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Brian's book, Loyalty Marketing - The Second Act, is now available. Click to order the book, read samples from the book (and Brian's other books), or simply find out more about the book, or read the reviews.

... And don't miss our loyalty marketing news page, bringing you the most up-to-date snippets and facts about the loyalty marketing industry, every day.

  Visit RAPHEL.COM to order a copy of the book now

  • Sainsbury’s Simple but Painful Lesson
    Sainsbury’s has announced they are cutting their Nectar points from 2 points per £1 of spending to 1 point. Customers are mad. What did Sainsbury’s do wrong?
  • The Intelligent Loss of Business
    What we do well, and what we don’t do at all, are two of the most important elements of strategy. Too often, we forget the latter...
  • Morrisons New Loyalty Program
    Will Morrisons new Match & More card build profitable sales? Management hopes so: it’s same-store sales were down 7.4% in the recent half year ending 3 August...
  • It’s Time to Rethink 1% Programs
    The biggest challenge of the standard 1% point-based rebate program is that a lot of the cost is wasted. Refining the program will produce better bottom-line results...
  • What Makes Costco So Successful?
    The world’s largest retailers didn’t achieve that honor by chance. Have you ever studied any of them to better your own game? Here’s a close-up of one who is probably also a competitor...

          ...  or click here for the full Articles list.


Available in PDF: the 1994 Coca Cola report!
Published in electronic (PDF) format by Coca Cola's Business Solutions unit is the original 1994 report, 'Measured Marketing', which at the time became the 'Loyalty Bible' for food retailers around the world, providing a framework for a profitable loyalty program. Although Woolf's more recent 'Access Pricing' mechanism should be considered in addition, at the time of the study (given the limited technology of the time) two-tier pricing was recommended because it cost nothing (as opposed to the 1% sales rebate programs that were then in place within a few European food retailers)....
·  Click here to download 'Measured Marketing' (Zipped-up PDF)
                              (large file - 2 minute+ download)

En Espanol!
El ultimo libro de Brian Woolf est disponible en Espanol...
·  Clic aqui para 'Marketing de Lealtad: El segundo Acto'

Libri Italiani!
Due dei libri di Brian Woolf sono disponibili in Italiano...
·  Scattisi qui per 'Customer Specific Marketing'
·  Scattisi qui per 'Loyalty Marketing: L'Atto Secondo'

Watch Brian Woolf explaining how today's true Loyalty Leaders are doing it (00:04:49) Video
Brian Woolf explains how today's true Loyalty
Leaders are doing it (00:04:49)
·  Click here to watch the video on YouTube.


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Brian Woolf
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Who is Brian Woolf?
Brian Woolf is a global leader in loyalty marketing. In addition to writing three definitive works on the subject, he spends his time helping retailers develop...  more

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