John BartoldVP, Loyalty Solutions

John specializes in developing marketing initiatives to build relationships and alter customer behavior for increased profitability and reduced churn. He’s a frequent speaker on the subject of marketing and management, serves as a faculty member for the Loyalty Marketing Workshop offered by the DMA and is contributing editor to COLLOQUY, a global loyalty marketing publication.

Marketing in the moments that matter, are you ready?

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Last week at the 2015 COLLOQUY Loyalty Summit, we brought a disruptive point of view to attendees on the subject of measuring loyalty KPI’s (Key Performance Indicators) in our session, “Marketing in the Moments that Matter, Are You Ready?”.  Specifically, do KPI’s communicate our efforts or our outcomes? Should we be thinking about best practices, […]

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The harsh reality: “me too” loyalty is not sustainable

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We recently partnered with Wylei Research to better understand the ways consumers feel about brand loyalty and the drivers behind those feelings. While the study revealed some interesting findings (stay tuned for the full report), one in particular caught me off guard. The research revealed that loyalty reward programs do not drive loyalty. That’s a […]

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Loyalty assessment: 4 questions to ask yourself

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Consumer expectations are evolving. To keep pace, loyalty marketers must be deft and strategic in their approach. Are you up to the challenge? This week I moderated a discussion at the 2014 COLLOQUY Loyalty Summit in Scottsdale, Arizona. During the discussion, many agreed that we shouldn’t focus solely on the latest shiny objects, as the […]

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The value dimension

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In my previous post, Loyalty Levers and the Pattern Trifecta, I defined three elements that are critical to building loyalty between a consumer and a brand: Value, Brand and Dialogue. For the majority of situations, the loyalty pursuit begins with Value because it’s the reason most consumers choose to opt-in to a loyalty effort. Consumers […]

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Loyalty levers and the pattern trifecta

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For more than 25 years I’ve been seeking to understand why people are ‘loyal’ to a brand and what brands can do to increase the loyalty of consumers. I’ve read countless articles including academic papers, leading business publications, books and research studies on the subject; explored the fields of neuroscience, psychology, sociology and history to […]

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The road to advocacy

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As an industry, it’s time we move beyond the notion that a loyalty “program” can convert loyal customers into brand advocates. We tend to be more focused on making another sale rather than building another relationship. At the end of the day we all have to meet our revenue goals, but don’t allow your short […]

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Walgreen’s Balance Rewards program shows what’s possible when strategy meets technology

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Epsilon client Walgreens has made marketing headlines recently for their innovative Balance Rewards® loyalty platform. Just eight months after launch, the program boasts more than 100 million members. As a consumer, chances are you’re a member of the program which allows shoppers to earn and redeem points and receive price benefits while encouraging a healthy […]

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Loyalty Expo 2014: What to expect

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We’re ramping up for Loyalty 360’s Annual Loyalty Expo taking place in Orlando next week. Loyalty marketing continues to accelerate and garner more attention from the C-suite as organizations strive to become more customer-centric. Here’s a sneak peak at what we’ll be talking about in Orlando. Will you be there? Join our session, A Happy […]

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Mining for gold with “small data”

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They say the devil is in the details, and that’s especially true when it comes to loyalty programs. Loyalty programs often rely heavily on capturing transactional data that they miss vital insight that can only come from personal interactions with their customers. Those little snippets of information gathered from one-on-one exchanges can be considered “small […]

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