Apple, one of the world’s most valuable brands and companies, warned of a revenue shortfall in the wake of the holiday 2018 season. This leader among innovators, the legacy of Steve Jobs, demonstrated that a great brand and great products – without a true customer focus – are not enough.
When Chick-fil-A launched its loyalty program in 2016 I was thrilled to see them take such a smart approach. Instead of following everyone else and offering a standard issue points-based spend-and-get program, they built a program that led with convenience and time savings. It delivered rewards according to customer value but didn’t overcomplicate the customer experience by burdening the customer with a points balance to track.
Amazon’s impact defines the idea of relativity, at least in terms of customer experience. Nearly every other brand customer experience can be measured in terms of how well it compares to what Amazon does. What can a CMO smart enough to be focused on the customer learn from this success that will make your brand(s) more relevant and your customers more loyal?
Last week Amazon released Jeff Bezos’ letter to shareholders and for the first time announced the size of its Prime membership: 100 Million. That’s right, 100 Million customers who contribute nearly $10 Billion annually to Amazon solely in membership fees.
Early on in January of this year, Delta sent me an offer that I could not refuse. “Would you like to fast track to Delta Gold Medallion Status?” Hell yes. It seemed like a simple enough ask. Get a trial Gold Medallion membership for three months. The caveat? Fly with us three times in three months and enjoy Gold Medallion status for a full year.
Today, if you’re in retail marketing all you hear about is Amazon and how it’s taking over the world. You are also aware that it's more than minimally impacting your world. Even my 8-year-old knows all about the power of Amazon.
Recently, rDialogue went to SunTrust Park and watched the Braves beat the Mets in an exciting game. The stadium is beautiful and… well, we could go on and on. In fact we did and here you can read all about rD’s outing at the ballpark. But here, we want to focus on the name on the side(s) of the ball park: SunTrust, along with the broader topic of sponsorships and activation of those sponsorships.
Born and raised in Atlanta, I’ve been a home team sports fan my entire life – Braves, Hawks, Falcons, even the new professional soccer team, Atlanta United. This year, our city is getting a state-of-the-art stadium for the Braves in SunTrust Park, an equally innovative new home for the Falcons and Atlanta United in Mercedes-Benz Stadium, and a newly renovated Phillips Arena for the Hawks. Talk about resetting an Atlanta sports fan's expectation!
We love it when research reinforces what we’ve been saying all along: it’s not enough for customers to be loyal to brands; brands must be loyal to customers.
A recent study by Wunderman contends that there is a new measurement for customer engagement called “wantedness”, or as they define it, “the degree to which a brand provides their commitment to earning a customer’s business across every touch point and throughout the entire path to purchase.”
President Trump is having a significant impact on brand loyalty. Consider what we are seeing with Nike versus Under Armour. Uber versus Lyft. Nordstrom versus @realDonaldTrump (and @POTUS!). CEOs are declaring their support for, or opposition to, President Trump and his policies. In our always on, tweet-of-the-moment world, we are seeing brands and their leaders pick sides.
Having the same cable/internet provider for well over a decade, I openly admit that my expectations from this company are to 1) know me and recognize that I’m a loyal customer, 2) make it easy to do business with them, and 3) have positive experiences through interactions.
There is no shortage of challenges for those in the media business, who struggle to retain both readers and advertisers. From a loyalty marketing lens, it’s noteworthy when a newcomer not only has a proven track record but also an antidote.
Over the past six months, we’ve been revisiting some of the more prophetic
opinions with respect to the new relationship marketing.
Quick question: What are NOT drivers of customer loyalty?
Answer: Discounts, rebates, BOGO offers – even free burritos.
These may appear to be effective business strategies to generate and grow sales, but consider these insights before going down that road. Because, in actuality, discounting is death to a brand and, over time, proves that these are not drivers to building customer loyalty.
We continue our celebration of rDialogue’s 10-year anniversary this week with a look back to 2011 and loyalty marketing’s role and evolution. Here at rD, we always have and will continue to look for brands that are willing to be leaders and push beyond the traditional loyalty program. It’s 2016 and this post is more relevant now than ever before. Enjoy the read and remember to follow along using #rDialogueTBT.
Each June, we migrate to Chicago for three days of retail loyalty and relationship marketing discussions at the annual CRMC 2016 Conference.
Today, retail is increasingly like comedy. Lots of data and little of it used.Lots of digital, but little relevance.
Chipotle: a leader in fast casual dining, known for its commitment to freshness. However, the Chipotle loyalty program took a hit last fall.
2016 is setting up to be a pivotal year in the mobile payments race. Walmart and Targt are rebooting their strategy and entering the fray themselves.
I was in a cosmetics retail store recently when I heard the cashier ask a customer to provide her customer loyalty data.