PDF Ebook Loyalty Marketing: The Second Act, by Brian P. Woolf
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Loyalty Marketing: The Second Act, by Brian P. Woolf
PDF Ebook Loyalty Marketing: The Second Act, by Brian P. Woolf
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This book shows what's required for success today in loyalty marketing. Using many successful programs from around the world as examples, the following questions are answered: 1. What are global best practices?2. Why have some programs failed? 3. How should we measure success? 4. What are the common denominators of success? 5. Are some programs inherently better than others? 6. What keeps customers interested in the program? 7. Why don't all retailers embrace loyalty marketing? 8. How deeply should a loyalty program permeate a company? In addition, you will learn why: 1. A loyalty program's greatest benefit is the information 2. Points programs costing 1% of sales are questionable 3. Charging a membership fee makes eminent sense 4. Best Customers are the critical success indicator 5. There's no single best strategy The lessons of this book, using retailing examples, has direct relevance to both on-line and off-line businesses across all sectors. Its purpose is to help you follow in the footsteps of the best, and avoid the missteps of the rest.
- Sales Rank: #1816358 in Books
- Brand: Brand: Teal Books
- Published on: 2001-11-01
- Original language: English
- Number of items: 1
- Dimensions: 9.50" h x 6.50" w x 1.00" l,
- Binding: Hardcover
- 244 pages
- Used Book in Good Condition
About the Author
Brian Woolf is a global leader in loyalty marketing. In addition to writing three definitive works on the subject, Measured Marketing: A Tool to Shape Food Store Strategy, Customer Specific Marketing, and Loyalty Marketing: The Second Act, he spends his time helping retailers develop and strengthen their loyalty programs. The techniques and metrics he has developed have become guiding principles for those operating some of the world's most successful programs. He is the President of the Retail Strategy Center, and is a frequent speaker at conferences in the US, Europe and Japan. Prior to his total commitment to loyalty marketing, his corporate roles included Deputy Managing Director of Progressive Enterprises, a major New Zealand retailer; Chief Financial Officer of Food Lion, a leading US food retailer; and President of One Price Clothing, a women's discount apparel chain. He has an M.Com. (Economics) from Auckland University, New Zealand, and an MBA from the Harvard Business School.
Most helpful customer reviews
2 of 2 people found the following review helpful.
The most pragmatic guide on CRM for retailers!
By Frans Melenhorst
Brian Woolf to me is an unparallelled expert in explaining the thought process behind, and the benefits of customer relationship marketing in a clear and pragmatic way; in a language very common to retailers worldwide. "Loyalty Marketing - The Second Act" is a highly practical sequel to his last book on CRM called "Customer Specific Marketing". Again he combines his vast consulting experience, his knowledge of insightful retail cases (famous is Superquinn, but to me Tesco remains the most brilliant example of professional CRM by a leading retailer) with a sharp analytical mind to describe what retailers should do to make a fundamental shift from mass marketing and product focus to structural increase in bottom line result. This book is not about investments in software or systems, but combining true customer centered thinking with the use of detailed customer knowledge to improve your performance for the benefit of your best customers. Brian sketches in this book that a lot of retailers get stuck after having taken the first step in differential marketing. But he continues with numerous examples of companies, strategies, campaigns and underlying arguments and easy-to-implement reports to show you how to move forward succesfully in a relatively simple way. My suggestion to you is to read this book as I did: thoroughly, page-by-page, and absorp all the highly practical suggestions. Just as his last book "CSM" was a very useful book for numerous retailers to get started with differential marketing, will this book allow many retailers to professionalize their CRM strategy and tactics: to start that "second act" and build customer retention, satisfaction and profitability.
5 of 6 people found the following review helpful.
Simple solutions to today's complex business environment
By Steve Burrows
After having read Mr. Woolf's book "Shrinking the Corporate Waistline", and using it as a guide for my business, I was even more impressed with his book Customer Specific Marketing- The New Power in Retailing. After having worn this book out, I ordered 35 copies for each of my Supermarket Manager's, just prior to kicking off our Loyalty Card Program. The success we were able to derive from this simple approach, was unbelievable!!
Now that I am Executive Vice President of Sales and Marketing for a 120 store chain of Convenience Stores, I was overwhelmed with his newest offering. We will soon begin it here.
After having had the opportunity to hear Mr. Woolf speak of Loyalty Marketing, in the simplist of terms, to as complex as you could keep up with, I am amazed with his insight. I am still digesting his "Second Act", after having gone through it for the third time. The down to earth approach he takes, and the attitude he carries through with, let's you know he is truly talking from experience. The practices he illustrates in length throughout the book, makes it a must read for businessmen and businesswomen who are really interested in customer retention. One thing you will learn from Mr. Woolf is "it's much more important to reach the customers who count, rather than counting the customers you reach! This is a very good book!
7 of 8 people found the following review helpful.
Data Base marketing made easy and everyone's tool
By Tetsuo Kasuya
"Loyalty Marketing: The Second Acth by Brian Woolf
Retail is a complex system involving many, many factors. In 1996, in his first book, gCustomer Specific Marketingh Brian Woolf added two additional lines to the diagram of this complexity: gCustomers are not equalh and gBehavior follows rewards.h I cannot think of any marketing book ever published that has induced as many retailers, especially grocers, into implementing its basic concepts, as did this book.
gLoyalty Marketing: The Second Acth is a natural sequence to Woolffs earlier book, providing an updated insight into loyalty marketing using real examples from around the world. This book will spark debates and discussions among retailers and the next level of insights, gThe Third Acth, will be anxiously awaited.
Database marketing has long been in existence but unfortunately has been too academic, too abstract, too theoretical, and too impractical for retailers to implement. Brian Woolffs greatest contribution to the industry, though not much noticed, has been to transform esoteric marketing terms and concepts into easy-to-understand everyday words and practical ideas.
This book is a must reading for those charged with marketing. Indeed, for everyone in retail, the most competitive industry today.
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