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.
By 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.
Personalising 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.
A 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.
One-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.
The 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”.
With 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.
Tesco 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.
Nectar is launching a new app and website and refreshing its brand as it looks to offer a more personalised experience for users and boost engagement.
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.
