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Park Avenue foyer of the Waldorf-Astoria Hotel, New York City, on Christmas Day, 1987 (Source: Wikimedia Commons)

Frequency Reward Vs Customer Loyalty Programs

Idea posted: November 2013
  • Marketing

Customer loyalty programs can be based on frequency rewards or customer tier benefits (e.g. special benefits when you reach a certain elite customer status). As companies try to decide which type of program is better, or if loyalty programs are even worth the trouble, new research shows a combination of both programs offer direct financial benefits, as well as better customer information for strategic decision-making.

Idea #265
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Robert Hooke, at Christ Church Oxford, where he studied surrounded by some of his inventions. Painting by Rita Greer 2011 (Source: Wikimedia Commons)

Great Innovation! But What’s it for? Marketers Beware

Idea posted: April 2014
  • Innovation & Entrepreneurship
  • Marketing

Product designers and marketers might be very excited about a new product with impressive new features and a bold new design. But consumers will not recognize the newness of the product if they cannot figure out what the product is in the first place — which can lead to a major disconnect between the reaction that companies expect from consumers (“Wow, what a great innovation!) and the actual reaction (“What is it?”).

Idea #355
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