Loyalty 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.
As 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.
Growth is high on the agenda for all forward-thinking businesses but so too is offering a personalised service.
At 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.
As 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.
Michelle McEttrick is leaving the supermarket after six years having played a “key role” in the turnaround of the Tesco brand.
Marketers are feeling optimistic about employment prospects as the UK’s lockdown restrictions ease, following a year marred by redundancies and furlough.