A new approach to loyalty reveals hidden opportunities

Vittorio Raimondi

This paper argues that, to sustain competitive advantage, companies must constantly push the boundaries and set more ambitious standards for `consumer insight' from research data.

A new approach to loyalty reveals hidden opportunities

Vittorio RaimondiVanguard Strategy

Being a global brand creates great pressure on marketing teams to maintain the core brand's market position, or indeed achieve growth. With consumers becoming increasingly discriminating about brands, companies must look constantly for new kinds of insight into consumer attitudes and behaviours, and fresh ways of achieving and sustaining growth.

There's been a general growth in the sophistication of tools for understanding customer data. This is paralleled by improved methods for collecting that data, managing a continuing relationship with consumers and smarter segmentation – all in the context...

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