Purpose – As loyalty marketing programs have reached a state of maturity, the aim of this paper is to outline the key loyalty‐marketing trends for the twenty‐first century that can serve as guideposts as marketers create, expand and revamp their loyalty and customer relationship management...

Purpose – This paper seeks to examine three evolutionary trends that are pushing the boundaries of loyalty marketing in 2006 and beyond. These trends incorporate the power of networks, the power of data, and the power of convergence. Design/methodology/approach – The paper thoroughly...

Purpose – This paper is aimed at describing how companies can find new opportunities for customer retention and lifetime value by applying the concepts of dialogue marketing, network‐building and relevant rewards. Design/methodology/approach – The paper cites the work of Chris Anderson,...

Purpose – The purpose of this paper is to examine the effectiveness of retail private‐label credit cards in a crowded marketplace. It offers ideas, citing examples from successful retailers, for improving the effectiveness of credit cards as a loyalty tool. Design/methodology/approach –...

Purpose – This paper aims to examine the banking industry's expanding use of loyalty marketing programs to build profitable relationships with customers. Banks' relationship‐building strategies fall into two categories: full‐blown multi‐product loyalty programs and narrower programs that...

Purpose – This article aims to examine US loyalty marketing industry size and analyzes growth trends. Design/methodology/approach – The article provides a discussion on COLLOQUY's benchmark‐setting measurement. Findings – US loyalty rewards program membership has reached 1.3 billion,...

Purpose – The purpose of this paper is to use current loyalty market landscape data to examine differences in loyalty‐program participation among key consumer segments. Design/methodology/approach – Using data from the Loyalty Census research study conducted by COLLOQUY (JCM v24i5), this...

Purpose – The purpose of this paper is to study examples of emerging marketing trends like word‐of‐mouth and viral marketing, and attempt to determine their measurability in terms of return on investment (ROI). Design/methodology/approach – The study examines real life campaigns from...

Purpose – The purpose of this paper is to present an up‐to‐date examination of the telecommunications industry and attempt to discover how some of the major players are engaging their customers while trying to constantly diversify their service offerings. Design/methodology/approach –...