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The Wise Marketer's marketing & customer loyalty report for the week ending February 8th, 2008...
NEWS: Peppers' & Rogers' laws conquer short-termism
In 1993 Don Peppers and Martha Rogers published their book, 'The One to One Future', explaining why one-to-one marketing would be what all smart marketers should do. Now they have published a new book, 'Rules to Break & Laws to Follow', explaining how businesses can beat the 'short termist crisis'.
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BRIEFING: Upromise announces US$250k scholarship award
In the US, Upromise has announced two new ways of saving toward a college education. The Upromise Scholarship was created with lead sponsor Bed Bath & Beyond and with support from Canon eStore, MasterCard, Rewards Network and 1-800-Flowers.com. The (now annual) US$250,000 scholarship programme ...
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BRIEFING: Employee loyalty is slipping globally
Workers on four continents have grown more restless over the past two years, according to a survey by global consultants BlessingWhite. Of the nearly 4,500 who participated in the study, only 58% expect to "definitely" remain with their employer through the year, down from 65% in 2006, whereas 34% ...
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FEATURE: Creating and growing a loyalty scheme - what to find out, and how
Practical findings from 'The Loyalty Guide' report, summarising how loyalty programmes are set up, managed, measured, perceived and justified - whether B2B or B2C, in any industry sector... - From 'mom & pop' stores to mass marketing... The relationship between the 21st century customer and ...
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NEWS: Experiential marketing growing in signficance
Many marketers around the world have plans to increase their usage of and spending on experiential marketing during 2008, according to a survey of marketers in the US, the UK, Europe, China and Australia, by Jack Morton Worldwide.
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BRIEFING: Vodafone gets personal with behavioural modelling
Onsite behavioural targeting software from Omniture is being implemented by mobile network operator Vodafone in the UK. The aim is to give each visitor to Vodafone's a more relevant experience by displaying relevant offers. Omniture's TouchClarity system analyses many variables for predictive ...
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BRIEFING: Double TripRewards points at Wyndham hotels
From February until mid-May 2008, members of Wyndham Hotel Group's TripRewards loyalty programme can earn double points (or airline or rail miles) for each hotel stay as part of the group's 'Double Points or Miles' promotion. The offer is good for up to four stays at participating Wyndham, Days ...
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FEATURE: Nectar... details of the UK coalition loyalty programme
Originally published by The Wise Marketer in September 2002, this case study of Nectar and its operator has been continually updated in The Loyalty Guide reports (see www.theloyaltyguide.com) - Editor's note: This article has been developed into a complete and up-to-date case study in The ...
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FEATURE: Acquire the good quality customers, not just anyone
Many direct marketers focus on acquiring new customers in droves and pay less attention to quality, or on driving new customers toward profitability. Here we present a much more profitable strategy... - Few companies are brave enough to change to a true customer lifetime value model (something you ...
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FEATURE: Marketing budgets aren't very stretchy - or are they?
When do your marketing dollars bring you the least ROI? It's not a trick question... it's simply when they're aimed at the wrong people. But how often do we revisit such basic ideas? - With a few hours of serious thought, and a good guide, plus a little software implementation, most businesses ...
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FEATURE: The 30 major factors behind a successful customer loyalty programme
A good loyalty programme has the power to transform a business into a customer-centric profit machine. Here, we offer a thirty-point list of the major factors that directly impact the success and profitability of a customer loyalty programme... - In this article, we've drawn guidance and data ...
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FEATURE: Coalition Loyalty Programmes: the who, why, and how big?
There are two types of multi-partner programme: true coalitions and in-house programmes that have partners. Here we explore the strengths, weaknesses, opportunities and threats of true coalitions... - Tesco's Clubcard is a single operator programme that bloomed into a multi-partner programme ...
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FEATURE: Retail Pricing Strategies: their impact on customer loyalty
Pricing strategy is a key feature of any business - it plays a key role in customers' perceptions of any business. Here we explore all the main options, and how they impact customer loyalty... - Speak to any average consumer and mention the names of some high quality, leading businesses. The ...
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FEATURE: Best Customer Marketing: building long-lasting customer profitability
Best Customer Marketing is, as its name implies, all about directing the major part of your marketing efforts toward your best customers - those who bring you the most profit. Here's how to begin... - To many, the principle sounds obvious; too obvious to even discuss. But, in fact, few companies ...
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FEATURE: Linking customer lifetime value, loyalty, and profitability
We know that, in theory, building customer loyalty increases profits. But how can we measure how effective it is in reality? - How can we predict the effect an investment in loyalty will have on the future of the business? While no method can ever be perfect, measuring loyalty's effect on Customer ...
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FEATURE: The 22 major factors that will shape the future of customer loyalty
While we must look into the past to find out why customers defect, stay loyal, or advocate a brand, we also need to see changes coming. Here we detail the 22 major factors that are set to shape the future of customer loyalty programmes around the world... - In this article, we've drawn guidance ...
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FEATURE: The impact of multiple channels on customer loyalty
There are many more communication channels available today than there were before the rise of interactive and electronic media, but how should they be handled, and what effect will they have on customer loyalty? - Even in the past two years marketers have found a growing number of innovative ways ...
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FEATURE: An overview of supermarket & grocery loyalty programmes around the world
Supermarkets face intense competition, not only from other supermarkets but also from warehouse clubs, supercentres (like Wal-Mart) and convenience stores. Here we report on what the big chains are doing to stay ahead... - When Sir John Cohen, founder of the UK-based Tesco empire, brought the idea ...
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FEATURE: The 6 key factors that influence customer loyalty
Customer loyalty is widely accepted as being worth nurturing, but what are the main business factors that directly influence the loyalty of your customers? - There are six major factors that play key roles in influencing the loyalty and commitment of customers: Figure 1: Factors that ...
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REVIEW: The Loyalty Guide 4
New for 2010 and beyond - the complete report on customer loyalty & engagement theory, principles, methods, strategies, global best practice and case studies... - By Peter Clark, Robin Clark. Announcing the world's most comprehensive guide to customer loyalty, engagement and ...
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NEWS: E-retail opportunities missed after checking out
When a customer places an order through a retailer's web site, what is the last thing they see? All too often it's just an order reference that they're asked to print out and keep in case anything goes wrong, according to Philip Williams of NetFidelity UK, who suggests that e-retailers are missing a vital opportunity.
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BRIEFING: Royal Mail to set up UK data services panel
Royal Mail has unveiled its first move toward creating a panel of expert data partners. The supplier panel, being set up as part of Royal Mail's investment in data services, will enable it to offer its customers dedicated data solutions across a range of specialist areas, ensuring they more ...
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BRIEFING: IHG brands to offer Amex prepaid card rewards
Guests who stay at InterContinental Hotels Group's Staybridge Suites and Candlewood Suites extended-stay properties in February and March will get an American Express-branded prepaid card worth US$50 for each stay of five consecutive nights, up to US$200. Guests must book their stay with any ...
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NEWS: Permission crisis: End of line for SMS marketing?
There is a three-fold crisis facing mobile marketers whose choice of communication channel includes SMS (text messages), according to Tim Beadle, director for Marketing Improvement Europe Ltd, who in this article explains some of the pitfalls to be avoided at all costs.
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BRIEFING: eBucks reports higher holiday season loyalty
Once again the popular South African coalition loyalty programme, eBucks, has proved to be a star performer by declaring Q4 2007 figures that are 34% up on the same period in 2006. In Q4 its members redeemed R62 million (approx. US$8.4 million) worth of eBucks. The company says that the number of ...
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BRIEFING: TD Bank offers Visa payWave cards with rewards
TD Canada Trust has said that the Visa payWave contactless payment feature will be added to TD Visa chip Cards issued in Kitchener-Waterloo as part of the ongoing market trial of chip-enabled debit and credit cards. The Visa payWave feature gives cardholders the option of paying for small dollar ...
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NEWS: Debenhams to leave Nectar in February
Loyalty Management Group (LMG), the owner and operator of the UK-based Nectar coalition loyalty scheme, has announced that the department store, Debenhams, has decided not to renew its contract with Nectar when it expires on 15th February 2008. Debenhams was one of Nectar's four founding partners.
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BRIEFING: The AA signs up with Nectar Business
The UK-based breakdown service provider, The AA, has teamed up with Nectar Business to reward SMEs that take out business breakdown cover. New and existing Nectar Business collectors can now earn two points per £1 spent on business breakdown cover with the AA. Points can also be collected whenever ...
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BRIEFING: Cardtrend launches Bonus Points Card in China
Cardtrend International has launched its 'Bonus Point' (BP) loyalty card in the city of Guangzhou, China. The card will lead to the creation of a merchant and cardholder base, which is projected to grow significantly as loyalty programmes increasingly attract consumers in China. For the launch ...
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