Alternative marketing thinking


Improving Loyalty By Reactivating Customers

Interesting view on loyalty management from the Aberdeen Group, as reported by 1to1 media. Retailers need to develop customer reactivation campaigns (within three to 12 months of departure) to reduce attrition and improve lifetime customer value. Second, retailers should increase frequency of multichannel loyalty campaigns from an average of one to two campaigns per quarter to four campaigns to increase share of wallet. Third, at the executive level, single point of ‘ownership of the customer’ should be established for more cohesive relationship marketing decisions. Read more


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