brand loyalty

AT&T Plus: Lower Prices, More Support and a Starbucks to Go

Posted by Sheila Shayon on April 2, 2012 04:57 PM

AT&T is testing a new loyalty program: AT&T Plus, billed as "your pass to more possibilities — one that delivers a personalized customer experience."

For now, it’s a trial limited to a handful of markets in the U.S. (Minneapolis, Colorado and Texas for starters), offering free access to a special 1-855-ATTPLUS customer service line, no upgrade fees, no activation fees for second phone lines, a 25% discount for non-Apple phone accessories, and a $10 Starbucks gift card.

Customer loyalty for mobile carriers is an increasing challenge. A recent survey from PwC reports that customer loyalty is continuing to decline and the average length of "postpaid customer relationships" dropped to 48 months last year from 59 months in 2010 as reported by CNET.Continue reading...

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response mechanism

Ernst & Young Sees US Brand Loyalty Disappearing

Posted by Mark J. Miller on March 30, 2012 10:02 AM

It doesn’t seem that long ago that marketers kept pretty busy trying to lure consumers in at younger ages in order to keep them onboard for the rest of their lives. Once an (insert product here) user, always an (insert product here) user.

But money—or lack of it—has a way of changing things. Forbes reports that brand loyalty is seriously on the downswing in America, which is bad news for marketers. The source: a new study by Ernst & Young of more than 25,000 people in 34 different markets worldwide resulted in the new info that brand loyalty is only just below 40% across all of those markets but is at a lowly 25% in the States.

The way Ernst & Young put it makes it sound as if the American consumer has had a bad accident: “Customer behavior has changed beyond recognition.” However you phrase it, marketers have some adjusting to do.

Two things that are key to purchase decisions and scored high in the study, Forbes notes, are price (89%) and quality (82%). Forbes also points out that another study by Ask Your Target Market, which “asked 2,000 consumers to rank in order of importance the factors which affect why they love a given brand,” had price and quality at the top of the rankings.Continue reading...

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social marketing

Plink Adds Arby's to Growing Facebook Loyalty Roster

Posted by Sheila Shayon on March 27, 2012 11:18 AM

What do you get when the second largest quick-service sandwich chain in the U.S. goes Plink? The opportunity for customers at 3,500 Arby’s restaurants to earn 10 Facebook Credits for every $5 spent.

Plink, the online-to-offline social media-based loyalty program already counts Taco Bell, Outback Steakhouse, 7-Eleven, Red Robin, Quiznos, and Dunkin’ Donuts as affiliates. Now you can add the Atlanta-based Arby’s Restaurant Group, purveyor of the classic Roast Beef and Beef ‘n Cheddar sandwiches, Curly Fries and Jamocha Shakes, to the Plink roster.

“Facebook Credits is the missing ingredient that’s been needed to connect social media to offline sales,” stated Peter Vogel, co-founder of Plink, in January. “Now with the ‘glue’ of Facebook Credits our national restaurant and offline retailer partners have a way to tap into the nearly 800 million users on Facebook, motivate them to become loyal customers, and reward them.”Continue reading...

response mechanism

Sam's Club Grabs Top Spot in Consumer Loyalty Survey

Posted by Barry Silverstein on March 22, 2012 10:01 AM

Customer loyalty is increasingly a marker for success, especially as brands compete for market share and look for ways to grow and maintain a loyal customer base. Given the influence of social media, engendering loyalty becomes all the more important for brands because they can be impacted by positive recommendations or negative comments shared among consumers.

That makes a new research report, the 2012 Temkin Loyalty Ratings, particularly interesting. Based on a survey of 10,000 U.S. consumers in January 2012, the research examines consumer loyalty to 206 large companies across 18 industries.

The Loyalty Ratings survey took into account three components of loyalty:

- Likelihood of consumers to recommend companies

- Reluctance of consumers to switch business away from companies

- Willingness of consumers to purchase additional products and services from companies.

The top three industries in terms of loyalty were grocery chains, retailers, and fast food chains. Last in the ratings were TV service providers and Internet service providers. Banks and credit card issuers appear in six of the bottom nine spots in the ratings.Continue reading...

branding together

India is Perking Up – Way Up: Buy Coffee and Earn Plane Tickets

Posted by Mark J. Miller on March 20, 2012 09:58 AM

All you people drinking coffee in India should keep track of your cups. Drink enough of the stuff and you might earn yourself a free flight.

Indian Express reports that the country's top airline, Jet Airways, and #1 coffee chain, Barista Lavazza, have partnered up on a new loyalty program, JetPrivilege, that allows members to earn air miles from coffee purchase. For every 100 rupees spent, members earn five miles.

"Opportunities to engage with premium brands are of huge value to us,” said Jet chief commercial officer Sudheer Raghavan. “It means we can go above and beyond guest expectations, providing them with a number of value-added services. Given Jet's extensive route network and the high propensity of its guests to travel, it is a natural partner for a brand like Barista."

Barista has more than 160 cafes in India and also has locations in Sri Lanka, Bangladesh, Oman and the United Arab Emirates. "Partnering with Jet is part of the larger strategy that Barista wishes to follow with an aim to ensuring customer delight," Barista Lavazza chief operating officer Nilanjan Bhattacharya added. Now bring on the caffeine and start racking up miles!

response mechanism

Deals Trump Brand Loyalty for Mobile Shoppers

Posted by Mark J. Miller on March 15, 2012 04:12 PM

Everybody loves a deal, particularly in such tough economic times. Smartphone owners of the world have given themselves another channel toward savings as mobile deals are starting to pop up — and new research shows that consumers tend to follow those deals more when they come during a shopping expedition than they follow brand loyalty.

Not shockingly, the survey (from AisleBuyer) of more than 1,000 shoppers shows that the group that is most ready to throw brand loyalty to the side are between the ages of 25 and 34, the site notes. A whopping 82 percent of them would do it in a heartbeat if they get a good offer for a competing brand on their mobile device.Continue reading...

follow the money

Time to Pull Out a Trump Card?

Posted by Mark J. Miller on March 15, 2012 01:01 PM

If there is one thing Donald Trump values (other than total self-promotion and a wicked combover), it is loyalty. And now his company is ready to give back to those that can’t get enough Trump.

Visitors to Trump Hotels can now pull out a Trump Card, “a guest privileges program that seeks to one-up the run-of-the-mill benefits offered by the majority of hotel loyalty programs.” How will the irrepressible Trump do that?Continue reading...

sustainability

Tesco, Unilever Make Rainforest Pledges

Posted by Dale Buss on February 23, 2012 05:05 PM

Tesco is still committed to its Greener Living sustainability commitment — "helping our customers make greener choices" — despite having just scrapped its pledge to add carbon-footprint labels to thousands of its products and reduce its own carbon footprint. The retailer has announced a new green partnership to raise millions of pounds to protect vulnerable rainforests and associated communities around the world.

At the same time, Unilever enhanced its "ambitious" (as the Guardian puts it) long-term sustainability commitment with the news that it plans to make its Magnum brand the world's first ice cream to source 100 percent of its global cocoa supply from sustainable sources, by 2015.Continue reading...

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