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Loyalty trends and best practices

The Wise Marketer Sponsor Spotlight: Allison Cripps Ferguson

by Allison Cripps Ferguson
August 03, 2017
The Wise Marketer Sponsor Spotlight: Allison Cripps Ferguson

For this month’s sponsor spotlight, we talk with Merkle Loyalty Solutions Senior Strategist Allison Cripps Ferguson about the Great Loyalty Reset: the need for retail and consumer packaged goods (CPG) loyalty programs to become more effective, meaningful, and relevant to today’s shoppers in the face of profound and irrevocable changes in the shopping experience. The solution: deliver “connected loyalty” – a deep understanding of today’s consumers through the orchestration of strategy and technology to connect all customer capabilities within the organization and across every touchpoint. Q. Tell us a little about your background in loyalty marketing and about Merkle Loyalty Solutions. Ferguson: I’ve been a loyalty practitioner on both the client side and consulting side for 20 years. Today, I primarily help clients in the retail, hospitality, and financial services industries with loyalty program strategy... Read more

Infographic: The Case for Connected Loyalty

by Julia Leyrer
May 03, 2017
Infographic: The Case for Connected Loyalty

It's time to embrace "Connected Loyalty" as part of a Global Loyalty Reset in today's complicated and ever-changing retail and consumer packaged goods (CPG) sectors. Findings from a 500friends-Merkle survey of 200 loyalty program managers and 1,000 consumers in North America, the UK, Western Europe, and Asia make the case... Read more

500friends, a Merkle Company Launches New Global Research on Customer Loyalty for Retail

by Julia Leyrer
April 11, 2017
500friends, a Merkle Company Launches New Global Research on Customer Loyalty for Retail

500friends, a Merkle Company announced that it has released a new report, The Great Loyalty Reset: A Global Outlook On Retail and CPG Loyalty in 2017, which provides new recommendations for loyalty program managers as they navigate a constantly evolving marketplace and a global pool of consumers whose shopping behaviors can be unpredictable. Based on a survey of 200 loyalty program managers and 1,000 consumers in North America, Europe, UK and Asia, the 2017 study reports that a reset is critical for brands that do not currently have the ability to gather, analyze, and average customer data, and it urges the loyalty industry to re-examine the current state of program effectiveness across a variety of parameters. Repositioning for a “connected loyalty” calls for new ways of developing, delivering, and measuring success for today’s loyalty... Read more

CPG Loyalty: How to Create an Effective Structure

by Arif Damji
April 19, 2016
CPG Loyalty: How to Create an Effective Structure

It is no secret that code-on-pack is on the decline. The approach of using product packaging as a method to allow registration of product purchases can be expensive to the brand and inconvenient for the customer. As a result, many CPG programs have been left with low enrollment and participation rates. However, this is certainly not a reason to overlook the power of a loyalty program for your CPG brand, and today we’ll discuss how CPG brands are utilizing new partnerships, structures, and technologies to create effective loyalty programs. So, why is CPG loyalty traditionally seen as ineffective? Our VP of Loyalty Strategy, Zach Woith, often says that “the purpose of a loyalty program is to change the behavior of a member segment to align them with the objectives of the brand.” This means that you want your members to increase spend, stay active, become brand advocates, and build further brand affinity. In order to be... Read more

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