M&S overhauls Sparks loyalty scheme to go digital-first
Matthew ValentineThe retailer hopes the new scheme will offer a more personalised experience and feel “instantly rewarding”.
Airlines seek to reassure customers to get them booking again
Sarah VizardAirlines are using their customer communication channels to attempt to reassure people about the safety of flying and make clear the changes they have made amid the ongoing coronavirus pandemic.
Moonpig on why Covid-19 has levelled the marketing playing field
Charlotte RogersOperating in “unprecedented times” means all marketers are starting from scratch, but those ready to harness the momentum and energy of lockdown will succeed, says CMO Kristof Fahy.
Hitting their peak: How brands plan to retain new customers post-lockdown
Charlotte RogersBrands hope that with a mixture of top class customer service, constant newness and engaging content they can retain the swathes of new customers they have attracted since the lockdown began.
How Pets at Home grew its VIP Club by 1.5 million members
Molly FlemingPets at Home grew its VIP Club by 1.5 million members over one year, driving engagement and empathy along the way.
All the gear and no idea: How marketers can overcome the challenges of CRM
Charlotte RogersNew research from BBH London reveals that just 48% of marketers are confident their investment in CRM has resulted in a better experience for customers. Where are they going wrong?
Sainsbury’s to offer more personalised deals with Nectar 360 launch
Ellen HammettNectar says its new agency, Nectar 360, will offer brands more insights into its shoppers while offering customers more personalised rewards.
Trends 2020: Loyalty means more than a transaction
Sarah VizardBy offering additional benefits and unexpected perks, retailers can improve customers’ experience and get them talking about the brand, taking the relationship from transactions to advocacy.
Are brands missing the point of personalisation?
Marketing Week PartnerPersonalising a customer’s experience should mean that brands respond in real time to the context of each individual’s natural journey, but to achieve this requires marketers to take the lead in breaking down their companies’ silos.
How Dixons Carphone overhauled its CRM programme
Ellen HammettA focus on people and quick wins has allowed the UK’s largest electronical retailer to move away from a discount-heavy strategy it believes would have killed the business within five years.
The benefits of brands being more human
Marketing Week PartnerOne-to-one personalisation of marketing is now becoming a reality, but brands still have some way to go to appear truly human, starting with getting the context of their communications right.
Beyond air miles: Emirates Airlines rewards customers for engagement
Ellen HammettThe Dubai-based airline is trying to find new, less transactional ways to reward people for their loyalty, as well as engaging customers at the moments where they are more likely to make an “instantaneous impulse purchase”.
How Addison Lee’s tech overhaul put customers in the driving seat
Michael BarnettWith apps such as Uber disrupting business travel as much as the taxi market, Addison Lee has shifted its focus from account management to the passenger’s experience, which entailed a technology overhaul and a whole new way of working.
Clubcard Plus: Tesco unveils next steps for loyalty scheme
Ellen HammettTesco is introducing a subscription element to Clubcard as it looks to drive loyalty and boost customer lifetime value by bundling together its grocery, mobile and bank offerings.