Natasha van der Pas, WARC Webinars, September 2020
Natasha van der Pas, Senior Strategist at Wunderman Thompson, discusses how brands including Starbucks, Shell and Disney have successfully tapped into the use of mobile gaming to increase customer loyalty, and outlines the mechanics that will drive success.
Customer loyalty schemes that simply allow consumers to accumulate points without offering a clear value exchange are less likely to retain and engage them effectively than those that offer tailored services.
Tesco’s launch of Clubcard Plus last week takes the retailer’s long-running loyalty scheme into new territory, being a subscription option, and is the final piece in the turnaround engineered by CEO Dave Lewis.
French hospitality group Accor and Chinese e-commerce giant Alibaba have entered into a five-year strategic partnership to develop a series of digital applications and loyalty programmes to improve the travel experiences of Chinese consumers.
Price, quality and “the Amazon effect” are all factors that play into brand loyalty in Malaysia, according to researcher Nielsen, while Google-sponsored research shows a wide take-up of loyalty and rewards schemes.
This article offers an overview of how marketing drives business performance by explaining the theories of buyer behaviour, the ways that marketing can influence that behaviour and how advertising works.
This article argues that data will become the primary currency of future marketing strategy and that marketers should deploy data to create seamless brand experiences that function across all delivery channels.
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