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And they like the same kinds of rewards and benefits: The announcement that, as an integral part of their rebrand, John Lewis and Waitrose are launching a joint loyalty programme is welcome news to those in the loyalty world, not only because it's genuinely a fantastic idea — more on that later — but also because loyalty can often be considered the ugly stepchild of marketing.
The more we know about our visitors, the better and more relevant content we can provide for them. JLP has traditionally kept its brands very separate but is working to more closely align the two. Become a Campaign Member. If they get it right, it will be fantastic. Speaking to Marketing Week on a press call this morning 13 September , John Lewis Partnership JLP chairman Sir Charlie Mayfield said it will be sending out a combined loyalty card to 600,000 customers over the next few weeks.
And on loyalty we are taking steps in that direction with 600,000 customers receiving a combined card that will work across both brands. And John Lewis has had to price-match all those promotional events due to its Never Knowingly Undersold price promise. Contrary to what you might think — and to what I first thought — the actual cross-pollination of customers between the two brands is actually quite low.
Tom Fishburne is founder of Marketoon Studios. The big risk here is if, instead of this, they merge the two existing programmes without thinking about what needs to change to make a joint proposition work.
YouTube says advertisers are now more concerned about transparency, viewability and measurement than brand safety as it looks to attract more brand dollars with vertical video ads launch. Already a member? There are also examples from smaller retailers. Get your role in front of over 500,000 marketing professionals when you advertise with Marketing Week.
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Marketing Week columnist Thomas Barta offers quick, practical tips to help marketers solve perennial problems and become better leaders. But they need to develop a new experience that's based on a deep understanding of the joint brand opportunity, using real and robust customer insight about what people want from a joint programme.
Find out more. While marketing alone is not enough to turn around a business, if the two retailers can use the rebrands to help propel more strategic initiatives, aimed at bolstering the business in the long term, it can help them prepare for challenges and opportunities in the sector.
Recommended While marketing alone is not enough to turn around a business, if the two retailers can use the rebrands to help propel more strategic initiatives, aimed at bolstering the business in the long term, it can help them prepare for challenges and opportunities in the sector. Post a comment.