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.
Why Virgin is launching a loyalty app to unite all its UK businesses for the first time
Sarah VizardVirgin 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.
The future of customer loyalty is card free
Lucy FisherGaining 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 plots real-time personalisation as it looks to boost loyalty
Sarah VizardStarbucks is planning to expand its use of personalisation beyond email and into mobile as it looks to boost loyalty, increase sales and improve efficiency.
Pernod Ricard on ’empowering’ its marketers to communicate on sustainability
Niamh CarrollGreenhushing is a symptom of marketers feeling nervous about how they communicate on sustainability, Pernod Ricard is attempting to “empower” its teams to tackle the issue.
Soft skills trump functional marketing expertise, study finds
Charlotte RogersLeadership, communication and strategic thinking are the skills most prized by CMOs, according to new research, with functional experience lagging further behind.
Marketing recruitment intent slows as cost concerns put brands off
Molly InnesExclusive data from IPA Bellwether shows more brands are expecting job losses this quarter compared to last.
Danone eyes ‘selective price increases’ as volumes grow
Niamh CarrollDespite returning to positive volume growth, Danone’s CFO says the business will continue to make strategic price increases behind its “differentiated” products.