As brands overhaul the established model of discount-based loyalty schemes, is rewarding longevity now the answer to incentivising profitable customer relationships?
Subway is bringing its global repositioning to the UK as it looks to keep abreast of changes in the increasingly competitive fast dining sector.
The UK price comparison site describes the reward scheme as a “huge step-change” for the brand as it unveils its first campaign for the new reward scheme.
Marketing Week Explores: From Sainsbury’s and Sky, to Virgin and Sephora, we look at how brands are trying to keep consumers incentivised – and whether anything actually works.
Nearly 2 million people have already signed up to Sky’s tenure-based programme, which launched last August as the company looked to reduce churn and reward long-term customers.
While other price comparison sites are looking to attract customers with 2-for-1 cinema tickets or reward schemes, MoneySuperMarket hopes a focus on making its service more useful outside of price comparison will increase loyalty.
Customer relationship management (CRM) is often seen as the boring and functional relation of customer experience, but without it brands have no hope of truly understanding customers.
With consumers demanding ever more immediate communication from brands, Facebook’s Messenger is now one of the customers’ favoured methods for interacting with the Dutch airline.
YouGov’s new research reveals the consumers most likely to be fans of your brand, as well as why the most loyal customers are so hard to find.
Tesco has more than two decades’ worth of data on its 16 million UK Clubcard holders, making it one of the supermarket’s most valuable assets.
EasyJet’s new CEO believes that by maximising its data use and focusing on core areas including holidays, business customers and loyalty it will be able to see more growth.
The loyalty market is ripe for disruption, according to a number of brands who believe blockchain is the answer to building trust and improving customer experience in the long term.
The supermarket sees Clubcard as one of the key ways it can build on improving consumer perceptions of the brand, which have already tripled over the past three years.
The changes mean Nectar customers will receive points based not just on how much they spend, but also on how frequently they shop and how long they’ve been shopping with the retailer.
Retailer promises to speed up pace of innovation after a challenging year that saw profits plummet and its staff bonus fall to the lowest level in 63 years.
Contrary to common belief, consumers are more likely to take action if the incentive is of uncertain value, offering a way to make loyalty schemes both cheaper and more effective.
The acquisition of Nectar-owner Aimia’s UK business is part of a strategic drive to help the supermarket know its customers “better than anyone else”.
Sonos is replicating the experience people have at home with its sound systems in its first European store as it looks to boost advocacy and bring the brand to a wider audience.
The department store’s marketing director Becky Brock believes delivering human experiences can be its differentiator over the years to come.
After a busy first day at the Festival of Marketing we round up all the highlights, from Unilever making chatbots ‘less boring’ and micro-targeting at Sainsbury’s to celebrating neurodiversity at Direct Line.
There are more similarities between gaming and marketing than you might realise as brands tap into the human desire ‘to win’.
Students become independent consumers for the first time when they go to university so brands that communicate with them in the right way stand to forge long-term relationships with this hard to reach group.
Mobile network Giffgaff is betting on its community of highly-connected and passionate advocates to make it one of the nation’s favourite brands.
The Data Storytelling Awards celebrate excellence in the use of data tools and techniques in insight and analytics.
Sky VIP is the first loyalty scheme in the TV and broadband sector as Sky looks to reward long-term customers.
Former Tesco marketer Matt Atkinson is overseeing big changes at the brand as it looks to appeal to an age group that is healthier and more adventurous than ever.
Just three years ago, Tesco unveiled ambitious plans to digitalise its Clubcard loyalty programme. However, the changes it outlined last week looked very different.
Short-term thinking will lead brands to disaster. Instead marketers must understand the value their product provides the customer to be better prepared for the future.
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