Gaining the attention of consumers has become increasingly difficult. Over time, many of the initiatives that brands once campaigned to excite us have set a...
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Artículos
Google’s harsh new unsubscribe prompt could destroy your marketing database
The ability for users to be able to unsubscribe from email marketing lists is a regulatory requirement. But Google’s increasingly sophisticated and automated...
12 top customer loyalty trends
Loyalty programs, when designed and executed correctly, can work to generate increased visits, spend, brand affinity, advocacy, retention and market share. For...
Tips on building an emotional connection with your customers.
Developing an emotional connection between a customer and a brand generates many positive outcomes; a willingness to pay more, stronger commitment, word of mouth...
Olvídese de la gamificación: la próxima megatendencia de fidelización son los juegos digitales
Games are defined as ‘an activity that one engages in for amusement or fun’, and ‘a complete episode or period of play, ending in a final result’.[1] Gamification...
La gente se siente obligada a devolver; la Norma de Reciprocidad explica por qué.
What is the Norm of Reciprocity? The reciprocity norm refers to an expectation that people will help those who helped them (Gouldner, 1960)[1]. For example, one...
Por qué el progreso es motivador: la psicología de la lealtad detrás del Efecto Gradiente de la Meta.
Goal Gradient Effect First reported by Hull (1934)[1], the Goal Gradient Effect states that the tendency to approach a goal increases with proximity to the goal....
Exploring the use of Scarcity Bias in loyalty programs
What is a Scarcity Bias? The scarcity effect (Worchel et al, 1975)[1] states the more difficult it is to acquire an item, the more value that item has. They...
Autoconcesión moral: Por qué recompensamos el buen comportamiento con indulgencia
“I’ve been running every day, but I haven’t had this many snacks in years” is what the creator of the hit sci-fi show ‘Black Mirror’ said in a recent interview...
Aprovechar los sesgos de comportamiento
If loyalty programs aim to positively influence consumer behaviour, then understanding how consumers make decisions and the factors that influence decision making...
The Power of Digital EQ
I wanted to share an excellent example of acknowledgement, personalisation and customer engagement by Uber Eats – all thanks to a combination of really smart...
Por qué la personalización es esencial para fidelizar a los clientes
Brands and marketers are increasingly recognising that personalisation is essential to building customer loyalty. Loyalty programs provide a great opportunity to...