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Articles

This section contains a selection of speeches and articles by Brian Woolf and others. To provide a sense of history for this topic, I have also included some which were written or presented a number of years ago.

If you have a speech or article you think would be appropriate for inclusion in this section, please send it to Brian Woolf for consideration (click here).


The 3-Question Marketing Plan

Three simple questions to help you grow customers and sales
(November 16, 2015)


Manage the Price Gap

... Rather than match the prices
(June 26, 2015)


Waitrose 'The Uncola' Differentiates Again

Differentiation in a Price-Obsessed Marketplace...
(June 19, 2015)


Uncopied Excellence

Two loyalty program standouts that were never copied
(June 18, 2015)


143 - A Dynamic Marketing Metric

Make the trend your friend...
(June 4, 2015)


Behavior Follows Rewards

We know the principle. Optimizing the practice is the challenge.
(May 29, 2015)


A Great Program - That Didn't Make It

A unique program that should have been a winner...
(May 21, 2015)


Some Loyalty Marketing Best Practices

Ideas to help keep you ahead
(May 8, 2015)


Promotional Intent

What do you intend your promotion to accomplish?
(May 1, 2015)


Longitudinal Loyalty

Time to reposition from Latitudinal Loyalty?
(April 17, 2015)


Business is a Game

... once you understand the ways to win
(April 13, 2015)


A High-Octane Supermarket Loyalty Program

What is it about gas prices that make people switch from a more convenient gas station on their side of the street to one on the other where the posted gas price is 1-2c gallon cheaper?
(April 7, 2015)


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...
(April 7, 2015)


The Best Type of Promotions

The best type of promotions are those that customers actively remember...
(April 7, 2015)


The Customer 5% Reward Program

A common practice of card-based food retailers is giving benefits (discounts, gifts, etc) to their regular (ie, "better") customers. But how much should be given? How? And to whom? The Customer 5% Program shows the way...
(March 28, 2015)


What's Wrong With Loyalty Programs?

There's no consensus on what defines a Loyalty Program. Or, for that matter, Loyalty Marketing...
(March 28, 2015)


How Good Is Your Produce Department - Really?

Here's how you can tell...
(March 23, 2015)


Brand Value

What does it really mean? How does a retail CEO use it?
(March 16, 2015)


Today's Peacock Is Tomorrow's Feather Duster

For how long will your company thrive?
(February 22, 2015)


Share of Wallet

Share of wallet is a great concept - but, in practice, not a great tool...
(February 22, 2015)


Life Time Value is A Fabulous Concept

... but there are more practical approaches for retailers
(February 22, 2015)


Baumol's Law

... the foundation shaker of retailing.
(February 15, 2015)


Marketing Numbers 101

Two useful numbers for marketers and how to calculate them...
(February 1, 2015)


Marketing Your Story

How well do you tell your company's story, letting the world understand what makes you different?
(January 24, 2015)


Should Tesco Change Its Clubcard?

Quite simply: yes.
(November 23, 2014)


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?
(October 19, 2014)


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...
(October 6, 2014)


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...
(October 5, 2014)


At Waitrose, 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?
(September 29, 2014)


Lessons from the World's Customer Retention Record Holder

"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%!
(September 29, 2014)


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...
(September 29, 2014)


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?
(August 27, 2014)


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"
(August 15, 2014)


The Single Best Way to Increases Sales

One of the greatest insights I have gained from analyzing customer data over the past two decades is that there is one best way to increase sales.
(August 9, 2014)


The 1% Principle

Is 1% a little or a lot? One of the smartest and most successful food retailers I've ever known once asked me this question ... and then taught me how to find, and use, the answer.
(August 7, 2014)


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...
(August 7, 2014)


Isn't Our Budgeting Process Backwards?

Ask any retail CEO, CMO, or (hopefully) CFO about their customers and they will tell you how customers are the center, the core, of their business. I'm sure you agree...
(August 4, 2014)


Big Rewards From Small Customers

A simple way to increase loyalty is to start with your smallest (literally) customers.
By Fiona Woolf (October 26, 2013)


Thanksgiving Turkeys: A Loyalty Rorschach Test?

Every Thanksgiving, US food retailers exhibit divergent behavior when setting turkey prices. Can we project from their pricing, like projecting from Rorschach ink-blot observations, their real loyalty attitude?
(October 13, 2013)


Social Media Marketing Opportunities

The average American spends approximately three hours online every day. Nielsen observes that Internet users spend more time on social media sites than any other site type...
By Fiona Woolf (October 5, 2013)


A Great Marketing Opportunity

Would you like to increase your sales to customers who will promote your company and products? If so, look to your marketing relationship with Millennials...
By Fiona Woolf (September 17, 2013)


Ditch All Your Loyalty Cards

That was the title of an article in Slate several weeks ago. It follows the recent decision by Albertson's new management to eliminate their loyalty card program. Time for a check-up?
(September 17, 2013)


Measuring Marketing Success

What is the most important indicator of marketing success? How do you measure and track it? Here's one approach-
(August 20, 2013)


shopkick: Customer friendly? Not quite.

After applauding shopkick's revolutionary, smartphone-based, coalition loyalty program, my attention now turns to four niggling issues using it...
By Fiona Woolf (August 11, 2013)


shopkick: A Unique Approach to Loyalty

shopkick is a loyalty program worthy of your attention because of 5 unique characteristics...
By Fiona Woolf (August 10, 2013)


shopkick: Where Award Opportunities Keep Appearing

shopkick is an app-based, coalition program with diverse opportunities for earning rewards. Some are advertised and some are unadvertised, appearing with continued participation. shopkick introduces us to a new approach for rewarding the right customer...
By Fiona Woolf (August 7, 2013)


Stop! Nationwide Gas Coalition Ahead

Could gas (petrol) fuel the first nationwide loyalty coalition program? Fuel Rewards Network (FRN) and its national redemption partner Shell think so...
By Fiona Woolf (June 14, 2013)


Driving in a Different Direction

In today's highly competitive environment, how are gas chains differentiating themselves to strengthen their attractiveness to drivers? One popular approach is adopting the loyalty model of supermarkets...
By Fiona Woolf (May 15, 2013)


Loyalty Marketing: The Next 20 Years

Twenty years ago I had the privilege of spending 6 months researching one question: Why, in those early days of Loyalty Marketing, were a few pioneers experiencing success, many more were failing (losing money), and the rest had ambiguous results?
(February 22, 2013)


How Successful Was Walgreen's Loyalty Launch?

I suspect that most of us interested in loyalty marketing have been keeping an eye on Walgreen's balancea"c rewards program since it launched in September 2012 (the first month of its new financial year)...
(January 29, 2013)


Reward Total Spending or Spending on Specials?

A comparison of two new loyalty programs with very different reward goals...
(October 7, 2012)


Customer Pricing: How Dorothy Lane Market is adding more value for its loyal customers

Dorothy Lane Market has broken tradition once again with its July 2012 announcement of putting more value into the shopping baskets of its club members...
(July 22, 2012)


The Differentiator

Differentiation is a critical element of effective strategy, whether we are talking about a corporation or a loyalty program, and Big Y does it best...
(June 14, 2011)


A Master at Work

How Tesco, a global Loyalty Leader, commited what was thought to be economic heresy but confounded its critics and competition because it truly understands loyalty marketing's economics and trade-offs
(October 9, 2010)


Turning tactics into strategy

Sometimes we get so bogged down by our competitive tactics (eg, matching competitor ad prices) we are blinded from seeing that we are only one step away from turning our actions into a long-term strategic advantage...
(March 26, 2010)


Excellence is Everywhere

As I travel the world discussing loyalty, it's not uncommon to be asked: Which countries are the most advanced in loyalty marketing? My answer has always been the same: there are no great countries, just great companies...
(September 15, 2008)


The Triangle of Win

A classic example of Access Pricing - one of the most cost-effective tools in a loyalty marketer's toolkit - offering a benefit only to selected, profitable, loyal customers.
(August 31, 2008)


Have you planted any trees lately?

Loyalty isn't just about price but also about emotion. But how important a role does a corporate ecological conscience play in building true customer loyalty?
(August 31, 2008)


Loyalty Marketing or Loyalty Selling?

This is the foreword from a special publication celebrating the 10th anniversary of Fly Buys (New Zealand), one of the world's leading coalition programmes, in which Brian Woolf explains why change is so necessary, yet so resisted...
(November 11, 2006)


The Beeper Greeter

You want more higher-spending customers, right? So did Vernon, NY-based Katz Foodtown. While many companies profess to be customer-centric, Foodtown truly is. But what makes this 13-unit retailer so different?
(August 31, 2005)


Access Pricing - The Fourth Way

Pricing strategy has long depended on three key techniques: HI-LO, EDLP, or PUF (profit up front). But now a new Fourth Way, 'Access Pricing', is making an appearance. Brian Woolf explains what it's all about, and why it works so well...
(April 9, 2005)


Crazy Prices ... And More!

How can supermarket operators differentiate themselves from behemoth discounters, with their low costs and prices? High quality meat and produce? A great bakery? Superior service? Yes! Yes! Yes! But there's far more to it - and here's how...
(March 26, 2005)


Lessons From Along Loyalty Lane

At the 9th Annual CRMC (Chicago, June 5, 2003) Brian Woolf, author of 'Loyalty Marketing: The Second Act' described some highly successful food retailers who are doing an outstanding job with CRM. This is a summary of his presentation...
(January 23, 2004)


Five critical success factors for planning and launching a loyalty programme

Five success factors for planning your new customer loyalty programme, and five more for launching it
By Malcolm Fowler, EVP Products and Marketing, Ernex, Inc., Canada (July 17, 2003)


Five more critical success factors for running a loyalty programme

The final five success factors for customer loyalty, from the third year of your programme onward
By Malcolm Fowler, EVP Products and Marketing, Ernex, Inc., Canada (July 17, 2003)


The Bathtub Report

Any company armed with a deep understanding of both its cash and customer flows (both in and out) has a competitive advantage over those who do not - and that's what The Bathtub Report is there to give you.
(October 6, 2002)


Seven steps to build sales and profits

One of the biggest mistakes still being made by companies contemplating a loyalty program is that they consider it a clip-on, a fifth wheel, rather than an integral part of the business ...
(October 6, 2002)


What is loyalty?

A critique of the Harvard Business Review article, 'The Mismanagement of Customer Loyalty'
(July 30, 2002)


Creating An Holistic Customer Climate

Shifting Your Corporate Focus From A Product And Process Orientation To A Culture Which Drives Customer Needs To The Core
(July 29, 2002)


The Genus Report

A Tool For Category Managers
(July 29, 2002)


Interview with a pioneer

The Godfather of retail loyalty marketing
By Neil Raphel, Raphel Marketing (July 29, 2002)


The inspiration behind the Super H ""$avings Plus!"" program

A speech given at the NGA's annual convention, January 1999
By Steve Burrows (September 3, 2001)


Mission Marketing

Transcript of a speech given at the Food Marketing Institute's Editors' Briefing in Chicago (May 1994)
By Daniel J. Lescoe (August 27, 2001)


Measured Marketing: An Update, One Year Later

A speech given at the Food Marketing Institute's Marketechnics Conference in Houston (February 1995)
By R. Scott Ukrop (August 27, 2001)


This is a football!

An article written for STORES magazine
(August 21, 2001)

 
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