The Inside Story: In the first of a new series, Marketing Week looks at how Tesco Clubcard transformed retailing, shopping and marketing forever, as told by the people who were there at its conception.
Customer lifetime value is a key metric to calculate, but not always an easy one, and marketers may need to compromise in order to make it a business priority.
The move coincides with the launch of its summer campaign, a “celebration” of body confidence which is where Boots sees itself playing a bigger role in future.
As Marriott and Airbnb both move into the luxury home rentals market, does the world’s largest hotel group and its suite of premium pads really have the edge over the startup poised for a billion-dollar IPO?
Brands should encourage their staff to act as ambassadors for their business – in fact, they should be considered a key communications channel.
Men’s clothing brand Pink burst onto the scene in the 1980s and has now reclaimed its original reputation for individualised style, with a rebrand powered by customised service both in stores and online.
GoCompare and MoneySuperMarket have both shifted away from loud, price-driven messaging to focus on personalised customer experiences based on data, in the hope of differentiating themselves and increasing loyalty.
Marketers could do worse than reflect on both the substantive and affective trials of those aged 35 to 55 and find ways to contribute positively to both.
Tesco says it has seen a 34% increase in activity on its loyalty scheme since it relaunched in 2017, with a digitised Clubcard allowing it to add more value and connectivity across the business.
The debut loyalty scheme from Vodafone’s youth network is borrowing from the world of streetwear to get 16- to 29-year-olds excited about rewards.
Marriott has spent more than two years on the launch of its new loyalty programme Marriott Bonvoy as it looks to align the more than 30 brands in its offering and get people considering one of its hotels more often.
PSA Group, which manufactures brands including Peugeot, Citroen and DS Automobiles, wanted to re-engage local garages with the brand as it looked to boost its share of the £21.6bn aftermarket sector.
Landing customers with unexpected price hikes and made-up fees might increase revenues in the short term but the long-term damage could be devastating.
Pizza Hut is bringing its loyalty programme, Hut Rewards, to the UK with an eye on engaging new consumers, enriching relationships and ensuring it stays relevant in a fast-paced delivery sector.
Sainsbury’s enlisted the help of Aimia to run a campaign that sent customers personalised messages and offers using a bespoke mobile app which boosted both sales and visits.
The transformation of M&S’s loyalty programme, which has been criticised for being too confusing to use, will be spearheaded by the retailer’s first chief data officer who will join the business in the next few weeks.
A-List didn’t fail because it was a Z-List scheme, rather it shows online-only retailers can engender customer loyalty with a focus on customer experience, rather than rewards.
Samsung believes we are not far away from the mainstream adoption of multi-branded smart tech with the power to turn our homes into connected spaces but admits there are still privacy and security concerns that need addressing.
Loyalty isn’t synonymous with how often consumers buy a brand, according to Marketing Week columnist Helen Edwards, who told the Festival of Marketing there are various types of loyalty that marketers can exploit in different ways.
The two brands are increasingly focusing on connecting their businesses following their rebrand, with loyalty the next area where they see potential common ground.
Virgin’s existing loyalty programme, Virgin Red, will be integrated into the new scheme, which will be managed by a newly-created company owned by Virgin Group and Delta Airlines.
