There has been much debate in recent months (and years) over the value of loyalty marketing. It’s something that we know when executed with originality and with real value at the core, can create new customers and re-engage lapsed ones. And not only that – but create new revenue streams in the process. Our Pizza Legends work for Domino’s alone resulted in an additional £3.6m in revenue for the brand.
But of course, creating and sustaining loyalty in a digital world isn’t easy. This month, our Head of Planning in Amsterdam, Amy Brown, features in the latest issue of Admap with a paper about ‘Rethinking Loyalty’ and brand building in the digital age.
She argues that delivering an exceptional brand experience is the best way of gaining loyalty and describes three key drivers in this – relevance, utility and purpose – warns of the inherent risks of using digital channels incorrectly, and offers guidance for creating a great experience.
And if you’re interested in how we build brand loyalty for our clients, please get in touch via firstname.lastname@example.org