Grocers have almost universally equated customer loyalty programs with discount shopping clubs. Most of us have the evidence on our key chain, with the slim plastic card carrying a bar code residing next to our ignition key. The concept is simple enough – scan the bar code on the back of the card ...
Read More →The best and brightest marketing strategists routinely encourage their clients to communicate clearly with customers. The marching orders are to “keep the message simple, clear, and compelling”. This key message is perfectly valid. The irony is that this instruction is packaged in PowerPoint pre...
Read More →Ask anyone who has participated in an IRONMAN about their race day experience and most will vividly remember the swim start. The race brochure uses the innocuous term “mass start” to describe what happens when 1,500 people respond to the starting cannon in unison.A more accurate description of t...
Read More →As customer centric strategies are given more attention by global brands, efforts to place a value on the customers themselves will evolve. There is recurring talk of building a customer equity model that could be factored into evaluation of a public company’s stock price. After all, customer valu...
Read More →Building a reliable database is fundamental to successfully executing any form of customer centric or loyalty marketing campaign. List rental is a historically reliable method of acquiring names used by direct marketers. Opt-in approaches are a potentially lower cost means of building a proprietary ...
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