CRM & Retention

Loyalty marketing and customer service

CRM & Retention


Christian Budtz and Kim Bagdonas Jørgensen, Institute of Practitioners in Advertising, Bronze, IPA Effectiveness Awards, 2014

This case study demonstrates how McDonald's Denmark, the quick service restaurant, used a virtual currency to grow favorability among teenagers and increased market share.


Amanda Jones and Brenda Imeson, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2014

This case study demonstrates how Aldi, the low-cost supermarket in the UK and Ireland, grew revenue by addressing the problems of a perceived lack of range and the social stigma attached with shopping there.


Craig Mawdsley, Shannon Singh and Michael Salter, Institute of Practitioners in Advertising, Bronze, IPA Effectiveness Awards, 2014

This case study shows how EDF Energy, the UK energy company, differentiated its brand from competitors through a 'low carbon emissions' message to recruit customers more quickly than all other major suppliers.


Andrew Perkins and Joe Smith, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2014

This case study describes how O2, the mobile network, used online video content to improve customer service, reducing churn and driving incremental value in the UK.


Joseph Clift, Event Reports, IAB Engage, October 2014

This event report explains how John Lewis, the UK department store chain, approaches innovation and digital across marketing and shopper experience.


Geoffrey Precourt, Event Reports, ANA Masters of Marketing, October 2014

This event report breaks down JetBlue's formula for marketing success, as the air carrier seeks to stand out from major players in the category.


Stephen Whiteside, Event Reports, ANA Masters of Marketing, October 2014

This event report tells the story of how T-Mobile, the telecoms brand, transformed its position in the US by becoming the "Uncarrier", and taking on the established category norms disliked by consumers.


Geoffrey Precourt, Event Reports, ANA Masters of Marketing, October 2014

This event report shows how Target, the retailer, bounced back from a high-profile data breach to transform its brand strategy and messaging, and thus restore its reputation with consumers.


Nathalie L'Hoir, Warc Prize for Innovation, Shortlisted, 2014

This case study describes how Coca-Cola reconnected with the teen market in Belgium with its 'Share a Coke' campaign, in which the Coca-Cola name was replaced with 200 of the most popular baby names of the 1990s.

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