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The Wise Marketer's marketing & customer loyalty report for the week ending February 4th, 2010...
NEWS: Loyalty schemes seen as 'recession busters'
Loyalty programmes have become more important to 71% of marketers during two years of recession because they enable communication with an established and willing database of customers, according to a report by GI Insight.
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BRIEFING: Banks slowing churn with gifts, not cash
An increasing number of financial institutions are going back to offering marketing gifts as an incentive to attract and keep the nearly 25% of large-bank customers who plan to switch to local banks or credit unions this year. According to River Rock Marketing Services, a company that develops ...
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NEWS: Chip-based Barclaycard Freedom to launch in March
More than 8 million Barclaycard cardholders in the UK are set to benefit from the forthcoming launch of the 'Barclaycard Freedom' rewards programme in March 2010, which will allow cardholders to earn rewards in over 30,000 retail outlets - including shops, restaurants and online outlets - throughout the UK.
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BRIEFING: Retail 3.0 developer signs another new partner
Hawkins Strategic's centre for Advanced Retail Technology (CART) has partnered with RetailConnections, creators of peer-to-peer events that bring together a diverse range of retailing companies and senior management executives. The events, which provide quality education and sharing of ideas are ...
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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: 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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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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FEATURE: Top 20 attitudes of today's best loyalty marketers
When it comes to customer loyalty, customer retention and relationship building campaigns, the attitudes and preconceived ideas of both marketers and management determine much of the scheme's success. - The Wise Marketer's experience and insights over many years has taught us that there is no ...
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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: Loyalty rewards still not engaging enough?
As more marketers turn to loyalty rewards programmes to boost business growth, a report from the Chief Marketing Officer (CMO) Council suggests that marketers are under-valuing these often costly programmes even as customers give the perks, discounts, deals and additional service opportunities high marks.
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BRIEFING: Points.com expands its partnerships
Points.com has significantly expanded and extended its partnership with US Airways' Dividend Miles programme. Points will take a principal role and accept greater responsibility in the operation of the Buy, Gift and Transfer miles programmes used by Dividend Miles programme members. And in ...
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NEWS: Small retailers turn to coalitions for salvation
While SMEs are traditionally limited in their scope for operating customer loyalty programmes, their days are not necessarily numbered, according to UK-based loyalty consultant Chris Jacobs.
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BRIEFING: Loylogic develops customised loyalty e-mall
Zurich-based loyalty company, Loylogic, has launched Loylogic EarnShop and Loylogic EarnMall, both providing global online points-earning shopping. EarnMall allows members of participating loyalty programmes to earn points with online merchants that cover 241 countries. The merchant selection will ...
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NEWS: Amex to help merchants with loyalty schemes
American Express has announced the launch of a business unit called 'LoyaltyEdge from American Express', which will work with strategic partners and merchants to create, implement, or enhance customer loyalty programmes.
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BRIEFING: Credit card users ignoring merchant discounts
The new realities of credit card economics are prompting many issuers to re-evaluate the benefits they provide to cardholders. Merchant-funded rewards are increasingly popular as a cost-effective option, and cardholders give positive marks to the concept of merchant discounts. In reality, though ...
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