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Opinion

Customer retention is top of mind for many brands after a year in which shopper behaviours and category norms have been turned upside down. The new WARC Guide to Customer Retention examines the nuances of retention marketing in 2021.

Article

A summary of new thinking and best practice on customer retention.

Article

The experience of brands in China offers important lessons on customer retention in a cookie-free landscape, where social media and full-funnel online experiences rule.

Article

With Apple’s formal adjustment of the IDFA privacy policy, most audiences will not authorize APP to obtain user identifiers, and China’s emerging brand market, which is relying on online performance advertising, has suffered a major blow. The Chinese marketing industry without precision marketing will rethink the way to reach audiences and brand growth. The advertising industry is actively creating solutions that can continue to help advertisers and advertisers obtain a unified ID, but after all, there is no longer a "perfect" solution. Marketers still have to start from the essence of marketing and change their growth thinking from now on.

Opinion

This article is part of a series of articles from the WARC Guide to customer retention .

Article

With around half of product searches starting on Amazon, brands need savvy paid search strategies to capture potential customers and keep them coming back.

Article

With e-commerce penetration booming in the COVID-19 era, how can brands boost customer retention on online platforms such as Amazon?

Article

After an extraordinary period of enforced distancing between brands and their customers, the next year marks a challenging period for brand owners to re-establish relationships and relevance.

Article

Customer lifetime value has long been a mainstay concept in marketing – as economies move closer towards service-based models that are digitally driven, companies increasingly derive revenue from the creation and maintenance of long-term relationships with their customers.

Article

In the eyes of shoppers, a loyalty programme is only ever as good as its rewards, but too often the redemption strategy and process is not prioritised by brands.

Article

The critical step for brands now is to get to know customers all over again, this time at a deeper level than before.

Article

Across Asia, fast changing consumer behaviours – such as e-wallets and a focus on convenience – are forcing brands to rethink customer retention strategies.