Next to actual sales, there’s nothing more important in brand marketing than loyalty. Keeping a customer happy, confident and engaged in your brand takes regular communication, a strong emotional bond and a lengthy presence in the home – which is where the letterbox comes in.
Understanding the customers’ path to purchase provides marketers and media buyers insight into the customers’ purchasing journey. Determining which media channel is most useful to the customer when making purchasing decisions tells us what media mix delivers the best sales outcomes. Consideration to the customers’ path to purchase provides invaluable insight.
Australia’s premier airline, Qantas, run a successful loyalty scheme – Qantas Frequent Flyer, which rewards members with Qantas Points that they can exchange for products and services at a number of outlets, including the Qantas Store.