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The Wise Marketer's marketing & customer loyalty report for the week ending August 17th, 2009...
NEWS: Green marketing comes into its own at last
In the late 1980's brand marketers were just beginning to understand the implications of 'green marketing' and, since then, the green concept has shifted, adapted, and split into whole new disciplines. This is a concept that is here to stay, according to an article by Jacquelyn Ottman of J. Ottman Consulting, published in Harvard's 'Leading Green' blog in July.
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BRIEFING: UK consumers offered Air Miles for old phones
In the UK, the Air Miles loyalty programme has launched a mobile phone recycling scheme that allows members to collect reward miles by disposing of their mobile phones in an eco-friendly way. The average British consumer replaces or upgrades their mobile phone every 18 months, and recent research ...
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NEWS: E-tail spending impacted by 'web stress'
When an internet-based application such as an e-commerce web site fails, 82% of British consumers blame either the business that owns the web site or the web hosting company, according to a study by IT management software firm CA.
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BRIEFING: Vodafone unveils pay-as-you-go loyalty scheme
In the UK, the mobile phone service provider Vodafone has launched a new loyalty programme called 'Vodafone Bonus Bank Rewards' for its pay-as-you-go (prepaid) customers. Every time a prepaid customer tops up their airtime, Vodafone rewards them by giving them 10% back. For example, when a ...
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BRIEFING: Canada's Highway 407 offers new rewards
On 1st August 2009, Canada's Highway 407 ETR launched the sixth phase of its loyalty programme, ETR Rewards . Every month, eligible customers can save up to Can$0.09 per litre on the price they pay for fuel, and earn up to 140 free kilometres on Saturdays and Sundays. Since 2007, ETR Rewards has ...
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NEWS: Building loyalty in unconventional markets
There are no less than nine key techniques for successful customer retention in unconventional marketplaces, according to a new white paper published by Allegiance.
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BRIEFING: Priority Club banks on members' best ideas
InterContinental Hotels has appointed Goldstein Communications to help increase recognition of its 43 million Priority Club Rewards frequent guest programme members by syndicating members' travel experiences and expertise. Member-generated content will be shared with selected media outlets and ...
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BRIEFING: JetBlue revamps TrueBlue loyalty scheme
JetBlue Airways has announced the forthcoming revamp of its frequent flyer programme, TrueBlue. The new programme is expected to launch on 28th September 2009, and is expected to make TrueBlue a more rewarding, more flexible, and more valuable programme for the airline's passengers, whether they ...
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NEWS: Four CPG strategies to maintain brand loyalty
In 2008 the average brand lost one-third of its highly loyal customers, according to the recent 'Losing Loyalty' study conducted by the CMO Council and Catalina Marketing's Pointer Media Network.
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BRIEFING: Auto-repairer joins Aeroplan & Futura Rewards
In Canada, the Futura Loyalty Group has signed a multi-year agreement with Active Green+Ross (a 75-location automotive repair business) to join both the Aeroplan and Futura Rewards coalition loyalty programmes. Since forging its partnership with Aeroplan, Futura has signed contracts with more than ...
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BRIEFING: Sears & Craftsman introduce loyalty scheme
In the US, Sears and tool maker Craftsman have announced the new Craftsman Club Rewards loyalty programme for new and existing Craftsman Club members. The programme allows members to earn points for every dollar spent on Craftsman branded tools, lawn and garden equipment, apparel and shoes ...
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NEWS: Six alternatives to 'eco-label' marketing
With companies increasingly hoping to jump on the 'green bandwagon' by creating and marketing state-of-the-green-art products and services, many are making the mistake of following the eco-labelling path when they don't actually need to, according to Jacquelyn Ottman and Sarah McGrath of J. Ottman Consulting.
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BRIEFING: In-store sampling has prolonged effect, study finds
In-store product sampling not only has a dramatic sales impact on the day of the sampling event, but it also increases the sales of established products and line extensions - as well as new products - for several weeks, according to a study by conducted for PromoWorks by Knowledge Networks-PDI ...
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BRIEFING: United drops last minute fees for loyal flyers
United's Mileage Plus frequent flyer programme has dropped the so-called 'last minute' booking fee for frequent flyer award tickets booked within 21 days of departure. "Members told us that they wanted ease, flexibility and availability when using their miles," explained Robert Sahadevan, vice ...
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