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

Case Study

This case study explains how KappAhl, a fashion brand, developed a mobile loyalty program.

Article

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

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 case study describes how the United Nations High Commission for Refugees (UNHCR) used research to revolutionise the way it segments and communicates with its donors.

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 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.

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 gives a different view of brand loyalty, arguing that measuring loyalty by length of association is old-fashioned, and in the modern, choice-rich world depth of association is more important.

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.

Case Study

This case study explains how Watsons, a retail chain, promoted its loyalty card scheme by adding the functionality of a cash card in Malaysia.

Article

This article discusses outdated loyalty programmes, and suggests how the relationship between customers and brands is changing towards a 'kinship economy'.

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

Article

This article examines loyalty in mobile phones, looking at how handset, operating system (OS) and network each command loyalty which is both separate and interacts with the others.

Article

This article argues that to win the loyalty of millennial consumers, brands should deliver exceptional products and services that are relevant, personalised and adaptable.

Article

This article sets out how ultra-rapid product innovation is causing the erosion of consumer loyalty and provides alternative loyalty strategies that brands can employ.

Article

This article describes changes in Indian culture - particularly for technology savvy younger people - which are eroding brand loyalty across politics, society and brands.

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 event report discusses how American Express is trying to build customer loyalty as the financial services industry is transformed by a range of new online and mobile tools.

Article

This event report looks at how four brands are successfully using big data to create new customer experiences and build brand loyalty.

Article

L'Oréal's Stephen Mosely outlines the approach the toiletries brand has taken to loyalty in Asia. The starting point of an integrated marketing process, with the consumer in mind all the time, is integral for loyalty strategies to succeed.

Article

When luxury hotel brand Shangri-La relaunched its Golden Circle loyalty scheme it decided it wanted its guests to be welcomed 'as part of the family'.

Research Paper

The Dirichlet is one of the most important theoretical achievements of marketing science. It provides insights into the distribution of consumer loyalties and is used widely in industry for benchmarking and interpreting brand performance.
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