Warc Briefing: Loyalty Marketing

This briefing offers an overview of the history, theories and key trends related to Loyalty Marketing.

Warc Briefing: Loyalty Marketing

Definition:Loyalty or retention marketing is the practice of identifying and rewarding customers with the highest lifetime value to a brand or company.

Quick facts

  • There were 1.3 bn US loyalty scheme memberships, or four for each citizen, in 2009i.
  • Following a successful sponsorship campaign, Telefónica O2 customers were 19% less likely to switch providers than the UK market averageii.
  • Less than half of CRM projects deliver a return on investment, according to a 2004 Economist Intelligence Unit survey for AT&Tiii.

History and future outlook

Loyalty marketing...

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