Article
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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.
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.
Article
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Gabey Goh, WARC Exclusive, September 2019
Over three-quarters of consumers in Singapore are open to trying new brands, posing a challenge for marketers seeking to build loyal audiences.
Case Study
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SABRE Awards, Asia-Pacific, Digital Campaign, Gold, 2019
Air China, the airline, increased sales revenue by 13% after re-imagining the booking process with a focus on emotions for its customers in China, the UK, France and Germany.
News
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10 September 2019
The Australian Competition and Consumer Commission (ACCC) has raised concerns over how consumer data is managed in relation to loyalty schemes in the market.
Case Study
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Toru Jhaveri, Sanchari Chakrabarty, WARC Prize for Asian Strategy, Shortlisted, 2019
Inorbit Mall, a chain of malls in India, ran a social campaign in support of female entrepreneurs and their businesses.
News
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05 September 2019
Sephora, the beauty retailer, is putting experiences at the heart of its customer loyalty program, in recognition of the fact this approach can foster deep bonds with consumers.
Article
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Geoffrey Precourt, Event Reports, ANA Brand Activation Conference, May 2019
Mountain Dew, the beverage brand owned by PepsiCo, used a snow-centered event to help tackle declining sales in the Mountain region of the US.
Article
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Stephen Whiteside, Event Reports, CommerceNext, July 2019
Sephora, the beauty retailer, has put compelling experiences at the heart of its customer loyalty program, which is known as Beauty Insider.
News
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19 August 2019
Domino’s, the quick-service restaurant chain, found success with a campaign that rewarded customers for sharing images of its own pizzas, as well as products made by its rivals, and even homemade alternatives.
News
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19 August 2019
South Africa’s service stations drive brand loyalty through reward schemes but an increasingly important role is played by the branded grocery retailer that also occupies their premises.
News
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16 August 2019
Companies will need to think outside the brand box to win over the hearts and wallets of China’s young luxury shoppers, according to a new report by McKinsey.
Article
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Reed Karaim, Event Reports, ANA Digital & Social Media Conference, July 2019
Domino’s, the restaurant chain, ran a loyalty program that rewarded consumers for eating its own products, as well as alternative offerings made by its competitors, and even homemade pizzas.
Article
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Tim Mason, Admap, August 2019
Discusses how loyalty schemes have changed in the digital environment and what brands should be doing to maximise customer loyalty both online and in-store.
Article
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Geoffrey Precourt, Event Reports, MMA Impact, March 2019
Humana, the healthcare company, is using “mobile moments” to engage with consumers in multiple ways.
News
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18 July 2019
Marriott International, the hospitality company, has aimed to reinvent its approach to customer loyalty with a platform called “Bonvoy”.
Article
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Research on WARC, July 2019
Looks at the challenge of sustainable growth, finding that fewer than 6% of global brands grow market share over the first year.
Article
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Reed Karaim, Event Reports, Brand Marketing Summit, May 2019
Marriott, the hospitality giant, transformed its approach to customer loyalty with a new platform called Bonvoy.
Case Study
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Tahaab Rais, Tala Arakji, WARC Prize for MENA Strategy, Grand Prix and Research Excellence Award, 2019
Ride-hailing app Uber used data to create a social and out-of-home campaign to increase rider loyalty and attract new customers in the United Arab Emirates.
Case Study
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Dana Alkutoubi, Rabie Hassoun, WARC Prize for MENA Strategy, Shortlisted, 2019
Saudi Telecom Company’s multichannel approach, linked to the FIFA World Cup, drove customers to its loyalty programme and increased brand engagement in Saudi Arabia.
Case Study
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Rawan Khuffash, WARC Prize for MENA Strategy, Entrant, 2019
Auto brand Toyota differentiated itself from its competitors with an innovative multi-channel campaign that enabled it to break through the seasonal clutter of Ramadan car promotions in Jordan.
Opinion
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Jacqui Wallis, June 2019
To increase the effectiveness of ad campaigns, brands need to shift their focus from audience targeting to the immediate context and mindset of the real people receiving their messaging, argues Illuma’s Jacqui Wallis.
News
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26 June 2019
Consumers’ willingness to switch brands is on the rise globally, according to a new study – and consumers in Asia Pacific top the list for disloyalty.
Case Study
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Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019
Velocity Frequent Flyer, the loyalty program of Virgin Australia, launched a campaign that used the mistake of a fake intern to convince its customers to transfer their reward points over from their bank.
Case Study
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Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019
Hornbach Baumarkt, a DIY store, reached a new target audience in Germany with precised media placements in relevant print and digital publications which increased its brand preference score by 16%.
