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Have you seen The Marketing Operations Playbook?

Learn the insider's tricks and techniques to super-charge your company's marketing operations, build up your market share, make more sales through repeat business and customer loyalty, and prove your marketing's true worth through analysis and reporting.

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Few retailers use loyalty in back-to-school season

While 85% of back-to-school shoppers say they return to the same stores every year, almost all (91%) would shop elsewhere if a competing store offered a promotion or rewards programme, according to a study by payment technologies provider Merchant Warehouse.

Despite the apparent consumer demand for rewards offerings, the study found that many US retailers are failing to use loyalty programmes to gain a competitive advantage in the US$72.9 billion back-to-school shopping season. Only 34% of the retailers surveyed said they planned to use a loyalty or rewards programme during the 2014 back-to-school shopping season.

The rewards for retailers who participate in these programmes are clear, however. After the winter holiday season, the back-to-school shopping season is the largest shopping season in the US.

The average back-to-school spending for families with children in grades K-12 on apparel, shoes, supplies, and electronics is estimated to be US$669.28 in 2014, which represents a 5% increase from 2013.

According to Merchant Warehouse, in addition to driving increased sales during the shopping season, retailers that implement effective programmes could expect to reap additional rewards in the months ahead as loyalty programmes often increase a brand's market share by up to 20% and improve customer acquisition by up to 10%.

Sources: Merchant Warehouse / The Marketing Factbook.
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Customer Experience
Customer Loyalty
Marketing Know-How
Marketing Technology

Have you seen The Marketing Operations Playbook?

The Marketing Operations 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 the marketing book you can't afford to be without.

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.

This comprehensive and practical guide to the latest ideas in marketing operations 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.

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 Marketing Operations Playbook at your side, you'll gain 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: All the know-how, strategies and ideas you need to get your own Marketing Playbook right, first time.

Get it on Amazon (Kindle/Print)