CRM & Retention

Loyalty marketing and customer service

CRM & Retention


European Association of Communications Agencies, Silver, Euro Effies, 2014

This case study describes how Vodafone, the mobile network provider, launched a new phone tariff in Europe to increase its revenue per user by talking about the emotional connection people have with their phone.


European Association of Communications Agencies, Gold, Euro Effies, 2014

This case study describes how Unilever launched Axe Apollo as an aspirational male grooming product that targeted males (18-20 years) in Germany, Austria and Switzerland who were seeking dating confidence.


Stephen Whiteside, Event Reports, Marketers First Virtual Event, September 2014

This event reports explains how Zappos, the online shoe and apparel retailer, has built a unique corporate culture that drives its overall strategy and interactions with consumers.


Patricia Flores and Stéphane Gautron, ESOMAR, Congress, Nice, September 2014

This paper reveals a new market research model in the FMCG retail sector in France, where data collection of FMCG new product launches was embedded in an ecosystem involving consumers, brands and the supermarket retailer, Carrefour.


Low Lai Chow, Event Reports, Adobe Digital Marketing Symposium, July 2014

This event report outlines how Maybank, a Malaysian financial services group, tackled digital transformation.


Martijn van Keulen and Hans Zijlstra, ESOMAR, Congress, Nice, September 2014

This paper describes a research project undertaken by Air France KLM that aimed to make the airline more customer centric.


Nick Milne and Nick Baker, ESOMAR, Congress, Nice, September 2014

This paper demonstrates how Telefonica and O2, the telecoms company and brand, developed a research-based system for improving customer experience.


Stephen Whiteside, Event Reports, Northside Festival, June 2014

This event report discusses three trends that are reshaping online and offline retail, as outlined by Andy Dunn, ceo/co-founder of Bonobos, the ecommerce apparel group.


Stephen Whiteside, Event Reports, Argyle CMO Leadership Forum, June 2014

This event report discusses why Principal Financial Group has made simplifying the financial-services category a core component of its strategy.

WARC RECOMMENDS


WARC BRIEFING

Loyalty Marketing

Key trends and theories on retaining customers


BEST PRACTICE

How to foster loyalty effectively

Practical tips, reminders and recommended reading


ADMAP

Brand Loyalty

How advertisers all over the world close the loyalty loop


TRENDS

Loyalty marketing

Attracting and retaining customers in difficult times