Advertising best practice, evidence and insights

News • 16 April 2018

NEW YORK: When it comes to engaging consumers effectively, retailers are too focused on transactional metrics, such as convenience and price, and should recognise the importance of personalised experiences and social influencers.

Woolworths Rewards: Project Segment of One

Case Study • Anna Karena and Joshua Butler, The Communications Council, Bronze, Australian Effie Awards, 2017

This case study looks at how Woolworths Rewards, an Australian retailer rewards scheme, turned negative customer sentiment into a program with satisfied members through an email personalisation campaign.

Woolworths reveals data-driven loyalty rethink

News • 14 March 2017

SYDNEY: When changes to grocery retailer Woolworths' loyalty programme were met with public pushback, the company used the lesson to build a data-driven, more personalised approach, a senior executive at the company has revealed.

Citi ThankYou Rewards points transfer

Case Study • Direct Marketing Association - US, Silver, DMA International ECHO Awards, 2015

This case study describes how Citi used the expansion of its ThankYou¨ rewards points program to successfully increase points redemption and engagement with the brand as well as increase customer spend.

Rewarding the retail customer while generating extra revenue: A perfect example of how market research methodologies can give big data a boost for optimum usage

Research Paper • Nicole Huyghe and Bart Vandenreijt, ESOMAR, Congress, Dublin, September 2015

This paper demonstrates how Carrefour, the supermarket chain, combined market research principles with big data to improve ROI from its loyalty programme in Belgium.

KappAhl: Life & Style all mobile loyalty club

Case Study • MMA Smarties, Gold, 2015

This case study explains how KappAhl, a fashion brand, developed a mobile loyalty program.

The reward from loyalty schemes

Article • Andy Wood, Admap, July/August 2015, pp. 44-45

This article details research into attitudes towards loyalty schemes in the UK, and argues that people want perks and treats, not just points.

The Orchard at Tesco

Case Study • Joy Armitage, WARC Prize for Social Strategy, Entrant, 2015

This case study describes how British supermarket chain Tesco built an online community to drive a carefully targeted, planned and monitored advocacy campaign to improve its image.

IHG Rewards Club: The big win

Case Study • Effie Worldwide, Silver, North America Effies 2015

This case study explains how IHG, the hotels company, leveraged the data it collected in its loyalty program to deliver tailored experiences and rewards to business customers.

The value of loyalty: How Qantas and Bookworld built profitable businesses

Article • Andrea Sophocleous, Event Reports, ad:tech Sydney, March 2015

This event report looks at how two different companies have successfully utilised loyalty programs to acquire customers and increase profitability.

Scotiabank SCENE

Case Study • Institute of Communication Agencies, Bronze, Canadian Advertising Success Stories, 2015

This case study explains how Scotiabank, a Canadian bank, used a cinema loyalty scheme to attract younger customers.

Aeroplan: Milestone

Case Study • Direct Marketing Association - US, Silver, DMA International ECHO Awards, 2014

This case study describes how Air Canada's loyalty program Aeroplan launched a communications campaign to improve consumers' perceived value and brand trust.

Watsons VIP Card: The loyalty card above ALL else

Case Study • Raymond Chin, WARC Prize for Asian Strategy, Entrant, 2014

This case study explains how Watsons, a retail chain, promoted its loyalty card scheme by adding the functionality of a cash card in Malaysia.

The future of customer loyalty: Insights from Nectar

Article • Andrea Sophocleous, Event Reports, ADMA Engage, November 2013

This event report draws on insights from Nectar, the loyalty card programme, into how the relationship between consumers and brands is changing.

The effect of engagement with social media on purchase behaviors

Research Paper • Edward Malthouse, Mark Vandenbosch, Su Jung Kim and Bobby Calder, ESOMAR, 3D Digital Dimensions, Boston, June 2013

This paper investigates whether the contribution of user generated content (UGC) in social media competitions affects consumer purchase behaviour, and then attempts to calculate the return on investment.

LoyaltyOne: Air Miles Holiday March to a Million

Case Study • Direct Marketing Association - US, Bronze, ECHO Awards, 2012

The Air Miles Reward Program (AMRP), the leading air miles loyalty scheme in Canada, wanted to boost consumer engagement by 10% and grow its Facebook following.

Farmlands Trading Society: The Party of the Year

Case Study • The Communication Agencies Association of New Zealand, Bronze, New Zealand Effies Awards, 2012

The Farmlands Trading Society, a retail co-operative for farming supplies in New Zealand, wanted to boost usage of the Farmlands Card credit card, which its members saw as secondary to mainstream cards.

From customer loyalty to social advocacy: Leveraging loyalty data and shopper insights to optimize social media engagement and drive in-store sales

Research Paper • Matthew Keylock and Malcolm Faulds, ARF Experiential Learning, Audience Measurement 7.0, 2012

This paper from dunnhumby and BzzAgent highlights how shopper insights can improve the effectiveness of social marketing programs.

Walgreens: Walk with Walgreens

Case Study • Effie Worldwide, Silver, North America Effies 2012

Drug retailer, Walgreens, aims to inspire wellness among Americans. Walgreens turned people's wellness intentions into action by creating a loyalty program that rewards people for walking: Walk with Walgreens.

Using supermarket loyalty card data to analyse the impact of promotions

Research Paper • Melanie Felgate, Andrew Fearne, Salvatore DiFalco and Marian Garcia Martinez, International Journal of Market Research, Vol. 54, No. 2, 2012, pp. 221-240

The aim of this paper is to show how supermarket loyalty card data from a panel of over 1.4 million shoppers can be used to analyse the effect of price promotions in a way which can bring significant advantages to retailers and manufacturers when making promotional decisions.

From Event to Experience: Johnnie Walker + Social

Case Study • Direct Marketing Association - US, Bronze, ECHO Awards, 2011

Diageo needed to battle the trend of a waning interest in scotch whisky in the U.S. An event introduced young drinkers to its Johnnie Walker brand, and to its loyalty club, the Striding Man Society.

Lufthansa: Communication à la Carte

Case Study • Direct Marketing Association - US, Bronze, ECHO Awards, 2011

Lufthansa Airlines in Germany wanted to attract new members to its Miles & More loyalty program, but customers often see no reason to switch.

Onecard mySpecials

Case Study • The Communication Agencies Association of New Zealand, Gold, New Zealand Effies Awards, 2010

Progressive Enterprises created highly personalised communications in a direct marketing campaign that delivered across both email and web for its retail brands in New Zealand: Foodtown, Woolworths and Countdown.

Goldfach punkten' Payback Olympic Campaign

Case Study • Direct Marketing Association - US, Silver, ECHO Awards, 2009

Payback needed to use its Olympic sponsorship to revitalize consumer excitement for its rewards program and make it work harder for merchants.

Loyalty marketing: Attracting and retaining customers in difficult times

Article • Euromonitor Strategy Briefings, May 2009

This report from Euromonitor International, an offshoot of its Strategy Briefings series, looks at trends in loyalty marketing.

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