This new appointment has come about because of a new customer loyalty strategy that Whitbread want to introduce. Their brands are so closely placed together and yet their customers tend to be loyal to one of these brands and then not their others. By retaining a CRM agency, Whitbread hope that their customer’s loyalty will improve across the board.
Whitbread are not the only company who are turning to their loyal customer s for business. There has been an increase in companies using CRM to bolster sales. Superdrug has recently launched a loyalty card to compete with Boot’s Advantage card. Superdrug’s card does not offer as many points collected per pound compared to Boot’s card but this is a step in the right direction to retain their customers.
Subway have developed their mobile device loyalty scheme which now offers a service where consumers can order meals using their phone and then collect them from their nearest store.
As consumers cut back on their spending, brands are appealing to their loyal customers to increase sales. Businesses are turning to the point promotions trend in order to do this. Point promotion weekends are becoming more common amongst large retailers, where loyalty card holders have the opportunity to earn extra points (triple points seems to be the typical amount) if they shop in store within a specific timescale.
At Brand Recruitment there has been a notable increase in companies looking for CRM marketers in a sole role or as part of a general marketing position. ‘Potential employers are searching for candidates who have some form of CRM or customer loyalty experience when hiring Marketing Managers across the Eastern Region’ states Managing Consultant Alex Carter. ‘Over the past few months we have noticed a trend of businesses focusing on maintaining existing customer loyalty rather than just targeting new customers. For those who are marketing job-seekers, emphasising any CRM or customer loyalty experience on their CV is a good attribute to have if this trend continues.’
If the recent activity of companies such as Whitbread and Superdrug is anything to go then it looks like customer loyalty will become common place amongst retailers.
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Brand Recruitment is the only specialist PR and Marketing recruitment agency in the Eastern Region. With the widest variety of marketing jobs in the area, we work with clients ranging from boutique marketing agencies to global FMCG giants.