Warc Briefing: Loyalty Marketing
Definition:Loyalty or retention marketing is the practice of identifying and rewarding customers with the highest lifetime value to a brand or company.
Quick facts
- There were 1.3 bn US loyalty scheme memberships, or four for each citizen, in 2009i.
- Following a successful sponsorship campaign, Telefónica O2 customers were 19% less likely to switch providers than the UK market averageii.
- Less than half of CRM projects deliver a return on investment, according to a 2004 Economist Intelligence Unit survey for AT&Tiii.
History and future outlook
Loyalty marketing...