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Is your loyalty programme in a rut?

Is your loyalty programme in a rut?

It’s Monday morning and the membership status report on your company’s Loyalty Programme reveals flat enrolment and escalating attrition for the fourth month in a row. You reach for the antacids, but it’s really time for Programme therapy, including electric shock. The objective of any loyalty scheme is to establish long-term relationships with customers so […]

Mistakes in B2B Loyalty Marketing

Mistakes in B2B Loyalty Marketing

Once the tool of Retail Marketers, loyalty programmes are cropping up all over the business-to-business arena. And for good reason: the 80-20 rule is even more pronounced in B2B channels, making the identification of best customers all the more important. Because B2B marketers generally deal with smaller customer bases and higher transaction and lifetime customer […]

Jane - The Invisible Customer

Jane – The Invisible Customer

Invisible customers are crying out for recognition Retailers’ invisible customers are crying out for recognition – the rules have changed. Instead of battling for loyal customers by requiring them to use a store credit card, retailers need to recognise their shoppers’ individual needs. Imagine a hypothetical customer who is, by any standard of measurement, an […]

Harrods' a Winner

Harrods’ a Winner

Visitors to England usually have an easy to predict list of “must see” destinations during their stay. After coping with the adjustment to a different time zone, most are off to see Buckingham Palace, Big Ben, and the London Eye. With cultural needs somewhat satisfied, a bevy of High Street merchants are on the “shopping” […]

Lifestyle data: A key weakness in many loyalty platforms

Lifestyle data: A key weakness in many loyalty platforms

Following a comprehensive benchmarking study of forty customer loyalty solutions and platforms from around the world, covering sectors including grocery, fashion, fuel retailers, telecoms, airlines, financial services, and coalitions, the major weakness in most platforms is the collection of lifestyle data, according to Mike Atkin of MJA Associates. Apart from evaluating the platform capabilities based […]

Price versus Loyalty?

Price versus Loyalty?

One mantra of Loyalty Marketing practitioners is that discounting is not a sustainable strategy. While it does create temporary impact to boost sales and adjust inventory levels, it is not a differentiating tactic and does not serve as the foundation for creation of competitive advantage through a strategic marketing plan. That said, discounting is one […]

Database Marketing - Highs and Lows

Database Marketing – Highs and Lows

Use your database wisely Database driven loyalty marketing can target the best customers with laser-like precision, help maintain their loyalty and increase their purchases and, ultimately, their profitability to the company. To do all this, however, they must be used with proper upfront strategy and ongoing testing and refinement. For example, to provide the starting […]