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What is a coalition programme? standard

There are so many confused customers and loyalty brand managers out there, not really understanding what a coalition loyalty programme is, so we thought it would be worthwhile trying to best explain it. The truth is, we could repeat what several chapters of exceptionally well written journals say to outline all the different types of loyalty programme structures.  For today, we decided to not compare coalition programmes to others, but to simply state what it is and how it works. Globally, they have been in existence for quite a while, with global brands such as AirMiles, operating out of Canada (reaching 66% Canadian households) and Nectar (reaching approximately 50% of UK households) and Avios in the UK.  Truth’s definition is ...

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Who says LOYALTY DOESN’T PAY?? standard

So many articles were written last year, making reference to the fact that Loyalty doesn’t pay.  So many radio interviews, one of which I was part of, on Bruce Whitfield’s Money Show, were questioning whether loyalty pays. You know what……..it does !!!  I am not saying that because I am loyalty professional or simply to keep this industry flying.  I am speaking from personal experience as a man/woman on the street. However, before I launch into my big reveal, I do want to make the point that most consumers may well feel that loyalty doesn’t pay.  My synopsis of why we feel like that is, quite simply, because we don’t understand the loyalty & rewards programmes.  There are so many. ...

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Get innovative, or get left behind! standard

Last month, 8 innovative companies were recognised for their pristine efforts in loyalty…I’m talking the Annual Colloquy Loyalty Awards.  Not only do these awards recognise innovation & creativity in loyalty but also salute their overall contribution to the ever expanding loyalty industry. The expansion of loyalty programmes both internationally and locally has made the loyalty playground a very cluttered and competitive one. Whilst customers are overwhelmed by choice in the market place, companies are grasping for share of wallet. Loyalty marketers can no longer ignore the loyalty clutter and promiscuity out there and The Colloquy awards, therefore, remind us that there is no reason why companies wanting loyalty from their customers should settle for a one size fits all strategy. ...

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Acquisition stats are so passé! standard

Hooray! You have 20 million loyalty members! But how many of them are active and what does this mean for your business? Colloquy release a consolidated annual report of loyalty activity in USA called The Loyalty Census. Each year they analyse membership growth and factors attributing to this growth. This year’s census saw a massive increase in loyalty memberships across the US (up 26.7% to 2.65 billion). Being in the loyalty industry, I can’t help but notice how South Africa has adopted this rise in loyalty programmes with every industry wanting a piece of the loyalty pie! Unfortunately, we have no official stats for the South African market place to compare with the U.S. However with the expansion of loyalty ...

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The untapped power of social data: The new social customer & how they impact your current marketing strategy standard

The future (very near future) of loyalty is social and mobile…this was the headline of a conference Truth attended earlier this month, hosted by Marketing Mix. In fact, global players in loyalty have already adopted mobile as a core offering in loyalty…Walgreens is a great example of how a brand amplified their member base through its innovative mobile app offering. Mobile platforms allow for real time points earning & redemption which is one of the key benefits a customer rates a loyalty programme by…real time rewards.However, it goes beyond mobile…  Has it ever occurred to you that the information your customer provides to their social networks may be of some value…more valuable than the “like” or “following” to your brand?Amanda ...

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MySchool comes out tops at International Loyalty Awards standard

The Loyalty Awards recognize excellence, innovation and best practice in the loyalty industry across Europe, the Middle East and for the first time this year, Africa. The event is hosted by Loyalty Magazine and  their key sponsor Aimia.  Homegrown CSR loyalty programme, MySchool MyVillage MyPlanet has won the ‘Best Corporate Social Responsibility Initiative Linked to Loyalty’ award at the Annual Loyalty Awards held in London earlier this month. The winning campaign ‘Doing Good Is Good Business’ made it onto a shortlist of 200 programmes from 20 different countries with more than 80 leading brand names. MySchool went up against leading global brands such as Turkey’s leading telecommunications network, Turkcell and UK’s Pets at Home company’s VIP rewards programme which is ...

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Netprophet – where great entrepreneurs in digital come together standard

Highlights from Netprophet Conference in May The recent Netprohet conference proved once again that anyone can have a dream and turn it into a reality. Netprophet brings together a group of entrepreneurial leaders in digital marketing space from South Africa and around the globe. These entrepreneurs share their success stories with you detailing how their determination and innovative business ideas got them to where they are today. Amongst the speakers this year were Mike Butcher, Editor of TechCrunch Europe; Andre DeWet GM of PriceCheck; Stuart Forrest CEO of Triggerfish Animation, Bob Skinstad ex South African Springbok  rugby player and now Director  & shareholder of Itec Innovate (Pty) Ltd & Justin Stanford co-founder & CEO 4Di Group to mention a few. ...

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Turning likes into loyalty…… the ultimate prize of social engagement standard

“Is the short term tangible ROI more valuable than the insight we gain from long term engagement with your customers and the business potential thereof?” I posed this question in a blog earlier this year (read here) and it seems this topic is still up for debate. Ted Rubin, Chief Social Marketing Officer at Collective Bias suggests in his book Return on Relationship that “Social Media drives engagement, engagement drives loyalty, and loyalty correlates directly to increased sales. Return on Relationship™ = ROI”. If this equation deems true…I’d like to unpack how marketers can begin to understand how to use this metric to determine ROI from social media. We know that there is no real correlation between vanity metrics and ...

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Is this the end of value segmentation as we know it? standard

It strikes me that at times we, as marketers look to focus our budgets and efforts to retain our most valuable customers.  We also strive to increase engagement and spend from the group of customers showing the most potential to increase their future spend with our business.  But are we missing a trick by not focusing on the least likely group to increase their potential value to the business? What about those who don’t spend much with you, but adore your brand?  In a standard RFM model (Recency, Frequency and Monetary), they are likely to be missed out, and not given the same attention as those who are spending more with you.  So should we be engaging with them?  I ...

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Does your culture eat, sleep, drink customer? standard

Culture shapes the norms within an organisation and drives the way things get done both behaviourally and systematically. Many organisations forget this when trying to implement a new strategy into the business. This is particularly relevant when implementing a new loyalty strategy to drive a new loyalty programme for the business. There is no single mould for implementing a loyalty strategy and there are many factors to consider prior to developing & implementing it into your business. The phrase “culture eats strategy for breakfast” often used to describe how no matter how successful or bullet proof you think your strategy is, if it is not in line with the culture embedded in your business……then you are wasting your time. A ...

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