How to build loyalty

Foursquare: Loyal following
Foursquare: Loyal following

Finding new, innovative ways to gain customer loyalty has never been more urgent for retailers as they suffer huge falls in profit. However, “the evolution of loyalty” (Data Strategy, MW last week) misses a trick when referring to the old and tired strategy of instore spending and points reward.

This is no longer enough as brands need to interact and communicate with consumers on their level, and now this has to be about social. Loyalty initiatives such as Foursquare’s ’checking in’ – which rewards those who repeatedly visit and check in at certain locations – instead herald a new wave of winning loyalty.

And what about the social network appreciation platform? This encourages customers to gain loyalty points by recommending favourite brands to friends on social networks, which means companies will not only have access to individuals, but their network of friends as well.

Marketing is no longer a one-way street. Sharing is paramount in this new social world, and brands need to wake up to the benefits of building loyalty through social networks.

Mike Spicer
CEO, Pulse Group

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here