Cross-Brand Loyalty at the Gap - Colloquy

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Cross-Brand Loyalty at the Gap - Colloquy

T H E A R T A N D S C I E N C E O F B U I L D I N G C U S T O M E R V A L U E

W I N T E R 2 0 0 7 V O L . 1 4 I S S U E 4

I N T H I S

I S S U E :

16

18

20

Strategy:

Growing Organic Loyalty

Technology:

Uncanny Personalization

Program Spotlight:

Cross-Brand Loyalty at the Gap

W W W . C O L L O Q U Y . C O M


C O M M E N T A R Y

COLLOQUY / VOLUME 14, ISSUE 4, 2 007

Touch Points

News and Opinion From the Front Lines of Customer Loyalty

“Here’s my message to the

telecoms: it’s time to step

back from the tree and look

at the forest, which is

burning down around you.”

Dear Valuable Customer: Get Lost

T H A T ’ S N O T T H E P H O N E R I N G I N G — I T ’ S A N A L A R M








































B Y M I K E C H A R R O N







































Mike Charron is resident smooth talker and contributing

editor for COLLOQUY.


Balancing Act

B E F O R E Y O U C O M P L A I N A B O U T T H E A C C O U N T I N G D E P A R T M E N T ,

T A K E A G O O D L O O K I N T H E M I R R O R














































Nature abhors a discount

































John Bartold is a senior faculty member and contributing

editor for COLLOQUY.

WWW.COLLOQUY.COM

B Y J O H N B A R T O L D

“If your program’s value

proposition is solid, then

the liability can be

leveraged to create future

value for the organization.

If your program is weak,

then liability is what it is:

an expense offering no future

benefit for the organization.”

PAGES

2 3


S P E C I A L R E P O R T

COLLOQUY / VOLUME 14, ISSUE 4, 2 007

Do the Evolution

H A R N E S S I N G T H E A R T A N D S C I E N C E O F

E N T E R P R I S E L O Y A L T Y



























B Y R I C K F E R G U S O N

A M I D S T T H E B O U L D E R S , C A C T I A N D J A V E L I N A S O F T H E S O N O R A N D E S E R T , S O M E O F T H E B E S T M I N D S I N L O Y A L T Y

C A M E T O G E T H E R I N A U G U S T O F 2 0 0 6 F O R T H E F O U R T H A N N U A L C O L L O Q U Y L O Y A L T Y S U M M I T I N C A R E F R E E , A R I Z O N A .

T H E I R M I S S I O N : T O L O O K B A C K A T T H E E V O L U T I O N O F L O Y A L T Y M A R K E T I N G A N D S E T T H E S T A G E F O R T H E N E X T

P E R I O D O F L O Y A L T Y R E V O L U T I O N . J O I N U S I N T H I S S P E C I A L I S S U E A S W E L E A V E W I N T E R B E H I N D A N D R E T U R N T O

T H E S U M M E R H E A T F O R O U R R E C A P O F T H E P R E M I E R E E V E N T I N L O Y A L T Y M A R K E T I N G .













































Rick Ferguson is Editorial Director for COLLOQUY.


The Global Loyalty League

A S U P E R G R O U P O F L O Y A L T Y L E A D E R S F I G H T S

T H E B A T T L E F O R C U S T O M E R R E L A T I O N S H I P S







































































Bill Brohaugh is Managing Editor for COLLOQUY.

WWW.COLLOQUY.COM

B Y B I L L B R O H A U G H

W I T H R E G I O N A L P E R S P E C T I V E , D E C A D E S O F E X P E R I E N C E A N D K E E N M A R K E T I N G S E N S E , C O L L O Q U Y ’ S N E T W O R K P A R T N E R S

C O L L E C T I V E L Y R E P R E S E N T P E R H A P S T H E M O S T P O T E N T F E L L O W S H I P O F L O Y A L T Y E X P E R T I S E O N T H E P L A N E T . I N T H E

F O L L O W I N G S P E C I A L S E C T I O N , E X P E R T S F R O M B R A Z I L , T H E D O M I N I C A N R E P U B L I C , M A L A Y S I A , N E W Z E A L A N D A N D

S O U T H A F R I C A U S E T H E I R M A R K E T I N G S U P E R P O W E R S T O T A K E U S O N A P L A N E T W I D E T O U R O F C U S T O M E R L O Y A L T Y.

“To illuminate the macrotrends

in strategy and

technology shaping the

global loyalty landscape,

we’ve invited our Network

Partners to share some of

their experiences.”

PAGES

4 5


C O V E R S T O R Y

COLLOQUY / VOLUME 14, ISSUE 4, 2 007

I N T H E D Y N A M I C , V I T A L A N D I N N O V A T I V E A S I A - P A C I F I C M A R K E T P L A C E , M A L A Y S I A S T A N D S A T T H E E P I C E N T E R —

A T O N C E M O D E R N A N D T R A D I T I O N A L ; P O S S E S S E D O F S T R O N G N A T I O N A L P R I D E B U T B U R G E O N I N G W I T H A V A R I E T Y

O F C U L T U R E S A N D R E L I G I O N S ; A N D S A V V Y A B O U T T E C H N O L O G Y B U T , W H E N I T C O M E S T O B U I L D I N G C U S T O M E R

R E L A T I O N S H I P S , E N G A G E D I N A S T E E P L E A R N I N G C U R V E . C O L L O Q U Y ’ S A S I A - P A C I F I C N E T W O R K P A R T N E R G I V E S

A N O V E R V I E W O F O N E O F T H E R E G I O N ’ S H A R D E S T - W O R K I N G C O U N T R I E S .











Superpower:

Able to translate

almost any language–

including English,

Chinese and Bahasa

Malay—into the

most arcane and

complex tongue

imaginable to humans:

marketingspeak.

Asia-Pacific: Malaysia Can




























B Y N Y A N G K O O N S E N G





























The technology push


Strategic futures





















Malaysia in Brief:

Population:

25.3MM (2006)

1.78 percent growth rate (2006 est.)

GDP:

$140.2B (2005)

5.9 percent growth rate (2005)

4.8 percent forecasted growth rate

in 2007

Unemployment:

3.4 percent (2006)

Consumer inflation:

3.7 percent (2005-2006)

Population 15-64:

62.6 percent






































Nyang Koon Seng is the CEO of COLLOQUY Network

Partner Customer Loyalty Solutions Sdn Bhd based in

Kuala Lumpur.

Tech users:

internet 11MM (2005),

cell phone 19.5MM (2005)

Factoid:

“Ringgit,” the name of Malaysian

currency, means “jagged,” in

reference to the serrated edges

of old Spanish coins.

Current World’s Largest Pizza for

goal-setting:

http://www.iafalls.com/pizzainfo.html

National this and that:

Bird: rhinocerous hornbill

Animal: tiger

Flower: Chinese hibiscus

Anthem: “Negara Ku” (“My Country”)

WWW.COLLOQUY.COM

“The Malaysian government

has a national economic

plan called ‘2020 Vision’

designed to make Malaysia

a fully-developed economy

by the year 2020. The plan’s

slogan is Malaysia Boleh—

‘Malaysia Can’—meaning

that whatever Malaysians

want to do—climb Mt.

Everest, make the biggest

pizza—we have the

willpower to do it.”

PAGES

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C O V E R S T O R Y

COLLOQUY / VOLUME 14, ISSUE 4, 2 007

South Africa: Scoring the Goal

S O U T H A F R I C A I S A N E N T R E P R E N E U R ’ S D R E A M — A C O U N T R Y W H E R E A N Y O N E W H O P E R C E I V E S A M A R K E T P L A C E N E E D ,

H A S A B I T O F C A P I T A L , A N D P O S S E S S E S T H E W H E R E W I T H A L T O O V E R C O M E T H E C O U N T R Y ’ S U N I Q U E C H A L L E N G E S

C A N M A K E A F O R T U N E . W I T H I N V E S T M E N T R A M P I N G U P, M A R K E T I N G T E C H N O L O G Y M A K I N G I N R O A D S A N D B O L D

M A R K E T I N G V I S I O N A R I E S L O O K I N G T O W A R D T H E F U T U R E O F A H E A L T H Y , I N T E G R A T E D E C O N O M Y , T H E R E ’ S N E V E R

B E E N A B E T T E R T I M E T O D O B U S I N E S S I N T H E R E G I O N . C O L L O Q U Y ’ S A F R I C A N N E T W O R K P A R T N E R G I V E S U S A N

O V E R V I E W O F L O Y A L T Y M A R K E T I N G A T T H E S O U T H E R N T I P O F A F R I C A .








Superpower:

Able to foresee the

future, especially rosy

marketing futures

(secondary superpower:

flight, or at least he

has a good chance at

it if he keeps wearing

that wide-brimmed

hat he bought at the

2006 Loyalty Summit

in Arizona)





























B Y D E O N O L I V I E R


South Africa in Brief:

Population:

47.4MM (2006)

1.06 percent growth rate (2006 est.)

GDP:

$187.3B (2005 est.),

4.7 percent growth rate (2006)

5.2 percent forecasted growth rate

in 2007

Unemployment:

25.6 percent (2006)

Consumer inflation:

3 percent (2005 est.)

Population 15-64:

65 percent (2006 est.)

Tech users:

internet 5.1MM (2005),

cell phone 34MM (2005)















Challenges and opportunities




















Deon Olivier, Loyalty Business Unit Director of

COLLOQUY Network Partner Achievement Awards

Group in South Africa.

WWW.COLLOQUY.COM

Roush Racing’s sponsor

program “runs on

Factoid:

rails”—NASCAR jargon

Soweto’s Vilakazi Street is the

describing machines

only street to have featured two

Nobel-prize-winning that handle residents: perfectly.

Nelson Mandela and Roush Desmond drives itsTutu.

“dialed-in” branding

Planning for 2010with FIFA: driver identificahttp://www.southafrica.info/2010/

National this and that:

Bird: blue crane

Animal: springbok

Flower: king protea

Fish: galjoen

Tree: yellowwood

Anthem: two songs combined:

“Nkosi Sikelel’ iAfrika” (“God

Bless Africa” in Xhosa) and

“Die Stem van Suid-Afrika”

(“The Call of South Africa”

in Afrikaans)

“While the country’s ‘first

economy’ of finance and

industry grows apace,

those companies who

can successfully tap into

the informal ‘second

economy’ of the poor and

disadvantaged by offering

them value and a place

at the table will help lead

South Africa throughout

this new era of democracy.”

8 9

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C O V E R S T O R Y

COLLOQUY / VOLUME 14, ISSUE 4, 2 007

F O L L O W I N G A D E C A D E O F D E R E G U L A T I O N A N D P R I V A T I Z A T I O N T H A T C R E A T E D A C U S T O M E R A C Q U I S I T I O N F R E N Z Y I N

T H E B R A Z I L I A N C O N S U M E R M A R K E T, T H E F O C U S O F B R A Z I L I A N M A R K E T E R S S H I F T E D F R O M A C Q U I S I T I O N T O R E T E N T I O N .

C O M P A N I E S L A U N C H E D M A N Y P R O P R I E T A R Y L O Y A L T Y P R O G R A M S , B U T W I T H L I T T L E S U C C E S S . N O W M A R K E T E R S F A C E

A N E W C H A L L E N G E : F I G U R I N G O U T H O W T O D E L I V E R E F F E C T I V E , C O S T - E F F I C I E N T L O Y A L T Y P R O G R A M S T H A T A C T U A L L Y

C H A N G E C O N S U M E R B E H A V I O R . F O R C O L L O Q U Y ’ S S O U T H A M E R I C A N N E T W O R K P A R T N E R S , T H E A N S W E R I S C L E A R —

C O A L I T I O N P R O G R A M S A R E T H E W A Y F O R W A R D .







Superpower:

Able to accelerate

to superfast earn

velocities and take

thousands of

customers with them.

Brazil: Of Blocos and Caipirinha































B Y R O B E R T O C H A D E A N D F Á B I O S A N T O R O


Brazil in Brief:

Population:

200MM

1.04 percent growth rate (2006 est.)

GDP:

$619.7B (2005 est.)

2.3 percent growth rate (2005 est.)

4.0 percent forecasted growth rate

in 2007

Unemployment:

9.8 percent (2005 est.)

Consumer inflation:

3.02 percent (2006)

Population 15-64:

68.1 percent






































Roberto Chade is President and Fábio Santoro Chief

Operating Officer of the Dotz loyalty coalition in Brazil.

Tech users:

internet 28MM (2005)

cell phone 86.2MM (2005)

Factoid:

In Brazil, voting is more than a

privilege. If you’re 18-70, the law

requires you to vote.

Where to find caipirinha recipe:

http://www.cookbrazil.com/

caipirinha.htm

National this and that:

Bird: rufous-bellied thrush

Animal: jaguar

Flower: tabebuia alba flower

Anthem: “Hino Nacional

Brasileiro” (simply, “Brazilian

National Anthem”)

WWW.COLLOQUY.COM

“Besides football, Carnival

and caipirinha, Brazilians

now have a fourth love:

cell phones. In a population

of 200 million people, of

which about 50 million are

economically active, more

than 80 million cell phones

are in use.”

10 11

PAGES


C O V E R S T O R Y

COLLOQUY / VOLUME 14, ISSUE 4, 2 007



































B Y D A V I D H A R W O O D A N D C O L I N S A M S O N

D R I V E N B Y A S U C C E S S F U L T W O - D E C A D E C A M P A I G N T O O P E N U P I T S M A R K E T E C O N O M Y, N E W Z E A L A N D T H R I V E S — A N D

M A R K E T E R S F O C U S E D O N B 2 B L O Y A L T Y S T R A T E G I E S , E N T E R P R I S E - W I D E C U S T O M E R S T R A T E G I E S , A N D C O A L I T I O N

P R O G R A M S A R E S E A R C H I N G F O R W A Y S T O T A K E T H E I R E F F O R T S T O T H E N E X T L E V E L . J O I N C O L L O Q U Y ’ S N E W Z E A L A N D

N E T W O R K P A R T N E R S A S T H E Y G I V E U S A T O U R O F “ T H E O T H E R D O W N U N D E R . ”





Superpower:

Able to transfer

their mental energy

into client staff energy

and productivity

through the power of

mutual marketing minds.

New Zealand: We Try Harder


New Zealand in Brief:

Population:

4.1MM (July 2006 est.)

0.99 percent growth rate (2006 est.)

GDP:

$100+ billion,

2.3 percent growth rate (2005 est.)

1.5 percent forecasted growth rate

in 2007

Unemployment:

3.8 percent (2006)

Consumer inflation:

3 percent (2005)

Population 15-64:

67.1 percent (2006 est.)

Tech users:

internet 3.2MM (2005),

cell phone 3.53MM (2005)



































David Harwood is Chief Executive and Colin Samson is

Account Director of COLLOQUY Network Partner

Incentive Solutions based in Auckland, New Zealand.

Factoid:

New Zealand life expectancy is

78.81 years (.81 years is 42 weeks,

1 day, 15 hours and 36 minutes,

for those who calculate years

to the second decimal).

Doing Business rankings to

monitor NZ’s current standings

(no betting, now!):

http://www.doingbusiness.org/

EconomyRankings/

National this and that:

Bird: kiwi (big surprise)

Botania: silver fern (foliage), koru,

and kowhai (flower)

Anthems (two): “God Defend New

Zealand” and “God Save the

Queen”

WWW.COLLOQUY.COM

“In a country this size,

we must push to make a

dollar. We’ve always

said that if you can make

a dollar in New Zealand,

you can make a dollar

anywhere.”

12 13

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C O V E R S T O R Y

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B Y L E O P O L D O G O M E Z

M A N Y U . S . T O U R I S T S K N O W T H E C E N T R A L A M E R I C A N A N D C A R I B B E A N R E G I O N O N L Y A S A S E R I E S O F P I C T U R E S Q U E ,

S H O P P I N G - F I L L E D S H O R E E X C U R S I O N S U N D E R T A K E N F R O M T H E S A F E T Y O F L U X U R Y C R U I S E L I N E R S . B U T T H E

R E G I O N ’ S R E C O V E R I N G E C O N O M Y, A S W E L L A S N E W I N V E S T M E N T S I N E M V P A Y M E N T C A R D C O M P L I A N C E , B R O A D B A N D

T E C H N O L O G Y A N D T H E E L E C T R I C A L I N F R A S T R U C T U R E P U T I T O N P A C E T O M A T C H N O R T H A M E R I C A I N M A R K E T I N G

A N D T E C H N O L O G I C A L I N N O V A T I O N . C O L L O Q U Y ’ S C E N T R A L A M E R I C A N N E T W O R K P A R T N E R P R O V I D E S A S U R V E Y O F

C U T T I N G - E D G E M A R K E T I N G A C T I V I T Y I N T H E R E G I O N .














Superpower:

Able to deploy laserlike

marketing X-ray

vision to find the core

value proposition of

any loyalty-marketing

opportunity.

Central America: Closing the Gap


Dominican Republic in Brief:

Population:

9.2MM (July 2006 est.)

1.4 percent growth rate (2006 est.)

GDP:

$18.15 billion (2005 est.)

9.3 percent growth rate (2005 est.)

6.0 percent forecasted growth rate

in 2007 (source: D&B)

Unemployment:

17 percent (2005 est.)

Consumer inflation:

4.2 percent (2005 est.)

Population 15-64:

61.9 percent (2006 est.)

Tech users:

internet 938,300 (2005),

cell phone 3.62MM (2005)



























Leopoldo Gomez is President of GomezLee Marketing,

based in Santo Domingo, Dominican Republic.

Factoid:

10.5% of players on 2006 Major

League Baseball Opening Day

Rosters hailed from the

Dominican, more than from any

country outside the U.S.

Recipe for sancocho (Dominican

Republic national dish), for enjoying

with your caipirinha (page 11):

http://www.recipezaar.com/5480

National this and that:

Bird: palmchat

Anthem: “Quisqueyanos

valientes” (“Valiant Sons of

Quisqueya”—using the original

name of the island the Dominican

Republic shares with Haiti)

Sources for the stuff in Briefs pages 9-15 we didn’t know already: The CIA (they know everything)

World Factbook, The U.S. State Dept., D&B, random web searches, Malaysia Dept. of

Statistics, Statistics South Africa, Statistics New Zealand, IBGE, Harold over in suite 32.







WWW.COLLOQUY.COM

“In most Central

American and Caribbean

countries, we see a

major trend: adopting

technology to replace the

traditional direct-mail

techniques central to

most loyalty efforts.

Mailed statements are

expensive here, so we

have seen mass migration

of loyalty programs to

web platforms.”

14 15

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S T R A T E G Y

COLLOQUY / VOLUME 14, ISSUE 4, 2 007

Growing Organic Loyalty

C H I E F C U S T O M E R O F F I C E R S A R E N ’ T H U N T E R S —

T H E Y ’ R E F A R M E R S

I N W H I C H T H E A U T H O R O F C H I E F C U S T O M E R O F F I C E R P R E P A R E S Y O U F O R T H E L O N G G R O W I N G S E A S O N A N D T H E E N D L E S S

T O I L R E Q U I R E D T O D E V E L O P C O R P O R A T E - W I D E C U S T O M E R - C E N T R I C I T Y. I T A I N ’ T E A S Y , F O L K S . B U T W I T H P R O P E R

R E S E A R C H , E F F E C T I V E C O M P A N Y - W I D E C O M M U N I C A T I O N A N D U N I F I C A T I O N , A N D T H E P A S S I O N A T E S U P P O R T O F Y O U R

C E O , Y O U T O O C A N H A R V E S T A B U M P E R - C R O P O F C U S T O M E R A D V O C A T E S .




































B Y J E A N N E B L I S S


Adding the Miracle-Gro


















How green are your pastures?

Organization power cores naturally favor certain competencies

and potential weak points. Here we see typical power core

strengths (green), vulnerabilities (red), and strengths endangered

by vulnerability (yellow).

Competencies

Products People Need

Integrated Customer Experience

Metric-Driven Reliability

Recognition Based on Metrics

Internal Communication

Customer-Driven Development

Product

Power Core Marketing

Power Core

Strength

Strength and Vulnerability

Vulnerability





















Harvesting the garden













Jeanne Bliss, author of Chief Customer Officer: Getting

Past Lip Service to Passionate Action (Jossey-Bass), has

served as the “customer zealot” for Lands’ End, Coldwell

Banker, Microsoft, and other major corporations. She is

managing partner of consultancy Customer Bliss.

Sales

Power Core

WWW.COLLOQUY.COM

Vertical

Business

Power Core

Source: CustomerBliss (customerbliss.com/realitycheckaudit.html) and Chief Customer Officer

IT

Power Core

“Customer-centricity

efforts and loyalty programs

must be built in stages.

Think of yourself as a farmer

of customer-centricity,

patiently waiting for the

harvest as you work

the organization in

purposeful steps.”

PAGES

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T E C H N O L O G Y

COLLOQUY / VOLUME 14, ISSUE 4, 2 007

The Uncanny Valley

T E C H N O L O G Y I S G R E A T A T B U I L D I N G C U S T O M E R R E L A T I O N S H I P S —

U N T I L I T D E S T R O Y S T H E M

W E A L L K N O W T H A T T E C H N O L O G Y A L L O W S U S T O P E R S O N A L I Z E T H E M O D E R N C U S T O M E R E X P E R I E N C E I N W A Y S O N C E A C H I E V E D

N A T U R A L L Y I N A S I M P L E R W O R L D . B U T C A N W E R E L Y O N T E C H N O L O G Y S O H E A V I L Y T H A T I T S T O P S B U I L D I N G R E L A T I O N S H I P S A N D

S T A R T S T O E R O D E T H E M ? S E N I O R V I C E P R E S I D E N T A N D M A N A G I N G D I R E C T O R O F H I L T O N H H O N O R S W O R L D W I D E A D A M B U R K E

S H A R E S H I S T I P S F O R W E A V I N G T E C H N O L O G Y S U C C E S S F U L L Y I N T O Y O U R C U S T O M E R S T R A T E G Y.































Danger, Will Robinson






B Y A D A M B U R K E


Robbie the Robot








The HHuman element:

Hilton HHonors combines relevant customer information with

personal interaction, as exemplified by its member communications

and, at the bottom, a billboard espousing the Hilton philosophy.































Adam Burke is Senior Vice President and Managing Director

of Hilton HHonors Worldwide.

WWW.COLLOQUY.COM

“We must recognize the real

tension between technology

that enables the customerfocused

enterprise and

technology that removes you

from that space. Striking the

appropriate balance between

too much and too little use of

the database is critical to

building sustainable customer

relationships.”

18 19

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P R O G R A M S P O T L I G H T

COLLOQUY / VOLUME 14, ISSUE 4, 2 007

One Size Fits All

T H E A R T O F T A I L O R I N G U N I F I E D C R O S S - B R A N D L O Y A L T Y

W I T H O U T L O S I N G B R A N D I D E N T I T Y

T H R E E B R A N D S , T H R E E L O Y A L T Y P R O G R A M S , A N D O N E G O A L : A N E N T E R P R I S E C U S T O M E R L O Y A L T Y I N I T I A T I V E T H A T

I N C R E A S E S S A L E S , D E F E N D S A G A I N S T C O M P E T I T I O N , A N D R E W A R D S B E S T C U S T O M E R S — P A R T I C U L A R L Y C R O S S -

B R A N D S H O P P E R S . F O R G A P I N C . D I R E C T , C E N T R A L I Z I N G T H E L O Y A L T Y E F F O R T W A S A R D U O U S — A N D S U C C E S S F U L .

L I S T E N A S G A P ’ S V P O F R E L A T I O N S H I P M A R K E T I N G D E S C R I B E S T H E P A T T E R N F O R T A I L O R I N G T H E P E R F E C T L Y

C O O R D I N A T E D E N T E R P R I S E L O Y A L T Y S T R A T E G Y.




































B Y S C O T T K E Y


Leaping the gaps:

To successfully create their cross-brand loyalty platform, Gap Inc.

employed brand-specific benefits—and brand-compatible graphic

treatment—with each of the Old Navy, Banana Republic and Gap

private-label credit cards.

































Scott Key is Vice President, Relationship Marketing and

Business Development for Gap Inc. Direct.

WWW.COLLOQUY.COM

Brand marketing

establishes the

promise—what the

brand stands for must

be clear and salient.

But if the brand

marketing and the

customer experience

disconnect, then

customers can be

merciless. They’ll view

the brand promise as

at best a letdown and

at worst a lie.”

20 21

PAGES


A N A L Y T I C S

COLLOQUY / VOLUME 14, ISSUE 4, 2 007

The Loyalty Ecosystem

E C O N O M Y ? E C O L O G Y ? S O M E T I M E S , T H E Y ’ R E T H E S A M E T H I N G

B U I L D I N G A V I B R A N T , S U S T A I N A B L E C U S T O M E R C O M M I T M E N T O V E R T I M E B E C O M E S F A R E A S I E R I F Y O U T H I N K O F

L O Y A L T Y M A R K E T I N G N O T I N T E R M S O F P R O G R A M S , B U T I N T E R M S O F E C O S Y S T E M S . J O I N C O N T R I B U T I N G E D I T O R

B R Y A N P E A R S O N A S H E U S H E R S U S I N T O T H E B U S I N E S S B I O S P H E R E O F N E E D S - B A S E D S E G M E N T A T I O N .




































B Y B R Y A N P E A R S O N


New-growth forest:

Segmenting ahead of the curve identifies changes in shopping

patterns you can act on promptly to create a stronger, more

profitable, more symbiotic and greener customer relationships.






































Bryan Pearson is President of Alliance Data Loyalty Services

and a contributing editor to COLLOQUY.

WWW.COLLOQUY.COM

“Make no mistake: this level

of detailed transactional

analysis, customized

communications and

experience management

will increase your marketing

costs. But your investment

will drive two significant

results: strong emotional

resonance with consumers

who will perceive that

you’re paying attention to

them, and strong incremental

margin per offer.”

PAGES

22 23


S H A M E L E S S P L E A F O R H E L P

COLLOQUY / VOLUME 14, ISSUE 4, 2 007

Lend a Hand and Learn

I N O U R L O Y A LT Y B E N C H M A R K I N G S U R V E Y



















Loyalty Marketing Workshop:

The DMA/COLLOQUY Loyalty Marketing Workshop




Loyalty Marketing Virtual Seminars:

The L-Word: Removing the Lie in Loyalty Program Liability



Loyalty by the Numbers: Financial Planning & Measuring

Return on Investment (ROI)




Available on www.colloquy.com:




Timely. Opinionated. Essential.






Editorial Director:

Managing Editor:

Online Editor:

Contributing Editors and Faculty:



Public Relations:

Subscriber Services:































© LoyaltyOne, Inc. 2007

Permission to reprint may be granted upon specific request.

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