Customer Loyalty, Direct Marketing and Influence

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Customer Loyalty

Direct Marketing

Influence

How Valuable Are Your Customers?

Harvard Business Review

JULY 15, 2014

The math behind CLV is not something you can do on a cocktail napkin, but the interactive illustration below can calculate it for you — and help you understand how the various elements of the calculation influence the final number. Now the question is how much do you spend marketing to your customers and how effective are your efforts?

Discount

Discount Direct Marketing Present Value Customer Loyalty

How Consumer Brands Can Connect with Customers in a Changing Retail Landscape

Harvard Business Review

AUGUST 4, 2017

Patagonia secures customer loyalty through its “Worn Wear” website, where environmentally-conscious consumers can purchase secondhand clothing at a discount and trade their own used duds for gift certificates. The cosmetic company responded with a new product, and backed it up with a dedicated consumer marketing plan.

Retail

Retail Brand Apparel Discount

Leadership Digital

How Valuable Are Your Customers?

How Consumer Brands Can Connect with Customers in a Changing Retail Landscape

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