Investing in convention centres key to shaping Africa’s future cities
They promote business transactions and create a vibrant environment for social interaction and cultural exchange, says industry body.
CUSTOMER LOYALTY
By our News Team | 2022
Organisations have had to rethink their relationships with customers, meaning traditional tactics are no longer being sufficient.
Globally, 75% of consumers surveyed have admitted to favouring brands that offer rewards. And with the same research highlighting that 65% of a company’s business comes from existing customers, the need to embrace loyalty as an enabler for growth cannot be ignored.
According to LoyaltyPlus, a company specialising in customer loyalty strategies, the pandemic has forced organisations to rethink their relationships with customers, meaning traditional tactics are no longer sufficient. This has resulted in several interesting trends to watch over the coming months.
“If ever there was a time for loyalty to prove its worth, then it is now. More than ever, brands must remain engaged with their customers to cultivate deeper relationships that reflect the uncertainties of the current environment,” says Nic Roets, International Consultant at the company.
Photo by RF Studio from Pexels
“A cornerstone of this is for loyalty to evolve and bridge the gap between the digital and physical worlds more effectively. With this comes the need to relate to a brand on an emotional level instead of a purely commerce-driven one.”
Shifting customer expectations
Catering for the notions of customer demands and expectations has always been challenging; this has become more pronounced over the past two years. Customers expect brands to provide value while still being affordable, Roets explains.
He believes a careful balancing act is required between delivering benefits relatable to the new normal, while still providing the brand opportunity to reach its revenue targets.
“Of course, this does not mean that the loyalty programme should throw out the tactical interventions that were successful in the past. It is about enhancing them with tweaked offerings that better cater for a world that sees social distancing, online shopping and a more value-conscious consumer dominating,” Roets notes.
Being authentic is vital
One of the biggest mistakes any brand can make is to lose its authenticity in the pursuit to drive growth. Consumers want to interact with companies who share similar values. Products must reinforce the lifestyle of the target audience while continually maintaining the relationship between brand and customer.
“This is where two-way communication becomes critical. Brands must ask their customers what they want, how they want it and when they want it. Being authentic is all about listening to the consumer market and responding to that with relevant products, as opposed to forcing something that simply does not fit into the belief system of the customer,” adds Roets.
They promote business transactions and create a vibrant environment for social interaction and cultural exchange, says industry body.
Issue 3 2024 of Strategic Marketing for Africa
McDonald’s sees biggest business deterioration in four years – more than twice the size of what market analysts had forecast.
Marketers can create urgency without pushing customers into unhealthy buying habits, researchers suggest.
Marketers can create urgency without pushing customers into unhealthy buying habits, researchers suggest.
Industry professionals gather in Victoria Falls to discuss topics under the theme ‘Disrupt to Redefine: The Future of Marketing Excellence’.
New CEO wants to simplify the menu, review pricing, be more welcoming, and refocus on what made the business great in previous years.
Sub-Saharan African countries are navigating a complex economic landscape marked by both progress and persistent vulnerabilities.
Checkers Sixty60 activation unveils branded aircraft and ‘first delivery at 36,000 feet’ en route between Johannesburg and Cape Town.
The humble business card is surely one of the oldest, simplest and most cost-effective marketing tools we have. Is it still relevant?
Appointment follows the formal acquisition of Guinness Nigeria by Tolaram. The brand was previously majority owned by Diageo.
Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.
Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.
Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.