 |
|
|
|
|
|
|
|
|
|
|
 |
 |
| 6th October 2008 |
|
|
Welcome to another edition of loyalty insights from the loyalty practice @ HS&P. In this issue we look at what's going on in the world of loyalty given the current market conditions of the economic downturn. |
|
 |
Increased focus on retention
 |
|
Unsurprisingly, a recent study has found that the number of companies focusing on retention has recently increased. We think that this figure is going to increase further in the future. What was also interesting is that more and more companies are starting to realise the value of data to build customer relationships. Take a look here for more information.
|
Loyalty scheme fatigue
 |
|
There are signs that loyalty is already starting reach saturation. A recent study on pigsback.com members showed that 98% of people have a loyalty card, only 25% of customers think the rewards are worthwhile, and 36% of customers forget to hand over cards at the counter. We think this shows the importance of making sure that you get your loyalty programme right in the first place.
|
Loyalty tips
 |
|
This is a loyalty programme providers nightmare. Moneysavingexpert.com is providing information on how cutstomers can maximise the value from loyalty programmes. Resulting in false behaviour and insight from customers, while at the same time maximising the impact on the retailers revenue.
|
Clubcard on mobile!
 |
|
About time you may say, but there aren't that many loyalty programmes that are doing this at the moment. Click here to find out more information, on how customers can earn points and how Tesco are commercialising the mobile media channel.
|
More than a one night stand!
 |
|
In times of economic down turn why do so many retailers resort to heavy discounting? Surely its more beneficial to build long lasting relationships with customers than resorting to short term tactics. Have a look at an article that I've written that compares retail discounting to personal relationships!
|
WH Smith moves away from clubcard
 |
|
WH Smith has dropped it's long standing relationship with clubcard in favour of its own digital loyalty programme. The benefit to WH Smith will be that they now have direct access to their own customer data and be able to build direct relationships with them.>
|
Increase recycling by 90%!
 |
|
RecycleBank and AAA Recycling and Trash Removal Services of Fairfax, Virginia, have announced that residential recycling rates have increased by 90% percent after introducing a loyalty programme. Expect to see something being introduced in your neighbourhood shortly.
|
The Times follows a price increase with a loyalty programme
 |
|
Following a price increase, the Times has recently introduced a loyalty programme. Showing that in times of hardship not all brands needs to go down the discounting route.
|
More Than breaking the mould
 |
|
The Insurance brand More Than have recently adopted a different approach to customer loyalty. You may have seen the adverts on TV, on recruitment activity they have not just been leading on the recruitment incentive, but have been leading on the increased discount customers get in future years. Therefore creating "lock in" to the product, and hopefully reducing the high churn that insurance providers typically see in year 1.
|
Night clubbers get chipped
 |
|
This one is an old one, but I still think it worth a look. A club in Barcelona offered its VIP clients the opportunity to have a syringe-injected microchip implanted in their upper arms that not only gives them special access to VIP lounges, but also acts as a debit account from which they can pay for drinks. This has been followed up with a trial in a Glasgow nightclub. The technology has never really taken off, but you never know..one day.
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
