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Sky launches tenure-based loyalty scheme

News • 04 August 2017

LONDON: Sky, the UK broadcaster and internet provider, has launched a novel loyalty scheme that offers customers a range of benefits that increase in generosity the longer they have stayed with the company.
Improving the Effectiveness and Credibility of Corporate Social-Responsibility Messaging: An Austrian Model Identifies Influential CSR Content and Communication Channels

Research Paper • Verena Gruber, Magdalena Kaliauer and Bodo B. Schlegelmilch, Journal of Advertising Research, Digital First, September 2015

Scholarly work over the past 15 years has demonstrated that corporate social responsibility (CSR) initiatives can have a positive impact on consumer behavior toward brands.
Tesla builds brand awareness in Australia with zero paid media Recommended

Article • Anna Hamill, Event Reports, Mumbrella360, June 2017

This article covers how Tesla, the automotive manufacturer with a sustainable energy focus, has been able to build brand recognition and loyalty in Australia with zero paid media and a focus on experiential marketing and owner loyalty.
What do you stand for? The future is with conviction brands

Article • Vanella Jackson, Market Leader, Quarter 3, 2017, pp. 34-37

This article explores the necessity for brands to have conviction as consumers demand honesty, integrity and empathy from them.
Personal data and the challenge of 'big L' loyalty

Article • Brian Carruthers, Event Reports, The Future of Marketing, May 2017

This event report discusses how personal data is a complicated and important topic for the future, if marketers can grapple with upcoming issues.
Supermarket testing clubs add VIP factor

News • 24 May 2017

SYDNEY: Australian supermarkets are using product testing groups as a way to not only gain better feedback from shoppers, but to enhance pre-existing loyalty programs.
AT&T THANKS Santa LIVE: Loyalty Done Differently Video

Case Study • Tommy Dietrich and Sean Weller, WARC Prize for Innovation, Entrant, 2017

This case study describes how US wireless service provider AT&T used Facebook Live to create a real-time event with Santa Claus to encourage customers to sign up to its loyalty programme AT&T THANKS.
How Woolworths achieved loyalty personalisation with big data

Article • Brooke Hemphill, Event Reports, Mumbrella Retail Marketing Summit, February 2017

The article explores how Woolworths, one of Australia's biggest grocery retails, successfully relaunched its loyalty scheme with a personalisation focus after the company was forced to abandon an unpopular change.
Consumers need 'language of loyalty'

News • 23 February 2017

SINGAPORE: Consumers in Singapore are showing signs of disengagement from traditional loyalty programmes with a quarter (24%) reporting that their expectations of brand loyalty have completely changed, a global study has found.
Best of 2016: Loyalty

News • 28 December 2016

Brand loyalty is sometimes reduced to "promotionalisation" but that can't work as a long-term strategy, according to the most-read article on the subject on Warc in 2016 A Warc Best Practice paper, How to build long-term brand loyalty, warned that ...
Marriott grounds loyalty program with "magic" metrics

Article • Geoffrey Precourt, Event Reports, IAB MIXX, September 2016

This event report outlines how Marriott International, the hotels group, is pursuing a dynamic digital marketing agenda.
Analysis: Loyalty is its own reward

Article • Andrew Eitelbach, ANA Magazine, August 2016, pp. 17-17

This short article argues that winning loyalty is a different task from winning consumers' hearts and minds; 31% of consumers, according to one study, admitted they could be lured away by cheaper prices elsewhere.
What we know about brand loyalty Recommended

Article • WARC Best Practice, October 2016

This article explores the current reading and thinking on the subject of Brand Loyalty, a topic spanning behaviour and attitude.
Research as a Customer Experience: How Skyteam is creating truly consumer-centric research Recommended

Research Paper • David van Dongen, Farrell Styers, Annelies Verhaeghe, Pieter De Vuyst, ESOMAR, Silver, Research Effectiveness Awards, September 2016

This report details the customer centricity program developed by SkyTeam, a large international airline alliance, to bridge the divide between itself, its members and end users.
Sound Research: How SONOS boosted its growth trajectory by leveraging advanced causal analytics

Research Paper • David Feick, Frank Buckler, ESOMAR, Congress, New Orleans, September 2016

This paper describes research conducted by Sonos, the wireless speaker brand, to inform its marketing strategies, communications and media mix through the purchase funnel.
KFC Insight Report: Reviewing digital strategy, online ecosystem and influencer partnership networks across major Chinese social media platforms

Article • Research on WARC, Resonance China, August 2016

This paper is part of the China social branding report that seeks to understand the firewalled country through the lens of the biggest brands operating in the market; this iteration looks at KFC, the US restaurant brand, and its Chinese strategy.
China Social Digital Report: Reviewing Xiaomi digital strategy, online ecosystem and influencer partnership networks across major Chinese social media portals

Article • Research on WARC, Resonance China, August 2016

This paper looks at the Chinese smartphone brand Xiaomi, which is now the best-selling phone in China, and how their digital, social, and branding strategy got them there.
Loyalty schemes: Why you need to be a loyalty brand, not a brand with a loyalty programme

Article • Tom Phillips, Admap, July/August 2016, pp. 44-45

This article demonstrates how customer loyalty is being earned by exceeding the functional expectations a customer has and creating emotional engagement through positive experiences.
Tigerair Australia: Infrequent Flyers Club

Case Study • Cannes Creative Lions, Silver, Creative Effectiveness Lions, 2016

This case study shows how Tigerair, an Australian low-cost airline, improved its very low customer consideration scores with a humorous and highly shareable campaign.
Fuelling sales: How Shell put the thrill back into filling up

Article • Jo Bowman, Event Reports, I-COM Global Summit, April 2016

This event report describes how Shell, the car fuel retailer, developed a mobile game to increase sales in the UK.
How to build long-term brand loyalty Recommended

Article • Martin Hayward, WARC Best Practice, April 2016

This best practice guide looks at how brands can build long-term loyalty in a marketing environment that has often relied on short-term rewards.
How Orbitz built an effective loyalty program

Article • Sonia Paul, Event Reports, EyeforTravel's San Francisco Summit, March 2016

This event report explores how Orbitz, the travel website, successfully launched a loyalty program based around the idea of a special currency called "Orbucks".
Improving the Effectiveness and Credibility of Corporate Social-Responsibility Messaging: An Austrian Model Identifies Influential CSR Content and Communication Channels

Research Paper • Verena Gruber, Magdalena Kaliauer and Bodo B. Schlegelmilch, Journal of Advertising Research, Digital First, September 2015, pp. 1-13

Scholarly work over the past 15 years has demonstrated that corporate social responsibility (CSR) initiatives can have a positive impact on consumer behavior toward brands.
Communicating brand value in the lead to IPO

Article • Doreen Wang, WARC Exclusive, October 2015

This article considers the role marketers play in preparing a business for a flotation on the stock market and the importance of keeping a focus on the brand.
Capital One Financial Corp (Financial)

Article • Euromonitor Profiles, September 2015

This Company Profile from Euromonitor provides key details and analysis of Capital One Financial Corp.