When points don't always mean prizes

Everyone loves a giveaway. It’s been decades since the likes of Tesco, Boots and Sainsbury’s first landed on the loyalty leaf and started giving customers something back. Since then, a raft of retailers has followed suit. But what are we as consumers really getting from their schemes?

Such has been the rise of rewards programs since the turn of the millennium, customers expect to be given some sort of loyalty kickback. We’re surprised, if not disappointed, when a new store or brand doesn’t launch a loyalty scheme.

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Rare: Consultancy
Why Breaking Bad Habits Can Boost Customer Loyalty

It’s a great time to be an entertainment brand - especially those available on subscription.

At the last count, Netflix had reached 139 million paying subscribers worldwide (source: CNN). With its relatively low monthly cost (in comparison to cable and satellite TV providers’ fees) and massive content library, the service is contributing to the ongoing trend of ‘staying in is the new going out’.

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Why the success of Netflix highlights the need for a new loyalty framework

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.

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Rare: Consultancy
Why loyalty schemes face a defining choice: delight or dilution

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.

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Rare: Consultancy
Loyalty’s love triangle: quality, price and customer service

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.

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Rare: Consultancy
Who buys counterfeits?

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.

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Rare: Consultancy
Luxury Brands: A conversation with Paul Walsh

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.”

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Luxury, Loyalty & Trust

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?

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Introducing our latest report: Marketing and Happiness

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.

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It’s time to trust

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?

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What does brand loyalty mean to customers?

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?

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UK Innovation needs a confidence boost

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).

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