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The importance of redemption

Increased redemption rates benefit not only the customer in his / her experience but also the brand which will benefit from more engaged customers, richer data as a result and a clear decrease in attrition.  Watch the following video clip as Truth discusses the importance of redemption and measuring its effectiveness.    

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Short term marketing campaigns vs. long term customer loyalty strategies

The continuing price wars continue to impact customer purchase decisions across the airline, supermarket and telco industries among the big players in South Africa making customers seemingly less loyal to one brand.  It seems the perception out there to attract new customers is to continuously slash prices (further eroding margins), offering the “best price on the shelf”.  So…

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Should brands be expiring loyalty points?

An often hotly debated topic in loyalty is whether or not brands should be expiring points accumulated by members which are unredeemed. In the below podcast, Truth discusses the opportunities and risks relating to expiring points and the different approaches brands take when expiring points (or not). “Loyalty doesn’t have an expiration date, and your points…

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Key considerations to drive the most effective results from your loyalty programme.

Offering customers a loyalty programme, because everyone else has one, will not fix any misalignment in your  marketing mix.     A loyalty programme will also not succeed by providing the results you seek if you treat it as a short term sales campaign. Instead, it requires a long term strategic investment with the customer at the centre of your business strategy. Therefore, a loyalty programme alone does not…

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Gender and loyalty programme usage – it’s a woman’s world

It may not be surprising to see that women are members of more loyalty programmes than men, and that the type of loyalty programmes they belong to are skewed towards grocery and clothing, versus men who seem to gravitate towards the ‘financial’ loyalty offerings.   Are we as marketers using this to communicate to customers differently? When it comes to loyalty programmes, do…

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The benefits of rewarding non-transactional activities (for your business & your customers) 

Over the past few years we have explored the rising trend of rewarding loyalty members for non-transactional behaviours and according to this year’s data, consumer interest and attitudes are improving.   The popularity of incentivising and rewarding desired behaviours beyond transactions is understandable. From a brand perspective, advantages from non-transactional rewards are reaped in the form of increased consumer engagement and…

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How do you create a loyalty programme for top-end customers who are not influenced by discounts and saving money?

We believe, for long-term loyalty you need to connect with your customers through unexpected moments of delight, on an emotional level. People crave the unexpected and are attracted to moments that money can’t buy. Because loyalty gives you permission to engage with customers, track their behaviour and interactions with your brand. You now have the power to use the data beyond…

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Opportunities in creating Customer relationship management online: An interview with Truth

Truth is proud to partner with UCT GetSmarter to provide insights to their marketing students on loyalty & CRM best practices. Truth shares her experiences and views about CRM and loyalty in South Africa.  The topics discussed in this interview include: challenges & opportunities relating to the management of loyalty programmes, trends in CRM and loyalty including…

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Customer Centricity – the ultimate prize of loyalty

Many of our clients ask us why they should be creating a loyalty programme and the answer is simple: to gather customer data. A loyalty programme allows a business to capture customer data and combine it with internal business (e.g. product) data to really start understanding customers’ behaviour patterns and preferences. The key lies in the way that a business then analyses the data…

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