With all the excitement over the Facebook IPO, there has been talk about where the next social network of importance will come from. Chris Brogan made a point in this post that not everyone wants to be part of a social number numbering over 500Million people.

Just like simplifying might be a good keyword for 2012, smaller networks might be all the rage for the future as people identify more focused groups of people on networks that share their specific interests. Pinterest was one of the networks mentioned as a candidate for the next big thing and I turned to our Mystery Millennial to get her take on whether she uses (she does) and likes (she does) Pinterest.

Here’s her take on why Millennials like Pinterest.

Perhaps, if you are an outsider to this social media infused generation, the point of Pinterest and it’s uses might be lost on you. Let me share an account of what Pinterest means to me on a daily basis, yes daily, and maybe even persuade you to better understand how your brand could benefit from a significant presence on this unique social and artistic outlet.

First of all, as I mentioned earlier Pinterest has a place in my daily life, I get on at least twice a day and browse through both random categories and things of interest to me. I “repin” anything I feel so inclined to share or keep for my own benefit onto one of my own boards.

For me, Pinterest is a colorful, visually appealing, and endless flow of information doorways. All you have to do is reach for one that grabs your attention and open a world of information regarding whatever has piqued your interest. Not only has your attention been drawn, but most likely you will share this new information with your fellow pinboard followers.

The other way I use Pinterest is to save an item, picture, article, or product I want to be sure to log away for future use in what is becoming a virtual scrapbook. For example I have my favorite denim shop and dream pair of jeans listed in my fashion section for future purchases. I have my eye on them and this is how I keep them bookmarked along with multiple outfits I can refer to before doing some shopping. It’s almost like I keep a running shopping cart for when I see something I want for next season, or next paycheck.

I use Pinterest often alongside my Internet search engines to provide answers to my most random questions, like what am I cooking for supper, or what color should I paint my walls? The information and products on Pinterest truly can hold sway to my personal life and those around me.

I have changed up certain household products based on a product recommendation found on Pinterest, I have made purchases based on my findings on Pinterest and so have many of my friends. Wonderfully I have Pinterest on my computer, laptop, iPhone, and iPad, so it follows me wherever I go!

I cannot curb my enthusiasm for this form of information sharing for many reasons, and you will find many, many Millennials who agree with me. If you are promoting something and want the time and attention from myself and others like me, you might need to play a little on Pinterest.

Editor’s Note: Traditional marketing practice might be to “hole-up” with a team and a whiteboard and try to figure out what Millennial’s are thinking. A more effective approach is to just ask them. Thanks to our Mystery Millennial for her sharp insight on Pinterest.

Yesterday, we wrote about the Facebook IPO and how the offering was putting relationships at the center of the business world. The implications for marketers and how social loyalty evolves are significant.

The “Like” has become the “identifying word of an entire generation” and big brands are shifting their attitudes and budgets from traditional media to the web as they recognize that Facebook and Google are the platforms of the future. Just this week, Procter & Gamble announced they are trimming their annual advertising budget in favor of these more efficient platforms.

Evidence abounds in every corner that sharing can be a powerful tool for marketers to leverage. A Fleishman-Hillard study reported that Millennial women are ideal brand advocates as 46% access reviews written by other users, and one third are willing to recommend a product online following a positive experience with the brand.

As a dedicated loyalty marketer, I fully side with Zuckerberg on the importance of relationships. I also wince over the perils of sharing everything, and fret that technology development is outpacing our human capacity to cope with and adapt to new social tools. As much as we’ve read stories of faux pas committed by Facebook and Twitter users, I really believe that vast numbers of Millennials still do not grasp the long term implications of non-stop sharing.

The Merriam-Webster dictionary defines relationship as “the state of being related or interrelated”.  For most of us, this definition implies relationships are structured in terms of pairs, i.e. between husband and wife, brother and sister, friend and friend (BFF’s), or consumer and company. Sure, we all have relationships with groups (school, church, club) but those are not typically as transparent and personal as those that are paired. Most humans are wired to connect on an individual level,  and as social networks redefine a relationship from “one to one” to “one to many”, it may delight some while making others wholly uncomfortable.

Even the most enthusiastic and dedicated Facebook users register some concern that the reality of their lives is shifting from the natural to the ether. The Facebook employee writing a blog post in the Wall Street Journal this week quoted a friend who shared “I don’t want to be the people who, rather than living their lives and sharing their lives on Facebook, their lives are Facebook.”

As time goes on, the enthusiastic generation of Millennials will gradually expire and I expect there will one day be a Facebook Obituary section, with a person’s page memorialized and a “last update” made by a friend or family member. Instead of signing the guest book at the local funeral parlor, we’ll just click “Like” via the kiosk situated next to the casket.

In other words, life will continue to change, probably in ways we cannot imagine. Taking Facebook public is the just the beginning. To stay ahead in the marketing game, you had better keep your imagination alive and your mitochondria healthy. You’re going to need every one of them to stay on top of it all.

2011 began as a year with loads of promise for Loyalty Marketing. Top of mind for most program managers was the need to add value for members while keeping costs under control, and to better manage the financial liability associated with unredeemed points and miles.

Purchase behaviors exhibited by the Millennial generation were being adopted by broader segments of the population, and early in the year we estimated Consumer 2.0 to represent about half the US population, or 150 Million people.

With the old school orientation of most loyalty marketing strategists, cracking the code of Social Loyalty to engage, entertain and retain the business of Consumer 2.0 was one of the most intimidating challenges faced by the industry over the past 10 years.

So how did the industry fare in 2011 and what’s ahead for 2012?

On the liability management front, the year started out with more rumors floating about than during an American Idol contest. Solutions designed to unify consumer loyalty wallets and create uber currencies, some of which could be redeemed in real time point of sale transactions, as well as those promising unprecedented levels of consumer targeting via internet banking and credit card transactions, were receiving lots of attention. While we still wait to hear more from Free Monee and Swift Exchange, Cardlytics took a big step ahead by closing a $33 Million capital investment from Groupe Aeroplan.

Two highly viable solutions which loyalty marketers should consider not only as liability burn solutions, but as means to to add a new wrinkle to the value proposition are KULA Causes and LoyaltyShares. KULA Causes, which launched in fall 2011, introduced a new concept of Cause Related Loyalty marketing. The “currency of giving” enables loyalty program members to convert miles and points into donations to any of over 2 Million charities around the world. This is a concept which triggers consumer emotions and allows brands to heighten their quotient of corporate social responsibility in a financially efficient manner. LoyaltyShares is equally innovative, allowing loyalty program members to convert miles or points into shares of stock in the sponsoring brand. Converting liabilities into assets is a magic trick that any financially savvy consumer should like.

PointTunes.com and The First Club each introduced solutions that change the way digital content can be obtained by consumers through a rewards program. Improved customer experience and lower costs for program operators are key advantages.

Social Shopping became a reality as Zavee.com and ThanksAgain expanded their respective footprints and delighted consumers in their chosen market segments. Zavee has grown to boast over 500 brick and mortar merchants in their network across South Florida, while Thanks Again penetrated the airport frontier seeking to become a loyalty currency that travelers will aspire to collect before they fly.

“Gamification” took a big step forward during 2011 as both Badgeville and Bunchball proved that “gamification is not a fad”. Watch for much more in this space as game theory moves from a solution designed stimulate consumer engagement to one that can change consumer behavior across a full value chain.

As consumer research consistently supported the desire for immediacy and transparency of rewards along with improved customer experience and proximity to the loyalty “experience”, some important brands proved they were listening.

Early in the year, American Express played the social card as it touted Membership Rewards as a “social currency” and tested location based promotions with Foursquare. More recently, Groupe Aeroplan rebranded as Aimia, signalling a new era of competition among industry leaders.

In a year when many industries slogged along in a mediocre economy, Loyalty Marketers could barely keep up with all the change.

What will 2012 hold in store? I’ll have a look at trends to watch in a future post as the New Year gets started.

The loyalty marketing landscape is changing – quickly and dramatically. Social Loyalty is a new concept to be understood and embraced.

Millennial marketing is a focus of Social Loyalty and I occasionally see posts about whether Generation Y (Millennials) can or will give their loyalty over a sustainable time period to any brand. Based on our study of Millennial behavior and backed up by recently published  research from Aimia on US and UK Millennials, we know that loyalty can be won, but not through traditional tactics.

One of the talked about tools to drive loyalty among Millennials is “Gamification”. The question is, how does game theory relate to loyalty marketing and how can it be applied in practice to get results, not just with Millennials, group but across the broader population segment known as Consumer 2.0?

I’m proud to be presenting “The New Face of Customer Loyalty: How to Engage and Motivate Customers in the Social Era” with a leader in the social loyalty space, Badgeville. The webinar will take place Tuesday December 6, 10am PST / 1pm EST and I urge you to register here to become part of the discussion.

Badgeville was recently selected to be part of Forrester’s annual list of social platforms for enterprise technology marketing in its report “Market Overview: 2011 Social Media Platforms For B2B Tech Marketing.” You can read more about that honor here.

There is a tremendous opportunity for leadership in this new world of loyalty marketing and I’m proud to be presenting tomorrow with Havy Nguyen from the Badgeville team to explore some of the possibilities.

Register here for this webinar and bring your tough questions about the future of Loyalty Marketing and Gamification to the event tomorrow.

At Hanifin Loyalty we like to talk about what it takes to build customer loyalty, but we also pride ourselves in being good listeners. We listen to clients and we listen to customers. Like the old saw said “God gave us one mouth and two ears for a reason”. Maybe they should be used in that proportion.

We’ve been listening to Millennials lately and we’ve shared a series of posts from our “Mystery Millennial” giving our followers insight into how Generation Y perceives the marketing efforts of big brands and local merchants.

Today’s story highlights why our Mystery Millennial loves Toys R Us.

Toy shopping with my little toddler is so much fun these days.

She sits in the cart eying the shelves with the kind of awe that such an exciting place inspires in children; innocently free from greed at her age. I love to indulge her wonder, and am amazed at what holds her attention, i.e. the cheapest trinket in the store. Much to my pleasure that’s a purchase that makes us both happy!

On a recent outing to Toys R Us I signed up for their rewards program. I had heard good things about recent updates to the program, and decided it would be beneficial to try and save some money. My experiences at the store surprised me, and the loyalty they established with me was not what I was expecting.

The main reasons I now shop at Toys R Us are less financially based and more thanks to the customer experience in-store. I have been reminded what old fashioned customer service looks like and how that often has far more weight with my purchase decision than just saving a few dollars.

The smiles, help, and conversations I have enjoyed from the employees at Toys R Us (even from the shy tech dude at the game counter) have renewed my love for shopping in-store rather than online. On one visit, I was inconvenienced when a security tag was left on a shirt by accident. It’s embarrassing when the alarms go off as you walk out the door and I appreciated the way store employees handled the situation and truly tried hard to make me a happy customer.

I will continue to shop at Toys R Us and Babies R Us. Maybe it was the money-saving rewards program which brought me into the store to begin with, but my loyalty to this store in particular was won by the sense of welcome and good cheer that I received from the people that work there.

In my opinion, a rewards program gains true loyalty when the fact that you just saved money is over-shadowed by the pleasure it was to shop!

Editor’s Note: There is wisdom to be gained by listening to our youth! Millennial marketers should lend an ear.

I’ve been studying the Millennials for the past 5 years to see what makes them tick. My selfish motive is to better understand the Millennials in my own family, but apart from that, I am fascinated with how their perspective on and love for technology will change the way marketers construct loyalty marketing value propositions.

At the very least, we have to embrace digital channels to deliver offers and to support program servicing needs. Going a little farther, we should be delivering offers, promotions and triggering incremental purchase behavior in a way that benefits merchants and program sponsors without adding a “creep” factor to the lives of Generation Y. As we’ve come to learn, this group might be the quickest to disconnect upon noticing incoming creepiness.

At some point, I concluded that “studying” might be the wrong approach. Why not skip the removed, third party observations and take the bold step of talking with them. After all, everyone wants to be listened to and human beings, regardless of generation, love to talk about themselves.

I am lucky to have a Mystery Millennial who has agreed to share her experiences with brands, retail and otherwise, and to share her candid experiences with Loyalty Truth from as the mood strikes.

Here is a short tale of interaction with Urban Outfitters that makes a very clear point. Read it and let me know what lesson you take away.

Mystery Millennial Goes Urban Outfitter

I have a large purse, I do, and I love my oversized bag. It has been very useful for collecting the small pieces of my daily life that don’t have a specific home, like receipts. It sounds crazy, but I’m toting around hundreds of little papers recording my retail history over the last month or so, a persistent reminder that I have not been diligent with my record keeping.

The other day I had a shopping experience that left me particularly happy at the checkout counter. I was updating my fall wardrobe at Urban Outfitters and, while making my purchase, was asked if I wanted to receive my receipt by email! I believe my response was a bit generous for the situation, but my enthusiasm was genuine. I was more than happy to hand over my email address for the sake of not adding to my already embarrassing collection of paper waste in my possession.

To top off my delight I had my receipt easily accessible right where I record my budget- on my computer. There was no digging through the infinite abyss (my purse), organizing by date, trying to read crumpled receipts, etc.

In a day and age of marketers pursuing the pocketbook of Millennials, I would say this is a positive step by a big retailer. They might have been motivated by “green” causes or just have been mercenary in pursing my email address. Either way, they made a positive impression by not wasting paper, and saved me time as well as space in my purse.

Editor’s note: I’ve got to ask our Mystery Millennial if she shops at CVS Pharmacy and is a member of ExtraCare. The program has taken a lot of heat for its long paper receipts, only one or two of which would choke Ms. Millennial’s purse.

Loyalty Truth was treated with a big shout-out from Barry Kirk at Loyalty Expo in Orlando this week. Barry works with Maritz and has been quietly leading the way into the field of game theory and how “gamification” can be incorporated into customer strategies to increase engagement and build enduring brand loyalty.

I have great respect for Barry’s work and therefore was humbled by his recommendation of Loyalty Truth as a leading resource for marketers seeking independent and unbiased insight into this evolving space.  After three years at the keyboard the acknowledgment was appreciated, and caused me to revisit just who we serve with this blog as well as reaffirm the directions in which we are heading.

Our intention is that three groups will find value reading Loyalty Truth on a regular basis:

1. Brands interested in customer loyalty and lifecycle marketing
2. The supplier community which serves these brands
3. Financial interests seeking to decipher the entire landscape in support of investment decisions

You’ll notice that consumers, the focus of all our work, are not mentioned here. Though consumers would find some interesting program reviews and commentary here, we write in the marketer’s lexicon and I think it better to not mix the two. Check out this old post for more explanation on this point. Consumers are far from forgotten by our staff and in the very near term, we will introduce a destination site specifically designed for consumers seeking to make the most of their participation in today’s spectrum of loyalty programs.

Concerning future directions:

1. Consumer Behavior: We plan to continue on the course charted about 4 years ago when we shared our studies on Generation Y (the Millennials) and how we can create loyalty across this demographic segment. The difference is that we have expanded the conversation to recognize that the Millennials are part of a larger group, referred to as Consumer 2.0, estimated to be over 50% of the U.S. population at this time.
2. Everything Social: My Mom encouraged me to be social as a young person, but I never knew it would have these implications in business! Social Loyalty, Social CRM, Social Shopping, Social Location Marketing, Social “fill in the blank”. You get the idea. As the firehose of new ideas continues to spew forth, we are faced with one of the biggest challenges to separate wheat and chaff in recent memory. Keep reading here and we hope you find clarity and direction.
3. Global: As the brands, suppliers and investors we serve expand their interests and footprints to a global market, the business resources they seek are evolving. As a co-founder of the Customer Strategy Network (CSN), we have direct access into every developed loyalty market in the world and many that are emerging. Anyone can do desktop research, but few have the ability to speak directly to people living and breathing data-driven marketing in diverse markets. We’re not bragging, just feeling privileged to be part of this group that will continue to grow and expand. Among other things, CSN has a new website on the way which will underscore our collective direction.

You’ve got to focus to succeed in any task. The picture of the US Postal cycling team here reminds me of the focus needed to win in sport. We plan to hone our focus here at Loyalty Truth and bring you more value over time.

Let us know how we’re doing from time to time. Leave a comment, send me an email, or just give me a call.

Thanks.

There are two forms of brilliance in business – one displayed by people who invent things we haven’t thought about before (Facebook, Twitter, Foursquare) and those that find a way to incorporate these new communications channels into mainstream business to generate revenue.

In many aspects of social media, we are waiting for the dots to be connected and for business to understand how to put the tools to use to enhance existing business models, engage customers, and make money. Location based marketing has been a head-scratcher from this perspective. Foursquare launched at SXSW only two years ago in March 2009 and now has an estimated 5.7 Million registered users. Many of these users are interested in doing more than becoming the “mayor” of a location, yet merchants have been slow to take advantage of the platform to deliver targeted and inexpensive marketing. Many people think that 2011 will be the year that Location Based marketing takes off and the predictions here are indicative of the potential.

The launch of SNAP (Social Network Appreciation Platform) today was covered by Mashable in an article here and has my full attention as it represents the second form of brilliance and is a legitimate tool to make any loyalty program “social”. In the spirit of full disclosure, Hanifin Loyalty has been named an agency partner of SNAP and will be advocating SNAP to the market.

In the SNAP press release, capabilities are explained and it is clear that the application can connect any existing loyalty program membership base to local merchants to enable “passive check-in” using Foursquare, Facebook Places, and Twitter. Leaderboards and Badges are supported as are more sophisticated bonusing elements.

“Social Loyalty” using passive social network check-in was pioneered by Tasti D-Lite and Loyalty Truth applauded its launch about this time last year. The work done between Tasti D-Lite and PC America has evolved to become SNAP and can enable social loyalty on a standalone basis for smaller merchants and even work within a gift card platform. You can get the idea even better via this clever video.

To my knowledge, TopGuest is the only other application in market that converts check-ins to rewards points, but they approach the subject from a different angle. TopGuest is a mobile application that enables consumers to check-in and earn extra points with designated rewards programs, principally in the hospitality segment. The fact that TopGuest quickly affiliated with brands such as Virgin America, Hilton, and Intercontinental speaks to the high level of interest by business in bringing a social element to their staid rewards programs.

SNAP is an open platform that can be used by any business – small or large – to enable social check-in, reward word of mouth marketing, and generate referrals and recommendations across a trusted network of friends. It can be integrated to loyalty processing software packages and with POS systems in merchant locations.

I’ve only recently realized that the conversation isn’t about Millennials or Generation Y anymore. It’s about “Consumer 2.0″, those consumers who have grown up with technology and live in an “always on” environment, preferring to communicate with friends and brands through digital channels.

The significance of this realization is that Consumer 2.0 probably numbers about 150 Million, or half of the US population. The figure includes all the Millennials (so you’re not forgotten) and accounts for those of us (Boomer, Gen X, and other groups) influenced by the Millennials we know and the increasing importance of digital marketing.

SNAP opens up many doors to allow brands to connect with their customers and adds a critical component to any loyalty program if it is to stay relevant with Consumer 2.0.

Amazon announced it is selling more Kindle books than hardcovers, the US Postal Service is in jeopardy, and Continental Airlines will begin allowing travelers to scan themselves on board flights. As change marches on, what other familiar aspects of our lives will join the milk-man in a mythical global retirement home?

Keep an eye on traditional points-based loyalty programs, because they just might be next.

Points programs have been around for decades because, as my friend Jim Ryan told me, “they work”. Jim, the former CEO of Carlson Marketing, knows this business cold and although we both agree that points-based loyalty currencies are an effective medium to change & measure consumer behavior, the companies which foot the bill for these programs are increasingly opting for something different.

I did a market scan recently and found a few examples of how Loyalty Marketing is being redefined:

• Ford ran its “Fiesta Movement” campaign (to be profiled soon in Loyalty Truth) over a year ago, recruiting 100 agents to drive a Ford Fiesta and document their experiences through written and video blogs. The results? Ford created over 11 Million social networking impressions, created a 37% awareness of the new car across Generation Y (Millennials), and enjoyed one of the best new car introduction campaigns in years.

• Tropicana launched Juicy Rewards, a hybrid of the on-carton coupon model which typically requires consumers to enter codes online till their fingers bleed in order to win something of value akin to a paper clip. The difference here? Tropicana has aligned itself with a strong portfolio of merchants offering discounts that equate to 5X the value of the product purchase price.

• Clorox launched CloroxConnects, a social site that serves three key audiences, consumers, partners, and employees. Better described as an Engagement Platform, Clorox encourages participation from each group and awards badges and recognition rewards based on proprietary game mechanics.

Don’t miss the subtlety of these new loyalty program formats. Each program has well defined business objectives, predictive analytics and financial modeling are used to refine audience targeting, and a loyalty processing platform is needed as the backbone to run the program in most cases.

In other words, the fundamentals to engage, interact with and retain customers remain consistent. The key difference is that instead of keeping score by awarding points, companies are moving towards scoring as much by social behaviors as transactional.

For the past 30 years, Loyalty programs have been designed by Boomers for Boomers. The influence of a digitally connected generation is more apparent than ever, and consumer engagement will only happen if you re-tool marketing strategies to embrace the Millennials and others who want more transparency and immediacy in their brand relationships.

Are you equipped to make these changes?

I’m honored to have made strong alliances with respected people in my industry. Though I wouldn’t turn down sensible sponsorship, each of the icons on the right hand panel of the Loyalty Truth are there through mutual agreement, not due to an advertising deal.

Once in a while, one of my strategic partners gives me time on the soapbox. I wanted to share a piece here written about the impact of social media on loyalty and millennial marketing.

This was originally published in the Loyalty Guide, a great publication available from The Wise Marketer which I would encourage you to add to your library. A free 50-page Executive Summary, including chapter samples, table of contents, text searching, licensing and ordering details is available here.

How to earn loyalty from social media and Millennials

With data-driven marketing starting to resemble a mature industry, progress and change are clearly just around the corner, according to Bill Hanifin of Hanifin Loyalty. If you agree that the industry has its origins in the American Airlines AAdvantage programme in 1981, and in light of the first North American credit card rewards programme being launched around 1992, then the industry itself is something like 20 to 30 years old. In which case it’s time to stop leaning on the excuse that “we’re still learning” and assume the responsibilities of loyalty marketing adulthood.

For years, Bill has been asked the question, “Does loyalty really work?” and, with growing patience, he answers the question with a practised response: “Yes, it does work. The concept of measurable marketing programmes that link customer and transactional data is more attractive than ever”. I also explain that the magic of successful loyalty marketing programmes lies in attention to the details of execution, the diligent usage of collected data, and attention to financial measurement.

As Bill has turned his attention to recrafting loyalty programme designs to engage Generation Y, he has noticed that value propositions are changing and the communication channels used to convey promotional messages are also new, untested, and evolving before our very eyes. The key to successful ‘Millennial marketing’ lies increasingly with the effective incorporation of social media tools into our communications plans and, despite what you may read on Twitter, there are not nearly as many ’social media experts’ around the world as you might think.

Loyalty programme sponsors are launching communities, setting up Twitter accounts and Facebook fan pages, and some are even rewarding members with promotional currency for updates on social media sites. With more of this activity being evident in the market now, the new question that he is being asked regularly is, “Is this social media thing here to stay, or is it just a fad?”

That is a valid question on the surface, but his answer is another question: “Do you want to be able to communicate with the 80 million Millennial consumers in the US, a segment which is emerging as the most important economic force in the market, and equal in size to Baby Boomers?”

Of course, implied by his answer is the idea that we don’t have to like social media – and we don’t even have to necessarily understand it – but we do have to admit that social media and social networks are the preferred communication method of the Millennial consumer. While growing rapidly among the 18-29 age group, social media is also making inroads into older demographics as well.

In 2009, there were approximately 40 delegates at a loyalty conference who participated in a Twitter conversation during the conference. This represented about 10% of total attendees and the volume of Tweets during the event was less than significant. Interestingly, almost one year later, Bill made a quick evaluation of the Twitter accounts of those 40 delegates, and found that only a small handful were still actively participating and growing their network. This of course says less about Twitter itself than it does about how the core of the loyalty marketing industry is engaging with social media.

An increasing number of our clients and potential clients with whom we speak are active in social media and inquire about our depth of understanding of the tools. There is interest in incorporating social media into loyalty programme designs. Advertising agencies and specialty ‘new media’ marketing agencies are rapidly taking the high ground in this emerging area of member communication.

So, rather than waste time apologising for social media and wringing our hands over whether Twitter, Facebook, Mixx, StumbleUpon, or Propeller will survive, Bill is listening to clients and learning as much as he can to serve their growing needs.

Fred Reichheld told us long ago that we should listen to our customers to better meet their needs. We need to do the same with our own clients and exercise our own form of retention programme. Some 80 million Millennials may have different tastes from your own generation, but we need to meet them where they are and build transparent and open communication plans to build engagement and engender their loyalty.

This article is an extract from the 30 chapters of detailed coverage in ‘The Loyalty Guide 4′, which is The Wise Marketer’s latest 1,000+ page global guide to customer loyalty and engagement techniques, best practices, models, metrics, practical advice, market data and research. The report provides hundreds of detailed case studies, forecasts, trends, tables and visual materials to support new initiatives, presentations and proposals and represents a complete, portable reference library of customer loyalty, engagement and marketing strategy.