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.
- 91 Percent
“Customers are the center of our business” is a common mantra heard from CEOs and CMOs. Given that, why do so few know how many customers they retain? One retailer who does, publishes its result quarterly. Its Retention Rate is an amazing 91%!
- Fish ... Where The Big Fish Are
“Fish where the fish are and, if possible, where the big fish are” ... Garth Hallberg, author of “All Customers Are Not Created Equal”
- Is It A Loyalty Card?
The question keeps popping up ... is it really a Loyalty Card? Even though many retailers call it such, is it misnamed?
- Enjoy Every Visit
Your two major competitors have 1% point programs; one has a slogan “Every little helps.” You are introducing a loyalty program: do you copy or differentiate?
- The Most Important Number
Imagine your new CEO asking you to provide him with the most important customer number every 4 weeks. You respond “No problem,” and then tell him what the number will be and why...
... 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)
El ultimo libro de Brian Woolf est disponible en Espanol...
· Clic aqui para 'Marketing de Lealtad: El segundo Acto'
Due dei libri di Brian Woolf sono disponibili in Italiano...
· Scattisi qui per 'Customer Specific Marketing'
· Scattisi qui per 'Loyalty Marketing: L'Atto Secondo'
Brian Woolf explains how today's true Loyalty
Leaders are doing it (00:04:49)
· Click here to watch the video on YouTube.
6 Parkins Lake Court,
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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