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Despite the fact that companies are spending tens of billions of dollars on loyalty programs every year in the US alone, a study conducted by Accenture suggests that consumers are increasingly impervious to the effects of these programs.
Identifying customers in store can help tie together sales information and enable a deeper more meaningful relationship with the customer.
But how do we do it well?
There are indications that the level of interest towards brand loyalty remains increasingly strong.
Do a quick search in Google Trends and interest in the topic of ‘customer loyalty’ shows signs of steady growth after the 2008 recession.
Loyalty business Nectar provides an interesting case study for the state of marketing and retail in 2016.
The company was transformed in 2015 when it replatformed all of its consumer-facing channels to make them mobile first and digital, with its app now the subject of a major TV ad campaign.
I spoke to Nectar's MD, Will Shuckburgh, to get his thoughts on loyalty and marketing in a newly customer-centric world.
Brands have always looked for ways to get more loyal customers.
But since social media has taken off, they are also encouraging these loyal customers to become brand advocates.
So, how are brands cultivating customer loyalty and building advocacy?
Pret-a-Manger created a lot of buzz on social media in 2015 with its mysterious and seemingly-unofficial free coffee giveaways.
If you were a regular at a particular store, or if a barista simply liked your face, you may have received a free coffee.
Many people on Twitter took this pretty seriously, seeing the gesture as affirmation of their good looks or friendly manner (see tweets below).
Well, now Pret is making this official and has added a twist that could turn out to be the most genius piece of marketing strategy of the year.
Believe it or not, a 16-year-old and his or her 56-year-old father are part of the same generation.
This generation isn’t defined by age. Rather, its members share the same attitude towards how to apply digital technology to their most mundane, everyday tasks – from finding a parking spot or the latest news headlines, to their food orders and package deliveries.
What really stands out is their shared view on shopping and commerce. They prioritize convenience and value an experience that extends far beyond the traditional path to purchase.
In June 2015 the ONS reported that average store prices in the UK fell by almost 3% YoY.
This was the 12th successive month of deflation in the retail sector.
Alongside deflation, quarterly measures of retail activity have been growing for four years.
The votes are in, the numbers are tallied and it's official, we in Britain have turned on our tea drinking tradition and become a nation of coffee drinkers.
Today we consume around 1.7bn cups of coffee a year, with the majority of us drinking two cups a day and spending about £25 a week on coffee alone.
Are there alternative ways of generating customer loyalty other than cards or points to keep your customers engaged and coming back for more?
In many markets, competition is fierce and customer loyalty seems harder and harder to develop.
One of the reasons: consumers are increasingly a sceptical lot.
It is my job to explain in the simplest terms certain digital marketing phrases that may seem confusing, misappropriated or darn well unwieldy.
Today we’ll be taking a look at the terms customer experience (CX) and customer experience management (CEM), phrases that in our increasingly consumer-focused and connection-based economy have risen to the top of every business’s agenda.