LONDON: A majority of Brits want and expect a brand to reward their loyalty, but their motivations vary and brands need to understand that they may not necessarily be the main attraction – some consumers value partner brands more highly.
SAN SEBASTIAN: Shell, the fuel giant, has developed a sophisticated loyalty scheme that takes account of drivers’ changing behaviour over time and adapts accordingly in order to drive engagement and reduce churn – and sell more fuel.
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.
LONDON: Cisco, the networking hardware supplier, has abandoned a product-led marketing approach in favour of a customer-centric strategy that has devolved authority to a more local level and embraced customer advocacy.
NEW ORLEANS: Shinola, the lifestyle brand, has built loyalty through “The Foundry”, a members only group enjoying benefits such as seeing and buying products before official launch, exclusive offers, and private online shopping events.
John Sills, WARC Best Practice, April 2018
Explores the importance of customer experience in creating long-term sustainable success for organisations and how to systematically deliver an experience that is valuable for the customer and the business.
Jamie Brighton, WARC Best Practice, January 2018
Key tips on delivering effective digital customer experiences, an area of increasing importance as customers are putting less emphasis on the products they buy from brands and more on the experience they receive.
This article offers an overview of how marketing drives business performance by explaining the theories of buyer behaviour, the ways that marketing can influence that behaviour and how advertising works.