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.
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.
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.
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.
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.