I've always been a fan of Customer Lifetime Value. By putting a financial value on customer relationships, it makes it easier to convince businesses to look after existing customers.
But I still find it has more to offer than most businesses realize.
Read MoreHow often have you heard the mantra consistency is the key to successful branding? It's been taught as a fundamental branding principle throughout my career.
Yet growing up in retail marketing, this was not my experience.
Read MoreIn any conversation these days, I'm invariably asked whether customer loyalty is still a thing.
There's certainly been a lot of pointers to its death. Yet examples of loyalty also abound.
Confused? There are a number of realities I learnt from my experience with Tesco, Clubcard, and Dunnhumby which help make sense of this.
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