Customer Relationship Management (CRM): Loyalty sche...

 

This article discusses how to run a customer loyalty programme. In the first instance, loyalty schemes, as with every interaction between a customer and a brand, must appeal to both the head and the h

This article describes how loyalty programmes can be managed and optimised to as to give the best return on investment. An example of this is Food City's Holiday Gift Bag programme. The process involv ...

Stuart Evans, general manager of ICLP UK, argues that loyalty occurs only at an emotional level (and that repeat purchase is not loyalty, but merely consistent behaviour). Thus most loyalty programmes ...

Huw Watkins, account director at kae: marketing intelligence, argues that what you sell is increasingly becoming secondary to how you sell - and the key to loyalty is now customer experience. He expla ...

The 'focus' theme for the May 2007's Admap report is brand loyalty. In this introductory article, Roderick White discusses definitions of behavioural and attitudinal loyalty, some metrics to measure i ...

The paper describes how the development of store loyalty programmes enabled the emergence of a new kind of data allowing analysis of consumer behaviour at the point of sale. This information is of cou ...

Fairmont Hotels & Resorts is embarking on the fifth year of the management of its online FPC Guest Advisory Panel. Gathering a diverse range of guest feedback, this Panel has proven to be an invaluabl ...

This paper illustrates the use of a post hoc predictive segmentation procedure to segment the loyalty card market. The specific procedure used is CHAID, an algorithm that has been gaining in acceptanc ...

Co-branding and affinity cards are an important growth area for credit card companies worldwide. However, it can be a difficult thing to get co-branding right. Traditionally co-brand programs are base ...

In this article Steve Hastings, Isobel, and Mark Price, Waitrose, argue that trends in society have made retailer loyalty schemes unlikely to work, and that most points-based loyalty schemes are futi ...

What makes a brand loyalty program successful or cost-effective? Interviews of 41 managers of brand loyalty programs were conducted to establish the best practices for such programs. Following this, a ...

WARC Hot Topics are the essential guide to debates in and around marketing. This paper explores the key issues surrounding customer loyalty schemes (typcially via cards), with onward links to related ...

This piece on customer loyalty differentiates between incentive and loyalty schemes. The author asks whether customer loyalty is a thing of the past. Data for Sainsbury and Tesco club cards are exam ...

Brand building can be hard to justify to investors, and brand equity can easily be subverted by short-term pressures, which tend to preoccupy managers in Japan and the USA, and management practice. Bu ...