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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

Rip Curl: Search GPS

This case study demonstrates how Rip Curl, a major Australian surfwear brand, halted the long-term sales decline by tapping into surfers' desire to find, capture, relive and share their perfect waves.

Vodafone Egypt: Fakka

This case study explores Vodafone's campaign in Egypt to grow usage base in the prepaid recharge card segment by having micro recharge cards used as small change.

Cronulla Sharks: Feeding time

This case study shows how the Cronulla Sharks Football Club used original video content to turn negative sentiment into pro-active support from fans and the media.

Coffee Vs Gangs: How a strong brand purpose changed lives in Honduras and changed fortunes for Kenco

This case study demonstrates how Kenco, an instant coffee manufacturer, used coffee as a means to fight against the social injustice of gang violence in Honduras.

Latest articles

Australia Post: How a 200 year old brand transformed its customer experience for the digital age

This article details how Australia Post, a 200 year old brand, transformed its customer experience to embrace digital solutions and build a more customer-centric organisation following a poor financial result in 2014.

Seven customer experience tips from Airbnb, Booking.com and Skyscanner

This article explores how Airbnb, Booking.com and Skyscanner improve customer experience across digital, mobile and frontline platforms, and provides tips for travel brands on effective CX.

How Domino’s uses mobile to connect with customers, improve experiences and increase sales

This event report looks at Domino's, the pizza takeaway, and its innovations in new technology, notably in immersive mobile experiences to drive the company into the 'front and centre' of people's minds.

Banking on data: How Barclays tailors services to individuals in Africa

This event report explains how Barclays, the bank, has used data in three different ways to improve its sales ad customer service in South Africa.

Want to find out more? Contact us

Monique Dolbin

Americas

Monique Dolbin
+1 202 778 0680
americas@warc.com

Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
+65 3157 6200
asiapacific@warc.com