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Life-Cycle Analytics May Change Acquisition Thinking: Forrester
Marketers who focus their analytics efforts on prospecting are falling into a trap, argues Forrester Research's Srividya Sridharan. They place too much emphasis on channel-focused metrics, while giving short shrift to retention and long-term value measurements....
Aeropostale's P.S. Rewards Builds Loyalty Among Shopping Moms
A new loyalty program from Aeropostale P.S. was created using two primary sources of input. Yes, the brand's marketing executives conducted tests and research. But they also asked their mothers. The program, P.S. Rewards, was launched in mid-July to boost the fortunes of Aeropostale's youth-focused brand. It was created more for the mothers who buy the line's offerings than for the kids who wear them. ...
Points And Rewards, Not Discounts, Central to Club Yogi Rewards
Whether Club Yogi Rewards, a two-year-old loyalty program which rewards campsite visitors, is smarter than the average bear remains unproven. But it's definitely smarter than the average discount program, especially Club Yogi, the one it replaced in April 2009....
CRM Special Report: Social and Mobile Move Loyalty Beyond Points
There is a temptation to talk about mobile and social in the same breath. The channels came to prominence more or less concurrently. And there is considerable interplay, with consumers using their mobile devices to access social networks. But that said, there is at least one significant difference when it comes to loyalty marketing. ...
Profiling, Segmenting Helps Jos. A Bank Move Beyond RFM
Fashion apparently knows no economic slowdown. Jos. A. Bank Clothiers has been in expansion mode since 2000, when it maintained 100 stores. At last count, it had passed the 500-store mark, with plans calling for further growth. The company isn�t pulling back on its direct marketing plans, either. According to John Lewis, director of database marketing, the apparel firm�s challenge is not only finding new customers, but investigating more efficient ways of keeping the customers it has. ...
Salin Bank's Multichannel Efforts Have A Local Focus
Salin Bank is �Your Indiana Family Bank�, according to one campaign�s tag line. And the institution is using a mix of mail, email, radio, video, Web advertising and live events to bring that message home....
Predictive Modeling Helps Focus Retention Marketing Resources
Is it possible to know one�s customers better than they themselves do? When it comes to next-purchase or defection behavior, marketers can use predictive modeling techniques to identify target populations most likely to respond positively to a variety of efforts. Consider the contrast of a campaign focused with great precision through predictive modeling with a randomly targeted mailing. Predictive modeling might determine that the top 10 percent of customers by revenue represent the top 30 percent of customers likely to leave for a competitor. This information yields a readymade list of targets for retention efforts. ...
Unified Databases, E-mail Hygiene Pay Out For Eldorado Resorts
At Eldorado Resorts, databases talk to each other before talking to guests. These conversations keep members of its loyalty program from being bombarded with too many solicitations�or, even worse, with inappropriate messages. This quantity control effort is relatively new. Up through the summer of 2010, Eldorado's various business departments, including its restaurants, casinos, showrooms, concert venues and hotels, maintained unlinked databases. Because of this, individual properties�like the Eldorado and Silver Legacy Casinos in Nevada, and an Eldorado in Shreveport�didn't have a complete view of the value of their customers. ...
Marketers Overlook "Buried Treasure" In Unredeemed Loyalty Points
Marketers issued $48 billion in loyalty currency, such as points and miles, during 2010. If patterns hold, customers will redeem only $32 billion of them. Don�t count that $16 billion in breakage�unredeemed currency�as a win for marketers, however. Laying right alongside it in the till are missed opportunities to strengthen relationships with customers, as well as generate additional sales from them, as loyalty currency is rarely redeemed without additional purchases. ...
Quick Response Codes Bring Diners Back To Fire + Ice
Some businesses can survive with a once-a-year customer visit pattern. Swimwear vendors and Christmas tree sellers come to mind. Restaurants have a harder go of it. �We were considered a destination restaurant,� says Rafael Barbosa, marketing manager for Fire + Ice, a small chain of grilled-at-your-table eateries. �Bachelorette parties, birthdays. We weren�t considered a restaurant you would go to every week, or twice a week.� As it happened, even as little as twice a month would have been an improvement. ...
