Bryan Pearson Bryan Pearson is President and CEO of LoyaltyOne Inc. and the author of the best-selling book The Loyalty Leap: Turning Customer Information into Customer Intimacy. www
Gamification is among the buzziest trends in loyalty marketing these days, and while it can be a compelling tool for early engagement, its effectiveness depends on the nimbleness of the hands behind the game.
Yes2You Rewards is a currency-neutral customer loyalty program that rewards at a rate of 5 percent on spending in-store and online. The Wisconsin-based department store chain operates 1,163 stores in 49 states.
Do bricks and mortar cost more than bytes and channels? For Macy's, the question may not matter as much as whether the two investments, combined, sell more sweaters, suits and shoes.
It is a business practice so long-standing it is practically a cliché. Companies fall all over themselves to woo new customers, but once they get them, they have no idea how to make them profitable.
Walmart created some buzz when it announced plans to personalize its online shopping experience, but the news failed to address the white elephant that is Walmart's cornerstone: those big stores.
Psychology 101 meets loyalty marketing.
The boutique hotel chain, long known for delivering personalized experiences, has reincarnated its loyalty program, InTouch, to one that better reflects the kinds of relationships it strives for with its guests.
The beauty giant, whose luxury brands include Lancôme, Giorgio Armani and Kiehl’s, has recently unveiled Makeup Genius, an app that redefines digital engagement as finely as a charcoal liner.
In the rush to Big Data, don't overlook the data you already have. Like small faults, little findings can result in seismic shifts.
People buy at Whole Foods because it stands for more than food, so simply dropping prices doesn’t solve its perception issue.
Owning new things is supposed to give us pleasure, but the process of acquiring them can come with pressure.
For a lot of loyalty program members today, getting to gold is a treasure hunt, and only the program operator holds the map. Almost one-third of consumers do not know which tier they belong to in the loyalty program they...
Lancôme, the luxury maker of cosmetics, skincare and fragrances including Poême, is versing itself in social media loyalty. The French beauty brand on April 21 launched a social media-heavy program, Elite Rewards, which rewards members for their social media engagement and purchases.
When it comes to competing against low-priced giants, specialty shops should ignore the specials and focus on the personals. This is among the key findings of a recent report by LoyaltyOne, "Four Ways to Win for Independent Retailers." The study...
From one-to-one to peer-to-peer, the relationship between consumer and brand has been tipping over the past few years, and the consumer is the one gaining scale. I first saw the makings of this transition two years ago, while writing my...
In a nutshell: In 2007, Vail Resorts began embedding RFID chips into its passes so it could more quickly and easily check tickets at airlifts. The single- and multi-day ski passes, which are issued at Vail's five resorts, are automatically picked up by special readers at the platform, allowing skiers to more quickly board the lift.
My dollar may be worth just 70 cents in Europe, but my loyalty rewards, and lessons, run in the multiples. I've had the opportunity recently to travel Europe as a guest of the company BrandLoyalty, a Netherlands-based firm in which...
You might not think umlauts, Big Macs and best sellers have a lot in common, but when it comes to brand perception they do. The commonality is simplicity, and many loyalty marketers would do well by learning about their benefits....
Call it a tool of engagement. The MyLowe’s smartphone app is making relationship-building a DIY project. And like many things DIY, this can be very advantageous.
If "transparency as a service" is the new buzz term in marketing, we should remember there is such a thing as bad service. We all know the clichés: Cat food coupons when we only own dogs. Diaper offers when our children are in college.