Gartner's top 10 strategic technology trends for 2013

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2016 - the year of cashback marketing ?

The UK loyalty programme market is thriving as most retailers, other than those pursuing a discount led strategy, offer some kind of loyalty programme to supplement their core proposition and to help them to understand their customers. In recent months we have seen the launch of new programmes from Waitrose, Morrisons, Pets at Home and M&S whilst mainstream programmes such as Tesco Clubcard, Boots & Nectar are used every week by tens of millions of consumers. These programmes are more or less the same today as they were when Tesco first launched Clubcard over twenty years ago - typically points based, requiring customers to remember to carry a plastic card and swipe it at the till and to carry paper based vouchers which they receive through the post or printed at till. There has been very little take up so far of digital enabling technologies from companies like Mobilize and Eagle Eye which offer significant cost savings to retailers and much greater conveni...
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Mobilizing your C-suite for big-data analytics - great article from McKinsey

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You need a loyalty programme and its not why you think

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I was rather taken aback, nearly twenty years ago, when Simon Uwins, then Marketing Director at Tesco told me that the purpose of Tesco’s Clubcard programme was not to drive loyalty. The launch of Clubcard had helped propel Tesco from the UK’s number 2 grocery retailer to the far and away outright market leader and to a large extent this growth had come from existing customers becoming more loyal, so it seemed a surprising thing to say. Uwins explained that the key driver of loyalty for any retailer, was the overall brand proposition and customer experience, the loyalty programme served a different purpose. Tesco had encapsulated their brand and customer experience proposition in the phrase “every little helps” which was itself one of four marketing pillars alongside “everyone is welcome”, “build trust” and “say thank you” that helped Tesco deliver its core purpose of "earning and growing the lifetime loyalty of our customers". The brand and experience proposition had, in tur...
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