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Article

This article explores the current reading and thinking on the subject of Brand Loyalty, a topic spanning behaviour and attitude.

Article

The article explores how Woolworths, one of Australia's biggest grocery retails, successfully relaunched its loyalty scheme with a personalisation focus after the company was forced to abandon an unpopular change.

News

SINGAPORE: Consumers in Singapore are showing signs of disengagement from traditional loyalty programmes with a quarter (24%) reporting that their expectations of brand loyalty have completely changed, a global study has found.

News

Brand loyalty is sometimes reduced to "promotionalisation" but that can't work as a long-term strategy, according to the most-read article on the subject on Warc in 2016 A Warc Best Practice paper, How to build long-term brand loyalty, warned that ...

Article

This event report outlines how Marriott International, the hotels group, is pursuing a dynamic digital marketing agenda.

Article

This short article argues that winning loyalty is a different task from winning consumers' hearts and minds; 31% of consumers, according to one study, admitted they could be lured away by cheaper prices elsewhere.

Research Paper

This report details the customer centricity program developed by SkyTeam, a large international airline alliance, to bridge the divide between itself, its members and end users.

Article

This paper looks at the Chinese smartphone brand Xiaomi, which is now the best-selling phone in China, and how their digital, social, and branding strategy got them there.

Article

This paper is part of the China social branding report that seeks to understand the firewalled country through the lens of the biggest brands operating in the market; this iteration looks at KFC, the US restaurant brand, and its Chinese strategy.

Article

This article demonstrates how customer loyalty is being earned by exceeding the functional expectations a customer has and creating emotional engagement through positive experiences.

Article

This event report describes how Shell, the car fuel retailer, developed a mobile game to increase sales in the UK.

Article

This event report explores how Orbitz, the travel website, successfully launched a loyalty program based around the idea of a special currency called "Orbucks".

Research Paper

This paper demonstrates how Carrefour, the supermarket chain, combined market research principles with big data to improve ROI from its loyalty programme in Belgium.

Article

This article details research into attitudes towards loyalty schemes in the UK, and argues that people want perks and treats, not just points.

Article

This essay argues that the marketing industry needs to rethink what 'loyalty' means and what it can do for businesses.

Research Paper

This paper explains how L'Oréal, the cosmetics company, improved the way it collects and analyses data to evaluate loyalty programs in Latin America.

Article

This event report looks at how two different companies have successfully utilised loyalty programs to acquire customers and increase profitability.

Article

This article explains why loyalty platforms can be key to future publishing success, creating perceived value and affinity in the eyes of the customer and allowing for data capture from the part of the publisher.

Article

This event report outlines how Walgreens, the drug retail chain, has successfully leveraged the customer loyalty program which it launched in 2012.

Article

This article argues that building brand loyalty is still possible, though it is more difficult as people have more choices and shop across a repertoire of brands.

Article

This article sets out six key considerations for attaining brand loyalty in a digital marketplace, as not all behaviour that appears to be loyal actually is.

Article

This article argues that instead of addressing 'brand loyalty' as a separate marketing objective, it should be considered the natural consequence of good brand building.

Article

This article argues that brand loyalty is a consequence of a strong brand, and sets out six core principles to consider when building a brand.

Article

This article argues that to create brand loyalty, reinteraction is more important than repurchase, with, 'microinteractions' helping to build habitual use of a brand.

Article

This article provides best practice advice for developing loyalty programs, which can increase customer retention and acquisition, test marketing concepts, increase sales, and provide data that improves their understanding of consumers.