Subject Index
 

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 ...

Investigates whether a firm’s relationship marketing truly pays off by enhancing financial outcomes. Examines the effects of such marketing on a buyer’s concurrent relationship with the selling firm a ...

Suggests that managers don’t need more information on customer loyalty, but do need decision tools to help them determine how best to allocate resources to increase loyalty. Survey-based management to ...

Provides insights into the development and management of a customer community, informing product innovation and engaging customers in the co-creation of a consumption experience. The development is se ...

Firms use referral reward programmes to encourage customers to make recommendations to others. Rewards are found to be particularly effective in increasing referral to weak ties and to weaker brands a ...

The paper explores the impact of relationship marketing on customer loyalty. The findings (based on the views of 220 bank customers in Malaysia) suggests that customers tend to be loyal if the bank is ...

The author suggests that three key factors tend to be ignored in designing and managing loyalty programmes – likely future customer activity, future marketing costs and future contribution margin. Way ...

The authors present a framework of the updating of personality trait inferences about brands. Findings suggest that chronics (for whom the trait is accessible) update initial inferences on the basis o ...

Loyalty programmes encourage consumers to shift from myopic or single-period decision-making to dynamic or multiple-period decision making. The author models customers’ response to a loyalty programme ...

‘New currencies’ such as air miles, reward cards, etc, have resulted in consumers accumulating, budgeting, saving and spending significant amounts in such currencies, much as they do with traditional ...

The authors examine the effect of the level of effort required to obtain a loyalty program reward on consumers’ perception of the programme’s attractiveness. It is suggested that in some conditions, i ...

The authors investigate the effects of programs on loyalty to packaged goods brands. Findings from a series of experiments indicate that the incentive that is offered in a loyalty program is important ...