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Brand loyalty

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Case Study

Under Armour, the sports apparel brand, used social media and content featuring six athletes to target American women aged 18-34.

Case Study

Mirinda, a PepsiCo beverage, ran an ethical campaign in India to drive a stronger association with its young customers.

Article

UnitedHealth, the healthcare organization, has made the Net Promoter Score (NPS) a key metric not just for marketing, but for its entire business.

Article

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

Case Study

Pernod Ricard Kenya and Jumia Food partnered to launch beverage delivery service Jumia Party.

Case Study

Pet supplies retailer Pets at Home enhanced its VIP loyalty club to deliver more personalised content and strengthen its relationship with per owners in the UK.

Case Study

O2, a telecommunications services provider in the UK, used customer data to produce personalised video communications to encourage O2 customers to upgrade their phone and renew their contract.

Case Study

High-end department store John Lewis enriched its my John Lewis loyalty scheme in the UK to bring customers closer to the brand.

Case Study

Furniture retailer IKEA sent handwritten postcards to its mail subscribers to boost email opt-ins in the UK.

Case Study

Cargo handling company IAG Cargo attracted SME freight forwarders in the UK through an always-on loyalty programme tailored to their passion points.

Case Study

To drive relevance and sales in Spain, fast food McDonald's redesigned its app around its loyalty program My McDonald's.

Case Study

Tech giant Google created a digital lantern site to allow users in Taiwan to share the lantern tradition in a more sustainable way, and in doing so, built brand love.

Case Study

Water brand AQUA kept its number one position in Indonesia with the efficient use of an innovative platform.

News

LONDON/AMSTERDAM: Rather than being driven primarily by transactions, loyalty in the digital age is an outcome of consistently providing great experience, according to an industry figure.

Article

Previews a series of papers about the changing face of brand loyalty, with advice on how delivering an exceptional brand experience is now key for customers.

Article

Looks at how loyalty has changed thanks to digital transforming the value exchange and how delivering a great brand experience can be done through the drivers of relevance, utility and purpose.

Article

Expresses how behavioural data might be essential in encouraging precision targeting across channels, but can lead to brands confusing brief excitement with long-term affinity.

Article

Offers four rules to help your brand become associated with a category or need state and succeed in an age when machines, such as Alexa, are making purchase decisions.

Article

Describes a research methodology that reveals how consumers engage with different media platforms depending on how they engage with the category.

Case Study

Dominos, a large US pizza chain, used a mix of digital and traditional media platforms to create brand value with its 'Dominos Wedding Registry' campaign.

Article

This paper describes the patterns discovered in fruit and vegetable buying behaviour in the United States and India.

Case Study

Fast-food brand McDonald's used a multichannel approach to reconnect with young adults in Hong Kong, by offering a nostalgia trip.

Case Study

Fashion retailer H&M transformed social media platform WeChat into a consumer-profiling tool and turned fans into ecommerce customers in China.

Case Study

Vodafone Business Services (VBS), the division providing telecommunication services to enterprise in India, built a connection with SMEs and increased leads by showing it understood the needs of SME owners in a series of videos.

Article

Carhartt, the apparel company, has put user-generated content at the heart of its online marketing, as well as leveraging this material for a range of other strategic purposes.