"Based on the demographics and the makeup of the member, we can change the imaging and message to fit them," says Carrithers. "So those that are of a certain age or group or area, maybe we're showing not just golf, but golf and resorts that they go to or are in their area that they'd be interested in vs. just a generic shot of somebody at a golf course somewhere. So that personalization of the rewards is very, very important for the long-term."
In the meantime, Carrithers plans to continue using the portal to allow him to ask what he can do, perhaps not for "the freedom of man" as President John F. Kennedy did in 1961, but for the free choice of today's ACI cardholders.
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