loyalty programs make a huge difference

BY: Patricia Vowinkel

The concept of staying in touch with customers is not exactly new. In 1896, retailers began using Sperry & Hutchinson Co.’s Green Stamps to reward loyal customers. American Airlines revolutionized the concept of loyalty marketing in 1981 by launching its AAdvantage …

OK, we’ll admit it. There’s nothing we enjoy more than taking a stand. We love telling other folks they’re wrong and then listing the reasons why.

So it kills us that we’re on the fence about this issue of direct marketing and its role in branding.

Last issue (July 2005) we …

BY: JOHN HUNTER, SVP Customer Services

QVC does the same marketing research and probing that most other companies do - we can slice and dice our customers into many different models. But we don’t bombard customers with special offers or coupons to build loyalty - because it’s easy for …

Members of American Express Membership Rewards aren’t afraid to express their devotion

BY: Anne Marie Sylvester

Golf in the morning. A lazy afternoon at the spa - maybe a massage or pedicure. A few purchases from the boutique. Dinner at the five-star French café. Drinks afterward against the backdrop of …

OgilvyOne Worldwide hits the bulls-eye by surrounding consumers with the right message

BY: LILLIAN LORENZI

OgilvyOne Worldwide uses its proprietary 360 Degree Brand Stewardship™ process to build the brand at every point of contact with a customer. From a CRM standpoint, it creates connectivity any way a …

BY: Patrick O’Connell

What a hot summer we’ve had. Most of the country is either holed up in the AC or wearing as little as is socially acceptable. Mostly it’s those Generation Y kids. What are they thinking? Are flip-flops now work-appropriate? How different can a 25-year-old be from me? …