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The Wise Marketer's marketing & customer loyalty report for the week ending January 5th, 2009...
NEWS: How LG built a new brand in the mobile market
Most of the market share in the mobile phone handset industry was owned by four major players - Nokia, Motorola, Samsung and Sony Ericsson - until 2004. While having long been a minor player in the industry, LG was known for its 'follower image' as a generic mobile phone maker, so the company embarked on a brand-building programme of epic proportions.
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BRIEFING: JetBlue adds extra rewards for pets that fly
JetBlue Airways has launched its JetPaws in-cabin pet programme to provide pet owners with helpful 'travel pettiquette' guidelines, outlining the social graces of jetting with small dogs and cats. As part of the new programme, customers will also receive 2 bonus award points for each flight ...
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NEWS: Five stages in the breakdown of American consumerism
There is a five stage process that consumers are undergoing as they struggle through the cultural transformation caused by the faltering 'American Dream', according to a research report from ethnographic research firm Context-Based Research and marketing firm Carton Donofrio.
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BRIEFING: UK loyalty operators starting to go transpromo
One in seven (14%) of the UK's top 100 loyalty programmes are already printing targeted 'transpromo' adverts in white space on loyalty statements, according to a study by direct communications firm GI Direct. The firm points out that there is a good trans-promotional opportunity in the loyalty ...
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NEWS: Delighted customers aren't always the most loyal
While 89% of customer service executives believing that delighting the customer will lead to increased loyalty, the Corporate Executive Board's 'Customer Contact Council' argues that this approach results in almost no loyalty gain and that service and support centres have little value in building customer loyalty.
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BRIEFING: Fly Buys redemptions up 35% year-on-year
New Zealanders have been using their Fly Buys loyalty rewards as an alternative to Christmas shopping in record numbers, according to the programme's operator, Loyalty New Zealand. Between 1st November and 17th December 2008, New Zealanders redeemed 35% more rewards than in the same period in 2007 ...
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NEWS: Loyalty to catch consumers' attention in 2009
British consumers feel that loyalty rewards are more valuable in a recession, with 95% having actively participated in travel and shopping reward schemes, and 90% planning to redeem them during 2009, according to research published by the Air Miles travel rewards programme in the UK.
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BRIEFING: SAS appoints Loylogic to run rewards shop
Loylogic, an international loyalty solutions provider, has been appointed by Scandinavian Airlines to build and operate the new online SAS EuroBonus Reward Shop . The LoyRewards 2.0 platform will be used to allow EuroBonus members to redeem their loyalty points for a range of non-flight rewards ...
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NEWS: Ten trends for frequent flyer programmes in 2009
As the airline industry endures one of the most difficult periods in its history, loyalty programmes are set to become even more strategically important to airlines, according to a white paper from ICLP.
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BRIEFING: Citibank's customer service still leads the way
The global financial services provider Citibank has continued to stay ahead of the industry average in terms of customer service by responding to customer feedback through a programme managed by Empathica. Against an industry average of a 3% increase in customer satisfaction, Citibank improved ...
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