More of the Love – Connecting with Consumers When Not Selling Directly
| June 01, 2017

On the surface, loyalty marketing seems to lend itself to certain industries more than others. Marketers in all industries are quite aware of studies that prove how effective loyalty programs can. Program members are much more likely to be word-of-mouth champions than the general consumer population. Customers increase their spending on brands that offer loyalty programs, in addition to the increases brands enjoy in customer retention. 

Book publishers haven’t yet jumped on the loyalty program bandwagon. They traditionally sell their books through retailers, and their customer engagement is relatively minimal. Online book purchases have soared on e-commerce sites like Amazon Kindle, and large bookseller sites, but that has not added much to customer engagement unless the publisher has its own e-commerce site. 

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