Using data to build customer loyalty
Jo Bowman
Smart and creative deployment of big data is helping brands not only clinch a sale but build a lasting relationship. Several entries to the I-COM 2014 Data Creativity Awards focused on the experience that data could create, and the lasting bonds that followed.
The water filtration business Britahad a problem reminding its customers to replace the filters in their jugs at home – a significant issue given that the company's business model relies primarily on repeat sales of filters, rather than sales of the original jug. Loren Grossman, Global Chief...