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Loyalty Isn’t Dead
While some have argued that customer loyalty initiatives are ineffective in the digital era, Matthew Kelleher disagrees strongly. He writes, “It seems to me that the presumed death of customer loyalty can be used as an excuse, hiding the fact that marketers haven’t established a deep enough understanding of their individual customers to allow for the personalized marketing that will create that loyalty. Instead of challenging our own strategy, we blame customers themselves.”
CEC Sharpens Offerings Ahead of Planned Market Return
Chuck E. Cheese’s parent company is testing changes to its CX to stage a comeback. “As CEC Entertainment Inc. readies for its return to the public markets, the Chuck E. Cheese’s parent is sharpening its game offerings, remodeling units, and introducing limited-time dessert offerings, executives said Tuesday.”
Macy’s Earnings Crush Estimates, Boosted by Online Sales
Shares of the retailer have soared as its mobile sales have increased. “Macy’s reported first-quarter earnings and same-store sales that topped analysts’ expectations, as its initiatives to refresh outdated stores and get more people to shop using its mobile app showed signs of paying off.”
Social Banking and Gen Z
Financial institutions have difficulty attracting Gen Zers, but a focus on mobile and partnerships could change that. “To better meet the needs of both new and existing customers, some banks are relying on partnerships that meld old banking and payment methods with newer, digital channels. China-based Bank of Beijing, for instance, recently partnered with ING for the launch of a fully digital banking brand, designed to appeal to a market of consumers already used to paying on their phones.”
Nike Doesn’t Cover Motherhood
The general public is increasingly calling for paid maternity leave, but that hasn’t happened for Nike’s athletes. One mother had a particularly challenging experience: “The toughest moment was when Ms. Goucher learned that Nike would stop paying her until she started racing again. But she was already pregnant. So, she scheduled a half-marathon three months after she had her son, Colt. Then her son got dangerously ill. Ms. Goucher had to choose again: be with her son or prepare for the race that she hoped would restart her pay.” Brands that concerned with their favorability will need to be conscious of mothers.
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