With loyalty schemes being either launched or revamped in growing numbers, the more consumers see of best in class propositions the more brands must fight to meet their expectations.
Increasingly brands are hoping that a new generation of revitalised loyalty schemes will be a game changer when it comes to understanding consumers and driving sales.
Alongside a new brand platform, PizzaExpress has unveiled a three tiered loyalty scheme designed to give the brand a complete view of its customer base, explains chief customer officer Shadi Halliwell.
The firm is promising further “significant investment” this year in areas including digital services, shop refurbishment, value and revenue diversification.
The bakery chain is also looking to drive growth through a focus on evening dining and plans to have two-thirds of its stores open for late trading by 2022.
Former P&G, Heineken, Converse and now Philips marketer Claudia Calori believes using the creative and analytical parts of marketing is key to success, regardless of category or sector.
The Body Shop pioneered ethical beauty, but that positioning is no longer unique and its owners need to inject life into the brand to arrest its decline.
Motor retailer Halfords has introduced dynamic pricing in its services business to drive profitability by directing demand to its under-utilised autocentres.
The Competition and Markets Authority will probe the extent price promotions are only available to people who sign up for loyalty cards.