TESCO to re-launch loyalty scheme24 Apr 2009

Tesco in the UK is set to re-launch its Clubcard loyalty scheme in the next few weeks, in an effort to further build brand loyalty. The re-launch is reportedly likely to be based around the things customers can do with Clubcard and features a significant investment by Tesco’s own admission. The move is part of the retailer’s strategy to get a balance between price and loyalty programmes, as a means of rewarding customers. The chain will likely be looking to ramp-up both its marketing communications of Tesco Clubcard, as well as the analysis of its shopper behaviour data. Industry sources suggest Tesco will need to expand its Clubcard marketing to digital channels as part of the re-launch.

Tesco's focus on Loyalty and multi-media is testiment to the uplift retailers can obtain and retain with a solid focus on Loyalty & multi-media channels marketing.

What is your retail strategy in this area ?

Want to know\ learn\discuss more - then contact me :0)

Customer Experience - Loyalty research in 2009 - Bruce Temkin

I found this blog report on customer loyalty which i must share with you.


What Research Was Hot In Q1 2009? April 8, 2009
Posted by Bruce Temkin in Customer experience.

For the ninth straight quarter, Bruces reports had the highest level of readership across all Forrester analysts. So, needless to say, customer experience remains a hot topic — even in the downturn.
To get a better sense of what’s hot, he compiled the following list of his 20 research reports that have had the most readership by Forrester clients in Q1 2009 (along with their publication dates):
Customer Experience Correlates To Loyalty (February 2009)
Voice Of The Customer: The Next Generation (February 2009)
The Customer Experience Index, 2008 (December 2008)
Customer Experience And Loyalty: A Closer Look (March 2009)
The Customer Experience Journey (September 2008)
Obstacles To Customer Experience Success, 2009 (February 2009)
Customer Experience Index 2008 Snapshot: Retail (February 2009)
Customer Experience Index 2008 Snapshot: Banks (December 2008)
Eight Steps For Keeping Customer Experience Momentum During An Economic Downturn (April 2008)
The Business Impact Of Customer Experience (March 2008)
Engage Gen Y Online With Immediacy (November 2008)
Experience-Based Differentiation (January 2007)
Customer Experience Index 2008 Snapshot: Wireless Carriers (December 2008)
A Closer Look At Customer Experience And Loyalty (August 2008)
Banks’ Cross-Channel Experience, 2008 (July 2008)
Customer Experience Index 2008 Snapshot: Internet Service Providers (March 2009)
Customer Experience Index 2008 Snapshot: Airlines (March 2009)
How Consumers Research, Buy, And Get Service (March 2008)
The Gen Y Design Guide (December 2007)
Wells Fargo Uses Ethnography To Improve Customer Communications (October 2008)

He have a few observations from this list:

There’s a lot of interest in connecting customer experience to business results (e.g., loyalty)
People want to see results from their specific industries
Companies are still trying to figure out how to reach Gen Y
Experience-Based Differentiation remains the blueprint for customer experience excellence
Looking Ahead To My Q2 Research

How Loyal Are Customers? Not Very. This report examines how three areas of loyalty vary across industries and companies: The willingness to repurchase, the reluctance to switch, and the likelihood to recommend.

IBM : Why advocacy matters to online retailers

I found a great IBM article on their website:

Why advocacy matters to online retailers: Customer focus can mean greater loyalty and financial returns are in store

Online retailers have yet to optimize customer relationships; to become a customer focused online retailer, companies need a new approach for developing and applying customer insights.

http://www-935.ibm.com/services/us/index.wss/ibvstudy/gbs/a1029604?cntxt=a1000063

I know the IBM retail team in Asia Pac and they seem to be very focused on Retail , Loyalty & the anyplace kiosks across the APJ region.