Article
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WARC Best Practice, January 2020
This article explores the current reading and thinking on the subject of Brand Loyalty, a topic spanning behaviour and attitude.
Article
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Martin Hayward, WARC Best Practice, April 2016
This best practice guide looks at how brands can build long-term loyalty in a marketing environment that has often relied on short-term rewards.
News
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09 March 2020
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.
Case Study
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SABRE Awards, IN2, North America, Best in Broadcast Media (Earned), 2020
Fitness centre brand Planet Fitness created the Teen Summer Challenge, spearheaded by Stranger Things actor Caleb McLaughlin, to increase brand loyalty and affinity among Generation Z, and fuel future member growth in North America.
Case Study
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SABRE Awards, IN2, North America, Best in Digital Promo & Activation, 2020
Fast casual restaurant chain Chipotle partnered with mobile payment app Venmo to launch its new rewards programme in the US.
Article
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Anna Hamill, Event Reports, The Future of Brands, February 2020
Brands need to think differently about creating long-term growth, according to Daniel Binns, CEO of Interbrand.
Article
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Sam Peña-Taylor, Event Reports, Festival of Marketing, October 2019
English Premier League football club Everton has undertaken a wide-scale listening exercise with its fans to better understand how to engage the broad range of people who support it.
Case Study
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Data and Marketing Association, Bronze, 2019
Shell UK, an oil industry company, improved customer experience by creating a reward scheme that tracks customer visits and gives them rewards based on their past purchases.
Case Study
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Data and Marketing Association, Bronze, 2019
Sky UK, a telecommunications company, introduced Sky VIP, a loyalty programme that focused on retention of its existing customers by showing them how much it appreciates them.
Case Study
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Data and Marketing Association, Bronze, 2019
BP, an oil industry company, launched a customer rewards scheme in the UK that provided little but often rewards to build a better relationship with its customers.
Opinion
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Cathy Taylor, November 2019
This interview is part of the Marketer’s Toolkit 2020. Download the summary report here .
Case Study
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Tahaab Rais, Tala Arakji, WARC Media Awards, Silver, Best Use of Data, 2019
Uber championed its top users with Uber Legends, an evocative campaign that tells the real stories of real journeys, to engage users and increase brand love.
Case Study
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Eugenia Teo, WARC Media Awards, Entrant, Effective Use of Tech, 2019
As market leader in the fast-paced, competitive smartphone market in the Philippines, Samsung reignited excitement in the category by amplifying its product superiority, increasing both sales and brand love.
Article
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Jo Bowman, WARC Exclusive, November 2019
Professors Jenni Romaniuk and John Dawes of the Ehrenberg-Bass Institute answer questions about the Laws of Growth and how to use them.
Case Study
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Najet Fazai, Skylar Smith, WARC Media Awards, Entrant, Effective Channel Integration, 2019
US country store Cracker Barrel devised a multi-media strategy to maximise impact and draw in both loyalists and travellers.
News
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12 November 2019
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.
News
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11 November 2019
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.
Case Study
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MMA Smarties, Finalist, APAC, 2019
Online payment solution ZaloPay created an augmented reality gamification strategy based on the Year of the Pig to reduce cost per acquisition and boost user growth in Vietnam.
Article
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Brian Carruthers, Event Reports, Festival of Marketing, October 2019
Looks at how supermarket Tesco returned to profit after recording the largest ever loss by a UK retailer (£6.4 billion) in 2014/15.
Case Study
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Entrant, X (Global), 2019, MMA Smarties
Chiptole, a restaurant brand, created a connection with its audience in the US during the NBA finals by launching a campaign on Twitter offering a promotion every time a fan texted in unique words the brand had tweeted.
Case Study
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MMA Smarties, Finalist, EMEA, 2019
Migros, a grocery shopping app, developed an online game that sought to encourage Turkish users to make healthier food choices, while increasing brand awareness and engagement.
Case Study
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MMA Smarties, Gold, EMEA, 2019
Nescafé, an instant coffee brand, successfully increased sales by developing a multi-channel campaign that relied on impulse purchasing through m-commerce during sporting events to deliver its annual promotion campaign in Turkey.
Article
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Chuck Kapelke, ANA Magazine, ANA Magazine, October 2019
Companies are taking loyalty programs to the next level by providing members with special perks that go beyond mere product discounts.
Case Study
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Jay Chiat Strategic Excellence Awards, Bronze, Connection Strategy, 2019
Oh Henry!, a chocolate bar brand, leveraged the legalisation of cannabis in Canada to encourage consumption among millennials.
News
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08 October 2019
Target Circle, the new loyalty program being rolled out by retailer Target, is the result of a test-and-learn mindset that has seen the company adapt this proposition in nuanced ways.
