The document discusses how world-class loyalty programs use automated marketing and why businesses should adopt this approach. It recommends segmenting customers based on their value and ensuring frequent, relevant communications. Automated marketing allows personalized outreach at different stages of the customer journey to drive sales and retain customers.
The document discusses managing loyalty for Metro Cash and Carry Bulgaria. It explains that loyalty is built on awareness, consideration, preference, and advocacy. The first step in building loyalty is creating awareness through marketing channels like television, radio, internet, social media, and billboards. The document emphasizes that awareness alone is not enough, and companies must also give people reasons to consider them over competitors.
The document discusses incentive and rewards programs for customer loyalty. It describes how such programs work for both business-to-business (B2B) and business-to-consumer (B2C) models. An example incentive program from Xerox is provided that showed a 55% subscription rate among partners and a 49.7% success rate in increasing purchases of Xerox products after one year. The document advocates for long-term incentive strategies and wide reward catalogs to improve customer and partner loyalty over time.
A multi-partner coalition loyalty program allows retailers to pool resources and customers. It provides advantages like lower costs, a larger customer base, and more customer data. However, retailers lose some control and branding. The document discusses the key components of a coalition program, including how partners issue and redeem points, how the financial model works, and examples of existing programs around the world.
21. 舒从于仂 亠 舒亰仍亳仆仂?
仆仂亞仂 从仂仄仗舒仆亳亳 亠亞舒 亳仆于亠亳亳亳
舒亰亳磦舒仆亠
Shortlist 从仂仄仗舒仆亳亳 亳亰弍仂
亰弍仂 亠亞舒 亳仆于亠亳亳亳
仂从仗从舒 弌仗仂亟亠仍礌亠
弍于亰于舒仆亠 亰亢亳于磦舒仆亠 &
仗仂亟亠仍礌亠
舒亳舒于舒仆亠
亠亠亠仆亳亳:
Branding in the Digital Age, HBR
Zero Moment of Truth, Google
22. 2007 2012
74% 92%
于于舒 仆舒 于于舒 仆舒 earned
earned media
media
Source: Nielsens Global Trust in Advertising Survey - 28,000 Internet respondents in 56 countries
24. 2007 2012
55% 70%
于于舒 仆舒 仂亠仆从亳
于于舒 仆舒 仂亠仆从亳 亳
仗亠仗仂从亳 仂 亳 仗亠仗仂从亳 仂
仗仂亠弍亳亠仍亳 仗仂亠弍亳亠仍亳
Source: Nielsens Global Trust in Advertising Survey - 28,000 Internet respondents in 56 countries