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Webinar: The Role of Habit in Building Customer Loyalty – Research Insights and Expert Discussion

A research-based discussion on the influence of habit formation on customer loyalty

Have you ever tried to create a habit? If you have, you know that establishing a new habit is a challenge but breaking a habit can be even a higher mountain to climb.

Habits are influential in our human existence, and they can shape buying behavior more than any points program or promotion could hope to do. Habits can lock customers into your brand—or make it effortless for them to walk away.

In this webinar, we’ve gathered an expert group today who will answer key questions on the role Habits play in developing and maintaining Customer Loyalty. During this discussion, you’ll hear the answers to these questions:

  • What is a Habit Loop and how can you use them to benefit your brand?
  • How do you know if Habit Loops are the Marketer’s friend, or Enemy?
  • How can you determine whether your Customers are Loyal—Or Just Stuck?

Our presenters are Ryan Baltrip, Executive Director, Loyalty Science Lab and Carlos Dunlap-Beard, Vice President, Loyalty Strategy, ebbo, both experts on the topics of consumer behavior, specifically habit formation and consumer buying behavior.

Guest Bios

Ryan Baltrip serves as Executive Director of the Loyalty Science Lab and Assistant Professor of Marketing at Old Dominion University. He studies how customers form habits, how loyalty programs influence behavior, and what really drives people to come back. He regularly collaborates with global brands and loyalty leaders to translate research into practical strategies that improve retention and engagement.

At ODU, Ryan teaches courses on marketing strategy, digital marketing, and the use of artificial intelligence in business, helping students and professionals understand how technology and human behavior intersect in modern marketing.

Carlos Dunlap-Beard leads ebbo’s thought leadership and loyalty program strategy, helping brands deepen customer engagement and drive long-term growth. With over 25 years of experience in B2C and B2B marketing, Carlos has built expertise across customer loyalty, engagement strategy, business development, data-driven marketing, and program design.

Carlos is a recognized voice in loyalty and consumer engagement, and throughout his career, has partnered with a wide range of iconic brands, including Lane Bryant, Lowe’s, T-Mobile, Nestlé-Purina, Pepsi, Citi, American Express, Marvel, 7-Eleven, SeaWorld, and Hawaiian Airlines, among many others.

Time Stamps for the Time Starved

Presenter Intros – 3:45

Loyalty Science Lab “Habit Loop” research – 6:18

Poll Question #1 – 21:14

Habit Loops in Practice – Market Experience from ebbo – 23:54

Poll Question #2 – 34:48

Market Example – 35:48

Q&A Session – 40:00

Leaders in Loyalty 2026 – 53:30

Wrapping Up – 55:47

Editor’s Note

The original research from Loyalty Science Lab on “Habit Loops” was first discussed as part of an ebbo-sponsored Loyalty Leaders event in early 2025. In this webinar, you will hear the “next gen” of thought on this topic and, if you want to immerse yourself in exploring the future of intelligent engagement, you should apply to attend the next Leaders in Loyalty Event to be held April 29, 2026 at the Pelican Grand Beach Resort in Fort Lauderdale, FL.