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How Kroger earns world-class loyalty and we can, too.
When Kroger launched their state-of-the-art loyalty program in 2003, I was immediately won over. It helped that there was a Kroger store four blocks from my home (yes, I have an inner city lifestyle). At every touch, my loyalty grew stronger. The program seem to mold itself around my needs. Now they have one of…
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Why lead generation is hopeless, but good business is not.
When I explain to business people that I build marketing databases, they usually respond by asking, "Can you give my any tips for generating leads?" Actually, I have quit framing my work that way, but I still encounter so many people asking "can you help me find new customers?" I have started to reply that, "I can…
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Loyalty to suppliers and supporters: Ina Garten
Otherwise known as the Barefoot Contessa, Ina Garten has built a sustainable empire from a food shop to media brand. Strategically, she knows exactly where she wants her business centered: writing cookbooks. She builds a broad variety of relationships, and not everyone survives, but she clearly makes it a goal to find a partner around…
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Sharing customer happiness with a photo booth
The rising popularity of Photo Booths is driven by a few different benefits. I enjoyed using one during a party at Story a few years ago, but now many retailers are using them on a daily basis. Let's break down the benefits so you can see if they apply to your business: 1) Better experience…
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Be loyal to your contribution, not your employer
Loyalty to our employer is never going to be compensated in the way we expect. Enterprises are not capable of keeping everyone employed, even if they are inclined, which most are not. When we have an employer, we owe them good value for the money they pay us, and we owe it to them not…
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IBM shows us how to be loyal to our prospects
It's pretty easy to have loyal relationships with our customers, but loyalty leaders like Hershey and IBM are loyal to their prospects, to the entire category they hope to win. It helps to have deep pockets, but we have to start with a desire to benefit a category of people, and to be a little…
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Lead your customers to greater satisfaction with their own data
Privacy experts have been shocked to discover how easily we consumers part with our data in exchange for a few benefits. My personal example is the app Waze. In exchange for constantly sharing all the information about where, when and why I drive, it tells me how to get around more easily in heavy urban…
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Plan to collect data about your customers regularly
If we want a stable base of business, we have to be steadily moving toward our customers, giving them more of what they want. Unfortunately, our customers are changing constantly, even moving away from us. By constantly collecting data we can follow them, or replace them, if necessary. A satisfaction survey is seldom enough, unless…
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Relative importance of CRM as a marketing technology
CRM technology is a given at most large companies these days, and it's often used as a data repository instead of a marketing tool, so no return on investment is expected. Good SEO and content marketing will bring in new customers, leading to increased revenue. Understanding and using the data in our CRM tools will…
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To add new loyal customers, make sure your web site’s personas are fresh
We know our web sites are most effective when they are regularly updated, but we may overlook an important reason to update: a new category of customer. While we may find a few exceptions, we generally want to expand our market to new categories. And the easiest way is to keep an eye out for…
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