At the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From Starbucks looking to appeal to both frequent and lapsed customers to the need for brand trust in challenging times, it’s been a busy week. Here is my take.
Discounting is tempting but erodes margin and brand equity. Here are the key steps towards a unified incentives marketing strategy that boosts the bottom line.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on X @tomfishburne See more of the Marketoonist here
Pret has not had a marketer in the C-suite since the departure of its former chief customer and growth officer in 2022.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on X @tomfishburne See more of the Marketoonist here
In a bid to meet customers across different life stages, Monzo is relying on its tiered accounts to offer users the “instant gratification” they crave.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on X @tomfishburne See more of the Marketoonist here
Favouring an “interaction, reaction and social” approach, Virgin’s chief loyalty officer urges brands to see loyalty as so much more than “a sideshow”.
As shoppers become more attuned to pricing and perks, businesses are using loyalty schemes as “an extra layer of storytelling and differentiation”.
Aiming to mix shopping with experiences, the Asos World launch comes seven years after former loyalty programme A-List was discontinued.
A new report from VCCP and the DMA finds brands with integrated loyalty strategies are 80% more likely to acquire new customers.
In the midst of a “profound” transformation, the pet business is focusing on subscriptions and omnichannel to drive share of wallet.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on X @tomfishburne See more of the Marketoonist here
We arm you with all the numbers you need to tackle the week ahead.
CEO Brian Chesky says a paid membership scheme like Amazon Prime would be more “compelling” for the travel brand than a points-based programme.