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| Contents of The Loyalty Guide III |
The Loyalty Guide III contains 900+ pages packed with new information, set out in 36 logically structured chapters, and bound in 2 easy-to-use parts...
Chapter list (see below for full contents)
|
1 · Executive summary 2 · The business case for loyalty 3 · The practice of customer loyalty 4 · Best customer marketing 5 · Pricing strategies 6 · Coalition and multipartner loyalty 7 · Loyalty & customer lifetime value 8 · CRM and one-to-one marketing 9 · Prepaid gift & loyalty cards 10 · Best practices and innovations 11 · Customer loyalty tools 12 · The loyalty token 13 · The loyalty reward 14 · Customer loyalty data 15 · Channels and communication 16 · Metrics, maths and analysis 17 · The human aspect of loyalty 18 · Loyal employee, loyal customer |
19 · Loyalty on the internet 20 · Brand loyalty marketing 21 · Financial services sector 22 · Supermarket & grocery sector 23 · General retail sector 24 · Automotive sector 25 · Telecoms and mobile sectors 26 · Airlines & FFP sector 27 · Hotels & resorts sector 28 · General travel & tourism sector 29 · Food, drink & recreation sector 30 · Non-profit and other sectors 31 · Business to business loyalty 32 · Market sizing & valuation 33 · Market trends & forecasts 34 · Loyalty Probe results & analysis 35 · What the loyalty experts think 36 · The future of customer loyalty |
| 1 | Executive summary |
| 2 | The business case |
| 2.1 | Introduction |
| 2.1.1 | The key business benefits of a loyalty programme |
| 2.1.2 | The financial aspects of a loyalty programme |
| 2.1.3 | The challenges of changing markets and technologies |
| 2.2 | How a loyalty programme can pay back |
| 2.2.1 | Eight ways in which loyalty pays |
| 2.3 | Major factors influencing customer loyalty |
| 2.3.1 | Core offering |
| 2.3.2 | Satisfaction |
| 2.3.3 | Elasticity level |
| 2.3.4 | The marketplace |
| 2.3.5 | Demographics |
| 2.3.6 | Share of wallet |
| 2.4 | How a loyalty programme works |
| 2.4.1 | Keep your customers |
| 2.4.2 | Get new customers |
| 2.4.3 | Move customers up-segment |
| 2.4.4 | Deselect unprofitable customers |
| 2.4.5 | Recover defected customers |
| 2.4.6 | Increase Customer Lifetime Value |
| 2.4.7 | Best customer marketing |
| 2.4.8 | Build relationships |
| 2.4.9 | Create advocates |
| 2.4.10 | Adjust pricing levels |
| 2.4.11 | Respond to competitive challenges |
| 2.4.12 | Select stock lines effectively |
| 2.4.13 | Plan merchandising optimally |
| 2.4.14 | Reduce promotional and advertising costs |
| 2.4.15 | Select new trading sites |
| 2.5 | Five critical capabilities for gaining loyalty |
| 2.5.1 | Five prerequisites for earning customer loyalty |
| 2.6 | It's time to move up a level |
| 2.6.1 | Most households belong to a grocery loyalty programme |
| 2.6.2 | Loyalty programme membership: Gender bias |
| 2.6.3 | Loyalty programme membership: Age bias |
| 2.6.4 | Loyalty programme non-member characteristics |
| 3 | The practice of customer loyalty |
| 3.1 | Introduction |
| 3.2 | Customer loyalty insights |
| 3.2.1 | Select your customers |
| 3.2.1.1 | Start at the beginning |
| 3.2.1.2 | Manage acquisition and retention together |
| 3.2.1.3 | Profile those you want |
| 3.2.1.4 | Measure and increase customer lifetime value |
| 3.2.2 | Build customers' trust |
| 3.2.2.1 | How to maintain trust |
| 3.2.2.2 | A tool for assessing trust |
| 3.2.3 | Delight your customers |
| 3.2.4 | Factors affecting customer retention |
| 3.2.5 | Fire the worst customers |
| 3.2.6 | Give employees the tools |
| 3.2.7 | Customer centricity: doing the right thing |
| 3.3 | The secrets of success |
| 3.3.1 | Loyalty programmes are not a 'quick fix' |
| 3.3.2 | Accurate targeting |
| 3.3.3 | Gain consumer buy-in |
| 3.3.4 | Know your customers |
| 3.3.5 | Don't reward the wrong behaviour |
| 3.3.6 | Reward or recognise? |
| 3.3.7 | Spotting defection patterns |
| 3.3.8 | Customer lifecycles |
| 3.3.9 | Rewards must be seen to be attainable and affordable |
| 3.3.10 | Cost of programme must be recoverable |
| 3.3.11 | Good communications |
| 3.3.12 | Keep it simple |
| 3.3.13 | Results must be measurable |
| 3.3.14 | It should attract new customers |
| 3.3.15 | It should provide unique, hard-to-copy benefits |
| 3.3.16 | Empower the team |
| 3.3.17 | It should make life easy |
| 3.4 | Customer Engagement |
| 3.4.1 | Why engagement is essential |
| 3.4.2 | Main drivers of engagement |
| 3.4.3 | Engagement is the new differentiator |
| 3.4.4 | Four key insights for retail customer engagement |
| 3.4.5 | Eight rules for predictive engagement metrics |
| 3.4.6 | Online engagement |
| 3.5 | Main Strategies |
| 3.5.1 | Best Customer Marketing |
| 3.5.2 | Access Pricing |
| 3.5.3 | Multipartner programmes |
| 3.5.4 | Turnkey programmes |
| 3.5.5 | Bespoke programmes |
| 3.5.6 | CRM and One-to-One |
| 3.5.7 | Credit and debit card-based programmes |
| 3.5.8 | Stored value, prepaid and gift cards |
| 3.5.9 | Stealth programmes |
| 3.5.10 | Real-time targeting |
| 3.5.11 | Personal Relevance marketing (PRM) |
| 3.6 | Which sectors are best at customer retention? |
| 3.7 | The corporate view of a loyalty programme |
| 4 | Best customer marketing |
| 4.1 | Introduction |
| 4.2 | Long term or short term? |
| 4.3 | The case for Best Customer Marketing |
| 4.3.1 | A new concept? |
| 4.3.2 | The introduction of loyalty programmes |
| 4.3.3 | How many customers are really profitable? |
| 4.3.4 | Customer-focused marketing: the long term view |
| 4.4 | The properties of Best Customers |
| 4.4.1 | What are Best Customers? |
| 4.4.2 | What makes a Best Customer? |
| 4.5 | Customer segmentation |
| 4.5.1 | What segmentation involves |
| 4.5.2 | Methods of segmentation |
| 4.5.2.1 | RFM |
| 4.5.2.2 | Deciles or quintiles |
| 4.5.2.3 | Thresholds |
| 4.5.2.4 | Demographics |
| 4.6 | The direct approach to BCM |
| 4.6.1 | Introduction |
| 4.6.2 | The Continuity Company |
| 4.7 | Case studies: the results of true BCM campaigns |
| 4.7.1 | Case study: CTN retailer (Asia) |
| 4.7.2 | Case study: Convenience retailer (Europe) |
| 4.7.3 | Case study: Supermarket (USA) |
| 4.7.4 | Case study: Hypermarket (Italy) |
| 5 | Access pricing |
| 5.1 | Introduction |
| 5.2 | Pricing strategies |
| 5.2.1 | Hi-Lo pricing |
| 5.2.2 | Everyday low prices (EDLP) |
| 5.2.3 | Profit-up-front pricing (PUF) |
| 5.2.4 | Access Pricing |
| 5.3 | How Access Pricing works |
| 5.3.1 | The mechanics |
| 5.3.2 | Forced, intense interaction |
| 5.3.3 | Minimise price gap perception |
| 5.3.4 | Golden handcuffs |
| 5.3.5 | Favours regular customers |
| 5.3.6 | Meaningful Rewards |
| 5.3.7 | Differentiator |
| 5.3.8 | The Future of Access Pricing |
| 5.3.9 | Will it work? |
| 5.4 | What sectors could use Access Pricing? |
| 5.4.1 | Airlines |
| 5.4.2 | Office supplies |
| 5.5 | Case studies |
| 5.5.1 | Tidyman's (USA) |
| 5.5.1.1 | The reason for Access Pricing |
| 5.5.1.2 | Implementation of Access Pricing |
| 6 | Multi-partner loyalty programmes |
| 6.1 | Introduction |
| 6.2 | Coalition programmes |
| 6.2.1 | Why a coalition programme? |
| 6.2.2 | Essentials |
| 6.2.2.1 | Rapid market penetration |
| 6.2.2.2 | Ability to deliver attractive rewards |
| 6.2.2.3 | Need to be the first |
| 6.2.2.4 | Build reliable communication channels |
| 6.2.3 | Advantages of coalitions |
| 6.2.4 | Challenges of a coalition programme |
| 6.2.4.1 | What about the grocer? |
| 6.2.4.2 | Who owns the data? |
| 6.2.4.3 | Loyal to programme or partner? |
| 6.2.4.4 | Reputation |
| 6.2.4.5 | Difficult to pilot |
| 6.2.5 | Typical application areas |
| 6.2.6 | Expanding a single programme into a coalition |
| 6.2.6.1 | Taking it to the next level |
| 6.2.6.2 | Prerequisites of expanding the programme |
| 6.3 | Examples of coalition programmes |
| 6.3.1 | Case study: Air Miles (worldwide) |
| 6.3.1.1 | Air Miles (UK) |
| 6.3.1.2 | Air Miles (Canada) |
| 6.3.1.3 | Air Miles (Spain) - aka 'Travel Club' |
| 6.3.1.4 | Air Miles (Netherlands) |
| 6.3.1.5 | Air Miles (Middle East) |
| 6.3.2 | Advantage Card (Australia) |
| 6.3.3 | Case study: Aeroplan (Canada) |
| 6.3.4 | BonusLink (Malaysia) |
| 6.3.5 | Buy and Fly! (UK) |
| 6.3.6 | Carlson GoldPoints Plus (Global) |
| 6.3.7 | Carlson GoldPoints Reward Network (now closed) |
| 6.3.8 | Case study: eBucks (South Africa) |
| 6.3.9 | Case study: Fly Buys (New Zealand) |
| 6.3.10 | Case study: FlyBuys (Australia) |
| 6.3.11 | i-Mint (India) |
| 6.3.12 | Magna Rewards (Caribbean) |
| 6.3.13 | Case study: Malina (Russia) |
| 6.3.14 | Case study: Nectar (UK) |
| 6.3.15 | OKCashbag (South Korea) |
| 6.3.16 | Case study: Payback (Germany) |
| 6.3.17 | Premium Club (Poland) |
| 6.3.18 | Pulse (Australia) |
| 6.3.19 | R&R (Kenya) |
| 6.3.20 | Case study: S&H Greenpoints (USA) |
| 6.3.21 | SelektPoints (Middle East) |
| 6.4 | Town Cards |
| 6.4.1 | The Wedge Card (UK) |
| 6.4.2 | Smart Town Alliance (USA) |
| 7 | Loyalty, customer lifetime value & profitability |
| 7.1 | Introduction |
| 7.1.1 | CLV is vital for strong customer relationships |
| 7.1.1.1 | Calculating the cost of keeping the customer |
| 7.1.1.2 | Four ways of improving customer profitability |
| 7.2 | How to calculate customer profitability |
| 7.2.1 | Individual customers and customer groups |
| 7.2.2 | Potential, existing, and defected customers |
| 7.2.3 | Past, actual, and future profitability |
| 7.2.4 | The RFM method |
| 7.2.5 | The CLV method |
| 7.3 | Calculation of CLV |
| 7.3.1 | The history of CLV |
| 7.3.2 | Definition of CLV |
| 7.3.3 | The formula for CLV |
| 7.3.4 | General concept of CLV |
| 7.3.5 | Understanding the concept of CLV |
| 7.3.6 | Examples of calculation of CLV |
| 7.3.7 | First CLV and Second CLV |
| 7.3.8 | CLV on a combination of customer loyalty and satisfaction |
| 7.3.9 | The Historic CLV method |
| 7.3.10 | Predictive CLV method |
| 7.3.11 | CLV as basis of strategy decisions |
| 7.3.12 | Market strategy and CLV |
| 7.3.13 | Case: Danish insurance company |
| 7.4 | CLV models and CLV systems (marketing ROI models) |
| 7.5 | How to get started with CLV |
| 7.5.1 | Can any organisation use CLV? |
| 7.5.2 | The objectives of calculating CLV |
| 7.5.3 | The ten steps |
| 7.6 | Loyalty and profitability in both theory and practice |
| 7.6.1 | Alternatives to an investment in customer loyalty |
| 7.6.2 | Loyalty and profitability: a hypothesis |
| 7.6.3 | Are generally accepted hypotheses always reliable? |
| 7.6.4 | Examples of different loyalty and profitability models |
| 7.6.5 | Segmentation (defining loyal and profitable customers) |
| 7.6.6 | The loyalty & profitability chain |
| 7.6.7 | Customer retention, customer attrition & customer lifetime |
| 7.7 | Drivers of loyalty & profitability, and correlations |
| 7.7.1 | Drivers of loyalty and profitability |
| 7.7.2 | Examples of correlations |
| 7.7.3 | Real loyalty, customer lifetime, and profitability |
| 8 | CRM and One-to-One |
| 8.1 | Introduction |
| 8.2 | The role of CRM in customer loyalty |
| 8.3 | The future of CRM |
| 8.3.1 | CRM software growth forecast |
| 8.3.2 | What the experts think about CRM and loyalty |
| 8.3.3 | Has the time come for CRM 2.0? |
| 8.3.4 | SMEs want a simpler approach to CRM |
| 8.4 | The CRM market |
| 8.4.1 | Projected growth areas for CRM |
| 8.4.2 | Measuring CRM's importance to companies |
| 8.4.3 | CRM spending to increase, but it's not all rosy |
| 8.4.4 | Western European CRM continues positive trend |
| 8.4.5 | CRM software vendors: Practice what you preach |
| 8.4.6 | Consumers force retailers to improve their customer view |
| 8.5 | Applications of CRM |
| 8.5.1 | CRM in the holiday resort market |
| 8.5.2 | Fine-tuning direct mail through CRM |
| 8.6 | Recent CRM developments |
| 8.7 | One-to-one marketing |
| 8.7.1 | One-to-one e-mail produces 1,537% response gain |
| 8.7.2 | One-to-one printed magazine doubles gross profit |
| 8.7.3 | Top class one-to-one: An example to follow |
| 9 | Gift cards |
| 9.1 | Introduction |
| 9.2 | Building loyalty with gift cards |
| 9.2.1 | How are gift cards best used? |
| 9.2.2 | Trends: people like them |
| 9.2.2.1 | People would rather have gift cards |
| 9.2.2.2 | Almost half prefer gift cards |
| 9.2.2.3 | Male teenagers buy gift cards |
| 9.2.2.4 | Hispanics buy higher denominations |
| 9.2.2.5 | Quarter of budget spent on gift cards |
| 9.2.2.6 | Most recipients spend cards on themselves |
| 9.2.3 | A growing favourite for the holiday season |
| 9.3 | Setting up a gift card |
| 9.3.1 | Nine key factors in setting up |
| 9.3.2 | Retail staff crucial to success |
| 9.3.3 | Success lies in solving customers' problems |
| 9.3.4 | Tracking and controlling spending |
| 9.3.5 | Success factors for launches in new markets |
| 9.4 | Potential pitfalls |
| 9.4.1 | Gift cards need tighter regulation |
| 9.4.2 | How many gift cards go unused? |
| 9.4.3 | Delayed redemption and expiry |
| 9.5 | Technologies and innovations |
| 9.5.1 | Givex and Transax integrate gift/loyalty card processing |
| 9.5.2 | New gift card programme for small businesses |
| 9.5.3 | eCount and Parago team up for real-time incentives |
| 9.5.4 | Givex adds loyalty/gift cards to ExaDigm |
| 9.5.5 | Catuity issues branded gift cards |
| 9.5.6 | Gift cards set to become Green, personal, and animated |
| 9.5.7 | Datacard updates gift and loyalty card systems |
| 9.5.8 | BB&T launches new gift cards for retailers |
| 9.5.9 | Grass Roots unveils sector-specific payment |
| 9.5.10 | Mellon launches non-banking gift cards in Greece |
| 9.5.11 | eCount unveils prepaid card for instant retail rebates |
| 9.5.12 | Innovative publisher adds DVD to gift cards |
| 9.6 | Prepaid card applications by sector |
| 9.6.1 | Financial |
| 9.6.1.1 | Bank adds BSP Rewards mall to prepaid cards |
| 9.6.1.2 | Gift cards for kids from American Express |
| 9.6.1.3 | Catuity launches Ameribanc gift card |
| 9.6.1.4 | Citi acquires gift card provider eCount |
| 9.6.1.5 | Norwich Union launches UK prepaid rewards |
| 9.6.1.6 | US Bank Issues Its 20 Millionth Gift Card |
| 9.6.2 | Retail |
| 9.6.2.1 | Roots launches gift card programme |
| 9.6.2.2 | Hbc offers gift cards in exchange for Air Miles |
| 9.6.2.3 | Canadian DIY chain launches gift cards |
| 9.6.2.4 | AEIS unveils electronic goods prepaid card |
| 9.6.2.5 | Bizou launches gift card programme |
| 9.6.2.6 | Shell launches gift card centres in forecourt shops |
| 9.6.3 | General |
| 9.6.3.1 | Trend Micro rewards partners with prepaid cards |
| 9.6.3.2 | Charter's loyalty gift card aims to reduce churn |
| 9.6.3.3 | ITEX awards Starbucks/ExxonMobil cards |
| 9.6.3.4 | Travelocity sells hotel gift cards as incentives |
| 9.6.3.5 | Quiznos launches personalised gift cards |
| 9.6.3.6 | CC's Coffee launches loyalty & gift card programme |
| 9.6.3.7 | Giftex Prepay membership doubles |
| 9.6.3.8 | American Idol gift card launches sweepstake |
| 10 | Best practices and innovations |
| 10.1 | Introduction |
| 10.2 | Loyalty programme best practices |
| 10.2.1 | Best practices to increase customer loyalty |
| 10.2.2 | Best practices to stop a loyalty scheme from stalling |
| 10.2.3 | Best practices for online customer loyalty |
| 10.2.4 | The six P's of customer loyalty marketing |
| 10.3 | Loyalty management best practices |
| 10.3.1 | Greater loyalty from easier product returns |
| 10.3.2 | Relationship model to predict customer loyalty |
| 10.3.3 | Customer Strategy Network builds loyalty library |
| 10.3.4 | South African points liability rules changed |
| 10.4 | Customer management best practices |
| 10.4.1 | Best practices for best customer management |
| 10.4.2 | Best practice to turn problems into advocacy |
| 10.4.3 | Customer management as a key sales driver |
| 10.4.4 | Customer win-back: A much-ignored best practice |
| 10.5 | Green marketing best practices |
| 10.5.1 | Best practices for green marketing |
| 10.6 | Marketing best practices |
| 10.6.1 | Why marketers are going back to basics |
| 10.6.2 | Best practices for assessing marketing channel profitability |
| 10.7 | Customer loyalty innovation |
| 10.7.1 | Loyalty innovation is alive and well, experts agree |
| 10.7.2 | Innovation is the hallmark of best-in-class retailers |
| 10.7.3 | In-store innovations make customer feel more valued |
| 10.7.4 | Building loyalty with 'surprise and delight' |
| 10.7.5 | FFP sign-up kiosk targets most profitable passengers |
| 10.8 | Kiosks and self-service innovation |
| 10.8.1 | Wise marketers ranked as best-in-class with kiosks |
| 10.8.2 | Using kiosks to help the Christmas shopping rush |
| 10.8.3 | Gift card 'malls' found to be highly profitable |
| 10.8.4 | RFID technology increases customer satisfaction |
| 10.8.5 | Concept bank branch adds RFID-enabled walls |
| 10.8.6 | Ukrop's rolls out one-to-one marketing kiosks |
| 10.8.7 | Adding loyalty card data to smart shopping carts |
| 11 | Loyalty tools |
| 11.1 | Introduction |
| 11.2 | Four critical failures in many loyalty platforms |
| 11.3 | Loyalty platforms |
| 11.3.1 | ACNielsen's loyalty and insights business unit |
| 11.3.2 | Bensur's mobile phone-based loyalty platform |
| 11.3.3 | Loyalty Lab's new brand loyalty platforms |
| 11.3.4 | Loyalty Lab's second-generation e-loyalty platform |
| 11.4 | Internet loyalty platforms |
| 11.4.1 | Harte-Hanks' upgraded e-marketing platform |
| 11.4.2 | CrownPeak's RSS-based web marketing platform |
| 11.4.3 | VeriSign's upgraded online brand protection tools |
| 11.5 | Loyalty management tools |
| 11.5.1 | LifeWorld launches loyalty management service |
| 11.5.2 | MediaTrac's upgraded platform for car dealers |
| 11.5.3 | Source upgrades the LoyaltyShare Network |
| 11.6 | Analytical tools |
| 11.6.1 | A loyalty programme ROI forecasting engine |
| 11.6.2 | New technologies to aid retail improvements |
| 11.7 | Business Intelligence (BI) |
| 11.7.1 | Business intelligence supports customer loyalty |
| 11.7.2 | Business intelligence supports customer retention |
| 11.8 | Kiosks and self-service tools |
| 11.8.1 | Pay By Touch's loyalty and gift card kiosk |
| 11.8.2 | Trident's frequent flyer programme kiosk |
| 11.8.3 | Spanish retail adopts self-checkout technology |
| 11.8.4 | Ukrop's adopts one-to-one marketing kiosks |
| 11.8.5 | HP's loyalty-enabled in-store sales kiosk |
| 11.9 | Smart card loyalty tools |
| 11.9.1 | Visa's tools for contactless card programmes |
| 11.9.2 | Phoenix steps up smart card loyalty in Canada |
| 11.10 | Gift card loyalty tools |
| 11.10.1 | Parago's gift card rewards platform |
| 11.10.2 | EFT Canada's gift card rewards platform |
| 11.11 | Other high-technology marketing tools |
| 11.11.1 | RFID mirror recommends fashion accessories |
| 11.11.2 | GPS units lead consumers to local discounts |
| 11.11.3 | Shoprite's shopping carts powered by loyalty data |
| 11.11.4 | Retailers target in-store ads by age and gender |
| 12 | The loyalty token |
| 12.1 | Introduction |
| 12.2 | The importance of the loyalty token |
| 12.2.1 | Smart cards vs magnetic stripe cards |
| 12.3 | Types of tokens |
| 12.3.1 | 'No token' programmes |
| 12.3.2 | Stamps |
| 12.3.3 | Vouchers |
| 12.3.4 | Coupons |
| 12.3.4.1 | Drivers of coupon usage |
| 12.3.4.1.1 | US coupon usage in 2005 |
| 12.3.4.1.2 | US coupon usage in 2006 |
| 12.3.4.1.3 | Canadian coupon usage in 2006 |
| 12.3.4.1.4 | Coupons: The effect of age, lifestage and wealth |
| 12.3.4.1.5 | Exploding the coupon redemption myths |
| 12.3.4.1.6 | What consumers really want from coupons |
| 12.3.4.1.7 | The popularity of coupons among consumers |
| 12.3.4.2 | Checkout-generated coupons |
| 12.3.4.2.1 | Catalina Marketing |
| 12.3.4.2.2 | Recent developments at Catalina |
| 12.3.4.3 | Other coupons |
| 12.3.4.3.1 | On-pack coupons |
| 12.3.4.3.2 | Betty Crocker discontinues on-pack couponing |
| 12.3.4.3.3 | Price Chopper's iSaveToday coupon kiosk |
| 12.3.4.3.4 | Max Card eco-friendly coupon card |
| 12.3.4.4 | Internet-based coupons |
| 12.3.4.4.1 | Q Interactive (CoolSavings) |
| 12.3.4.4.2 | Coupons Inc. |
| 12.3.4.4.3 | WebbyPlanet.com |
| 12.3.4.4.4 | Couponstar's CouponNet |
| 12.3.5 | Card-based programmes |
| 12.3.5.1 | Cards don't have to be plastic |
| 12.3.5.2 | Plain printed cards |
| 12.3.5.3 | Bar-coded cards |
| 12.3.5.4 | Magnetic stripe cards |
| 12.3.5.5 | PET cards |
| 12.3.5.6 | Visual cards |
| 12.3.5.6.1 | Thermochromic cards |
| 12.3.5.6.2 | Case Study: Visible Results GraphiCards |
| 12.3.6 | Smart cards |
| 12.3.6.1 | Boots Advantage Card (UK) |
| 12.3.6.2 | ComPass loyalty credit card (Hong Kong) |
| 12.3.6.3 | ProlifIC TonIC from Oberthur |
| 12.3.6.4 | Loyalty Access Solutions |
| 12.3.7 | Cardless loyalty |
| 12.3.7.1 | Peppercoin's small payments platform |
| 12.3.7.2 | The Loyalty Concept's loyalty platform |
| 12.3.7.3 | Reward.tv's cardless loyalty scheme |
| 12.3.7.4 | Contactless payments and loyalty |
| 12.3.7.4.1 | The future of contactless loyalty |
| 12.3.7.4.2 | Contactless card applications |
| 12.3.7.4.2.1 | Visa launches contactless Mini Card (USA) |
| 12.3.7.4.2.2 | Arby's adopts Express Pay (USA) |
| 12.3.7.4.2.3 | Chase's Blink cards (USA) |
| 12.3.7.4.2.4 | Welcome Real-Time's XLS platform (France) |
| 12.3.7.4.2.5 | MasterCard PayPass Tap & Go (USA) |
| 12.3.7.5 | RFID & NFC contactless technologies |
| 12.3.7.5.1 | The consumer's view of NFC technology |
| 12.3.8 | Mobile phone-based marketing |
| 12.3.8.1 | Will consumers accept mobile marketing? |
| 12.3.8.2 | Mobile Platforms |
| 12.3.8.2.1 | bCODE's mobile ticketing platform |
| 12.3.8.2.2 | Ping Mobile's SMS marketing platform |
| 12.3.8.2.3 | Visa's mobile payments & services platform |
| 12.3.8.2.4 | The Logic Group's POS-based SMS vouchers |
| 12.3.8.2.5 | Enpocket's mobile advertising platform |
| 12.3.8.3 | Mobile commerce consumer trials |
| 12.3.8.3.1 | JCB m-payments trial (Amsterdam) |
| 12.3.8.3.2 | Visa contactless & m-payments trial (USA) |
| 12.3.8.3.3 | MasterCard PayPass m-payments trial (Taiwan) |
| 12.3.8.3.4 | Cellular South's wireless wallet trial (USA) |
| 12.3.8.3.5 | JCB & Royal Group QUICPay (Japan) |
| 12.3.8.3.6 | BP adopts Enpocket mobile marketing (UK) |
| 12.3.8.3.7 | Financial Times mobile vouchers (UK) |
| 12.3.8.3.8 | NCR & ViVOtech's contactless terminals (USA) |
| 12.3.8.3.9 | MobileLime merges with Cuesol (USA) |
| 12.3.8.3.10 | Carlson Marketing partners with Enpocket (USA) |
| 12.3.8.3.11 | PayPoint's Shop, Scan, Save (UK) |
| 12.3.9 | Biometrics |
| 12.3.9.1 | Biometrics not suited to loyalty cards |
| 12.3.9.2 | A card with an integral fingerprint scanner |
| 12.3.9.3 | Case study: Pay By Touch (USA) |
| 12.3.9.3.1 | Green Hills Supermarket (USA) |
| 12.3.9.3.2 | Piggly Wiggly (USA) |
| 12.3.9.3.3 | Harris Teeter (USA) |
| 12.3.9.3.4 | Bread Box Stores (USA) |
| 12.3.9.3.5 | Midcounties Co-Op (UK) |
| 12.3.9.3.6 | Pathmark Stores (USA) |
| 12.3.9.3.7 | Zions First National Bank (USA) |
| 12.3.9.3.8 | Wallis Companies (USA) |
| 12.3.9.3.9 | Lowe's Pay and Save (USA) |
| 12.3.9.3.10 | Crooks Marketplace & Hit n' Run (USA) |
| 12.3.9.3.11 | Hy-Vee (USA) |
| 12.3.9.3.12 | Scott's Food & Pharmacy (USA) |
| 12.3.9.3.13 | Citibank (Singapore) |
| 12.3.9.3.14 | Thriftway Supermarkets (USA) |
| 12.3.9.3.15 | Jewel Osco supermarkets (USA) |
| 12.3.9.3.16 | Harps Food Stores (USA) |
| 12.3.9.3.17 | West Texas National Bank (USA) |
| 12.3.9.3.18 | Dorothy Lane (USA) |
| 12.3.9.3.19 | Shell (USA) |
| 13 | Loyalty rewards |
| 13.1 | Introduction |
| 13.2 | The value of rewards |
| 13.3 | The function of the reward |
| 13.4 | The properties of a good reward |
| 13.5 | Getting value from the reward |
| 13.5.1 | Lowering the loyalty budget without risking loyalty |
| 13.5.2 | The level of the reward |
| 13.5.3 | Leveraging the reward |
| 13.6 | Types of reward |
| 13.6.1 | Discounts |
| 13.6.1.1 | Untargeted discounts |
| 13.6.1.2 | Targeted discounts |
| 13.6.2 | Points-driven programmes |
| 13.6.3 | Soft rewards |
| 13.7 | Timing of rewards: instant or later? |
| 13.8 | What rewards do consumers really want? |
| 13.8.1 | What consumers think they want |
| 13.8.2 | What consumers actually want |
| 13.9 | Redemption |
| 13.9.1 | External redemption |
| 13.9.2 | Internal redemption |
| 13.9.3 | Reward 'hassle' a major turnoff |
| 13.9.4 | Unusual redemption options |
| 13.10 | How to plan a rewards catalogue |
| 13.10.1 | Strategy to drive redemptions and engagement |
| 13.10.2 | Major factors for 'high attraction' rewards |
| 13.10.3 | Matching the rewards with various point levels |
| 13.10.4 | Networked rewards |
| 13.11 | Research into loyalty rewards |
| 13.11.1 | Guilt influences reward choice |
| 13.11.2 | Close-fitting rewards work better |
| 14 | Customer loyalty data |
| 14.1 | The technology behind customer data |
| 14.1.1 | The importance of loyalty data collection |
| 14.1.2 | Database planning |
| 14.1.3 | Data processing and data flow |
| 14.1.4 | Data analysis to support business processes |
| 14.1.5 | Predictive analytics to drive change |
| 14.1.6 | Data warehouses |
| 14.1.7 | Data marts |
| 14.2 | Data collection: how, where, when, and why? |
| 14.2.1 | What data can or should be gathered? |
| 14.2.2 | How much data, and where to collect it |
| 14.2.2.1 | The application form |
| 14.2.2.2 | The web site |
| 14.2.2.3 | Third party sources |
| 14.2.2.4 | The EPOS terminal |
| 14.2.2.5 | Customer services |
| 14.2.2.6 | Repair/replacement centres |
| 14.2.3 | How long does data last? |
| 14.2.4 | Data duplication, accuracy, and cleansing |
| 14.2.5 | Data security and privacy |
| 14.2.5.1 | The impact of customer data loss |
| 14.2.5.2 | The impact of handling data incorrectly |
| 14.2.5.3 | How digital security issues affect brands |
| 14.2.5.4 | Personal data: A consumer trade-off |
| 14.2.6 | Data ethics policies |
| 14.2.6.1 | The importance of consumer choice |
| 14.3 | The benefits of data collection and analysis |
| 14.3.1 | How does data turn into loyalty? |
| 14.3.2 | Customer-related benefits |
| 14.3.2.1 | Customer behaviour profiling |
| 14.3.2.2 | Customer lifestyle & demographic profiling |
| 14.3.2.3 | Customer product preferences and repertoire |
| 14.3.2.4 | Product category relationships & cross-selling |
| 14.3.2.5 | Pricing |
| 14.3.2.6 | Online shopping suggestions |
| 14.3.3 | Segmentation and the customer base |
| 14.3.3.1 | Segmentation by various attributes |
| 14.3.3.2 | Customer lifetime value (CLV) |
| 14.3.3.3 | Recency, Frequency, Monetary value (RFM) |
| 14.3.3.4 | Customer tiering |
| 14.3.3.5 | Customer base analysis and prediction |
| 14.3.3.6 | Customer flow analysis |
| 14.3.3.7 | Share-of-wallet estimation |
| 14.3.3.8 | Market share estimation |
| 14.3.3.9 | Examples of how airlines benefit from FFP data |
| 14.3.4 | Best customers, defectors and win-back |
| 14.3.4.1 | Best customer marketing |
| 14.3.4.2 | Early defector detection |
| 14.3.4.3 | Win-back opportunities |
| 14.3.4.4 | Lower cost competitive response |
| 14.3.5 | Customer targeting and differentiation |
| 14.3.5.1 | Advertising campaign targeting |
| 14.3.5.2 | Circular efficiency |
| 14.3.5.3 | Offer planning and promotion analysis |
| 14.3.5.4 | Differentiated marketing |
| 14.3.5.5 | Intelligent deselection |
| 14.3.5.6 | Green targeting to save costs & the planet |
| 14.3.5.7 | Loyalty based on insights from customer data |
| 14.3.5.7.1 | Customer insights come from loyalty data |
| 14.3.5.7.2 | How industry collaboration increases insight |
| 14.3.6 | Planning and merchandising |
| 14.3.6.1 | Human resources planning |
| 14.3.6.2 | Geographical store site selection |
| 14.3.6.3 | Inventory rationalisation & selection |
| 14.3.6.4 | Planogram adjacencies & merchandising |
| 14.3.7 | Business intelligence from raw data |
| 14.3.7.1 | Differentiation based on the use of data |
| 14.3.7.2 | Data mining software |
| 14.3.7.3 | Counting on the internet clickstream |
| 14.3.7.4 | Real-time data mining |
| 14.3.7.5 | The benefits of a single customer view |
| 14.3.7.6 | OLAP, MOLAP, ROLAP and Magic Cubes |
| 14.3.7.7 | Prediction based on past behaviour |
| 14.3.7.8 | Data mining and analysis tools |
| 14.3.7.9 | Practical application of business intelligence |
| 14.3.7.9.1 | High ROI from good business intelligence |
| 14.3.7.10 | Affinity marketing |
| 14.3.7.11 | Predictive modelling |
| 14.3.8 | Conclusion on the benefits of loyalty data |
| 15 | Effective communication |
| 15.1 | Introduction |
| 15.2 | Customer communication best practices |
| 15.2.1 | Relationships are built on communication |
| 15.2.2 | Greater loyalty from the personal touch |
| 15.2.3 | Consumers' preferred communication channels |
| 15.2.4 | Communications that drive satisfaction |
| 15.3 | The web channel |
| 15.3.1 | Web-based marketing increases sharply |
| 15.3.2 | A web marketing opportunity for CPGs |
| 15.3.3 | Online communities & social networks |
| 15.3.3.1 | The impact of online communities on loyalty |
| 15.3.3.2 | What makes an online community? |
| 15.3.3.3 | Consumer buy-in |
| 15.3.3.4 | Creation and partnering |
| 15.3.3.5 | Direct and mutual support |
| 15.3.3.6 | Community-specific e-mail |
| 15.3.4 | Web advertising techniques |
| 15.3.5 | Consumer generated media, reviews & feedback |
| 15.3.5.1 | Online customer reviews generate most trust |
| 15.3.5.2 | Consumer generated media gains influence |
| 15.3.5.3 | Do consumer generated adverts really work? |
| 15.3.5.4 | Consumers voice their views on the web |
| 15.3.6 | Blogging |
| 15.3.6.1 | Effective corporate blogging |
| 15.3.6.2 | The ethics of blogging laid out clearly |
| 15.3.6.3 | Brand-sponsored blogs: extreme word of mouth? |
| 15.4 | The e-mail channel |
| 15.4.1 | E-mail best practices |
| 15.4.1.1 | E-mail readability best practices |
| 15.4.1.2 | E-mail relevance best practices |
| 15.4.1.3 | Transactional e-mail best practices |
| 15.4.1.4 | Driving customer loyalty through e-mail |
| 15.4.2 | The impact of ignoring best practices |
| 15.4.2.1 | Consumers have no time for bad e-mail |
| 15.4.2.2 | Brand damage from slow e-mail responses |
| 15.4.2.3 | Companies at risk from bad e-mail strategy |
| 15.4.3 | E-mail's place in the marketing mix |
| 15.4.4 | Be sure about the target audience |
| 15.4.5 | Optimising open and click-through rates |
| 15.4.6 | E-mail deliverability and monitoring |
| 15.4.7 | Winning back unresponsive e-mail contacts |
| 15.4.8 | Issues with the technology for e-mail marketing |
| 15.4.9 | Opt-in and opt-out: Ethics and the law |
| 15.4.10 | Spams, scams and consumer confidence |
| 15.5 | Loyalty through the mobile channel |
| 15.5.1 | Best practices for mobile marketing |
| 15.5.2 | Consumers embrace mobile marketing at last |
| 15.5.3 | Mobile marketing set to explode in Europe |
| 15.5.4 | Mobile advertising: A bright future? |
| 15.5.5 | NFC makes mobile marketing contactless |
| 15.6 | Direct mail |
| 15.6.1 | Direct mail best practices |
| 15.6.1.1 | Best practices for getting the message across |
| 15.6.1.2 | Best practices for targeting and content |
| 15.6.1.3 | Maximising the ROI on direct mail |
| 15.6.2 | Direct mail tricks to improve effectiveness |
| 15.6.2.1 | Transactional direct mail: Bills & statements |
| 15.6.2.2 | Hand-written notes still win consumers over |
| 15.6.2.3 | Pre-printed inserts generate emotional bonds |
| 15.6.3 | The current state of direct mail |
| 15.7 | Word of Mouth (WOM) |
| 15.7.1 | Word of Mouth best practices |
| 15.7.1.1 | Brand building with WOM campaigns |
| 15.7.1.2 | The ethics of WOM campaigns |
| 15.7.2 | The global spread of word of mouth |
| 15.8 | Call Centres |
| 15.8.1 | Technology: networked and virtual call centres |
| 15.8.2 | In-house vs. outsourced call centres |
| 15.8.3 | Best practices |
| 15.8.3.1 | How to make call centres more friendly |
| 15.8.3.2 | Motivate call centre agents to build loyalty |
| 15.8.3.3 | Call centres can boost loyalty, sales & profit |
| 15.9 | Kiosks and self-service |
| 15.9.1 | Loyalty marketing kiosks in retail stores |
| 15.9.2 | Frequent flyers sign up at lounge-based kiosks |
| 15.9.3 | Shopping mall kiosks win consumers' favour |
| 15.9.4 | The benefits of web-based self service |
| 15.10 | In-store communications |
| 15.10.1 | Digital screens and cameras aid retail targeting |
| 15.10.2 | Retail window projections increase footfall |
| 15.11 | Advertising channels |
| 15.11.1 | Contactless posters: The advert of the future? |
| 15.11.2 | Personally tailored TV adverts impress consumers |
| 15.11.3 | Viral video advertising spans UK and USA |
| 15.11.4 | Sponsored internet advertising's success |
| 15.11.5 | Mobile advert platform introduces smart filtering |
| 15.11.6 | In-game advertising |
| 15.11.7 | Traditional printed media channels |
| 15.11.7.1 | Sunday newspaper advertising inserts |
| 15.11.7.2 | Vertical market trade press |
| 16 | Maths and analysis |
| 16.1 | The calculation of customer loyalty |
| 16.1.1 | How to measure customer loyalty successfully |
| 16.1.2 | The importance of customer-centric metrics |
| 16.2 | Measuring loyalty - the metrics |
| 16.2.1 | Patronage ratio |
| 16.2.2 | Switching ratio |
| 16.2.3 | Budget ratio (share of wallet) |
| 16.2.4 | Enis-Paul Index |
| 16.2.5 | Retention rate & churn |
| 16.2.6 | Customer Lifetime |
| 16.2.7 | Net Promoter Score (NPS) |
| 16.2.7.1 | Four key elements of the Net Promoter discipline |
| 16.2.7.2 | NPS versus customer loyalty: the ongoing debate |
| 16.2.7.3 | NPS highlights credit union customer loyalty trend |
| 16.2.8 | Attitudinal equity: a powerful brand loyalty metric |
| 16.3 | Customer Lifetime Value (CLV) |
| 16.4 | Practical statistics |
| 16.4.1 | The mean |
| 16.4.2 | The median |
| 16.4.3 | The mode |
| 16.4.4 | Variance |
| 16.4.5 | Standard deviation |
| 16.5 | Management reports and tools |
| 16.5.1 | The Bathtub report |
| 16.5.2 | The Decile report (RFM/RFS) |
| 16.5.3 | The Quo Vadis Retention report |
| 16.5.4 | The New Member Frequency Report |
| 16.5.5 | The Cardholders' Summary Report |
| 16.6 | RFM segmentation |
| 16.6.1 | Traditional: 125 cells |
| 16.6.2 | Reduced: 27 cells |
| 16.6.3 | Flexible: 8 cells |
| 17 | Don't forget the humans |
| 17.1 | Introduction |
| 17.2 | There's no single way to win loyalty |
| 17.2.1 | Who holds the loyalty cards, and why |
| 17.2.2 | Are retail relationships still a reality? |
| 17.2.3 | More consumers are buying based on corporate ethics |
| 17.2.4 | Why precision marketing leads to greater loyalty |
| 17.3 | The psychology of loyalty |
| 17.3.1 | Why customers are switching, and how to reduce churn |
| 17.3.2 | The top ten factors that make or break consumer trust |
| 17.3.3 | Why customers carry shoppers cards - and why not |
| 17.3.4 | Major drivers of customer churn and their solutions |
| 17.4 | The influence of rewards on loyalty |
| 17.4.1 | Do reward programmes really increase frequency? |
| 17.4.2 | Everyday rewards or special treats? |
| 17.5 | The influence of age on loyalty |
| 17.5.1 | Using cause branding as a loyalty strategy |
| 17.5.2 | Older consumers may not be as loyal as you think |
| 17.6 | Gender and loyalty |
| 17.6.1 | Women not redeeming with loyalty credit cards |
| 17.6.2 | The effect of gender and age on retail problems |
| 17.7 | Race and loyalty |
| 17.7.1 | Americans' attitudes to loyalty cards |
| 17.8 | Wealth and loyalty |
| 17.8.1 | The drivers of upscale department store loyalty |
| 17.9 | Price and loyalty |
| 17.9.1 | Store-loyal bargain hunters most profitable |
| 17.9.2 | Offers still essential for loyal grocery customers |
| 17.9.3 | Price cited as 'most important' to online loyalty |
| 17.9.4 | Savvy consumers want value as well as rewards |
| 17.10 | Satisfaction and loyalty |
| 17.10.1 | High satisfaction and retention rates linked |
| 17.10.2 | The difference between satisfaction and delight |
| 17.10.3 | The negative impact of satisfaction on loyalty |
| 17.10.4 | Too many options make retention more difficult |
| 17.11 | Service and loyalty |
| 17.11.1 | Customer service still a key differentiator |
| 17.11.2 | Shoppers show most loyalty to good service |
| 17.11.3 | Good service cements loyalty |
| 17.11.4 | Poor service loses 16% of customers |
| 17.11.5 | Cautious shoppers want service for loyalty |
| 17.11.6 | Customer-centric marketers see a higher ROI |
| 17.12 | Customer experiences and loyalty |
| 17.12.1 | Bad customer service, disloyalty, and the way ahead |
| 17.12.2 | Poor service encouraging UK consumers to defect |
| 17.12.3 | Bad service makes 54% of Middle East customers leave |
| 17.12.4 | Who is complaining and churning in the UK? |
| 17.12.5 | Positive customer experiences 'worryingly rare' |
| 17.13 | The internet and loyalty |
| 17.13.1 | Repeat visitors are 8 times more likely to buy online |
| 17.14 | Green and loyalty |
| 17.14.1 | Green is a model for genuine engagement |
| 18 | Employee loyalty |
| 18.1 | Introduction |
| 18.2 | Loyal employees make loyal customers |
| 18.2.1 | Loyalty often starts with a helpful employee |
| 18.2.2 | Why knowledgeable staff are better than loyalty schemes |
| 18.2.3 | How managers affect staff and customer experiences |
| 18.2.4 | The best customer service asset is staff |
| 18.2.5 | Employee rewards: a missing link for loyalty |
| 18.2.6 | Retail study finds sales assistants causing defections |
| 18.2.7 | It's the attitude that counts |
| 18.2.8 | Cross functional account managers are vital to loyalty |
| 18.2.9 | Hilton shows link between staff training and loyalty |
| 18.2.10 | Mass merchandisers' staff smile more for customers |
| 18.2.11 | Starbucks' five core principles for success |
| 18.3 | Employee engagement |
| 18.3.1 | Only 20% of employees are engaged in their job |
| 18.3.2 | Seven key indicators of employee engagement |
| 18.3.3 | Key drivers of and levels of employee engagement |
| 18.3.4 | Strategic direction brings engagement |
| 18.4 | Employee Defection |
| 18.4.1 | High-risk employees outnumber the truly loyal |
| 18.4.2 | Why employees defect: the mismatched perceptions |
| 18.5 | Employees in the workplace |
| 18.5.1 | Six key employer misconceptions |
| 18.5.2 | Loyalty varies by generation |
| 18.6 | Retention aids and driving performance |
| 18.6.1 | Stress management is key to retention |
| 18.6.2 | Retaining new employees is key |
| 18.6.3 | Two top ways of retaining employees |
| 18.6.4 | Empower employees to solve problems |
| 18.6.5 | Retail labour management can drive performance |
| 18.7 | Incentives |
| 18.7.1 | Different rewards for different employee types |
| 18.7.2 | Short-term or long-term rewards? |
| 18.7.3 | The say/do gap |
| 18.8 | Employee reward providers |
| 18.8.1 | Maritz Incentives (Global) |
| 18.8.2 | Globoforce (Global) |
| 18.8.3 | Compliments Card (UK) |
| 18.8.4 | Centive (USA) |
| 18.8.5 | FanBox (Canada) |
| 18.9 | Employee rewards initiatives |
| 18.9.1 | The Logic Group (UK) |
| 18.9.2 | Asda (UK) |
| 18.9.3 | SEAT (Ireland) |
| 19 | Loyalty on the internet |
| 19.1 | Introduction |
| 19.2 | Internet loyalty insights |
| 19.2.1 | Opportunities for online retail loyalty abound |
| 19.2.2 | Online shoppers need the right incentives |
| 19.2.3 | Rewards-based sites refer more engaged customers |
| 19.2.4 | A positive online retail trend |
| 19.3 | Internet loyalty initiatives |
| 19.3.1 | Case study: Points.com (USA/Canada) |
| 19.3.2 | Case study: iPoints (UK) |
| 19.3.3 | Case study: Pigsback (Ireland/UK) |
| 19.3.4 | Nectar e-Stores (UK) |
| 19.3.5 | Other internet loyalty initiatives |
| 19.3.5.1 | Online mall customised for loyalty schemes |
| 19.3.5.2 | Online mall rewards eco-friendly loyalty |
| 19.3.5.3 | Rewards for India's online gamers |
| 19.3.5.4 | Online loyalty scheme for American Hispanics |
| 19.3.5.5 | Microsoft launches Office Live Rewards scheme |
| 19.3.5.6 | Online IT community launches with member rewards |
| 19.3.5.7 | Rewards for viewing online advertising |
| 19.4 | Internet loyalty marketing platforms |
| 19.4.1 | Affinion's points-based online shopping platform |
| 19.4.2 | GreasyPalm's white label e-rewards platform |
| 19.4.3 | Loyalty Lab & ePrize co-develop loyalty systems |
| 19.5 | Web 2.0 |
| 19.5.1 | Web 2.0 and its effect on customer relationships |
| 19.5.1.1 | What is Web 2.0, and is it really useful? |
| 19.5.1.2 | How Web 2.0 can improve customer relationships |
| 19.5.1.3 | Web 2.0 relationship drivers and barriers |
| 19.5.1.4 | Web 2.0's effect on customer engagement |
| 19.5.2 | Social networking |
| 19.5.2.1 | The true marketing value of social networks |
| 19.5.2.2 | How to engage consumers through social networks |
| 19.5.2.3 | Linking loyalty to a social network: a good example |
| 19.5.3 | Consumer generated content |
| 19.5.3.1 | Online consumer reviews affect offline sales |
| 19.5.3.2 | User generated content affects customer satisfaction |
| 19.6 | Loyalty from search marketing |
| 19.6.1 | Search engine rewards brand loyalty |
| 19.6.2 | Search engine rewards its regular users |
| 19.6.3 | Shopping comparison site rewards user loyalty |
| 19.6.4 | Grocery shopping comparison site rewards loyalty |
| 20 | Brand loyalty |
| 20.1 | Introduction |
| 20.2 | Brand loyalty strategy |
| 20.2.1 | The key drivers of brand loyalty |
| 20.2.2 | Brand loyalty goes beyond satisfaction |
| 20.2.3 | Brands with 'soul' gain more loyalty |
| 20.2.4 | Branded experiences drive greater loyalty |
| 20.2.5 | CPG brands find loyalty in customer-centricity |
| 20.3 | Brand marketing strategy |
| 20.3.1 | Forming a more effective brand strategy |
| 20.3.2 | Brand building through online communities |
| 20.3.3 | Should brand control ever be surrendered? |
| 20.3.4 | Predicting the impact of brand marketing |
| 20.4 | Branding best practices |
| 20.4.1 | 5 steps for creating a stronger brand |
| 20.4.2 | The 4 rules of online branding ethics |
| 20.4.3 | 12 steps for boosting the corporate brand |
| 20.4.4 | Using web sites to boost the brand image |
| 20.4.5 | Brand equity linked to company value |
| 20.5 | Successful brand strategies |
| 20.5.1 | US brand leaders |
| 20.5.2 | Canadian brand leaders |
| 20.5.3 | South African brand leaders |
| 20.5.4 | Retail brands outperforming CPG brands |
| 20.5.5 | One-stop-shops and web brands succeed |
| 20.6 | Brand threats and how to fight them |
| 20.6.1 | The most common rebranding mistakes |
| 20.6.2 | Excessive choice damages brand loyalty |
| 20.6.3 | Globalisation and multi-channel brand threats |
| 20.6.4 | Brand threat from online 'cyber squatters' |
| 20.6.5 | Country of origin becomes big brand issue |
| 20.6.6 | Growing recall rate damages big brands |
| 20.6.7 | Private label set to replace many US brands |
| 21 | Financial Services |
| 21.1 | Introduction |
| 21.2 | Loyalty's effect on financial services |
| 21.2.1 | Customer loyalty insights and research |
| 21.2.1.1 | Ten key loyalty insights affecting financial services |
| 21.2.1.2 | The value of the financial services loyalty market |
| 21.2.1.3 | Customer privacy and trust still a major issue |
| 21.2.2 | Credit card loyalty insights |
| 21.2.2.1 | Credit card satisfaction led by American Express |
| 21.2.2.2 | Card issuers spending 70% on loyalty benefits |
| 21.2.2.3 | How credit card issuers can improve customer retention |
| 21.2.2.4 | Loyalty's role in choosing between credit or debit payment |
| 21.2.2.5 | Frequent flyer credit card deals to accelerate |
| 21.2.3 | Debit card loyalty |
| 21.2.3.1 | Why consumers prefer loyalty-based debit cards |
| 21.2.3.2 | People prefer debit cards for grocery shopping |
| 21.2.4 | Affinity card loyalty |
| 21.2.4.1 | State of the affinity & co-branded card market |
| 21.2.4.2 | Affinity credit cards lose ground in the UK |
| 21.2.5 | Banking loyalty |
| 21.2.5.1 | Loyalty marketing proves helpful to bank growth |
| 21.2.5.2 | Ways for banks to increase loyalty and advocacy |
| 21.2.5.3 | Bank cards to depend on loyalty offerings soon |
| 21.2.5.4 | Main drivers of banking loyalty |
| 21.2.5.5 | Banks take churn risk with poor online service |
| 21.2.5.6 | Banking loyalty initiatives |
| 21.2.6 | ATMs and kiosks |
| 21.2.6.1 | The ATM's impact on banking loyalty |
| 21.2.6.2 | Credit card/loyalty kiosks: The next big thing? |
| 21.2.7 | Internet banking |
| 21.2.8 | Credit union loyalty |
| 21.3 | Card issuers |
| 21.3.1 | MasterCard (Global) |
| 21.3.2 | Visa (Global) |
| 21.3.3 | American Express (Global) |
| 21.3.4 | Bank of America (USA) |
| 21.3.5 | Barclays Bank / Barclaycard (UK) |
| 21.3.6 | Chase (USA) |
| 21.3.7 | Citi (Global) |
| 21.3.8 | Discover (USA) |
| 21.3.9 | Garanti Bank (Turkey) |
| 21.3.10 | GE (USA) |
| 21.3.11 | HSBC (Global) |
| 21.3.12 | Lloyds TSB (UK) |
| 21.3.13 | MBNA (Global) |
| 21.3.14 | RBC (Canada) |
| 21.3.15 | Scotiabank (Canada/USA) |
| 21.3.16 | TD Bank (Canada) |
| 21.3.17 | US Bank (USA) |
| 21.3.18 | Wells Fargo (USA) |
| 21.3.19 | Case study: Samsung Card, Korea |
| 21.4 | Micro-investment reward programmes |
| 21.4.1 | Upromise college savings (USA) |
| 21.4.2 | Futura Rewards/KidsFutures college savings (Canada) |
| 21.4.3 | Vesdia's micro-investment reward programmes |
| 21.4.3.1 | BabyMint college savings (USA) |
| 21.4.3.2 | NestEggz retirement savings (USA) |
| 22 | Supermarkets |
| 22.1 | Introduction |
| 22.2 | Three main strategies |
| 22.3 | Supermarket & grocery loyalty insights |
| 22.3.1 | The grocery loyalty card's effect on customer behaviour |
| 22.3.2 | Differentiation of competing supermarkets |
| 22.3.3 | What grocery shoppers really want in-store |
| 22.3.4 | What young consumers want from supermarkets |
| 22.3.5 | Shoppers prefer long hours to loyalty programmes |
| 22.3.6 | Grocery shoppers' preferred payment methods |
| 22.4 | Supermarket & grocery loyalty best practices |
| 22.4.1 | Grocery loyalty cards fail to hit the target |
| 22.4.2 | Four kinds of supermarket shopper behaviour |
| 22.5 | The exit strategy |
| 22.5.1 | How and why Delvita dropped its loyalty card |
| 22.5.2 | How and why Safeway dropped its loyalty card |
| 22.6 | EDLP (Every Day Low Prices) |
| 22.6.1 | Customers prefer EDLP to points |
| 22.6.2 | Case study: Asda (UK) |
| 22.7 | Supermarket loyalty around the world |
| 22.7.1 | United Kingdom |
| 22.7.1.1 | Case study: Tesco (Clubcard) - coalition |
| 22.7.1.1.1 | Recent developments at Dunnhumby |
| 22.7.1.2 | Case study: Sainsbury's (Nectar) - coalition |
| 22.7.1.3 | Case study: Co-op (Dividend) |
| 22.7.1.4 | Somerfield (Saver Card) |
| 22.7.1.5 | UK supermarkets' market shares |
| 22.7.2 | USA |
| 22.7.2.1 | Case study: Big Y |
| 22.7.2.3 | Wal-Mart |
| 22.7.2.4 | Safeway |
| 22.7.2.5 | Ukrop's |
| 22.7.2.6 | Giant Food |
| 22.7.2.7 | Foodtown |
| 22.7.2.8 | Fuel Rewards |
| 22.7.2.9 | Savings programmes |
| 22.7.3 | Canada |
| 22.7.3.1 | Case study: Canadian Tire Money (coalition) |
| 22.7.4 | Australia |
| 22.7.4.1 | Case study: Coles Myer/Shell (fuel discounts) |
| 22.7.4.2 | Case Study: Independent Grocers of Australia (fuel discounts) |
| 22.7.5 | New Zealand |
| 22.7.5.1 | Case study: Foodtown/Woolworths (loyalty card) |
| 22.8 | Other supermarket loyalty developments |
| 22.8.1 | India: supermarket uses fuel to win trade |
| 22.8.2 | Cape Cod: grocery adopts mobile loyalty |
| 22.8.3 | Meijer surprises customers with discounts |
| 22.8.4 | HotelPoints works well for Irish grocer |
| 22.8.5 | Chevy Chase tries mobile marketing |
| 22.8.6 | Three grocers join Futura Rewards (KidsFutures) |
| 22.8.7 | Grocery loyalty card adds payment option |
| 22.8.8 | Price Chopper tries one-to-one couponing |
| 22.8.9 | ShopRite Rewards gets its own credit card |
| 23 | General retail |
| 23.1 | Introduction |
| 23.2 | General retail loyalty insights |
| 23.2.1 | The consumer's attitude to retail loyalty cards |
| 23.2.2 | Drivers of consumers' retail choices |
| 23.2.3 | The consumer benefits of a retail loyalty card |
| 23.2.4 | Global retail growth predictions |
| 23.2.5 | Retailers not meeting consumers' basic needs |
| 23.2.6 | Beauty retailers turn to relationship marketing |
| 23.2.7 | New shopping habits mean new strategies |
| 23.2.8 | The future of Russia's retail landscape |
| 23.3 | Department stores and apparel |
| 23.3.1 | Case study: Neiman Marcus InCircle Rewards (USA) |
| 23.3.2 | Hbc Rewards developments |
| 23.3.3 | Nordstrom (USA) |
| 23.4 | Entertainment and electronics |
| 23.4.1 | Brazin Group (Australia) |
| 23.4.2 | Best Buy (USA & Canada) |
| 23.4.3 | Virgin (USA) |
| 23.5 | Pharmacies and drugstores |
| 23.5.1 | Case study: Boots Advantage Card (UK) |
| 23.5.2 | CVS/Pharmacy (USA) |
| 23.6 | Home improvement & DIY |
| 23.6.1 | Case study: AdvantageCard (Australia) |
| 23.6.2 | Home Depot (USA) |
| 23.7 | Book sellers |
| 23.7.1 | Book Of the Month Club (USA) |
| 23.7.2 | Borders Rewards (USA) |
| 23.7.3 | Barnes & Noble (USA) |
| 23.7.4 | Doubleday Book Club (USA) |
| 23.8 | Other retail loyalty initiatives |
| 23.8.1 | Case study: Staples Easy Rebates (USA) |
| 23.8.2 | Case study: Jet Club (South Africa) |
| 23.8.3 | 1-800-Flowers launches Petal points |
| 23.8.4 | Farmer Jack revives Bonus Savings Card |
| 23.8.5 | OfficeMax steps up in-store loyalty efforts |
| 23.8.6 | Office Depot launches loyalty programme |
| 23.8.7 | Why CompUSA closed its loyalty scheme |
| 23.8.8 | Sears Club's enhanced loyalty offering |
| 23.8.9 | Russian retailer X5 launches loyalty scheme |
| 23.8.10 | Al Tayer launches UAE loyalty scheme |
| 23.8.11 | Club DLM upgraded with loyalty kiosks |
| 23.8.12 | Drug Fair & Cost Cutter launch loyalty scheme |
| 23.8.13 | Shopko Stores launches loyalty scheme |
| 24 | Automotive loyalty |
| 24.1 | Introduction |
| 24.2 | Automotive loyalty insights |
| 24.2.1 | Automotive brand loyalty and choice |
| 24.2.1.1 | Drivers of automotive brand choice |
| 24.2.1.2 | Key factors for automotive brand loyalty |
| 24.2.1.3 | Trends characterising automotive brand loyalty |
| 24.2.1.4 | Customer retention |
| 24.2.2 | Car dealers' impact on customer loyalty |
| 24.2.2.1 | Customer management |
| 24.2.2.2 | Driving repeat business |
| 24.2.3 | Threats to automotive brands |
| 24.2.3.1 | Car buyers' price preferences |
| 24.2.3.2 | Ethnic customer loyalty still at risk |
| 24.2.3.3 | Multi-channel strategies are failing |
| 24.3 | Car buyer loyalty initiatives |
| 24.3.1 | Chrysler |
| 24.3.1.1 | ClubMom offers points for Chryslers and Jeeps |
| 24.3.1.2 | Aeroplan miles for Chryslers |
| 24.3.1.3 | Canada: Chrysler's loyalty credit cards |
| 24.3.2 | Truck owner loyalty |
| 24.3.2.1 | Kenworth's truck owner privileges |
| 24.3.2.2 | Volvo Trucks USA |
| 24.3.3 | CSK Auto parts |
| 24.3.4 | RBC Visa points for Toyota cars |
| 24.4 | Car buyer engagement initiatives |
| 24.4.1 | Honda - web blogging community |
| 24.4.2 | Jeep - Camp Jeep event |
| 24.4.3 | Mini - Personalised billboard marketing |
| 24.5 | Car buyer incentives |
| 24.5.1 | Chrysler - student and staff pricing |
| 24.5.2 | Incentives led by Europe and Japan |
| 24.5.3 | Bigger incentives for fuel-hungry vehicles |
| 24.5.4 | Use of incentives becoming more careful |
| 24.6 | Automotive B2B loyalty |
| 24.6.1 | Case study: ARBL, India |
| 24.7 | Fuel retail loyalty schemes |
| 24.7.1 | BP - Nectar |
| 24.7.2 | Centego - Fuel Rewards |
| 24.7.3 | Coles Myer - Fuel Discounts |
| 24.7.4 | eCount - Fuel Card |
| 24.7.5 | Esso/Exxon |
| 24.7.5.1 | Esso Extra (Canada) |
| 24.7.5.2 | Exxon Smiles Driver Rewards (Singapore) |
| 24.7.6 | Indian Oil - XtraRewards |
| 24.7.7 | Shell - Drivers Club / credit cards |
| 24.7.8 | Texaco - We.O.U |
| 24.7.9 | TruCash - Future Card |
| 24.7.10 | Other fuel retail developments |
| 24.7.10.1 | Bread Box: Biometric fuel payment incentive |
| 24.7.10.2 | Lukoil: Co-branded credit card |
| 24.7.10.3 | Gas Station TV |
| 25 | Telecoms and Utilities |
| 25.1 | Introduction |
| 25.2 | Loyalty to telecoms operators |
| 25.2.1 | Customer experience as a differentiator |
| 25.2.2 | Customers want a consistent experience |
| 25.2.3 | Customer respect as a differentiator |
| 25.2.4 | Calling card operators offer bigger rewards |
| 25.2.5 | Case Study: Nortel, India (B2B) |
| 25.3 | Loyalty to mobile service providers |
| 25.3.1 | Drivers of mobile network loyalty and churn |
| 25.3.2 | Mobile networks not meeting B2B needs |
| 25.3.3 | Consumers want to feel more valued |
| 25.3.4 | Canadian mobile telcos set a good example |
| 25.3.5 | New churn model aids mobile network loyalty |
| 25.3.6 | Segmentation drives mobile service renewals |
| 25.4 | Mobile service providers' loyalty initiatives |
| 25.4.1 | Virgin Mobile |
| 25.4.2 | South African network operators |
| 25.4.3 | Vodafone Germany joins PayBack |
| 25.4.4 | Hutch launches m-coupon incentives |
| 25.4.5 | LetsTalk rewards handset recyclers |
| 25.4.6 | Boost Mobile uses CRM to customise VIP treatment |
| 25.4.7 | SkyMiles Wireless offers extra airline miles |
| 25.4.8 | Loyalty miles encourage international roaming |
| 25.4.9 | TxtTunes rewards spending with Creditz |
| 25.4.10 | DTAC launches postpaid mobile loyalty scheme |
| 25.4.11 | Fido launches mobile loyalty scheme |
| 25.5 | Mobile payments with NFC technology |
| 25.5.1 | How mobile payments and NFC technology work |
| 25.5.2 | Mobile NFC payment trials |
| 25.5.2.1 | JCB m-payments trial (Amsterdam) |
| 25.5.2.2 | Visa contactless & m-payments trial (USA) |
| 25.5.2.3 | MasterCard PayPass m-payments trial (Taiwan) |
| 25.6 | Other mobile payments developments |
| 25.6.1 | Generations X and Y slow to adopt m-payments |
| 25.6.2 | Potential barriers to m-payment technologies |
| 25.6.3 | PayPal moves into the m-payments space |
| 25.6.4 | Creditz moves into the m-payments space |
| 25.7 | Loyalty via the mobile channel |
| 25.7.1 | Mobile loyalty insights |
| 25.7.1.1 | Key benefits of the mobile channel |
| 25.7.1.2 | Building engagement via the mobile channel |
| 25.7.1.3 | Build mobile loyalty before consumers get too old |
| 25.7.2 | Using the mobile handset as a loyalty card |
| 25.7.2.1 | Mobile phones: The loyalty cards of the future |
| 25.7.2.2 | Loyalty cards added to NFC-enabled handsets |
| 25.7.3 | MobileLime's mobile loyalty platform |
| 25.7.4 | Other mobile loyalty developments |
| 25.7.4.1 | Financial Times m-coupon scheme (UK) |
| 25.7.4.2 | RocketBux mobile advertising platform (USA) |
| 25.7.4.3 | StreamThru airline updates & adverts (UK) |
| 25.7.4.4 | MasterCard Nearby localised information (USA) |
| 25.7.4.5 | RoadChef diner loyalty scheme (UK) |
| 25.7.4.6 | SunCom Wireless handset rewards (USA) |
| 25.7.4.7 | Citibank regional m-coupon service (Malaysia) |
| 25.7.4.8 | Puca mobile advertising platform (Ireland) |
| 26 | Airlines and frequent flyer programmes |
| 26.1 | Introduction |
| 26.2 | Frequent flyers - the latest research |
| 26.2.1 | The influence of travel loyalty programmes |
| 26.2.1.1 | Travel loyalty schemes prompt cross-selling |
| 26.2.1.2 | Participation levels in travel loyalty schemes |
| 26.2.2 | Factors affecting travellers' choice of airline |
| 26.2.2.1 | Segmentation of loyalty data drives response |
| 26.2.2.2 | Consumers' most valued airline/FFP benefits |
| 26.2.3 | Consumer's most wanted airline/FFP improvements |
| 26.2.4 | Why travel points and miles are going unclaimed |
| 26.2.5 | FFPs set to expand with credit card partnerships |
| 26.3 | Frequent flyer programmes |
| 26.3.1 | Air Berlin (Top Bonus) |
| 26.3.2 | Air Canada (Aeroplan) |
| 26.3.3 | Air France & KLM (Flying Blue) |
| 26.3.4 | Air New Zealand (Airpoints) |
| 26.3.5 | Alaska Airlines (Mileage Plan) |
| 26.3.6 | America West (FlightFund) |
| 26.3.7 | American Airlines (AAdvantage) |
| 26.3.8 | Bangkok Airways (FlyerBonus) |
| 26.3.9 | British Airways (Executive Club) |
| 26.3.10 | China Southern Airlines (Sky Pearl Club) |
| 26.3.11 | Continental (One Pass) |
| 26.3.12 | Delta Airlines (SkyMiles) |
| 26.3.13 | Emirates (Skywards) |
| 26.3.14 | Etihad Airways (Etihad Guest) |
| 26.3.15 | Frontier Airlines (EarlyReturns) |
| 26.3.16 | Hawaiian Air (HawaiianMiles) |
| 26.3.17 | Jet Airways (JPMiles) |
| 26.3.18 | JetBlue (TrueBlue) |
| 26.3.19 | Kingfisher Airlines (Power Flyer) |
| 26.3.20 | Lufthansa (Miles & More) |
| 26.3.21 | Malaysia Airlines (Enrich & Grads) |
| 26.3.22 | Midwest Airlines (Midwest Miles) |
| 26.3.23 | Northwest Airlines (WorldPerks) |
| 26.3.24 | Qatar Airways (Privilege Club) |
| 26.3.25 | SN Brussels Airlines (Privilege) |
| 26.3.26 | South African Airways (Voyager) |
| 26.3.27 | Southwest Airlines (Rapid Rewards) |
| 26.3.28 | United Air Lines (Mileage Plus) |
| 26.3.29 | US Airways (Dividend Miles) |
| 26.3.30 | Virgin Atlantic (Flying Club) |
| 26.3.31 | Virgin Blue (Velocity Rewards) |
| 26.3.32 | Virgin Express (Flight Club) |
| 26.4 | Other frequent flyer developments |
| 26.4.1 | Keeping passengers informed with text messages |
| 26.4.2 | BAA WorldPoints: New operator, new look |
| 26.4.3 | GlobalPass updates online loyalty features |
| 26.4.4 | Frequent flyer programmes adopt mobile marketing |
| 26.4.5 | AeroMexico taps into national football team loyalty |
| 26.4.6 | EasyJet launches 1-2-3 Rewards credit card |
| 27 | Hotels, resorts and casinos |
| 27.1 | Introduction |
| 27.2 | Hotel & resort loyalty insights |
| 27.2.1 | How a hotel brand can become the favourite |
| 27.2.2 | Encouraging guests to report problems |
| 27.2.3 | How luxury hotels build loyalty with good CRM |
| 27.2.4 | Technology usage differentiates most loyal guests |
| 27.2.5 | Challenges of hotel loyalty on the internet |
| 27.3 | Hotel & resort loyalty initiatives |
| 27.3.1 | Best Western (Gold Crown Club) |
| 27.3.2 | Carlson Hotels (Goldpoints Plus) |
| 27.3.3 | Cendant Hotels (TripRewards) |
| 27.3.4 | Choice Hotels (Choice Privileges) |
| 27.3.5 | Hilton (Hilton HHonors) |
| 27.3.6 | Hyatt (Gold Passport) |
| 27.3.7 | InterContinental Hotels (Priority Club Rewards) |
| 27.3.8 | Marriott |
| 27.3.9 | Starwood Hotels (Preferred Guest) |
| 27.3.10 | Wyndham (ByRequest) |
| 27.4 | Other hotel & resort developments |
| 27.4.1 | White label loyalty programme for luxury hotels |
| 27.4.2 | Coral launches hotel & resort loyalty scheme |
| 27.4.3 | Independent hotel loyalty platform launches |
| 27.4.4 | Regent Hotels launches frequent guest programme |
| 28 | General travel and tourism |
| 28.1 | Introduction |
| 28.2 | Travel loyalty insights |
| 28.2.1 | How to differentiate travel loyalty schemes |
| 28.2.2 | Drivers of travel booking loyalty |
| 28.2.3 | The effect of age on online travel bookers |
| 28.2.4 | What online business travel bookers want |
| 28.3 | Car rental loyalty |
| 28.3.1 | Alamo |
| 28.3.2 | Avis |
| 28.3.3 | Budget |
| 28.3.4 | Dollar |
| 28.3.5 | Enterprise |
| 28.3.6 | Europcar |
| 28.3.7 | Hertz |
| 28.3.8 | National Car Rental |
| 28.3.9 | Thrifty |
| 28.4 | Transport loyalty initiatives |
| 28.4.1 | Coaches |
| 28.4.2 | Trains |
| 28.4.3 | Public transport |
| 28.4.4 | Car sharing |
| 28.4.5 | Toll roads |
| 28.5 | Holiday loyalty initiatives |
| 28.5.1 | Cruise operators |
| 28.5.2 | Online travel bookers |
| 29 | Food, drink and recreation |
| 29.1 | Introduction |
| 29.2 | Food and drink |
| 29.2.1 | Food & drink loyalty insights |
| 29.2.1.1 | Is loyalty falling away from food and drink? |
| 29.2.1.2 | Restaurants need more emotional engagement |
| 29.2.1.3 | Restaurants turn to mystery diners to improve |
| 29.2.2 | Fast food & quick service restaurant loyalty |
| 29.2.2.1 | Burger King |
| 29.2.2.2 | McDonald's |
| 29.2.2.3 | Subway |
| 29.2.2.4 | Other fast food initiatives |
| 29.2.3 | Coffee house and beverage loyalty |
| 29.2.3.1 | Case study: Guinness (Hong Kong) |
| 29.2.4 | Restaurant loyalty initiatives |
| 29.3 | Recreation |
| 29.3.1 | Sports loyalty |
| 29.3.1.1 | Bowling |
| 29.3.1.2 | Golf |
| 29.3.1.3 | Racing |
| 29.3.1.4 | Sports affinity credit cards |
| 29.3.1.5 | Other sports loyalty developments |
| 29.3.2 | Family entertainments loyalty |
| 29.3.3 | Film and video loyalty |
| 29.3.4 | Gaming and gambling loyalty |
| 29.3.4.1 | Online gaming |
| 29.3.4.2 | Offline gaming |
| 29.3.4.3 | Gambling |
| 30 | Non-profit, healthcare, and more |
| 30.1 | Introduction |
| 30.2 | Charitable rewards |
| 30.2.1 | Fuel retailer gift cards give back to charity |
| 30.2.2 | Salvation Army's e-marketing strategy (UK) |
| 30.2.3 | Donors seek greater engagement with charities |
| 30.3 | Community rewards |
| 30.3.1 | Cambridge's resident privilege card (UK) |
| 30.3.2 | Liverpool's resident privilege card (UK) |
| 30.3.3 | ICE rewards for California community (USA) |
| 30.4 | Educational rewards |
| 30.4.1 | WaMoola's US$10 million school fund distribution |
| 30.4.2 | Latin American debit card to help scholars |
| 30.4.3 | Nietech loyalty platform helps schools project |
| 30.4.4 | BSP Rewards powers school support MasterCard |
| 30.4.5 | Boston's local shopper rewards (USA) |
| 30.4.6 | Vesdia's new PACE school rewards programme |
| 30.4.7 | Grad Gold rebates help pay off student loans |
| 30.5 | Government rewards |
| 30.5.1 | Public sector CRM initiatives save £3 million |
| 30.5.2 | Government payment card incentive |
| 30.5.3 | UK government's rewards for waste recycling |
| 30.6 | Newspaper & magazine rewards |
| 30.6.1 | Chicago RedEye upgrades reader loyalty scheme |
| 30.6.2 | Chicago Tribune upgrades reader loyalty scheme |
| 30.6.3 | Fido Magazine's reader loyalty card |
| 30.6.4 | Washington Post's reader loyalty scheme |
| 30.6.5 | Eve Magazine's subscriber loyalty scheme |
| 30.6.6 | UK newspaper's 'advert interaction' rewards |
| 30.7 | Radio station rewards |
| 30.7.1 | Tulsa radio stations' listener loyalty scheme |
| 30.7.2 | Seattle radio station's listener loyalty scheme |
| 30.7.3 | Johannesburg radio station's listener loyalty scheme |
| 30.8 | Student & youth rewards |
| 30.8.1 | Student Price Card (Canada) |
| 30.8.2 | V Card (UK) |
| 30.9 | Healthcare rewards |
| 30.9.1 | Red Cross benefits from Hbc Rewards donations |
| 30.9.2 | Virgin Life Care's HealthMiles Plus programme |
| 30.9.3 | AllRewards supports US hospital |
| 30.9.4 | Blood centre's donor loyalty programme |
| 30.9.5 | Lifespring Health's loyalty points programme |
| 30.10 | Other loyalty developments |
| 30.10.1 | TXU Energy's customer referral rewards scheme |
| 30.10.2 | UK property market's cardless loyalty coalition |
| 30.10.3 | Home decor wholesaler's loyalty scheme |
| 30.10.4 | Lexmark's ink cartridge recycling reward scheme |
| 31 | Business-to-business (B2B) |
| 31.1 | Introduction |
| 31.2 | Five strategies to build B2B loyalty |
| 31.3 | The structure of B2B loyalty |
| 31.3.1 | The two-link chain |
| 31.3.2 | The three-link chain |
| 31.3.3 | The four-link chain |
| 31.3.4 | Targeting the SME owner-manager |
| 31.3.5 | The purposes of B2B loyalty |
| 31.4 | B2B coalition loyalty schemes |
| 31.4.1 | Nectar for Business (UK) |
| 31.4.2 | Argos Business Solutions (UK) |
| 31.4.3 | Business Rewards (Australia, New Zealand, USA, UK) |
| 31.5 | B2B loyalty insights |
| 31.5.1 | B2B marketers at risk from poor quality data |
| 31.5.2 | B2B marketers at risk from dying businesses |
| 31.5.3 | B2B best practices to gain SME client referrals |
| 31.6 | B2B loyalty developments |
| 31.6.1 | Financial services |
| 31.6.2 | Information Technology (IT) |
| 31.6.3 | Office supplies |
| 31.6.4 | Other sectors |
| 32 | World markets |
| 32.1 | Introduction |
| 32.1.1 | National loyalty market sizes and values |
| 32.1.1.1 | Size of the UK's loyalty market |
| 32.1.1.2 | Size of the USA's loyalty market |
| 32.1.1.3 | Size of Canada's loyalty market |
| 32.1.1.4 | Size of Australia's loyalty market |
| 32.1.1.5 | Size of China's loyalty market |
| 32.1.1.6 | Size of South Africa's loyalty market |
| 32.2 | Household/population data |
| 32.3 | Loyalty market size estimation |
| 32.3.1 | Factors involved in market size estimation |
| 32.3.2 | Loyalty programme market size estimations |
| 32.4 | Household income share analysis |
| 32.5 | Consumer age analysis |
| 32.6 | Consumer gender analysis |
| 32.7 | Communications market |
| 32.8 | Standard region groupings |
| 33 | Trends and forecasts |
| 33.1 | Introduction |
| 33.2 | Customer loyalty trends |
| 33.2.1 | Retailers to increase focus on loyal customers |
| 33.2.2 | Credit card loyalty trends |
| 33.2.3 | US consumer loyalty trends |
| 33.2.4 | Canadian loyalty trends |
| 33.3 | Brand loyalty trends |
| 33.3.1 | Branding trends and consumer attitudes |
| 33.3.2 | Trends affecting the future of brand marketing |
| 33.3.3 | Trends in brand marketing strategy |
| 33.4 | Marketing trends |
| 33.4.1 | Mainstream marketing trends |
| 33.5 | Direct marketing trends |
| 33.5.1 | Direct marketing trends & forecast |
| 33.5.2 | Alternative marketing trends |
| 33.6 | E-marketing trends |
| 33.6.1 | E-mail marketing |
| 33.6.2 | Web marketing & advertising |
| 33.6.3 | Affiliate marketing trends |
| 33.7 | Retail and global market trends |
| 33.7.1 | Retail marketing trends |
| 33.7.2 | Retail challenges, trends and forecasts |
| 33.7.3 | Global market trends |
| 33.8 | Luxury consumer trends |
| 33.8.1 | Luxury loyalty and retail trends |
| 33.8.2 | Luxury consumer trends |
| 33.8.3 | Ethnic luxury marketing trends |
| 33.9 | Consumer lifestyle trends |
| 33.9.1 | Social trends affecting marketing strategies |
| 33.9.2 | Local loyalty forecast to increase |
| 33.9.3 | Green consumer spending forecast to grow |
| 33.9.4 | The future of green marketing |
| 33.10 | Consumer life stage trends |
| 33.10.1 | Children's retail influence |
| 33.10.2 | Tween consumer trends |
| 33.10.3 | Teen consumer trends |
| 33.10.4 | Asian American youth: a new retail trend |
| 33.10.5 | Baby Boomers become financially smarter |
| 34 | The Loyalty Probes |
| 34.1 | Introduction |
| 34.2 | Year-on-year loyalty marketing strategy trends |
| 34.2.1 | Importance of major uses of loyalty data in 2006 vs. 2007 |
| 34.2.2 | Critical factors for retail customer loyalty in 2006 vs. 2007 |
| 34.2.3 | The focus of marketing strategy in 2006 vs. 2007 |
| 34.3 | Loyalty from the programme operator's point of view |
| 34.3.1 | Most used reward types in loyalty programmes |
| 34.3.2 | The future of e-mail marketing: 2006 to 2010 |
| 34.3.3 | Loyalty scheme setup problems in developing markets |
| 34.3.4 | Executives' own familiarity with everyday retail prices |
| 34.4 | Loyalty from the consumer's point of view |
| 34.4.1 | Consumer attitudes to marketing techniques |
| 34.4.2 | Consumer resistance to intrusive web advertising |
| 34.4.3 | Consumer resistance to TV advertising |
| 34.4.4 | Customer communication channel usage |
| 34.4.5 | Main driver of true brand loyalty |
| 34.4.6 | Which loyalty communications make the most impact? |
| 34.5 | Consumer card usage statistics |
| 34.5.1 | Active usage of dedicated loyalty cards |
| 34.5.2 | Active usage of non-card loyalty programmes |
| 34.5.3 | How many chip cards do people carry with them? |
| 34.5.4 | How many non-chip cards do people carry with them? |
| 35 | What the experts think |
| 35.1 | Introducing the experts |
| 35.2 | Opinions and forecasts |
| 35.2.1 | Geoff Amyot, Achievement Awards Group |
| 35.2.2 | Robert Passikoff, Brand Keys |
| 35.2.3 | Steve Schroeder, Bowling Rewards |
| 35.2.4 | Chris Jacobs, Business Assyst |
| 35.2.5 | Bill Hanifin, Customer Growth LLC |
| 35.2.6 | Jill Griffin, Griffin Group |
| 35.2.7 | Gary Hawkins, Hawkins Strategic |
| 35.2.8 | Stuart Evans, ICLP |
| 35.2.9 | Nick Rudd, The Leapfrog Group |
| 35.2.10 | Deon Olivier, LifeWorld Group |
| 35.2.11 | Peter Wray, Loyalty Matters |
| 35.2.12 | Alexander Rittweger, Loyalty Partner |
| 35.2.13 | Dominic Hofer, Loylogic |
| 35.2.14 | Carlos Dunlap, Maritz Loyalty Marketing |
| 35.2.15 | Mike Atkin, MJA Associates |
| 35.2.16 | Richard Cuthbertson, Oxford Institute of Retail Management |
| 35.2.17 | Don Peppers & Martha Rogers, Peppers & Rogers Group |
| 35.2.18 | Bruce Conradie, Razor's Edge Business Intelligence |
| 35.2.19 | Brian Woolf, Retail Strategy Center |
| 35.2.20 | N. Ramasubramani, Surfgold |
| 35.2.21 | Jan Hofmeyr, Synovate |
| 35.2.22 | Gordon Cooper, TCC Retail Ma |