Speaker Tyler chides citizens over action against health workers

Dolo, others guilty in drug case

Suspected Ebola patient dies after being denied treatment

Alarming: Ebola death rate in Liberia hits 271

To contain Ebola: No access to Bomi

Customer loyalty means more in era of social media

The newly evolved consumer is relating differently to loyalty programmes.  A few brains in our think office have been thinking about how technology is increasingly shaping the face of consumer loyalty programmes. People are increasingly looking to brands to help them get more out of their resources, especially those that are scarce and therefore most highly prized.

By zeroing in on these areas (and by understanding that different individuals suffer from different types and degrees of scarcity), there is a significant opportunity for brands to make their loyalty programmes more relevantly empowering. This does not mean that everything will change.

For many people, money is obviously a scarce resource (particularly at the moment). It follows that schemes must continue to reward spend  not least because purchase is, if not proof of loyalty, at least a prerequisite for it. Aimia has written interestingly about how 2.0 loyalty programmes could be linked to purchase in new ways. They call it “stealing Amazon's thunder”.

Their core thesis is that in an increasingly transparent world, you need to move towards offering customers the most competitive price possible  particularly if that customer is measurably and profitably loyal. In other words, you may need to sacrifice margin on today's sale in order to secure and maximise future revenues. So far, so obvious.

The smart bit is their recommendation that retailers make dynamic price matching an exclusive benefit for shoppers who sign up to a loyalty scheme. As they say: “Holding customers' hands while they find a lower price online may seem counterintuitive  until you remember that every action conducted via your app results in proprietary data that is owned by you rather than Amazon".

IGD also brings some useful insight to bear on this. Their research indicates that the current levels of promotional intensity can lead to shopper confusion; 44 per cent of us say we find it difficult to identify best value within a store.

Putting these two together, the implication is that pricing itself is likely to be a key lever within 2.0 loyalty schemes; with profitably loyal customers being rewarded with both greater transparency and lower prices. As an indication of things to come. It seems inevitable that we'll see many more brands seeking to extract maximum value from the 'magic moments of engagement' they create by transitioning the audience to a second, generally mobile medium.

Those individuals who make the journey, and especially those who go on to share their experience of the journey, can expect rewards in the shape of exclusive content or unlockables or flash prizes.

This is the sort of amplification model Adam Stewart, marketing director of Play. com, is thinking of when he says: “As soon as you can get customers engaging within the social space, the viral element means the reach extends. And that's where the power comes from in terms of loyalty”.

As it becomes increasingly critical for brands to develop a single view of the customer, Data will become an even more valuable prize than it is today. Download the whole of this white paper on www.spongegroup.com

Also on Heritage

Ellen consoles China
MONROVIA - President Ellen Johnson-Sirleaf has sent a Message of Condolence to the Government and People of the People’s Republic of China, following the unfortunate news of an earthquake in Yunnan Providence,
LNP vows to enforce Traffic Law
MONROVIA - The Inspector General of the Liberia National Police (LNP) Col. C. Chris Massaquoi has vowed to enforcethe ‘Improper Carrying Law’ aimed at buttressing the Government of Liberia (GoL) effort in fight against the deadly Ebola epidemic. 
Health Minister: Ebola’s fight beyond Health Ministry’s range
MONROVIA - The Minister of Health and Social Welfare, Dr. Walter T. Gwenegale, says the Ministry with support from the World Health Organization (WHO) has tried its best in the fight against the deadly Ebola virus, but said the fight has now gone beyond the Ministry’s range.
Ellen vexed over blocking of  waterway
MONROVIA - In the wake of the erosion which has affected the rear fence of the John F. Kennedy Medical Center, President Ellen Johnson-Sirleaf has instructed the Ministry of Public Works to lead a team charged with the responsibility to clear all man-made structures obstructing the drainages and flo
Doe Community residents alarm deplorable road condition but...
MONROVIA - Residents of the Samuel Kanyan  Doe Community have again, alarmed over the continual deplorable road condition  in the area.
Death Trap: How LEC is endangering citizens' lives
MONROVIA - Residents of Monrovia and its environs have expressed concern over open hole left by the Liberia Electricity Corporation holes in the city and its environs without any safety measure for citizens, most of whom commute the city streets on a daily basis in a bid to get livelihood.
Finance, Planning finally become one
MONROVIA - The merger of the Ministries of Finance (MoF) and Planning and Economic Affair (MPEA) has finally being formalized.


The fight against Ebola is everybody’s business! The reinforced campaign against the fast growing Ebola virus in our country is h... More detail
Our message to the would be candidates & voters From our vantage point, we want to cautiously urge all the would be candidates i... More detail