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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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Direct marketing merge strategies boost return on donor marketing

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Direct marketing programs often succeed, in part, based on the merge strategies on which they depend. Unfortunately, many donor marketing circulation plans are outdated and rely on a “prioritized list strategy,” which may fail to provide the insight you need to grow your returns. Using a prioritization strategy may not be as profitable as it […]

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