Dear Marketer,
 
Announcing the world's most comprehensive guide to maximising customer loyalty and profitability...
 
    Wise Research Ltd, publisher of the internationally renowned 'The Wise Marketer' online news and research service for customer loyalty professionals, is pleased to announce that its research team has recently finished work on the world's most comprehensive global guide to customer loyalty marketing. Rather than merely updating the first volume, this new report has a vast amount of new material, research, ideas, case studies and practical know-how.
 
    This 900+ page report's research programme started in late 2007 and the first copies of The Loyalty Guide III shipped in mid-2008, with its contents being updated through a readers-only web site well into 2009. This is your chance to make best use of this all-new report by getting your copy hot off the press.
 
Loyal customers – how to identify them, how to keep them and how to get them to spend even more.
 
    Did you know that poor customer engagement is reported to cause up to 75% of lost sales, and that loyal customers buy more, and will often pay more for better service? And did you know that a good increase in customer retention can boost profit by up to 100%? Or that strong customer relationships are a key driver of sustainable business growth?
 
    More and more marketers are quite rightly focussing on their customer retention and loyalty initiatives. But simply retaining more customers is not the answer - leading loyalty marketers are selectively retaining those who provide most profit and not wasting money on those who don't. In many cases, up to 70% of customers cost more to serve than they provide in profits. Find out how, by gathering and using loyalty and transactional data cleverly you can stay ahead of the game.
 
Yet another goldmine of loyalty information
 
    The Loyalty Guide III sits side by side with the popular Volume II (published in 2006), providing yet another goldmine of practical know-how and experience you can use to increase the profitability of your customer base. Not being a mere update (it has less than 10% cross-over), it's right up to date.
 
    As before, you'll get online access to working statistical models and formulae that you can use to model how a loyalty programme will affect your company's profitability. You also get charts, diagrams and dozens of web-based updates for a year after publication. This 900+ page report, bound in two parts, is a comprehensive source of facts, figures, market sizing data, trends, forecasts, and ideas for your proposals, presentations, and project tenders.
 
Secrets and strategies for success
 
    The Loyalty Guide III will show new entrants to the market the essential concepts and techniques underlying a successful customer loyalty programme. And it also serves a total guide to global best practices, and signposts the road ahead for even the most experienced relationship marketing specialist. And, if you place your order now, we'll express-courier the report to you right away.
 
    Whether you're a newcomer to the field, or you're thinking about creating a customer loyalty programme, considering the financial side of a loyalty marketing investment, or you're an established loyalty professional wanting to keep ahead of the field, you'll be able to profit from The Loyalty Guide III.
 
Packed with answers to difficult questions...
 
    Just look at the table of contents. There is an amazing amount of detailed, practical information packed into The Loyalty Guide's 900+ pages. Volume II is widely hailed as a 'goldmine of loyalty information', and Volume III continues in that tradition, but even more so! Every aspect of customer loyalty is covered in detail, including those elusive and hard-to-pin-down answers to seemingly impossible questions. For example, you can:

• Find out the loyalty market's size in the US, Canada, the UK, Australia, South Africa, and China
• Find out what participation rates you can expect for a new loyalty programme, both in its formative and later stages
• Calculate potential market sizes over time, by country or world region - there's a whole chapter full of facts, figures and guidance, along with our unique market size estimation tool
• See the new trends and forecasts for 2008 - 2012 that impact customer loyalty, luxury consumers, marketing channels and techniques (including mobile, green, Web 2.0 and word-of-mouth), e-marketing, life stage and lifestyle marketing, brands, retail, and major regional markets
• Develop and prove the business case for a customer loyalty or best customer marketing programme
• Understand the psychology of loyalty. What can make customers loyal, which types of customers are more loyal than others, and what makes them disloyal?
• Learn from leading multi-partner programmes. See the advantages and disadvantages of coalition programmes, plus full details of the world's leading coalition loyalty programmes, including unparalleled case studies of Nectar, Air Miles, PayBack, S&H Greenpoints, and dozens more major loyalty schemes
• Get to grips with Best Customer Marketing, Customer Lifetime Value (CLV), RFM and more. The theory, the practicalities, and the analytical processes for the latest customer segmentation and profit boosting models
• See the latest original research into marketing technologies, customer communications, consumers' views, loyalty programmes, and marketing techniques
• Discover innovations and customer loyalty tools - everything you need to know to improve marketing effectiveness and implement, measure, and grow a loyalty programme, card-based or otherwise
• Identify strategies for success – the secrets of successful customer loyalty programmes, with how-to guides on structure, rewards, cards, data, communication, analysis and customer lifetime value - backed up by examples and case studies
• See how to collect, analyse and use customer data to maximise profitability with comprehensive statistical analysis tools, metrics and formulae that you can actually use in your business
• Learn about payment card, mobile, contactless and biometric-based loyalty programmes, and how consumers are reacting
• Discover the latest technique in differentiated pricing - test a method that's fair to everyone, ensures customer involvement, and actively drives loyal behaviour
• Understand the function of a reward, what makes a good reward, and how to maximise the value of your rewards catalogue
• Find out all about gift and prepaid cards - how consumers really feel about them, and how they can drive profits, retention and loyalty programme usage
• Use detailed case studies and 'how to' best practices to benchmark your loyalty initiatives against the best-in-class, plus the latest innovations and creative thinking in the supermarket, general retail, online loyalty, brand loyalty, business to business (B2B), financial services, airlines, hotels, travel & tourism, automotive, telecoms, food & drink, entertainments, sports, and non-profit sectors
• Improve communications with customers through e-mail, social networks, mobile, word-of-mouth, direct mail, kiosks, call centres, personalisation, targeting, advocacy, and more
• Compare loyalty tokens: the advantages and disadvantages of all the options for identifying your customers at the point of purchase, including mobile phones, RFID, NFC, and smart cards, through to coupons, stamps, and bar-coded key fobs
• Find out how CRM can succeed, and apply the simple strategies that help CRM and one-to-one marketing campaigns achieve a positive and rapid ROI
• Implement a profitable loyalty programme - understand the key factors for success and common pitfalls to avoid, plus a guide to the back-end system including databases, analysis, communications and the internet
• The future – analysis of the latest trends, plus opinions and new ideas from the world's leading experts in the field

From an organisation you can trust...           The Loyalty Guide III is brought to you by Wise Research Ltd, the internationally respected research organisation set up to provide specialist business intelligence on the latest worldwide developments in customer loyalty.         Wise Research Ltd is the company behind The Wise Marketer, the online customer loyalty information source. The business was founded in 2001 by Robin and Peter Clark, both acknowledged thought leaders in customer loyalty and customer relationship marketing.         Robin was the editor of Customer Loyalty Today, the world's first subscription journal on customer loyalty, from its launch in 1993 and was the author of two editions of the best-selling Customer Loyalty Report in 1995 and 1997. Peter Clark is a loyalty systems specialist with over 20 years experience in designing, specifying and implementing database, customer marketing and customer relationship management solutions. Peter implemented his first leading-edge CRM system in 1997 and has continued to adapt, refine, test and analyse the latest concepts, tools and systems for customer loyalty programmes.         In authoring The Loyalty Guide, Robin and Peter have gathered, collated, analysed and presented in an easy-to-access format their decades of specialist expertise and have conferred with the world's leading experts to ensure this report provides you with the very latest and most up to date market intelligence.