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: 12/02/2021

    Does a four-day work week make more sense post-pandemic?

    To each his own! Each company would have to run their own pilots to see if this would really fly for their situation. I've also seen several companies that do a traditional five-day work week make one day a week a "no meetings zone" so people can actually get work done, and that seems to have a lot of merit.
  • Posted on: 11/30/2021

    Is Small Business Saturday losing steam?

    In my hometown (fewer than 100,000 people), the local media are running spots to support local businesses, as they have during the entire pandemic. I would hope that small businesses would be in contention for shopper dollars, or else we're going to see an eroding of an essential component of our economy.
  • Posted on: 11/29/2021

    What caused the thin Black Friday traffic?

    With the national media pummeling consumers with doom-and-gloom messages about the supply chain, it's no wonder that people started shopping early, not only to have something physical in hand to wrap and give but also to avoid the crowds now that a new COVID-19 strain is making the rounds. This is what happens when the holiday season has become 25 percent of the year (October/November/December) -- shopping gets spread out so the traditional spikes aren't there.
  • Posted on: 11/15/2021

    Will paid perks pay off for Williams Sonoma?

    A paid loyalty program is all about the value proposition because members are asked to basically pre-pay for their own discounts. The question here will be: are the perks worth it?
  • Posted on: 11/12/2021

    Will Americans give the gift of nothing this holiday?

    You get my vote for the use of the word "fripperies"! Love it.
  • Posted on: 11/12/2021

    Will Americans give the gift of nothing this holiday?

    We're bombarded with gift-giving messages starting in October -- now 25 percent of the year is devoted to holiday advertising! While I don't think people will skip giving gifts, I do think they will downsize them given how far consumers' dollars are (not) stretching these days.
  • Posted on: 11/10/2021

    Should retailers take prices higher?

    Show me a retailer that will willingly absorb cost increases to the detriment of their own profitability, and I'll show you a pig that can fly. That sounds like a PR machine working instead of the harsh reality of dwindling margins.
  • Posted on: 11/08/2021

    Companies place ‘bias bounties’ on AI algorithms

    With the "it takes a village" mentality, crowdsourcing to make an algorithm better is a good idea since AI is not infallible.
  • Posted on: 11/04/2021

    Will linked loyalty programs turn Dick’s and Nike into an unbeatable force?

    Exclusive experiences are the bread-and-butter of any collab, so this is a powerhouse combination.
  • Posted on: 11/03/2021

    Will Aldi’s ‘Charcuterie Board’ have a big influence on its food sales?

    I love Grandma Gina!
  • Posted on: 11/03/2021

    Will Aldi’s ‘Charcuterie Board’ have a big influence on its food sales?

    Giving customers visual ideas on how to use your products in new and creative ways seems like a win for both sides. Do you normally think of Aldi for interesting food preparations or just cheap groceries? Aldi has flown under the radar for a long time, but personally I've witnessed a whole new breed of shopper discovering them during the pandemic.
  • Posted on: 11/02/2021

    Does Macy’s or Best Buy have a better approach to gift cards?

    The more, the merrier! Since retailers get a fee for every gift card they sell, why wouldn't they take advantage of the moment where they've captured the customer's attention?
  • Posted on: 11/01/2021

    What’s really behind Facebook’s rebrand to Meta?

    As my grandmother would say, This is lipstick on a pig.
  • Posted on: 10/26/2021

    Can retailers wean consumers off discounts this holiday season?

    Dump discounts now while people are more preoccupied with the scarcity of goods. Having something in hand outweighs the desire to see if the price goes down. A "wait and see" strategy doesn't seem like a smart one this holiday season.
  • Posted on: 10/21/2021

    Walmart is ready to deliver ‘Black Friday Deals for Days’

    With Christmas trees already selling out in stores, the holiday playbook seems to now mandate that holiday shopping begins October 1. That means we are spending 25 percent of our entire year focused on year-end holidays. This is madness.

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