For every Yin, there’s a Yang, and most brands seek out a proper balance of their Loyalty Marketing efforts to engage, retain, and deepen relationships with their customers. Reading the Spin Within the other day, I learned that Macy’s is not yet satisfied with its Loyalty pilot to roll i...
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The practice of Loyalty Accounting has become increasingly important as programs have matured and the value of deferred financial liability on corporate balance sheets has grown. The key offset to the balance sheet liability is breakage. It is the word used to describe the value of the accumulated p...
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I woke up yesterday with enthusiasm for the day. It was St. Patrick’s day. Whether you have any real “green” in your blood, its a festive day to be sure. Going though an inbox full of messages, I found an offer from a local coffee shop offering a free coffee with purchase of a brea...
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Some people are always pushing the envelope. Don Peppers is one of those people. Listening to his closing keynote presentation at the Mega Event 2010, I enjoyed a refreshing set of new ideas and one of the most compelling calls to action for brands wishing to build customer loyalty and improve custo...
Read More →“P” as in Profitability, that is. Part of the challenge in playing the Loyalty Marketing game is that we, as strategists and solutions providers, tend to confuse the issue for our clients through our own marketing-speak. We spend too much time battling over semantics and definitions when...
Read More →A Mosaic is defined as a decorative art involving small pieces of glass, stone, or other material. It is an art form that represents the product of human creativity and captures the eye. Mosaics date back to AD 64 when In Rome, Nero and his architects used them to cover the walls and ceilings of the...
Read More →How often have you seen trophies, plaques, and crystal featured in advertising as evidence that a product or service has received the “highest ranking” by the survey company? If you are channel or web surfing your haste might benefit the advertiser. Associating the award with the brand triggers ...
Read More →That’s the cry heard from an increasing number of frequent flyers today. When primary research is commissioned to help diagnose the complaint, it may be surprising to learn that the same program features are often reported as both a Key Complaint and Delight. Three examples: Program Feature ...
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