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Key reading

Build loyalty

Build brands and build loyalty

Giles Hedger argues that, instead of addressing 'brand loyalty' as a separate marketing objective, loyalty should be considered the natural consequence of good brand building. The paper also discusses the two types of loyalty – that based on unalterable facts, and that based on personal choice.
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How to build long-term brand loyalty

Building long-term loyalty in a world that has often relied on short-term rewards.

Why loyalty is not the Holy Grail

Byron Sharp and Kate Newstead on what marketers are getting wrong about loyalty.

Customer relationship management

Ten CRM issues that need to be tackled by marketers, from data integration to customer centricity.

Loyalty: It's not just in the cards

Practical advice for developing loyalty programs, with examples from Safeway, Koreger and Dunkin' Brands.

Latest case studies

How Domino's repositioned itself from pizza delivery to mealtime solution

This article examines the journey undertaken by the UK branch of pizza brand Domino's as it reacted to the rise of brands disrupting the food delivery sector by reimagining itself as a digital-first mealtime solution.

Millers: Millers and Me

This case study describes how Millers, a fashion retailer, drove awareness and engagement to increase sales in the Australian market.

Mothercare: How emailing receipts transformed a business

This case study explores how Mothercare, the specialist retailer, used email receipts to collect customer data and increase store visits and purchases in the UK.

Huggies: No Baby Unhugged

This case study describes how Kimberly-Clark, the personal care company, repositioned its Huggies nappy brand as the extension of a mother's hug in Canada.

Latest articles

An exploration of consumers' response to online service recovery initiatives

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

How to develop a customer-centric organisation

This article explores how organisations can find new opportunities for business, and develop a stronger brand, by rallying around the needs and the data of consumers.

Heathrow Airport: Understanding every aspect of the passenger journey

This article looks at how Heathrow Airport, London's main and the UK's largest airport, transformed its service by taking a holistic view of the passenger journey.

Clearing the Path to Action in Superannuation: How insights from a multi-pronged research program provided a clear roadmap to effective marketing

This paper describes a research project in Australia by Mercer, the financial services organisation, to encourage existing customers with superannuation (pension) policies across multiple providers to consolidate their funds into a single plan managed by Mercer.

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