filed in Social Media, Thought Leadership on Apr.09, 2010
Don Peppers and Martha Rogers gave birth to the concept of 1 to 1 Marketing over 15 years ago. The brilliant marketing innovation is intended to “illustrate the importance of treating different customers differently. (from their website).
From a practitioners viewpoint, 1 to 1 has also been difficult to execute while attaining measurable ROI. “Mass customization” [...]
filed in Loyalty in Any Language, Thought Leadership on Apr.05, 2010
The proven model worldwide to form a multi-partner Coalition loyalty program is essentially the same, regardless of the local language.
Operators normally chase down the one or two leaders in each high frequency category (retail, grocery, fuel, banking) to form the foundations of their value proposition. With regional coalitions easier to launch than ones of [...]
filed in Loyalty Futures, Thought Leadership on Nov.04, 2009
In the beginning, there was Air Miles. Actually, according to history, it was three men in a room that started Air Miles.
According to Air Miles corporate history, Keith Mills wasn’t one of those three guys, but somehow later it was Sir Keith Mills that sowed the seeds of the Air Miles brand and business model [...]
Loyalty Truth covers all aspects of Loyalty Marketing, Customer Strategy and all things Customer-Centric. The author, Bill Hanifin, has worked with top companies in virtually every consumer facing industry across North America, Europe and Latin America. His insatiable curiosity to understand how consumers make purchase decisions leads to valuable insights used by business to establish enduring brand loyalty.
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