Despite loyalty schemes and incentives encouraging consumers to return, most shoppers do not have allegiance to just one supermarket, with low prices and better value tempting consumers to shop elsewhere.
As new research shows British consumers are among the least likely to have their shopping decisions influenced by a loyalty scheme, brands are warned that loyalty now is about more than discounts and must focus on customer experience.
Gaining 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.
Growth is high on the agenda for all forward-thinking businesses but so too is offering a personalised service.
Envisioning your product or service as a subscription offering might lead you to consider how you would do your market differently.
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.
Brands must understand every aspect of consumers’ lives and strengthen social bonds if they want to secure loyal, happy customers, but first they need to empower employees, according to new research shown exclusively to Marketing Week.
Customer satisfaction scores such as NPS hide your brand’s problems. Instead of focusing on a simplistic number, take a big data approach to analysing customer comments says University of Cambridge researcher Mohamed Zaki.
The relationship between financial services brands and consumers is broken. Jaywing managing director Maria Vardy looks at why and how marketers need to connect with customers emotionally.
Shadi Halliwell admits she joined a brand that “needed polishing” but as she announces her departure believes she has overseen a new strategy that positions it for future growth.
Brands ready to embrace data, promote agile thinking and build teams with customer-centricity at their heart are reaping the benefits of customer loyalty and retention.
From Coca-Cola finally pulling the plug on its Coke Life product to Pepsi landing itself in hot water with its latest ad, here are the five stories you need to know about this week.
Brands should be using data-driven insights to be more like Amazon and replicate the consumer and shopkeeper relationship of the 1950s at mass scale, according to Air Miles founder Sir Keith Mills.
The new partnership means Daily Mail readers can earn Nectar points every time they buy the Daily Mail or The Mail on Sunday.
Brands should forget drones and driverless cars and instead invest in the customer journey and areas such as personalisation, payments and delivery.
Many marketers have yet to see how truly powerful personalisation can be. Join us on 6 April at 3pm to find out more
Departments such as IT and HR are regularly excluded from customer experience strategy planning, it was revealed at Marketing Week Live.
Nathan Ansell, who was central to the turnaround of M&S Food, now heads up global customer insight across the entire business and is adamant great customer experience comes from making sure all teams have the right access to data.
The new app will allow donors to dial up or down the amount they wish to donate and easily manage how Oxfam gets in contact by phone, email or post.
The travel industry is one of the best performing in terms of advocacy as people look for recommendations to guarantee the best possible experience.
Despite the challenges of getting personalisation right, a panel of marketing experts agree that it is worth pursuing as the opportunities are huge.
There’s no quick fix for loyalty – Ryanair might have shifted its focus in 2014 from operational efficiency to customer experience, but the old brand associations are still deeply embedded.
M&S chief Steve Rowe has hinted M&S could continue to cut its marketing budget as it focuses efforts on its Sparks loyalty card.
Marketers often devote their attention at Christmas to big TV campaigns and eye-catching retail promotions, but ensuring existing customers are as engaged as possible in the winter months is just as crucial to a profitable festive period.
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