Advertising best practice, evidence and insights

Article • WARC Best Practice, January 2019

This article explores the current reading and thinking on the subject of Brand Loyalty, a topic spanning behaviour and attitude.

How to build long-term brand loyalty

Article • 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.

Safaricom plc: Blaze by Safaricom

Case Study • SABRE Awards, Africa, Consumer Marketing (Existing Product), Gold, 2019

Safaricom, a mobile network company, raised awareness of its youth platform BLAZE in Kenya, East and Central Africa by creating media launches featuring influencers, experiential events and TV show promotion.

How digital platforms are changing India's eating habits

News • 10 May 2019

From food delivery apps like Zomato to neighbourhood WhatsApp groups, digital platforms have transformed the eating habits of many parts of urban India as they meet the needs of time-poor, convenience-seeking consumers.

How important is brand loyalty?

Article • WARC Evidence, May 2019

Addresses whether brand loyalty matters, how to best measure it and if the rules of brand loyalty are changing.

Inorbit Mall: Pink Power

Case Study • Toru Jhaveri, Sanchari Chakrabarty, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2019

Inorbit Mall, a chain of malls in India, ran a social campaign in support of women entrepreneurs and their budding businesses.

Alepa: Block Wish

Case Study • Juha Halmesvaara, WARC Awards, Shortlisted, Effective Innovation, 2019

Alepa, the Finnish grocery store chain, ran a digital campaign that successfully improved brand perceptions and generated audience engagement.

E-store loyalty: Longitudinal comparison of website usefulness and satisfaction

Research Paper • LG Pee, JJ Jiang and G Klein, International Journal of Market Research, Vol. 61, No. 2, 2019, pp. 178-194

Customer loyalty is vital to the survival of online stores. Many cross-sectional studies have shown that e-store loyalty is strongly affected by perceived website usefulness (PU) and satisfaction with a purchase experience.

How fashion brands could drive post-purchase engagement

News • 13 February 2019

Fashion brands could achieve heightened consumer engagement and loyalty through using technologies like Bluetooth and mobile apps to give each item of clothing a digital component – an approach that has been tested by Tommy Hilfiger.

Can apparel brands drive customer loyalty with digitally-connected clothes?

Article • Stephen Whiteside, Event Reports, CES 2019, January 2019

Digital tools like Bluetooth-powered labels can help fashion brands foster direct relationships with consumers and build customer loyalty over time.

How Delta is differentiating for high-value customers

News • 28 January 2019

Delta Airlines, the US-based travel company, is tackling the largest hurdle to players in the aviation industry, differentiation, by working to create tools that use customer data to enhance an experience that few customers enjoy.

Times of India pays online readers for their digital time

News • 23 January 2019

Times Internet Limited, publishers of the Times of India, has launched a loyalty campaign with a difference – paying readers for clicking, reading, watching videos, commenting, and sharing.

Delta soars towards data-driven differentiation

Article • Stephen Whiteside, Event Reports, CES 2019, January 2019

Delta Airlines, the air carrier, believes that data can play a central role in helping it stand out in a highly competitive category.

How Sam’s Club stepped up the customer experience

Article • Mary Connors, Event Reports, Shopper Insights & Retail Activation Conference, June 2018

Sam’s Club, the wholesale club owned by Walmart, has doubled down on the customer experience, and driven impressive results in the process.

UK consumers face £4bn loyalty penalty

News • 20 December 2018

UK consumers who stick with their existing brand in five markets are overpaying by £4bn a year as companies charge them higher prices than new customers, according to an investigation by the Competition and Markets Authority (CMA).

Pointless loyalty? Unlocking the value in retail loyalty programs

Article • Patrick van der Zee, WARC Exclusive, December 2018

Explains how loyalty programs remain an important component of the shopping experience and details what marketers need to do to implement them successfully.

What we know about the Net Promoter Score (NPS)

Article • WARC Best Practice, December 2018

Surveys and summarises guidance and reading on the topic of NPS, a measure of customer satisfaction and a useful metric for evaluating brand health.

Bupa: First Year "My Bupa" Email Journey

Case Study • Direct Marketing Association - UK, Silver, 2018

Bupa, an international healthcare group, increased customer engagement in the UK by introducing a new data strategy that allowed it to cross-sell to its members based on email clicks.

Courtyard by Marriott: Where winners feel at home

Case Study • Stuart Wareman, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2018

Hotel group Marriott created a partnership with football club Bayern Munich, in order to rebrand its Courtyard offering and boost loyalty and sales in Germany.

Virgin Holidays: Return Home Journey

Case Study • Direct Marketing Association - UK, Bronze, 2018

Virgin Holidays, a tour operator, encouraged UK holidaymakers to combat the low they felt after returning from a trip by booking their next journey with Virgin Holidays rather than short-haul carriers.

The Sun: Sun Savers

Case Study • Direct Marketing Association - UK, Gold, 2018

The Sun, a British newspaper, increased sign ups and spend in the UK by launching an online community that allowed people to share tips in getting the best value for money.

Listerine: When data brings out the bold

Case Study • MMA Smarties, Finalist, LATAM, 2018

Listerine, a brand of antiseptic mouthwash product, segmented its audience to deliver targeted ads on Facebook, achieving an ROI of 3.2%.

Clear Men: World Cup Winning Moments

Case Study • Mimmie Ong, Peeyush Shekhar, Essy Prita Cinta, WARC Media Awards, Bronze, Effective Use of Tech, 2018

Shampoo brand Clear Men Anti-Dandruff ran a mobile campaign in Indonesia to generate brand awareness and increase engagement among its target audience of 18- to 34-year-old sport-minded males.

Rebate marketing basics

Article • Michael J. McDermott, ANA Magazine, ANA Magazine, November 2018

US research looks into the effectiveness of rebate programmes on business-to-business and business-to-consumer communications.

Surf School of Shine

Case Study • MMA Smarties, Gold, South Africa, 2018

Surf, a laundry detergent brand, connected with 2.4 million women in South Africa as a result of its digital first campaign, promoting career confidence in women.

Brand loyalty