The future of customer loyalty is card free
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.
Three ways brands can learn from John Lewis’s loyalty success
Sarah VizardLoyalty schemes have come under scrutiny as brands look to get the most value out of their programmes. Both Tesco and Nectar have slashed the value of theirs while Waitrose has derided the traditional points-based system.
Why offering rewards outside your core product offering could increase loyalty
Nicola SmithAs brands continually look to differentiate from competitors, those that incentivise customers with rewards outside of their core product offering could do better to build loyalty in the long-term.
How to do personalisation at scale
Jonathan BaconGrowth is high on the agenda for all forward-thinking businesses but so too is offering a personalised service.
Gousto’s CMO on how he developed a taste for data
Marketing Week ReportersTom Wallis believes data can be used as a highly-effective means to improve the customer experience, as much as drive sales.
Pret ramps up digital focus with shift away from ‘shops first’ mentality
Matt BarkerThe sandwich chain is on the hunt for a new global creative agency to aid its ongoing digital transformation and wider transition to a post-lockdown world.
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Attempts to update the four Ps are embarrassing – they’ve endured for a reason
Mark RitsonWhenever a marketer sets out to improve, augment or adapt the four Ps, they reveal the absurdity of the exercise and reinforce why product, price, place and promotion remain the core concepts of the marketing mix.
Budget 2021: What does it mean for marketers?
Manny PhamChancellor Rishi Sunak is hoping to reboot business with his latest Budget, putting apprenticeships, cuts to business rates and support for the high street at the top of the agenda.