Article
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Jo Bowman, Event Reports, I-COM Data Creativity Awards, April 2018
With drivers seeing little to differentiate fuel retailers and being skeptical of loyalty schemes, Shell set out to make its Shell Drivers’ Club more relevant to members.
Case Study
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Design Business Association, Gold, 2018
YPO (Yorkshire Purchasing Organisation), a publicly owned procurement organisation in the UK, redesigned its logo, name and branding to raise its profile and improve customer satisfaction.
Case Study
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Direct Marketing Association - UK, Bronze, 2017
High-end department store John Lewis enriched its my John Lewis loyalty scheme in the UK to bring customers closer to the brand.
Case Study
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Integrated Marketing Communications Council Europe, Silver, 2017
Unieuro, the Italian consumer electronics and household appliance distributor, transformed its loyalty scheme to increase sale frequency in its sector.
Case Study
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Integrated Marketing Communications Council Europe, Bronze, 2017
A self-funded loyalty program helped Pallas Foods, the wholesale food provider, increase customer spend while retaining their loyalty in Ireland.
Article
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Michael Daley, WARC Exclusive, November 2017
This article outlines eight retail trends that are likely to shape Australian retail in 2018.
Article
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David MacMillan, Admap, November 2017, pp. 25-27
Explains how to build long-term affinity with a brand using technology with a human touch and offers four rules for successful loyalty marketing.
News
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13 October 2017
LONDON: Sainsbury’s, the UK supermarket, is seeing “sustained sales uplift” as a result of in-store messaging offers based on micro-location data.
Article
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Brian Carruthers, Event Reports, Festival of Marketing, October 2017
The promise of location marketing has generated more excitement than it has clarity - here, British retailer Sainsbury's describes how it gained the same level of analytics for offline as online.
Article
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Brian Carruthers, Event Reports, Unbound, July 2017
Major brands are increasingly looking to start-ups for ideas, personnel and ways of working that can help them stay relevant in a fast-changing digital environment.
Research Paper
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Paul Child and Danielle Wakeman, ESOMAR, Congress, 2017
This paper explains how easyJet, the European low-cost airline, maximised insight value by adopting LEAN methods within the brand and its extended team of partner agencies.
Article
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Euromonitor Profiles, August 2017
This Company Profile from Euromonitor provides key details and analysis of Tesco Plc. Included is a strategic evaluation with key facts about the UK company, competitive positioning against comparative brands, and assessment of its position in the retail market.
Article
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Chris Worrell, WPP Atticus Awards, Highly Commended, Media and Communications Planning, 2017
Explains the dangers of brands becoming too frictionless and explores ways in which marketers can generate friction without disrupting the customer experience.
News
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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.
Article
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Charlie Dawson, Market Leader, Quarter 3, 2017, pp. 26-29
This article examines why it is difficult for brands to become customer led and how they can start to make the transition.
Article
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Elen Lewis, Market Leader, Quarter 3, 2017, pp. 46-53
This article features interviews with the shortlisted candidates for the Marketing Leader of the Year 2017 award, from brands such as Nationwide, M&S, Just Eat and more.
Case Study
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Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2017
This case study shows how IKEA, a furniture brand, shifted its role among UK consumers to become an ally on their everyday furniture needs, rather that an occasional stop for cheap household goods.
Article
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John Kearon, Market Leader, Quarter 2, 2017, pp. 36-39
In this article, the author argues that marketers should replace ROI or ROMI with a 'share of voice to brand share growth' model to measure profitability over the long term.
Article
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Fiona McAnena, Market Leader, Quarter 2, 2017, pp. 50-52
This article explores how marketers should approach the challenge of pricing in 2017, as the weak pound begins to affect costs.
Article
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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.
Article
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WARC Trends, Toolkit 2017
This article, taken from the Warc Toolkit 2017 report, looks at the growing number of brands that are exploring direct-to-consumer (DTC) opportunities with the help of apps, buy buttons and subscription services.
Case Study
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Direct Marketing Association - UK, Bronze, Best loyalty or CRM programme
This case study describes a loyalty app created by fashion retailer Gap in Europe, which moved customers away from blanket discounts by offering highly personalised communications.
Case Study
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Les Binet, Institute of Practitioners in Advertising, Grand Prix and Gold, IPA Effectiveness Awards, 2016
This case study shows how John Lewis, a UK retailer, successfully launched four Christmas campaigns that consolidated its advertising's status as an iconic Christmas event.
Case Study
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Will Hodge and Matthew Waksman, Institute of Practitioners in Advertising, Bronze, IPA Effectiveness Awards, 2016
This case study shows how Costa, a coffee shop brand, successfully grew its brand affinity and sales in the UK with an integrated campaign.
Article
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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.
