News
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13 September 2018
SINGAPORE: Singapore’s Changi Airport increased customer loyalty and online engagement with data-driven specials and deals in the airport itself, according to a senior executive at the company.
Case Study
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Marketing Society UK, Excellence Awards, Winner, Building customer relationships, 2018
IAG Cargo, the cargo handling division of International Airlines Group, increased its base among small/medium enterprises in the UK by creating an automated and personalised rewards system.
News
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06 June 2018
LONDON: A majority of Brits want and expect a brand to reward their loyalty, but their motivations vary and brands need to understand that they may not necessarily be the main attraction – some consumers value partner brands more highly.
Article
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Euromonitor Profiles, April 2018
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.
Opinion
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Gareth Kay, May 2018
Marketers are increasingly getting stuck in the trap of obsessing about the new, at the cost of obsessing about customers, says Gareth Kay.
News
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01 May 2018
SAN SEBASTIAN: Shell, the fuel giant, has developed a sophisticated loyalty scheme that takes account of drivers’ changing behaviour over time and adapts accordingly in order to drive engagement and reduce churn – and sell more fuel.
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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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.
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.
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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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.
