Efnisyfirlit

• Cover
• Endorsements
• Titlepage
• Contents
• List of figures and tables
• Figures
• Tables
• Foreword
• Acknowledgements
• List of abbreviations
• Introduction
• Introduction to the second edition
• 1 The digital imperative
• The analogue years
• The importance of digital
• The importance of connection
• The value of digital connection
• Winning with omnichannel
• The digital black hole
• Creating compelling reasons to connect
• In summary
• Notes
• 2 Analogue learnings
• Establishing customer connection
• Building business value
• From competitive paranoia to customer obsession
• The value of Clubcard’s connection
• Creating strategic advantage
• In summary
• Notes
• 3 Is loyalty dead?
• Analogue loyalty learnings
• Customer-informed differentiation
• Long live loyalty
• Omnichannel loyalty
• In summary
• Notes
• 4 The fundamentals of loyalty
• Core principles of customer loyalty
• Turn the DIAL
• Getting personal to get loyalty
• Putting it all together
• Loyalty for the future
• In summary
• Notes
• 5 Data-based retailing
• Linking customer insight to sales
• Data-based ranging
• Data-based pricing and promotions
• Data-centric supplier relationships
• Data-driven in-store marketing
• In summary
• Notes
• 6 The power of personalization
• The value of personalization
• It’s much cheaper to be relevant
• Getting personal to build emotional loyalty
• Unlocking headroom with personalization
• Saying ‘thank you’ versus stretching
• Performance marketing
• In summary
• Notes
• 7 ‘Near me’: the importance of place
• The importance of place in the digital world
• Blending physical and digital
• The value of utility
• Locating customers in-store
• In summary
• Notes
• 8 The digitally augmented store
• The benefits of data in-store
• Using connection to erase friction
• Frequency boosts visibility
• Providing reasons to be recognized
• In summary
• Notes
• 9 Mobile makeover
• Competing with e-commerce
• Refit for purpose
• Use mobile to be better, simpler and cheaper
• Digitally empowered employees
• To app or not to app
• The digital echo chamber
• In summary
• Notes
• 10 Marketing in the moment
• The personalization matrix
• Context – the missing piece of the puzzle
• Creating the moment
• For me, NOW!
• The execution challenge
• The benefits of real time
• In summary
• Notes
• 11 Monetizing the customer connection
• Monetizing customer data
• Monetizing loyalty promotions
• The retail media explosion
• The future of retail media
• Creativity rules
• In summary
• Notes
• 12 The culture of loyalty
• It all starts with you
• Galvanize your teams
• Appoint your gardeners wisely
• Earn your customers’ trust
• If in doubt, ask
• Don’t stop
• Because you can
• In summary
• Notes
• Lessons learnt
• It’s will, not skill
• Index
• Copyright