News
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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.
Case Study
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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.
Research Paper
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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.
Case Study
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MMA Smarties, Gold, 2015
This case study explains how KappAhl, a fashion brand, developed a mobile loyalty program.
Article
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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.
Case Study
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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.
Case Study
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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.
Article
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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.
Case Study
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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.
Case Study
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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.
Case Study
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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.
Article
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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.
Research Paper
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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.
Case Study
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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.
Case Study
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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.
Research Paper
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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.
Case Study
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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.
Research Paper
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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.
Case Study
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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.
Case Study
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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.
Case Study
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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.
Case Study
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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.
Article
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Euromonitor Strategy Briefings, May 2009
This report from Euromonitor International, an offshoot of its Strategy Briefings series, looks at trends in loyalty marketing.
Case Study
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Guy Culshaw, Institute of Practitioners in Advertising, IPA Effectiveness Awards, 2007
This 2006 campaign for Tesco aimed to encourage use of the Green Clubcard, and thus lead to a large reduction in the use of plastic carrier bags and boost to Tesco's 'green' reputation.
Case Study
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The Communication Agencies Association of New Zealand, Advertising Effectiveness Awards, 1998
The overall objective was for Fly Buys to become part of the everyday shopping activity of New Zealanders.
