that since the invention of air conditioning, our population is moving to the South, notably Houston, Phoenix, Dallas and San Antonio. With the way climate change is going, perhaps we'll see a return to Northern cities like Chicago, Philly and NYC? If I were a retailer, I'd be spreading out my supply chain to cover all the bases.
  • Posted on: 07/27/2021

    McDonald’s reorg focuses on the fast feeder’s customers

    McDonald's feels a little late to the party on putting the customer-facing departments together under one umbrella, but watch out world! I bet they will become even more formidable when it comes to owning the fast food dollar.
  • Posted on: 07/26/2021

    Macy’s should have stayed local

    In an era where everyone seems to want personalization, Macy's should do a backward look to what made them successful years ago. The local shopkeeper mentality is not antiquated -- it's a good thing!
  • Posted on: 07/22/2021

    Beauty shop-in-shops are trending

    Shop-in-shop is a great way to drive foot traffic to brick-and-mortar to keep it fresh and exciting. Especially if the shops rotate. Consumers love newness; Millennials love upstart brands. Sounds like a win-win for everyone.
  • Posted on: 07/21/2021

    Have indie bookstores found answers to counter Amazon?

    Physical bookstores have the power of "browsing," while the online experience is one of "shopping." As with most retail, physical stores need to heavy up on experiential elements and merchandising to draw people in. When's the last time on a rainy Sunday, you cozied up with
  • Posted on: 07/19/2021

    Is the Walmart/Justice tie-up a harbinger of more retailer brand partnerships?

    Walmart has always wanted to be the Main Street of the U.S., so they are the best place to gauge the taste of middle Americans. I bet this is the first of many partnerships.
  • Posted on: 07/19/2021

    Marketers are still trying to figure out the social media data puzzle

    With cookies on the downswing, this is the next wave of personalized marketing.
  • Posted on: 07/08/2021

    Will in-person conferences make a comeback after a year of virtual shows?

    I think virtual is here to stay for the ease and reach but, as an extrovert, I cannot wait to get out and press the flesh again! Virtual is not a replacement for in-person relationship building.

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