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Have you seen The Customer-Focused Marketing Playbook?

This comprehensive and practical guide to the latest ideas in customer-focused marketing hands you over 200 packed pages of strategy, best practices, do's and don'ts, practical know-how, facts and figures, and ideas to optimise your marketing strategy, boost sales, market share, increase ROI and profit.

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Value-adds increasingly help build loyalty

More brands turning to product enhancements to engender loyalty 70% of all brands are now offering enhancements or add-ons to their core products and services in order to drive both customer loyalty and revenues, according to research by Collinson Latitude.

The research suggests that an increasing number of brands are diversifying their core offerings by forming valuable brand partnerships or developing new products and services, in order to differentiate themselves from the competition and become more relevant to consumers.

Some 49.6% of respondents from global brands across eight different sectors cited 'adding extra value' to the customer proposition as the main reason for developing products that enhance their core offering; followed by 25.4%, who said that creating additional revenue for their business was the main motivation.

Airlines were found to be most likely to offer enhancements to their core business than any other sector (85.7%); followed closely by travel (83.3%) and financial services (69.2%). Retail brands are the most likely to believe that add-ons and enhancements 'very much' differentiate its business (100%), followed by the utilities (63.2%) and the telecommunications industries (66.7%).

Janet Titterton, business development director for Collinson Latitude, explained: "In today's commercial environment, businesses across every sector need to think about what their customers value and how to adapt their core offering to become relevant to every aspect of their customers' lives, extending the opportunity to realise a greater share of customers wallet."

As a result, Titterton argued, incremental revenue programmes are gaining popularity as an increasing number of brands recognise the opportunities to provide customers with products and services that will differentiate them from the competition, and drive both loyalty and revenues as a result.

Over 180 marketing and brand professionals from a range of industries, including airlines, financial services, hotels, publishing, retail, telco travel and utilities, took part in the survey, which sought to identify what value-add products and services brands have in place and whether brands believe that these are beneficial to their customers.

Sources: Collinson Latitude / The Marketing Factbook.
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Categorised as:

Customer Experience
Customer Loyalty
Knowing The Customer
Marketing Know-How

Have you seen The Customer-Focused Marketing Playbook?

Learn the insider's tricks and techniques to turn every customers into a 'super spreader' for your brand. It's better than free advertising. Once you start this ball rolling, your brand can grow rapidly through word-of-mouth, advocacy, influencers, and customer loyalty. Super-charge your company's marketing strategy, build up your market share, and make more sales through repeat business and customer loyalty.

Find out what works - and what doesn't - and who's succeeded, and how they did it. See how the world's top brands keep their competitive edge against all odds.

The Customer-Focused Marketing Playbook walks you step-by-step through the techniques, metrics, reporting, analysis, marketing models, technologies, tools and innovations for successful marketing strategies - both traditional and emerging - with expert guidance from thought leaders in every major market. Find out the best ways to gather, analyse, and act on customer data to increase profitability, build your brand, empower your customers, beat the competition, reduce churn, and increase customer profitability. This is a marketing book you simply can't afford to be without.

This book aims to hand you all the facts, figures and research data you need for the best decisions for a more profitable, more engaging marketing strategy. It also highlights all the facts, forecasts and trends identified by our experts from the global Marketing Factbook's vast database of market data, news, studies, research and articles, and presents you with an invaluable library of ideas and practical support you can call upon at will.

With The Customer-Focused Marketing Playbook at your side, you'll have instant access to a true goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, research and market data, plus all the supporting arguments you need to build a solid, profitable marketing strategy.

Get it on Amazon (Kindle/Print)