Loyalty

To transform the company to become more customer-centric, there should be a shift in the thinking. In many businesses, the CMO is the classic ‘owner’ of customer loyalty. But actually, every member of the C-suite should care about and commit to a loyalty-driven approach, and businesses need to make loyalty an organisation-wide priority. Customer loyalty […]

Brands Use Cues, Triggers and Rewards to Find Relevance in a Customer’s Routine Space Business cases and research studies have proved that the key to growing a brand is more about retaining customers and making them loyal than just bringing in new customers. Research by Bain & Company found that when brands increase customer retention […]

We asked loyalty experts what marketers should look for when choosing partners to build an ecosystem of benefits for your brand’s loyalty programme. What separates a good loyalty programme from a great one? Marketing leaders suggest building a programme that recognises the diversity of its intended customers and mirrors that diversity back in the composition […]

In the era of future-proof marketing, first-party data helps brands maintain direct relations with their customers and drive cross-selling and upselling. Last week, the Irish Data Protection Commission ordered Facebook’s parent company Meta to pay two fines totalling €390 million for being in breach of the EU’s overarching privacy law. The ruling is significant as […]

Customers are loyal based on pleasant feelings, encouraging reinforcement, and satisfying experiences. This justifies looking into the resources that will enable brands to gauge customer sentiment. The best brands on Earth have one thing in common: they care about their customers. They share robust emotional connections with them, and as brands develop newer initiatives, they […]

Poor data utilisation impacts member value understanding and personalisation, raising the possibility of attrition due to inadequate interaction. Brands that evolve their loyalty strategy to create more personalised, engaging experiences for their consumers are the ones who will thrive in the new, more fragmented marketing landscape. Data-driven loyalty strategies allow marketers to drive impact at […]

Personalisation is a key driver of member engagement and activity. Loss of identity or failure to build progressively richer member profiles hurts two fronts, first, in loss of opportunity of spending growth on disengaged members; second, in lack of returns on investments made in loyalty liability In August this year, a McDonald’s customer ordered his […]

Customer loyalty has a significant impact on retailers and brands’ bottom lines – increasing customer retention rates by five per cent and increasing profits by 25 to 95 per cent, according to research by Bain & Company. Today, loyalty is a conscious consumer choice. Customers want more than points and discounts; they’re increasingly choosing to […]

The biggest obstacle is winning over the organisation and gaining its acceptance and support. Tim Hortons recently updated its loyalty programme, More Tims, More Rewards. The programme was redesigned to make it easy to get rewarded. The previous Tims Rewards programme was visit-based and guests earned the same number of points per eligible transaction – […]