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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.

Research Paper

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.

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

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

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

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.

Article

This article explores a variety of future scenarios and their likely effects on brand loyalty. The ongoing digitisation of everyday life is providing marketing with opportunities to exploit the many new ways that are emerging to interact with customers in a timely and intimate way.

Research Paper

The aim of this paper is to show how supermarket loyalty card data from a panel of over 1.4 million shoppers can be used to analyse the effect of price promotions in a way which can bring significant advantages to retailers and manufacturers when making promotional decisions.

Article

This article discusses outdated loyalty programmes, and suggests how the relationship between customers and brands is changing towards a 'kinship economy'.

Article

Brand loyalty is a commonly-used marketing term which is not precisely defined or understood. Company after company has begun to focus on retaining existing customers as much as, if not more than, on gaining new ones.

Article

This article looks at how customer loyalty is shifting in the UK, US, Brazil, China and India. Brands need to review how they are delivering value to their audience across channels; equally, they need to have an integrated strategy to deliver a seamless experience regardless of the touchpoint.
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