Publisher's Synopsis
For convenience retailers, driving customer loyalty has never been more important, and yet this is the first book dedicated to the art and science of loyalty marketing in the convenience retail industry. Turning casual customer visits in to connected and trusted relationships is uniquely challenging in an industry where time and attention are the most difficult yet the most critical assets to nurture.Whether you already run a structured loyalty programme, or you are at just beginning to plan your customer loyalty strategy, this book is the definitive source of insights and ideas for marketers focused on building world-class loyalty marketing and customer connection programmes. The author, Paula Thomas, has almost a decade of experience as a loyalty marketing consultant, combined with a first class MBA in business. In this book of articles, she deconstructs loyalty strategy, operations and insights from some of the world's best programmes. It features case studies from all over the world, dedicated to helping you build exceptional loyalty with your customer base. From Starbucks and Domino's in the USA, to Shell and BP in the UK, to Repsol in Spain and 7-Eleven in Asia, she shares what's working, for whom and why and showcases the latest innovations in retail technology as well as some fascinating facts driving success for the world's greatest convenience brands. This book is destined to educate, inspire and transform your ideas about how to drive your customer's loyalty by learning from the best in the business.
