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Under the Radar: Ten Trends Loyalty Marketers Might Not See Coming in 2013 - COLLOQUY

Under the Radar: Ten Trends Loyalty Marketers Might Not See Coming in 2013 - COLLOQUY | WaPo | Scoop.it

Today's loyalty marketers are struggling with major trends that are redefining the industry. Issues raised by social media, mobile marketing, consumer acuity and an uncertain economy are all competing for 2013's attention and resources. But as we plan for the future, are we getting distracted by the wrong problems?


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The Fatal Flaw in Loyalty Programs (And How to Minimize Damage) | Futurelab | #TheMarketingAutomationAlert

The Fatal Flaw in Loyalty Programs (And How to Minimize Damage) | Futurelab | #TheMarketingAutomationAlert | WaPo | Scoop.it
Loyalty and rewards programs can be great motivators. When a business rewards the behavior they want from their customers – say, giving them a free...

 

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Here are my own rules for minimizing loyalty program dissatisfaction:

 

Make the rules clear up front. People hate negative surprises, and one way to do that is to let them know what to expect when they sign up. Most programs do that, but most consumers probably pay little attention.Show progress frequently. If customers have no idea where they are in the process of earning rewards or holding onto their status, they won’t work to do either. Progress can be shown at the point of sale, by email, on receipts, etc.Warn of impending status loss. Don’t turn a change in status into a “gotcha!” Let customers know in advance so they can take action if it’s important to them.Offer options if possible. Airlines will sell you “miles” to let you retain or advance your status. While it’s unlikely that coffee consumers would pay a fee to buy “stars” and hang onto their status, I wouldn’t rule it out.Look at the customer’s history. Automated rules could grant customers with a strong history a last-minute extension to meet the criteria, or simply renew them once.Watch out for “penalties.” Beyond the surprise factor when Starbucks customers are informed they have been demoted, the loss of collected points seems particularly galling.Give customers a head-start to requalify. Hand in hand with the last point, it’s important to recognize that this customer was a frequent consumer in the past, so give them an easier path to status than a brand new customer. Recognize their past achievements. This will ease the sting.
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Hendy Han's curator insight, September 26, 2013 4:34 AM

Promotion in form of loyalty program can be a very useful tool. However, when it is just being used as a formality form of getting close to the customers, it could hurt really bad. A comapny has to rethink really carefully when they are planning to apply a promotion in form of loyalty program. This article provide a really good rule of thumb to do it the right way and minimizing loyalty program dissatisfaction. Company has to have clear conditions and rules of how the loyalty program is being run and applied. One of the most important thing as well is to carefully choose the customers. Nowadays, especially in small medium retailers such as cafe, company start giving away loyalty cards too easily. This might create an unnecessary cost for the business. On the other hand, for a bigger company such as banks, the company has to be updated if there is any changes. Customers have to know what is happening with the loyalty program and they must be aware of any limitation of the program. Failing to do so could hurt the company image really bad, which may turn into a word of mouth disaster.

Levi Norton's comment, September 26, 2013 7:35 PM
This is a very interesting article Hendy , I never thought that you have to think so much in-depth of the loyalty program and take so much into consideration. This has made me think that businesses need to pay attention to choose what loyalty programme to use because it may worsen the brands image and value
Aviral Kochhar's comment, September 26, 2013 11:13 PM
I aggree with Hendy Han’s comment as promotion in form of loyalty program can be a very useful tool. I agree with his comment rule of thumb program. If the rules arent followed the faliing to do so could hurt the company image really bad, which may turn into a word of mouth disaster.
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Mexico vs US Cities - How Safe Is Mexico

Mexico vs US Cities - How Safe Is Mexico | WaPo | Scoop.it
Facts about the safety of travel to Mexico. Independent educational site features infographics based on data from the FBI, UN and other trustworthy sources.

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SOLAR SIMON's curator insight, July 31, 2013 6:56 PM

People are worried about the homside rate but its the driving deaths that need to be addressed in Mexico. The standard of driving is generally very bad and one has to drive defensivly or you will have a crash of some sort. Its my decision to make it as small as possible if it happens - however that did not stop my neighbour having a road gae attack and trying to run me over today.

Dana Andrew Doncaster's curator insight, August 1, 2013 11:51 AM

I feel safer here in nuevo vallarta Mexico then in my own country UK,

Unlike the USA,they do not go around shooting kids in schools and people in shopping malls,if you dealing with DRUG and do not pay up then exspect the worst,as many drugs dealers from USA and Canada come here and own money,

Come to mexico nuevo vallarta and see how safe it is here,

www.penthousedesire.com 

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Top 5 Business Book Reads For Summer Holiday | Loyalty360.org

Top 5 Business Book Reads For Summer Holiday | Loyalty360.org | WaPo | Scoop.it
If you are looking for that great read, here are 5 books that are even better with your toes in the sand.
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Social Media Is Not Helping Brands Sell Clothes - New York Magazine

Social Media Is Not Helping Brands Sell Clothes - New York Magazine | WaPo | Scoop.it
Social Media Is Not Helping Brands Sell Clothes
New York Magazine
In 2011, brands like Oscar de la Renta, Tory Burch, and Gap set up portals on Facebook that would allow customers to discover and buy directly from their social-media pages.

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The Grahams: A family synonymous with The Post and with Washington

The Grahams: A family synonymous with The Post and with Washington | WaPo | Scoop.it
How the Grahams left a lasting impression on journalism and D.C.
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