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Contents of The Loyalty Guide 7

The Loyalty Guide 7 contains over 1400 pages packed with new information, set out in logically structured chapters, and provided electronically (in PDF format).

Chapter list (see below for full contents)
1   · Executive summary
2   · Loyalty Strategies
3   · Loyalty Rewards
4   · Customer Engagement
5   · Knowing The Customer
6   · SoLoMo (Social, Local, Mobile)
7   · Best Customer Marketing
8   · Customer Communications
9   · The Power of Customer Data
10 · Loyalty Operations & Tools
11 · Proving & Analysing Loyalty
12 · Customer Lifetime Value (CLV/CLTV)
13 · The Marketing Strategy
14 · Brand Loyalty & Marketing
15 · Best Practice
16 · Trends & Forecasts
17 · Sizing The Market For Loyalty
18 · The Expert View Of Loyalty
19 · Supermarket/Grocery Loyalty
20 · Retail & E-Retail Loyalty
21 · Airline Loyalty
22 · Hotel & Tourism Loyalty
23 · Financial Services Loyalty
24 · B2B Loyalty Marketing
25 · Fuel Loyalty
26 · Loyalty In Other Sectors

1Executive Summary
2Loyalty Strategies
2.2The business case for customer loyalty
2.2.1Key benefits of a good loyalty strategy
2.2.2Adapting to an increasingly fast-paced market
2.2.3Loyalty programmes drive advocacy
2.2.4Consumers will spend more for valued rewards
2.2.5North American customer loyalty bounces back
2.2.6Canadian customer loyalty bounces back
2.2.7Reports of Loyalty's Death are Exaggerated
2.3The justification for a loyalty initiative
2.3.1The growing point of customer loyalty
2.3.2Most Americans belong to 5 loyalty schemes
2.3.3Successful loyalty schemes influence spending
2.3.4How loyalty schemes can unlock real value
2.3.5Consumers more motivated by loyalty than ever
2.3.6Loyalty messaging can triple customer visits
2.3.7Nearly Half of Holiday Spending Led by Loyalty
2.4What makes a loyalty scheme successful?
2.4.1Core offering
2.4.3Elasticity level
2.4.4The marketplace
2.4.6Share of wallet
2.5Beyond the financial ROI of loyalty
2.6Customer loyalty strategies that work
2.6.1Customer Loyalty must go 'Back To The Future'
2.6.2The Five Focal Points of Genuine Customer Loyalty
2.6.3How a Russian food retailer cracked the loyalty code
2.6.4Strategies for the four key types of loyalty
2.6.5Building loyalty with a real value exchange
2.6.6When driving customer loyalty, less is more
2.7Strategic loyalty insights
2.7.1Surprising Ways Loyalty Schemes can Lose Money
2.7.2Did you lose your customer retention strategy?
2.7.3Loyalty tiers leave customers confused
2.7.4Brands forget loyal followers in acquisition drives
2.7.5What we learned from Orange Wednesdays
2.7.6How NOT to design your Loyalty Scheme
2.7.7On what grounds should loyalty's value be questioned?
2.8Multi-Partner Loyalty Programmes
2.9The Coalition Loyalty Model
2.9.1Why a coalition programme?
2.9.2Essentials market penetration to deliver attractive rewards to be the first reliable communication channels
2.9.3Advantages of coalitions
2.9.4Challenges of a coalition programme about the grocer? owns the data? to programme or partner? to pilot
2.9.5Typical application areas
2.9.6Expanding a single programme into a coalition it to the next level of expanding the programme Roadmap for Super-Coalition Loyalty in the US
2.10Coalition programme case studies
2.10.1Aimia Inc. (Global coalition operator)
2.10.2Aeroplan (Canada)
2.10.3Air Miles (Canada)
2.10.4Air Miles (Middle East)
2.10.5Air Miles (Netherlands)
2.10.6Travel Club (Spain)
2.10.7Avios (UK)
2.10.8Avios (South Africa)
2.10.9PINS / Baltic Miles (Finland)
2.10.10BonusLink (Malaysia)
2.10.11Dotz (Brazil)
2.10.12eBucks Rewards (South Africa)
2.10.13Fly Buys (New Zealand)
2.10.14FlyBuys (Australia)
2.10.15GraceKennedy Value Rewards (Jamaica)
2.10.16iPoints/Maximiles/Bilendi (UK/Europe)
2.10.17Malina (Russia)
2.10.18Nectar (UK)
2.10.19Nectar Italia (Italy)
2.10.20PayBack (Germany)
2.10.21PayBack (Poland)
2.10.22PayBack (India)
2.10.23PayBack (Mexico)
2.10.24Punti/PayBack (Italy)
2.10.25Plenti (US) (loyalty aggregator)
2.10.27Shopkick (US)
2.10.28Webloyalty (UK, Europe, Australia)
3Loyalty Rewards
3.2The value of rewards
3.3The function of the reward
3.4The properties of a loyalty reward
3.5Getting value from the reward
3.5.1Lowering the loyalty budget without risking loyalty
3.5.2The level of the reward
3.5.3Leveraging the reward
3.6Types of reward
3.6.1Discounts discounts discounts programme insights adverts have become brand killers
3.6.2Points-driven programmes
3.6.3Soft rewards
3.7Timing of rewards: instant or later?
3.8What rewards do consumers really want?
3.8.1What consumers think they want
3.8.2What consumers actually want
3.8.3Consumers now seek security before rewards
3.8.4Consumers want 'redemption with cash' options
3.8.5Rebates drive retail responses
3.8.6Rebates increasingly popular with US consumers
3.9Redemption strategies
3.9.1External redemption
3.9.2Internal redemption
3.10How to plan a rewards catalogue
3.10.1Strategy to drive redemptions and engagement
3.10.2Major factors for 'high attraction' rewards
3.10.3Matching the rewards with various point levels
3.11Loyalty reward insights
3.11.1Taking the Cake: Going beyond Birthday rewards
3.11.2Loyalty Points Aren't the Only Popular Prize
3.11.3Points won't lure every loyal customer
4Customer Engagement
4.2Customer Engagement Strategy
4.2.1What are the best ways to engage customers?
4.2.2Customer engagement is evolving, study finds
4.2.3Total Customer Engagement in the Post-Digital Era
4.2.4Digital Customer Engagement: Do or Die?
4.2.5Customer engagement is the key to brand survival
4.2.6Relevance is a prerequisite for customer engagement
4.2.7How the web increases customer engagement
4.2.8How email marketing increases customer engagement
4.2.9How loyalty rewards increase customer engagement
4.2.10How social media increases customer engagement the right social mix for engagement Facebook to build brand engagement
4.2.11How to re-engage customers before they defect
4.3Loyalty engagement strategy
4.3.1Learn the Rules of Customer Loyalty & Engagement
4.3.2Customer values drive loyalty engagement
4.3.3Loyalty schemes aren't engaging enough
4.4Mobile & social engagement strategy
4.4.1A mobile strategy for a fully engaged audience
4.4.2Five signs that Mobile Engagement is evolving, at last
4.4.3Increased sales linked to social engagement
4.5Customer engagement insights
4.5.1Anonymous Customers still want Relationships
4.5.2SMEs shifting from acquisition to engagement
4.5.3How can FMCGs engage their consumers socially?
4.5.4Five ways banks can engage customers
5Knowing The Customer
5.2Gathering Customer Insights
5.2.1Consumers simply aren't Feeling The Love
5.2.2Why marketers need granular customer insight
5.3Customer Experience Strategy
5.3.1Retail Experiences set to drive Customer Loyalty
5.3.2Loyalty can Revolutionize the Customer Experience
5.3.3Customer experience efforts offer real advantages
5.3.4Six Keys to a Great User Experience Strategy
5.3.5Customer experiences need solid foundations
5.3.6Adding Context to the Customer Experience
5.3.7Make the Customer Experience up-close and personal
5.3.8Go beyond the 3 C's of Customer Experience
5.3.9Customer Experience Management (CEM) Big Data makes a great Customer Experience's the language of your Customer Experience? churn to improve the customer experience
5.4Improving the Customer Experience
5.4.1Less 'customer effort' means less churn
5.4.2Why most CEM initiatives are failing
5.4.3Customer Experiences hampered by poor insights
5.4.4Consumers divided on personal retail experiences
5.4.5What's wrong with the Online Customer Experience?
5.4.6UK brands fail to deliver on Customer Experiences
5.4.7Retailers fail at multi-channel experiences
5.4.8Indian businesses fail to deliver on CEM
5.4.9Most B2B customer experience spending is wasted
5.5Dangers of a weak loyalty strategy
5.5.1A weak loyalty scheme won't win any hearts or minds
5.5.2Is it poor customer service, or is loyalty itself dying?
5.6What customers say they want
5.6.1Are loyal customers getting what they really want?
5.6.2Shoppers say they prefer miles to other rewards
5.6.3Consumers want customised offers for their data
5.6.4Even price-aware shoppers also want good experiences
5.6.5Online security can be more important than loyalty
5.6.6Trust and money-saving are essential for loyalty
5.7What customers really think
5.7.1Good retail experiences can beat the e-retail giants
5.7.2Consumers will pay 5% more for a better experience
5.7.3Which data are consumers are happy to reveal?
5.7.4When things go wrong, who will customers forgive?
5.7.5Consumers say a card makes them feel more loyal
5.8The psychology of the customer
5.8.1The psychology of customer loyalty is about interactions, not transactions loyalty schemes work here, but not there programs are missing a good story maps path from loyalty to advocacy
5.8.2The psychology of marketing's driving all those revolting customers? marketing creates the 'Deletist Consumer' really decides what to buy at the shops? take 10 days to become purchase decisions
5.8.3Consumer psychology insights more loyal to pets than Alma Maters loyal to bands before pets or church and service don't drive loyalty service doesn't always mean greater loyalty consumers twice as vocal about poor service consumers will defect if mistakes aren't fixed
5.9Dealing with different generations
5.9.1Marketing conundrum Millennials vs Boomers
5.9.2What really drives the Millennial consumer?
5.9.3How the Millennials are redefining customer loyalty
5.9.4Getting Millennials to open their wallets and purses
5.9.5Where do Generation Y's loyalties really lie?
5.9.6Where do Generation Z's loyalties really lie?
5.10CRM and the Single Customer View
5.10.1Customer Relationship Management (CRM) to basics: Building a sound CRM strategy is time to fall in love with CRM again? drives web-based customer relationships aren't making the most of CRM truth behind the myths about Cloud CRM CRM software market to grow nearly 40% ways employees can grow customer relationships
5.10.2The Single Customer View (SCV) Customer View closes Personalisation Gap marketers have a Single Customer View Would You Do with a Single Customer View? the Co-op built a true single customer view
5.11Defections & Win-back Campaigns
5.11.1What drives online customer defection?
5.11.2How to spot at-risk customers before they defect
5.11.3How to spot customers who have already defected
5.11.4Reducing 'customer effort' leads to less churn
6SoLoMo (Social, Local, Mobile)
6.1.1Social marketing is more than a fan page
6.1.2The push & pull of social media marketing
6.1.3Viral social marketing
6.1.4Do brands really lose control?
6.1.5Types of social media
6.1.6The impact of social media on customer loyalty
6.2Benefits of social loyalty marketing
6.2.1Social media supports customer loyalty strategy
6.2.2How e-retailers can harness SoLoMo sales
6.3'So' - The Social Strategy
6.3.1Social media's role in the Customer Experience social media service as a competitive differentiator danger of ignoring social media complaints customer engagement through social media brands benefit from social media interactions
6.3.2Social marketing strategy can't afford to stay Anti-Social generated web traffic is growing fast dig into social content discovery Media maketh not a Marketing Strategy
6.3.3Social customer communications's great, but don't drop the email customers is more reliable than Tweeting Twitter the UK's least effective service channel? favour digital channels over social media hostile to social brand messaging
6.3.4Segmenting your social media customer base
6.3.5The development of social media marketing a slow and cautious approach to social media comprehensive social strategy is essential risks of ignoring a social marketing opportunity risks of ignoring Twitter's influence a clear social/mobile channel strategy marketing can be dangerous, if you get it wrong is a Facebook Fan really worth?
6.3.6Social media marketing insights marketing technologies cause 'Digital Darwinism' the power of email & social channels social marketing can work for retail brands for FMCG social media coupon campaigns
6.3.7The measurement of social marketing UK businesses measure social media ROI the impact of social media marketing
6.3.8Gamification gamification: why it's a huge deal Ten Guidelines for Effective Gamification
6.4'Lo' - The Geo-Location Strategy
6.4.1Real-time location marketing: a new loyalty technique
6.4.2How location-based marketing ties into loyalty
6.4.3Why retailers can't ignore Proximity Marketing
6.4.4UK brands to invest in Proximity Marketing
6.5'Mo' - The Mobile Strategy
6.5.1Mobile marketing strategy Reasons to Take Mobile Seriously steps to Mastering Mobile Marketing takes Centre Stage in the Marketing Mix Pace with the Mobile Transformation mobile marketing can't work in isolation shape of mobile marketing in the next five years to avoid the top five mobile marketing traps to optimise your Mobile Customer Experience digital marketing takes a whole new psychology
6.5.2Mobile loyalty strategy responsive to m-Commerce just ain't enough Sodexo's m-loyalty scheme succeeded
6.5.3Mobile apps (applications) App loyalty has a six-second shelf life delete brands' apps after one use consumers are rejecting mobile Loyalty Apps
6.5.4Mobile commerce strategy e-retailers can harness SoLoMo sales isn't just a mirror of a website or a store worlds collide: stores vs mobile vs web are retailers still not ready for mobile? of businesses to increase investment in mobile
7Best Customer Marketing
7.2Long term or short term?
7.3The case for Best customer marketing
7.3.1Rediscovering and reinventing an old concept
7.3.2The introduction of loyalty programmes
7.3.3How many customers are really profitable?
7.3.4Customer-focused marketing: the long term view
7.4The properties of Best Customers
7.4.1What are Best Customers?
7.4.2What makes a Best Customer?
7.5Customer segmentation
7.5.1What segmentation involves
7.5.2Methods of segmentation or quintiles
7.6A more direct approach to BCM
7.6.2The retail marketer's best kept secret?
8Customer Communications
8.2Being heard when you speak
8.2.1Personalisation & Relevance your marketing ever-more personal are loyal if you treat them personally
8.2.2Customer Centricity is the key to customer-centric marketing you pass the customer-centricity test? few large companies are actually customer centric marketing has been lost in a digital world this is the best time to be a CMO
8.2.3Customer Trust and Intimacy intimacy is part of the 'loyalty leap' and banks are closest to their customers
8.3When the customer speaks
8.3.1Voice of the Customer (VoC) majority of VoC initiatives succeed evolution of VoC programmes
8.3.2Word of Mouth (WOM) schemes likely to breed 'WOM champions''s impact on customer loyalty to get your customers talking about you of mouth is better trusted than brands' adverts
8.3.3Social media
8.4Communication channels
8.4.1Email communication opt-in and opt-out: The practical guide to drive customer loyalty by email attention to email readability customers is more reliable than Tweeting that weekly email blast isn't working now your Sender Reputation killing your marketing? to stop ISPs killing branded email campaigns' spam is driving their customers crazy
8.4.2Mobile communication communication strategy basics of mobile marketing communication
8.4.3Web and multi-channel marketing marketing channel best motivates consumer action? optimisation has become essential and rules are reshaping the consumer dialogue
8.4.4Direct mail Mail isn't dead - it just needs new ideas direct mail in tandem with digital marketing more on the timing of direct mail response is critical to direct marketing
8.4.5Customised messaging
8.4.6Perfectly timed messaging
8.4.7The contact centre Centres: Marketing Friend or Frenemy? Keys to a Marketing-Integrated Contact Centre centre follows-ups boost marketing payback tips for an effective outbound contact strategy
9The Power of Customer Data
9.2The benefits of customer data
9.2.1Extract the value from your customer data
9.2.2Customer data is more than a marketing tool
9.2.3How customer data turns into customer loyalty data is the driver of positive change data builds lasting relationships
9.2.4The benefits of a customer loyalty database behaviour profiling lifestyle & demographic profiling product preferences and repertoire category relationships & cross-selling shopping suggestions
9.2.5Segmentation and the customer base by various attributes lifetime value (CLV), Frequency, Monetary value (RFM) tiering base analysis and prediction flow analysis estimation share estimation
9.2.6The benefits of digital database marketing
9.2.7Databases finally outsmart 'Mom and Pop' stores
9.2.8Data quality is a prerequisite for engaging customers
9.3Is there any doubt about customer data?
9.3.1Customer data still not seen as a strategic asset
9.3.2UK marketers waste a small fortune every year
9.3.3Retailers are failing to benefit from their customer data
9.3.4Retailers are failing to benefit from web and email data
9.3.5Marketers are failing to capitalise on behavioural data
9.4Big Data
9.4.1How Big Data makes a great Customer Experience
9.4.2Big Data: A New Role for Retail Marketers
9.4.3Better Customer Data is Key to Profits
9.4.4Report proves profitability of data-driven marketing
9.4.5Is your brand getting any value out of Big Data?
9.4.6Non-profits threatened by Bad Big Data
9.5Keeping customer data safe
9.5.1Customer Trust demand an honest exchange of value consumers will share data with trusted brands Millennials quite happy to reveal all of your customers think their data isn't safe consumers don't believe in data privacy ignore security with trusted brands brand trust, consumers worry about security makes UK shoppers give up their data? sensitive about brands using their data are toughest about sharing their data
9.5.2Data Safety EU Data Protection plans will affect marketers breaches haven't slowed shoppers down breaches don't have to destroy loyalty
9.5.3Avoiding common data problems's another data gap, but this time it's serious, data everywhere - and still no insights? vs CIO: The trouble with customer data
9.6Planning the loyalty database
9.6.1Database planning
9.6.2Data processing and data flow
9.6.3Data warehouses
9.6.4Data marts
9.7Customer data collection
9.7.1What data can or should be gathered?
9.7.2How much data, and where to collect it application form web site sources devices party sources shoppers & feedback systems EPOS terminal services centres
9.7.3How long does data last?
9.7.4Data duplication, accuracy, and cleansing
9.7.5Data security and privacy
9.7.6Data ethics policies
9.8Customer profiling and segmentation
9.8.1How to Target the Perfect Online Customer
9.8.2Total Recall? Know what your customer sees
9.8.3Natural Segmentation: Data speaks for itself
9.8.4Marketing analytics becomes a priority
9.8.5How to turn a Data Deluge into Insight
9.8.6Customer data finds new meaning in life
9.9Customer identity management
9.9.1Customer Identity Management: The New Imperative
9.9.2What's the ROI of Customer Identity Management?
9.9.3Brands must adapt to the 'Unknown Customer'
9.9.4Anonymous Customers still want relationships
10Loyalty Operations & Tools
10.2How a loyalty programme works
10.2.1Keep your customers
10.2.2Get new customers
10.2.3Move customers up-segment
10.2.4Deselect unprofitable customers
10.2.5Recover defected customers
10.2.6Increase Customer Lifetime Value
10.2.7Best customer marketing
10.2.8Build relationships
10.2.9Create advocates
10.2.10Adjust pricing levels
10.2.11Respond to competitive challenges
10.2.12Select stock lines effectively
10.2.13Plan merchandising optimally
10.2.14Reduce promotional and advertising costs
10.2.15Select new trading sites
10.3Secrets of a successful loyalty initiative
10.3.1Loyalty programmes are not a 'quick fix'
10.3.2Accurate targeting
10.3.3Gain consumer buy-in
10.3.4Know your customers
10.3.5Don't reward the wrong behaviour
10.3.6Reward or recognise?
10.3.7Spotting defection patterns
10.3.8Customer lifecycles
10.3.9Rewards must be seen to be attainable and affordable
10.3.10Cost of programme must be recoverable
10.3.11Good communications
10.3.12Keep it simple
10.3.13Results must be measurable
10.3.14It should attract new customers
10.3.15It should provide unique, hard-to-copy benefits
10.3.16Empower the team
10.3.17It should make life easy
10.4The role of innovation in customer loyalty
10.4.1Maximising the impact of loyalty innovation
10.4.2It's high time for marketers to innovate
10.5The structure of loyalty marketing
10.5.1Best customer marketing
10.5.2Access Pricing
10.5.3Multi-partner programmes
10.5.4Turnkey programmes
10.5.5Bespoke programmes
10.5.6CRM and One-to-One
10.5.7Credit and debit card-based programmes
10.5.8Stored value, prepaid and gift cards
10.5.9Stealth programmes
10.5.10Real-time targeting
10.5.11Personal Relevance marketing (PRM)
10.6The loyalty token
10.6.1How to choose the right loyalty token
10.6.2Questions for choosing a loyalty token
10.6.3Examples of different loyalty tokens at work
10.6.4Current options for loyalty tokens'No token' programmes programmes cards (chip cards) phone-based loyalty
10.7Loyalty with prepaid/gift cards
10.7.1Building loyalty with prepaid/gift cards
10.7.2How to set up a prepaid/gift card programme
10.7.3Why prepaid cards make good incentives and rewards
11Proving & Analysing Loyalty
11.1Introduction to loyalty metrics
11.1.1How to measure customer loyalty
11.1.2The importance of customer-centric metrics
11.1.3Loyalty metrics & accountability: taking a wider view
11.2Measuring loyalty - the metrics
11.2.1Patronage ratio
11.2.2Switching ratio
11.2.3Budget ratio (share of wallet)
11.2.4Enis-Paul Index
11.2.5Retention rate & churn
11.2.6Customer Lifetime & Value
11.2.7Net Promoter Score (NPS)
11.2.8Attitudinal equity: a powerful brand loyalty metric
11.3Segmentation techniques
11.3.1Traditional: 125 cells
11.3.2Reduced: 27 cells
11.3.3Flexible: 8 cells
11.4Practical statistics
11.4.1The mean
11.4.2The median
11.4.3The mode
11.4.5Standard deviation
11.5Loyalty and profitability in both theory and practice
11.5.1Alternatives to an investment in customer loyalty
11.5.2Loyalty and profitability: a hypothesis
11.5.3Are generally accepted hypotheses always reliable?
11.5.4Examples of different loyalty and profitability models
11.5.5Segmentation (defining loyal and profitable customers)
11.5.6The loyalty & profitability chain
11.5.7Customer retention, customer attrition & customer lifetime
11.6Drivers of loyalty & profitability, and correlations
11.6.1Drivers of loyalty and profitability
11.6.2Examples of correlations
11.6.3Real loyalty, customer lifetime, and profitability
11.7Net Promoter Score (NPS)
11.7.1How the Net Promoter Score works
11.7.2Four key elements of the Net Promoter discipline
11.7.3NPS versus customer loyalty: the big debate
11.7.4Predictive NPS could help eliminate surveys
11.8Marketing metrics and accountability
11.8.1Competitors are a critical metric for customer loyalty
11.8.2Digital metrics and analytics methods are needed for digital analytics Analytics need a complete re-think practical solution to the Digital Metrics problem
11.9Management reports and tools
11.9.1The Bathtub report
11.9.2The Decile report (RFM/RFS)
11.9.3The Quo Vadis Retention report
11.9.4The New Member Frequency Report
11.9.5The Cardholders' Summary Report
12Customer Lifetime Value (CLV/CLTV)
12.1.1CLV is vital for strong customer relationships
12.1.2Calculating the cost of keeping the customer
12.1.3Four ways of improving customer profitability
12.2How to calculate customer profitability
12.2.1Individual customers and customer groups
12.2.2Potential, existing, and defected customers
12.2.3Past, actual, and future profitability
12.2.4The RFM method
12.2.5The CLV method
12.3Calculation of CLV
12.3.1The history of CLV
12.3.2Definition of CLV
12.3.3The formula for CLV
12.3.4General concept of CLV
12.3.5Understanding the concept of CLV
12.3.6Examples of calculation of CLV
12.3.7First CLV and Second CLV
12.3.8CLV on a combination of customer loyalty and satisfaction
12.3.9The Historic CLV method
12.3.10Predictive CLV method
12.3.11CLV as basis of strategy decisions
12.3.12Market strategy and CLV
12.3.13Case: Danish insurance company
12.4CLV models and CLV systems (marketing ROI models)
12.4.1The Simple CLV Model
12.4.2The Black Box CLV Model
12.4.3The Standardised/Market CLV Model
12.4.4CLV Simulator Input
12.4.5CLV Simulator Output
12.5How to get started with CLV
12.5.1Can any organisation use CLV?
12.5.2The objectives of calculating CLV
12.5.3Ten steps for CLV-based decision making
13The Marketing Strategy
13.2The Marketing Mix
13.2.1Customers are controlling the marketing mix
13.2.2Millennials expect to use their channels of choice
13.2.3Digital operations provide a competitive advantage
13.2.4The Secret of Omnichannel Marketing lies in Timing
13.2.5Marketing analytics becomes a priority
13.2.6Holiday seasons: Time to automate your marketing
13.2.7Indian firms seek dynamic marketing automation
13.3Customer Retention
13.3.1Digital Receipts: Making More from Loyalty
13.3.2Why don't companies like their loyalty tools?
13.3.3Real-time marketing boosts conversions by 26%
13.3.4Recycling your audience harms the sales environment
13.3.5Too few brands have a practical win-back strategy
13.4Personalised Marketing
13.4.1Marketers say personalisation powers loyalty
13.4.2Perfect personalisation drives customer trust
13.4.3It's time to get more personal with customers
13.4.4Consumer backlash over using their first names
13.4.5Is personalisation worth all the effort?
13.4.6How 1-to-1 personalisation boosts conversion
13.4.7Marketers embracing Real-time Personalisation
13.4.8What's needed for personal digital marketing?
13.4.9Personalising it all: Marketing tech vs Ad-tech
13.4.10New tech out-personalises 'old school' approaches
13.5Coupons, Pricing & Incentives
13.5.1Couponing work as incentives to join loyalty schemes say digital coupons make them loyal seeking coupons more than ever
13.5.2Promotions & Incentives are changing consumers' shopping habits grocery shoppers aren't swayed by price choose cash back after discounting industry makes post-recession comeback
13.6Pricing strategies
13.6.1Hi-Lo pricing
13.6.2Everyday low prices (EDLP) EDLP really effective as a loyalty strategy? customers can be loyal
13.6.3Profit-up-front pricing (PUF)
13.6.4Access Pricing Access Pricing works, intense interaction price gap perception handcuffs regular customers rewards future of Access Pricing Access Pricing continue to work? sectors could use Access Pricing?
13.7Marketing Continuity
13.7.1The importance of Marketing Continuity
13.7.2Marketing Continuity: the real 360 customer view
13.7.3Marketing Continuity: It's time to Get Personal
13.7.4Marketing Continuity: Defragment the Customer Journey
13.7.5Marketing Continuity: Rising to the Data Challenge
13.8Programmatic Marketing
13.8.1A Beginner's Guide to Programmatic Marketing
13.8.2Data-driven & Programmatic Trends for 2015
14Brand Loyalty & Marketing
14.2Brand loyalty strategy
14.2.1The importance of Building Better Brand Loyalty
14.2.2Customers are getting less loyal to brands
14.2.3Superbrands must aim for even longer-term loyalty
14.2.4Age and Income won't predict Brand Loyalty
14.2.5How do you measure 'unconscious' brand loyalty?
14.2.6The eight emotions that drive brand choices
14.3Generational brand loyalty
14.3.1Key reasons why Millennials show brand loyalty
14.3.2Online content drives Millennial brand loyalty
14.3.3Online discounts drive students' brand loyalty
14.4Brand marketing strategy
14.4.1There's a Gap in Consumer Brand Expectations
14.4.2How to leverage the emotional power of branding
14.4.3Shoppers abandon brand loyalty for store brands
14.4.4Brands struggle to keep the customer satisfied
15Best Practices
15.2Customer loyalty
15.2.1Learnings from Waitrose's hot drinks loyalty scheme
15.2.2Frequency is the best indicator of loyalty
15.2.3Customer Lifetime Value: Are you in or out?
15.2.4New loyalty metric beats sheer satisfaction
15.2.5Loyalty experts challenge satisfaction myth
15.3Online marketing
15.3.1Six steps to understanding the digital customer
15.3.2Five psychological techniques for online retailers
15.3.3Top 10 Guidelines for Great Gamification
15.3.4How to maximize Digital Customer Lifetime Value
15.3.5Four essentials for Digital Operations Management
15.3.6IAB proposes native Digital Advertising guidelines
15.4Content marketing
15.4.1The rise of Content Marketing begins
15.4.25 Ways Content Marketing Builds Brand Loyalty
15.5Generational marketing
15.5.1Marketers failing to engage Generation C
15.5.2Marketing to the elderly: what makes them tick?
15.5.3Five key ways to appeal to Millennial customers
15.6Marketing accountability
15.6.1Marketers need to prove their true worth
15.6.2How Best-in-Class marketers are proving their worth
16Trends & Forecasts
16.2Customer loyalty & marketing
16.2.1Top trends behind loyalty program engagement
16.2.2Loyalty Fraud: Combatting the growing trend
16.2.3Fifteen Major Marketing Trends
16.2.4What marketers will need to do in the near term
16.2.5The Ghost of Retail Future is already here
16.2.6Marketing trends for the holiday season
16.3The Customer Experience
16.3.1Eight Customer Experience trends to watch
16.3.2Future marketing: Taking the Omni-Channel road
16.3.3Five Omnichannel Customer Experience Trends
16.4Mobile marketing
16.4.1What Mobile Marketing will look like in the near term
16.4.2Three Key Mobile Marketing Trends
16.4.3Five key mobile advertising trends
16.4.4Proximity Marketing Trends & Forecasts
16.5Marketing communications
16.5.1Is Email Marketing Automation the Future?
16.5.2Ten key Digital Marketing trends & forecasts
16.5.3Five digital customer data trends & forecasts
16.5.4Digital trends that are finally going to mature
16.5.5Customer Contact Technology trends & forecasts
16.5.6Five Key Customer Engagement Centre trends
16.6Incentives & motivation
16.6.1Trends in Enterprise Incentives
16.6.2Employee motivation trends & forecasts
17Sizing The Market For Loyalty
17.2Household/population data
17.3Loyalty market size estimation
17.3.1Factors involved in market size estimation loyalty scheme memberships top 3 billion loyalty market bounces back by 8%'s the untapped marketing potential of China?
17.3.2Loyalty programme market size estimations
17.4Household income share analysis
17.5Consumer age analysis
17.6Consumer gender analysis
17.7Standard region groupings
18The Expert View of Loyalty
18.2The 3-Question Marketing Plan
18.3How Good Is Your Produce Department - Really?
18.4The Best Type of Promotions
18.5The Intelligent Loss of Business
18.6The Most Important Number in Marketing
18.7The Single Best Way to Increase Sales
18.8The Customer 5% Reward Programme
18.9Shopkick: A Unique Approach to Loyalty
18.10A High-Octane Supermarket Loyalty Programme
18.11Loyalty Marketing: The Next 20 Years
18.12The Differentiator
18.13The Beeper Greeter
18.14Access Pricing - The Fourth Way
18.16Mission Marketing
19Supermarket/Grocery Loyalty
19.2Supermarket & grocery loyalty
19.2.1Supermarket Case Studies: North America Y (Express Rewards) Lane (Club DLM Rewards) Food & Martin's Food Markets (BonusCard) (Fuel Saver) (Kroger Plus) (EDLP & mPerks) Chopper/Market 32 (AdvantEdge Card) US (Club Card & Just for You) Canada (Safeway Club) (EDLP) and Sam's Club
19.2.2Supermarket Case Studies: UK (EDLP) (Dividend Card) (Match & More)'s (Nectar) (Clubcard) (myWaitrose)
19.2.3Supermarket Case Studies: Rest of World, Australia (FlyBuys), New Zealand (OneCard)'n'Pay, South Africa (Smart Shopper)
20Retail & E-Retail Loyalty
20.2Retail loyalty strategy
20.2.1Retail convenience breeds new customer loyalty
20.2.2Appropriate Retail Marketing: Being More Agile
20.2.3Few retailers use loyalty in back-to-school season
20.2.4In-store Wi-Fi helps build retail customer loyalty
20.3Retail marketing strategy
20.3.1Analytical retail: know your customer within seconds
20.3.2In-store Analytics: Are You Lagging or Leading?
20.3.3Most retailers plan to find out who's in-store
20.3.4People counting tops retail stores' metrics list
20.3.5UK consumers expect retail 'commerce anywhere'
20.3.6Retailers have under-estimated Discount Damage
20.3.7Retail customers expect service in under 3 minutes
20.3.8Cart abandonment plagues major e-retailers
20.3.9Don't abandon the cart abandoners
20.4Retail loyalty case studies (Amazon Prime)
20.4.2Best Buy, US (My Best Buy)
20.4.3Bloomingdale's, US (Loyallist)
20.4.4Boots, UK (Advantage Card)
20.4.5Canadian Tire, Canada (Canadian Tire Money)
20.4.6Clicks, South Africa (Clubcard)
20.4.7Costco, US (membership & coupons)
20.4.8CVS/Pharmacy, US (ExtraCare Rewards)
20.4.9eBay, US & UK (eBay Bucks & Nectar)
20.4.10Hbc, Canada (Hudsons Bay Rewards)
20.4.11Ikea (Family Club)
20.4.12John Lewis, UK (My John Lewis)
20.4.13Kohl's, US (Yes2You Rewards)
20.4.14Liberty, UK (Liberty Loyalty)
20.4.15Marks & Spencer, UK (card-based loyalty)
20.4.16Myer, Australia (Myer One)
20.4.17Neiman Marcus, US (InCircle)
20.4.18Nordstrom, US (Nordstrom Rewards)
20.4.19Rite Aid, US (Wellness+/Plenti)
20.4.20Sears/Kmart, US (Shop Your Way)
20.4.21Staples, US (Staples Rewards)
20.4.22Superdrug, UK (Health & Beautycard)
20.4.23Walgreens, US (Balance Rewards)
21Airline Loyalty
21.2Airline & Airport loyalty strategy
21.2.1Airline loyalty do Frequent Flyers feel the FFP's value? FFP members think their data is unsafe
21.2.2Airport loyalty to rethink those airport loyalty strategies Mobile Loyalty is 'Do-or-Die' at the Airport
21.3Airline loyalty programmes
21.3.1Air Canada (Altitude)
21.3.2Air France & KLM (Flying Blue)
21.3.3Air New Zealand (Airpoints)
21.3.4Alaska Airlines (Mileage Plan)
21.3.5All Nippon Airways (ANA Mileage Club)
21.3.6American Airlines (AAdvantage)
21.3.7British Airways (Avios)
21.3.8Brussels Airlines (Miles & More)
21.3.9China Southern Airlines (Sky Pearl Club)
21.3.10Delta Air Lines (SkyMiles)
21.3.11EasyJet (EasyJet Plus)
21.3.12Emirates (Skywards)
21.3.13Etihad (Etihad Guest)
21.3.14Frontier (Early Returns)
21.3.15Jet Airways (JetPrivilege)
21.3.16JetBlue Airways (TrueBlue)
21.3.17Lufthansa (Miles & More)
21.3.18Malaysia Airlines (Enrich)
21.3.19Qatar Airways (Privilege Club)
21.3.20Ryanair (Business Plus/Family Extra)
21.3.21South African Airways (Voyager)
21.3.22Southwest Airlines (Rapid Rewards)
21.3.23United Airlines (MileagePlus)
21.3.24US Airways (Dividend Miles)
21.3.25Virgin America (Elevate)
21.3.26Virgin Atlantic (Flying Club)
21.3.27Virgin Australia/Virgin Blue (Velocity Rewards)
21.4Airline alliances
21.4.1OneWorld Alliance
21.4.2Sky Team Alliance
21.4.3Star Alliance
22Hotel & Tourism Loyalty
22.2Hotel & tourism loyalty strategy
22.2.1There's a new travel segment: Grand Wanderlusters
22.2.2Loyalty rewards are still motivating travellers
22.2.3Relevance unlocks the returns of traveller rewards
22.2.4How travel brands can capture their customers
22.2.5How to make a travel brand truly mobile
22.2.6Generation Y guests are loyal but critical
22.3Hotel loyalty case studies
22.3.1Accor (Le Club Accorhotels)
22.3.2Best Western (Best Western Rewards)
22.3.3Carlson Hotels (Club Carlson)
22.3.4Choice Hotels (Choice Privileges)
22.3.5Hilton (Hilton HHonors)
22.3.6Hyatt (Gold Passport)
22.3.7IHG (IHG Rewards Club)
22.3.8Marriott (Marriott Rewards)
22.3.9Ritz-Carlton (Ritz-Carlton Rewards)
22.3.10Starwood Hotels (Starwood Preferred Guest)
22.3.11Wyndham (Wyndham Rewards)
22.4Hotel alliance case studies
22.4.1GHA Discovery (global)
22.4.2Stash Hotel Rewards (USA)
22.4.3Voila Hotel Rewards (global)
23Financial Services Loyalty
23.2Financial services insights
23.2.1Five ways banks can engage customers
23.2.2Loyalty trumps Reviews at the bank
23.2.3Appropriate Targeting for Retail Finance Marketers
23.2.4Insurers are engaging customers, but is it enough?
23.3Banks and Card Issuer Case Studies
23.3.1American Express (global)
23.3.2Bank of America (USA)
23.3.3Barclaycard (UK & Global)
23.3.4Barclays Bank (UK)
23.3.5BMO (Canada)
23.3.6Capital One (USA, Canada & UK)
23.3.7Chase (USA)
23.3.8Citi Group (global)
23.3.9Deutsche Bank (India)
23.3.10Discover (USA)
23.3.11HSBC (US, Canada & UK)
23.3.12Lloyds Bank (UK)
23.3.13MasterCard (global)
23.3.14MBNA (Canada & Europe)
23.3.15RBC (Canada)
23.3.16Scotiabank (Global)
23.3.17TD Bank (US & Canada)
23.3.18US Bank (USA)
23.3.19Visa (Global)
24B2B Loyalty Marketing
24.2Five strategies to build B2B loyalty
24.3The structure of B2B loyalty
24.3.1The two-link chain
24.3.2The three-link chain
24.3.3The four-link chain
24.3.4Targeting the SME owner-manager
24.3.5The purposes of B2B loyalty
24.4B2B loyalty programmes
24.4.1Argos for Business (UK)
24.4.2Nectar Business (UK)
24.5Channel loyalty strategy
24.5.1Top Ten Challenges of Channel Loyalty Marketing
24.5.2Is 'Channel Loyalty' really an oxymoron?
24.6B2B marketing strategy
24.6.1Database marketing: The Full B2B primer
24.6.2B2C and B2B loyalty are not so different
24.7B2B marketing insights
24.7.1Most B2B customer experience spending is wasted
24.7.2B2B firms losing track of the Customer Experience
25Fuel Loyalty
25.1.1Fuel offers a roadmap for coalition loyalty
25.2Fuel Loyalty Case Studies
25.2.1AA Smartfuel (New Zealand)
25.2.2BP & Nectar (UK)
25.2.3BP Driver Rewards (USA)
25.2.4ExxonMobil Smart Card (US)
25.2.5Fuel Rewards & FuelPerks! (US) Rewards Network (US)! (US)
25.2.6Petron Miles Privilege Card (Malaysia)
25.2.7Shell (global) Drivers Club (UK) & Fuel Rewards (US) & Air Miles (Canada) V-Power Club (Rest of World)
25.2.8The United Kingdom's Fuel Loyalty Programmes
25.2.9Australia's Fuel Loyalty Programmes (Australia) Rewards (Australia) (Australia) Express (Australia)
26Loyalty In Other Sectors
26.2Food & drink
26.2.1Restaurants customers' loyalty varies by generation is becoming less important to diners (Global)
26.2.2Coffee Houses (Global)
26.3Entertainments & leisure
26.3.1Caesars Total Rewards (US)
26.3.2Hard Rock Rewards (US)
26.3.3Motor City Casino (US)
26.3.4Seabourn Cruises (Seabourn Club)
26.4Telecoms loyalty
26.4.1Mobile network loyalty insights gives a telco the loyalty advantage? Marketing for Telcos: Make the Right Call 3 C's of Appropriate Marketing

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