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.
The value of marketing and brand revamps: Your Marketing Week
Lucy TesserasAt the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From the downside of focusing on ROI to Tesco’s assertion that marketing is “mission critical”, it’s been a busy week. I’m stepping in for Russell this week, so here is my take.
Don’t waste a good crisis – take the opportunity to rebuild your strategy
Ben RhodesAs we come out of lockdown, solid foundations and a clear brand strategy are vital to guide short-term tactics and ensure long-term shareholder value, former group marketing director at Royal Mail.
Tesco’s brand director to step down after completing brand turnaround
Lucy TesserasMichelle McEttrick is leaving the supermarket after six years having played a “key role” in the turnaround of the Tesco brand.
A third of marketers anticipate an imminent rise in job opportunities
Michaela JeffersonMarketers are feeling optimistic about employment prospects as the UK’s lockdown restrictions ease, following a year marred by redundancies and furlough.