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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.

Articles you may find interesting...

The 3-Question Marketing Plan

»  Three simple questions to help you grow customers and sales

Manage the Price Gap

»  ... Rather than match the prices

Waitrose 'The Uncola' Differentiates Again

»  Differentiation in a Price-Obsessed Marketplace...

... or click here to browse, read and download PDFs of all Brian's articles.

Also now 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 PDF document)

See how it's done...

Brian Woolf explains how today's true Loyalty Leaders are doing it...

»  Click here to watch the video on YouTube™   (4 minutes, 49 seconds)

Who is Brian Woolf?

The techniques and metrics Brian Woolf 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 has consulted, and spoken at conferences, in the US, Europe, Japan, and Australasia.

Prior to his total commitment to loyalty marketing, his corporate roles included Deputy Managing Director of Progressive Enterprises, a major New Zealand retailer; and Chief Financial Officer of Food Lion, a leading US food retailer. He has an M.Com. (Economics) from the University of Auckland, New Zealand, and an MBA from the Harvard Business School.

Copyright © 2016 Brian Woolf