Loyalty Marketing: The Second Act [Hardcover]

Brian P. Woolf (Author)

Book Description

Publication Date: November 1, 2001

This book shows what's required for success today in loyalty marketing. Using many successful programs from around the world as examples, the following questions are answered:

1. What are global best practices?
2. Why have some programs failed?
3. How should we measure success?
4. What are the common denominators of success?
5. Are some programs inherently better than others?
6. What keeps customers interested in the program?
7. Why don't all retailers embrace loyalty marketing?
8. How deeply should a loyalty program permeate a company?

In addition, you will learn why:

1. A loyalty program's greatest benefit is the information
2. Points programs costing 1% of sales are questionable
3. Charging a membership fee makes eminent sense
4. Best Customers are the critical success indicator
5. There's no single best strategy

The lessons of this book, using retailing examples, has direct relevance to both on-line and off-line businesses across all sectors. Its purpose is to help you follow in the footsteps of the best, and avoid the missteps of the rest.

Editorial Reviews

About the Author

Brian Woolf is a global leader in loyalty marketing. In addition to writing three definitive works on the subject, Measured Marketing: A Tool to Shape Food Store Strategy, Customer Specific Marketing, and Loyalty Marketing: The Second Act, he spends his time helping retailers develop and strengthen their loyalty programs.

The techniques and metrics he has developed have become guiding principles for those operating some of the world's most successful programs. He is the President of the Retail Strategy Center, and is a frequent speaker at conferences in the US, Europe and Japan.

Prior to his total commitment to loyalty marketing, his corporate roles included Deputy Managing Director of Progressive Enterprises, a major New Zealand retailer; Chief Financial Officer of Food Lion, a leading US food retailer; and President of One Price Clothing, a women's discount apparel chain. He has an M.Com. (Economics) from Auckland University, New Zealand, and an MBA from the Harvard Business School.

Product Details

• Hardcover: 244 pages
• Publisher: Teal Books (November 1, 2001)
• Language: English
• ISBN-10: 0963202545
• ISBN-13: 978-0963202543
• Product Dimensions: 9.3 x 6.2 x 0.9 inches
• Shipping Weight: 1.4 pounds (View shipping rates and policies)
• Average Customer Review: 5.0 out of 5 stars  See all reviews (9 customer reviews)
• Amazon Best Sellers Rank: #454,531 in Books (See Top 100 in Books)

Customer Reviews

Most Helpful Customer Reviews

7 of 8 people found the following review helpful:

5.0 out of 5 stars Data Base marketing made easy and everyone's tool, February 10, 2002

By 

Tetsuo Kasuya (Tokyo, JAPAN) - See all my reviews

This review is from: Loyalty Marketing: The Second Act (Hardcover)

"Loyalty Marketing: The Second Act�h by Brian Woolf

Retail is a complex system involving many, many factors. In 1996, in his first book, �gCustomer Specific Marketing�h Brian Woolf added two additional lines to the diagram of this complexity: �gCustomers are not equal�h and �gBehavior follows rewards.�h I cannot think of any marketing book ever published that has induced as many retailers, especially grocers, into implementing its basic concepts, as did this book.
�gLoyalty Marketing: The Second Act�h is a natural sequence to Woolf�fs earlier book, providing an updated insight into loyalty marketing using real examples from around the world. This book will spark debates and discussions among retailers and the next level of insights, �gThe Third Act�h, will be anxiously awaited.
Database marketing has long been in existence but unfortunately has been too academic, too abstract, too theoretical, and too impractical for retailers to implement. Brian Woolf�fs greatest contribution to the industry, though not much noticed, has been to transform esoteric marketing terms and concepts into easy-to-understand everyday words and practical ideas.
This book is a must reading for those charged with marketing. Indeed, for everyone in retail, the most competitive industry today.

4 of 4 people found the following review helpful:

5.0 out of 5 stars A practical guide to loyalty marketing, January 21, 2002

By A Customer

This review is from: Loyalty Marketing: The Second Act (Hardcover)

I work in the field of loyalty and customer marketing and am always on the hunt for sources that will show my clients real world examples of loyalty marketing in action. Brian Woolf does a superb job in presenting examples from loyalty programs that are making a difference in businesses around the globe. He reminds his readers of three important tenets often misunderstood by the inexperienced marketer: first: to focus on strategy before tactics,tools or points; second: to identify what the customer perceives is a loyalty motivator; and third: that you can gain customer loyalty without having to give up any gross margin.

5 of 6 people found the following review helpful:

5.0 out of 5 stars Simple solutions to today's complex business environment, February 4, 2002

By 

Steve Burrows (Tulsa, Okla. U.S.A.) - See all my reviews

This review is from: Loyalty Marketing: The Second Act (Hardcover)

After having read Mr. Woolf's book "Shrinking the Corporate Waistline", and using it as a guide for my business, I was even more impressed with his book Customer Specific Marketing- The New Power in Retailing. After having worn this book out, I ordered 35 copies for each of my Supermarket Manager's, just prior to kicking off our Loyalty Card Program. The success we were able to derive from this simple approach, was unbelievable!!

Now that I am Executive Vice President of Sales and Marketing for a 120 store chain of Convenience Stores, I was overwhelmed with his newest offering. We will soon begin it here.

After having had the opportunity to hear Mr. Woolf speak of Loyalty Marketing, in the simplist of terms, to as complex as you could keep up with, I am amazed with his insight. I am still digesting his "Second Act", after having gone through it for the third time. The down to earth approach he takes, and the attitude he carries through with, let's you know he is truly talking from experience. The practices he illustrates in length throughout the book, makes it a must read for businessmen and businesswomen who are really interested in customer retention. One thing you will learn from Mr. Woolf is "it's much more important to reach the customers who count, rather than counting the customers you reach! This is a very good book!