NEW YORK: When it comes to engaging consumers effectively, retailers are too focused on transactional metrics, such as convenience and price, and should recognise the importance of personalised experiences and social influencers.
Anna Karena and Joshua Butler, The Communications Council, Bronze, Australian Effie Awards, 2017
This case study looks at how Woolworths Rewards, an Australian retailer rewards scheme, turned negative customer sentiment into a program with satisfied members through an email personalisation campaign.
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.
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.
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.
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.
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.
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.
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.
This article, taken from the Warc Toolkit 2017 report, looks at the growing number of brands that are exploring direct-to-consumer (DTC) opportunities with the help of apps, buy buttons and subscription services.