Are loyalty schemes broken?
Many loyalty schemes are failing to understand the distinction between implicit and explicit drivers and the emotional needs of consumers, but behavioural data can put brands on the right path.
Many loyalty schemes are failing to understand the distinction between implicit and explicit drivers and the emotional needs of consumers, but behavioural data can put brands on the right path.
Virgin is uniting all its UK businesses under one loyalty programme for the first time as it looks to boost engagement with its customers and give them a reason to pick Virgin over its competitors.
Gaining loyalty from customers is no longer a matter of simply investing in a card-based scheme, instead brands are using data to reward the right behaviour.
Starbucks is planning to expand its use of personalisation beyond email and into mobile as it looks to boost loyalty, increase sales and improve efficiency.
TikTok is working with ParalympicsGB to raise awareness of the games and inspire future athletes by reaching new audiences.
At the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From the growth of Guinness 0.0 and the marketing strategy that has driven its success to Nuby becoming the first baby brand to secure a title sponsorship in English football, it’s been a busy week. Here is my take.
Simon Groves joins Barclays after almost 25 years working at O2, and will report into former O2 colleague Nina Bibby at the bank.
CMO of Warner Hotels, David Murdin, worked at big brands including British Airways and Sky before moving into general management at Costa and Debenhams. And while the experience was crucial in making him a more rounded leader his passion for brands has ultimately seen him return to marketing.