Marketing is about so much more than turning a prospect into a sale: it is about getting inside the mind of the consumer, and turning an indifferent, disinterested person into a loyal, long-term customer who is passionate about your brand. Incentives are one of the most effective ways of doing this – but only when …

While it is too early to say exactly what Brexit truly means for the British economy, retailers are already beginning to worry about the rising costs of importing and exporting and preparing for tighter margins. In these times of uncertainty, the value of consumer loyalty cannot be overstated. For one, loyal customers provide brands with …

Did you know 70 percent of brand choices happen in the store? For this reason alone, you will want to make sure you don’t miss the opportunity to craft a flawless brand strategy at the checkout counter. Here are five excellent ways to make sure you are achieving a 21st Century approach to branding at …

The environment for brands marketing to consumers has never been more complex or challenging. The disruption of online shopping, the proliferation of social networks and the increasing use of mobile phone technology, have created a seismic shift in how consumers shop and how they interact with brands. The ability to compare like-for-like online has put …

Every company strives to build greater engagement and loyalty with customers, because customer lifetime value drives revenue and profitability.  Ideally, our customers are committed to our brand, and no longer consider substitutes. We are seeing more and more consumers establishing these “forever transactions” with their favorite companies, agreeing to subscription payments and sharing of personal …

As a marketing tool, loyalty programs are used to attract and retain the long-term business of consumers.  If run well and constantly updated, they keep consumers returning, encourage them to spend more, and provide a unique competitive differentiator for brands seeking creative customer engagement angles. Increasingly, loyalty programs are also leveraged as data collection mechanisms …

Effective mobile marketing strategies should focus primarily on the 15%-20% of consumers who have already opted in to receive mobile communications. It’s a far more successful, profitable approach than throttling mobile communications out of concerns over consumers who might opt out.

Customer Loyalty – Create It, Nurture It. There is the argument that almost all forms of loyalty programmes are really only good for generating synthetic type loyalty. While there is some truth in that, I believe the key rests in how you use each tool, rather than what the tool is designed for. So in …

What is that secret ingredient that makes a shopper choose one loyalty program over another? How do you become the consumers’ choice in a market overcrowded with these incentives?