August 16, 2017
Nick Corkill, RAPP UK, discusses customer loyalty V customer preference - and the way use of data impacts both.
"Brands in fickle markets need to create customer preference – a shorter-term, easier to influence shift in brand allegiance – to achieve marketing and commercial success. Ryanair uses low-price to drive this preference, but in a head-to-head battle it’s a race to the bottom. To create preference effectively you need to have a relationship with your customers. And to have a meaningful relationship, you need data. Good data..."
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