Loyalty marketing blog
Channel partners
What does loyalty marketing mean for consumer packaged goods marketers?
Packaged goods companies have traditionally relied on mass-marketing to communicate with their consumers. The lack of a face-to-face meeting (products are sold through channel partners) with the consumers has made it more complicated for packaged goods brands to implement loyalty practices into their marketing mix. The internet, armed with social media and mobility, has changed … Continue reading
Measuring the customer experience
Net Promoter Score (NPS) is probably the most simple and effective method for measuring customer loyalty and satisfaction at different stages. Longer and more complicated surveys might help you dig deeper into the brains of your respondents, but they tend to make it more difficult to take actions on the results – which in my … Continue reading
Be superior where it matters the most
Look at where your customer experiences your brand. What’s the most critical point in your sales process? Are you superior there? A while ago, on a finnish talkshow, Stephen Elop said that Nokia needs to make sure consumers get the best possible experience from retailers. The place where people experience the phones and decides which … Continue reading
CRM is a strategy, not a technology
Customer relationship management (CRM) helps companies serve clients on an individual level, to keep them loyal and maximize profits. While technology often makes that easier and more efficient, it’s just a means to an end. Without a sophisticated plan a software alone will not help generate better customer relationships. I meet hundreds of business decision … Continue reading
Even your best customers need to be reminded
The easiest way to get customers to buy again is to remind them of your existence. In general, when people like what they get, they will be back for more. Except, they tend to forget. In fact, you might be losing business right now because of the absence of a simple rebuy-offer. An offer to … Continue reading
Who the fuck is Alice?
[Updated: My apologies for bewildering those of you who aren't familiar with the song, that the title refers to. And thanks to you readers overseas, for pointing out that it wasn't a global hit, just European (and Australian, perhaps)]. Working with a broad spectrum of consumer packaged goods (CPG) brands has helped me, I believe, … Continue reading
Channel Partner Loyalty
Getting your channel partners – the retailers or other external sales channels – to promote your product is a tricky task. But when you excel at that your sales will grow rapidly. In most businesses the seller – the one who puts your product on the shelves, or talks to the end-customers about your products, … Continue reading
