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Topic Key reading on the development of loyalty-based marketing strategies

Article

This article provides insights into consumers' current usage of voice technology and practical steps for marketers who want to take advantage of this growing trend.

Article

This report provides an overview of the global beauty and personal care industry, including the performance of categories, key trends driving the market and opportunities for growth.

Research Paper

Drawing on media-dilution effects, this article investigates the role of media planning, such as media use and scheduling, in copromotion efficiency, calculated with super-efficiency data-envelopment analysis.

Article

This article features interviews with the shortlisted candidates for the Marketing Leader of the Year 2017 award, from brands such as Nationwide, M&S, Just Eat and more.

Case Study

This case study shows how Amigo, an instant coffee brand, made use of its tradition as a strong energising coffee to increase sales and market share in Romania.

Case Study

This case study shows how Fitness First, a health club brand, used data segmentation to identify its core UK audience and provide a more tailored service.

Research Paper

This paper reports the results of a systematic review of recent literature on the use of mathematical models in the marketing field to identify the main aims of model adoption in various functional areas of marketing.

Research Paper

This paper measures how the impact of positive and negative word of mouth (PWOM, NWOM) is related to the receiver’s intention to purchase brands, using shift in the intention to purchase as the measure of impact.

Article

This report provides evidence of how advertising - with an estimated global spend of $542 billion in 2016 - plays a crucial role in driving national economies and generating growth.

Article

This article advises companies on how to adapt to the upcoming changes that will occur with the implementation of General Data Protection Regulations (GDPR) in the European Union.

Article

This article examines what has changed in the car industry as the advent of leasing and renting deals has made consumers less attached to their cars, and technology has shifted focus from mechanics to in-car experiences.

Case Study

This case study describes how US wireless service provider AT&T used Facebook Live to create a real-time event with Santa Claus to encourage customers to sign up to its loyalty programme AT&T THANKS.

Article

This article explores the rise of the "Independent Republic of the Supply Chain", a demographic of people that constitutes a mobile workforce not tied to any single country.

Article

This article explores how marketers should approach the challenge of pricing in 2017, as the weak pound begins to affect costs.

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.

Case Study

This case study describes how FT.com, the online division of the British business newspaper The Financial Times, redesigned its renewals and Step Up communications, primarily through email.

Case Study

This case study describes how HomeServe, a home assistance provider, increased employee engagement through the delivery of a People Charter in the UK.

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.

Research Paper

The focus of this paper is on levels of service failure and recovery strategies in relation to UK online fashion retailers.

Article

This article explores the current reading and thinking on the topic of segmentation; a crucial element of marketing, segmentation identifies relevant consumer subgroups, focusing and directing communication strategy.

Article

This article offers advice from Google on how marketers can use customer data across first, second and third party sources to create a single customer view.

Article

This article explains how package holiday company TUI and the UK fashion and food retailer Marks & Spencer use customer experience (CX) as an effective growth tool.

Case Study

This case study details how Digi Telecommunications, a mobile service provider, increased sales and customer loyalty among migrants in Malaysia.

Case Study

This case study describes how Barclays Africa, a South African banking group, used predictive analytics to help resolve potential threats for consumers.

Article

This event report outlines how brands can start exploring the opportunities for engagement provided by chatbots, based on insights from Kik, the messaging app.
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