Why the success of Netflix highlights the need for a new loyalty framework
Why loyalty schemes face a defining choice: delight or dilution
Most of the brands in the four sectors we asked consumers to rate (hotels, restaurants, gyms and on-demand music & entertainment services), can only dream of Netflix’s relative success and huge, global subscriber numbers.
We know Netflix is the current beacon of value, where preferred content is literally at the touch of a button, perceived bang for your buck is high and viewers feel an affinity for the brand that brings them everything from Breaking Bad to Bird Box.
Loyalty’s love triangle: quality, price and customer service
When Tesco cut its Clubcard benefits last year, it was a sign of the times. Consumer demands of loyalty schemes are changing, and there’s some confusion among brands about how to deal with these shifts in consumer behaviour.
While still boasting millions of members, the once-dominant schemes backed by Tesco, Sainsbury’s and other national retailers are trying to adapt to the whims of the marketplace, which differ by each generation of shopper . But not all are being successful.
Who buys counterfeits?
Coining the term “Experience Economy”, marketers are keen to showcase a unique occasion with a brand as the essence of what makes their product or service stand out from the crowd.
However, the research we conducted for our latest report into the effectiveness of loyalty schemes, Loyalty 2020, has uncovered the real reasons why customers remain faithful to a brand - and experience is only one small entry on a longer list.
Luxury Brands: A conversation with Paul Walsh
The Global Brand Counterfeiting Report 2018 estimates that the losses suffered due to global online counterfeiting amounted to $323bn in 2017, with luxury brands incurring a loss of $30.3bn through internet sales alone.
Luxury brands are arming themselves against the fake market and investing – as Louis Vuitton does – in designated departments to stop the unauthorised use of their brand. Louis Vuitton has teamed up with Alibaba (the other Amazon) to protect the brand and destroy fake replicas.
The interpretation of Luxury
We interviewed Paul Walsh - who was CEO of the world’s largest spirits group, Diageo, from 2000 to 2013 - for his thoughts on the luxury market. Mr. Walsh has the rare ability to explain his subject in plain but very meaningful words - he knows exactly what he is talking about. We met him on a rainy day in a large conference room in London’s Blackfriars. He started with his own definition of luxury: “For me, luxury means expensive, deserving and self-rewarding.”
Luxury, Loyalty & Trust
What does luxury mean? It depends who you ask, of course, as well as whether someone is browsing or buying, making regular or rare purchases, and whether they’re looking online or offline.
Luxury brands: The importance of the buying experience
n our four years in the marketing research sector we discovered, and published in this report, that all brands would ultimately like to attain loyalty from their customers, translating into financial benefit and / or personalised offers. This is very common for mainstream low- to mid-price brands, but when it comes to luxury brands, with customer experience and exclusivity play a major role, do the same loyalty strategies apply?
The Luxury Series
What happens when luxury brands build the perfect store environment to sell the right product, but fail to provide the aura of exclusivity and finesse that should surround the products themselves?
Rare Featured in BDO Restaurant & Bar Report
Following up on our incredibly successful “Loyalty” series of reports we needed a new subject to get our teeth into, so while sitting around at Rare Towers we threw around some ideas and came up with the idea of researching the Luxury market.
Quick guide to DIY brand tracker metrics
In July we were invited to contribute and to take part in BDO’s latest report on the Restaurant and Bar sector. The report deals with many different macro topics that those operating in the Restaurant and Bar sector are acutely aware of.
Introducing our latest report: Marketing and Happiness
In this blog post we will present some of the standard metrics that we include in our own brand tracker surveys. We will also discuss a little bit more about why each particular metric is important and how to better understand them
It’s time to trust
We are delighted to announce that our latest report Rare: Marketing & Happiness has just been released. This has been something of a passion project for the team here at Rare:. We wanted to explore something different that is fundamentally important to everyone: happiness, and show brands why businesses have a responsibility (and opportunity) to focus on it.
What does brand loyalty mean to customers?
The topic this month has all been about trust and loyalty. With the ever evolving marketplace, it can be hard for brands to retain a loyal customer base. There is evidence to suggest that 'loyalty schemes' don't seem to be driving the returns that brands expect, are Marketing teams perhaps limited by their own imagination when it comes to loyalty?
Does propensity to trust affect our loyalty to brands?
There is much being debated around the topic of the Millennial consumer these days, particularly around the topic of loyalty and the argument that they have a higher propensity to be loyal to brands. But what does it mean to be loyal to a brand and how is it being measured across generations?
Our Redefining Loyalty Report featuring on Marketing Week!
65%of loyalty scheme members would still shop with the brand if the loyalty programme no longer existed.
Loyalty Lessons from the High Street
If you follow us on Twitter or LinkedIn you probably know by now that our latest report, Redefining Loyalty, was featured on Marketing. If you don't follow us, what are you waiting for?
UK Innovation needs a confidence boost
Explicit loyalty mechanics are part of everyday life on the high street, but how well are some of the UK’s most popular schemes meeting customer expectations?
North or south, who is really swinging the UK Innovation see-saw?
If you take the national statistics at face value, entrepreneurship in the UK is on the increase. This year it is predicted that the UK will create 600k new startups, (up 3% from 2014), with more people dictating their own career ambitions and contributing to the innovation landscape, by proxy. This growing trend should be viewed in context of the labour market, where full-time employment is increasing and part-time work remains steady (ONS July 2015).
Do you have perfect pitch?
As technology permeates our everyday lives, boardrooms need to reframe their thinking away from posing the question ‘What is your digital strategy’ and reframing it too ‘What is your strategy for a digital world’.
In a rapidly changing business environment taking a grounded, agile approach to campaign planning and execution is essential. Condensing the journey from brief to pitch into a one day workshop puts the process under the microscope, developing the participants’ ability to take an adaptive, creative and lean approach.