5 barriers to build customer loyalty

“How can we start a loyalty program?” has almost become as popular as the now famous, “Is there an app for that?” Despite all this talk about customer loyalty, most retailers are struggling to launch and manage successful loyalty programs and a rewards structure that can sustain long-term growth.

We chat to Craig Page-Lee and this week he unpacks a recently published article by Keith Colbourn on the  5 barriers and adds  his personal insights and market learning’s

Barrier #1: A Loyalty Program is a Loyalty Approach

Barrier #2: Loyalty is the Responsibility of the Marketing Department

Barrier #3: Customer Profitability is Key Indicator

Barrier #4: Build a Program, the Data Will Come

Barrier #5: Technology Makes It Easy

To read the full article –  http://www.retailcustomerexperience.com/article/179500/Five-barriers-to-building-retail-customer-loyalty

* Keith Colbourn leads the global loyalty practice at dunnhumby, responsible for developing and growing solutions in regards to customer loyalty and rewards programs for clients including The Kroger Co., Tesco, Shell, Macy’s and Ruby Tuesday

RetailBiz-On-BizRadioCraig Page-Lee in conversation with BizRadio’s Grant Jansen
Podcast | Click HERE to listen

Duration: 19:52 | Size: 19.1mb | Format: MP3

Craig Page-Lee MD Posterscope RetailBizCraig Page-Lee is the MD of Posterscope – SA’s leading Out Of Home specialists. He is passionate about retail and has a background in design and architecture and one day dreams of heading off on a world adventure on his motor-cycle.

Urban furniture and bus shelters have a huge future in Africa

The highly pedestrian and densely populated main cities of Europe have seen very specific formats of urban furniture evolve, from incredibly sophisticated glass, steel and aluminum bus shelters and vending kiosks to robust, but well proportioned and easy to use benches, seats and ledges, and having just returned from London and Lisbon and as with most visitors to these cities, had the need to use the various elements mentioned at different times during my visit.

 Well designed and strategically placed urban furniture is not a unique or new concept in Europe, but the use of these elements on a continuous basis over a few days allowed me to appreciate these elements as a highly effective advertising medium and enabled me to experience and engage with the brands on display in a very different way.

 The strategically placed and comfortable benches, set between small shrubs in open public spaces not only provides a rest place for weary pedestrians, but in many instances, a place to stop, disconnect from the hustle and bustle of the real world, while connecting to a virtual world through free Wi-Fi broadcast from nodes within these zones. Many socially conscious brands now provide free Wi-Fi as their contribution to the cities and societies they serve.

The bus shelters are equally sophisticated, some with digital panels, scrollers, or static posters integrated into the design of the shelters. These panels create the ‘ends’ to the shelters and provide a perfect platform for pedestrians to not only interact with and engage in the advertising campaigns on display, but also to order products online while waiting for the bus.

 In most instances, NFC tags (near field communications) and QR codes (quick response) are a standard feature, either directing you to mobi-sites to search and discover more about the products and services on offer, or as a platform to serve you rich content to support the brand stories or call to action to engage in social media and share you brand experience with the world. In all instances, the high number of pedestrians utilizing the public spaces and public transport systems makes this a very effective and often fun medium.

 South Africa is definitely not lagging behind in understanding the value of bus shelters or other transport nodes as an advertising medium, but in most instances, the design and construction of these elements is rather rudimentary and unrefined and the use of these elements varies significantly from city to city or region to region.

 There are too many factors to consider as to why we do not have any street furniture elements and urban space nodes with free Wi-Fi of the kind found overseas, especially as we have a significantly large portion of our population as pedestrians using such facilities on a daily basis. The cost of technology can be blamed, the risk of vandalism and damage is real and the lack of electricity supply to every bus stop and kiosk is a major factor.

The fairly rudimentary and unrefined structures found along most the streets of this country have nevertheless served as an ideal media platform for years gone by and many brands have benefited from the up close ‘face time’ with pedestrians and consumers over this time.

 That said, it has not stopped some media owners in South Africa from innovating and developing a medium that is suitable to South African weather conditions and user fatigue. We are now seeing new forms of bus or ‘commuter’ shelter emerge, primarily in Gauteng and Cape Town, but I’m sure these will make their way across the country as more and more advertisers come on board. The city of Cape Town is benefitting from well-designed, bold coloured steel and glass bus shelters with well-presented panels for advertising messages. It’s no wonder Red Bull used just about every single one in Cape Town for the launch of the Special Editions range recently – perfect medium for the brand. Johannesburg is seeing the rollout of a more robust and less designer series of bus shelters appear, presenting even larger faces for advertisers to present their brands.

 The key question for me is when are we going to see shelters with interactive panels that enhance the brand engagement experience for consumers, and when are we going to see urban spaces that connect the physical world with the digital world at no cost to the users.

Craig Page-Lee, MD Posterscope

park wifiJHB

Hybrid shopping & reinventing the way brands are built | #RetailBiz with Craig Page-Lee

From the launch of PS Live within the Posterscope group globally, to “hybrid shopping” experiences, through the African continent via the Out of Home sector and then the issue of BIG DATA. Craig takes you on a seamless journey from concept to creation – very much in the way the Aegis Media Group with its network brands of iPropsect/Posterscope/Vizeum/Carat/Isobar operate globally. Craig’s unique industry insights are here for you to listen to.

Craig Page-Lee in conversation with BizRadio’s Grant Jansen
Podcast | Click HERE to listen

A new addition to BizRadio’s weekly content offering – #RetailBiz with Craig Page-Lee – anything from in-store promotions to outdoor billboards, from customer journeys to brands evolving. Craig dives straight into the retail environment and looks at what is happening in-store and how technology, especially digital is influencing and changing the way in which we shop.

Craig Page-Lee is the MD of Posterscope – SA’s leading Out Of Home specialists. He is passionate about retail and has a background in design and architecture and one day dreams of heading off on a world adventure on his motor-cycle.

Is Africa leading the creative revolution globally? 10th Aegis Media Thought Leadership Digibate / Abidjan, Ivory Coast

Abidjan Digibate Panel

“Africa is a land that is rich and fertile and the market place filled with both creative and strategic agencies who can certainly show and grow inroads into leading the creative revolution, but right now we are not. What Africa is currently doing is showing the rest of the world that where there is opportunity there will be creativity and an opportunity for business to grow. We need to see more innovation from the African market, as opposed to trying to adapt global offerings to fit our markets. Our work is great, yes we need to continue to invest in skills development and infrastructure, but we do amazing and innovative work in Africa”

Dawn Rowlands, CEO Aegis Media Sub-Saharan Africa

Whilst competition for brand spend in Africa is highly competitive there remains a great need for industry sharing and insights amongst industry players across Africa, hence the broadening of the Aegis Media Thought Leadership Digibate platform into Africa whereby sharing can be done not only by the media/marketing industry players, but also from client perspectives.

Post the 10th Aegis Media Thought Leadership Digibate streamed live from the 1st African Cristal Media Festival in Abidjan Côte d’Ivoire (africancristal.com),  the question posed before the Digibate seemed to rouse a few feathers as the answer from many African agencies was an “of course”, yet once you venture beyond the SA borders you soon realize that the continent  is a vast place with more than 50 different countries, different languages and certainly different ways of communicating via the individual countries media/marketing landscapes, but the common thread was a an insatiable quest for knowledge and insight into how the  various African regions are communicating to these markets so that a greater “African Consumer” insight could be gained. The Digibate panel represented 3 key perspectives into the African consumer market; agency, client and a media perspective.

The panel was hosted and moderated by Dawn Rowlands, CEO Aegis Media Sub-Saharan African (and interestingly the only senior woman at the entire festival representing a global brand in Africa, this in itself tells you volumes of the marketing landscape in Africa. Joining Dawn on the panel were Marc Seynave, MD, Drive Dentsu (agency perspective), MENA region, Emanuaele de Leonardis – International Head of Data & Advertising Mobile – France Telecom /Orange (client perspective) and Bony Dashaco – Group President & CEO Acmar Media Group Africa (media perspective)


The African Market | Listen to PART 1 of the DigibateCreativity on the Continent | Listen to Part 2 of the DigibateThe client perspective | Listen to part 3 of the DigibateAfrican Markets: North to South | Listen to part 4 of the DigibateMedia Data and Transformation | Listen to Part 5 of the DigibateCan Africa lead the creative revolution globally | Listen to part 6 of the Digibate

The key issues discussed and insights shared were as follows:

What are global clients looking for in Africa and what should agencies in Africa prepare themselves for?

  • Accurate  measurement on spend and return on investment
  • Transparency – clients want and need to know exactly where and how you are spending their money – not just a blanket monthly invoice. Currently the perception is that it’s filled with kick-backs, paybacks, under the table deals and we all know it happens but if we are all on a global scale of being open and transparent about how we conduct business then the playing field is much more open and ethical.
  • More investment into digital as its easier to track and translate ROI
  • Traditional media tracking in Africa remains skeptical and is very difficult to truly translate back into brand spend
  • Traditional media needs to have a lot more invested into accurate measurement and media strategists need to up their game to ensure that they are providing the best and most accurate results for their clients – Africa is a continent of more than 53 different countries and one media strategy does not fit across the entire continent.
  • Each African country needs its own media strategy that is done in the language and with the understanding of the culture of the country, based on key insights into that particular market gained by proper in-depth research and data analysis.

Is there creativity on the African continent?

  • From both a client and agency perspective the openness and working relationships between the two are staggering and the level of combined creativity is unique in this industry and in many instances the African continent is leading the creative revolution globally.
  • When we start seeing creative recruitment from Africa to the rest of the globe then you know that the answer to this is yes that Africa can lead the creative branding/marketing sector. Whilst in many cases the actual strategic planning needs outside input, the big global brands are bringing those specialists into the African market to work in tandem with the creative’s so that all round skills development and upliftment is being seeing.
  • We are also starting to see more young people going into the industry which can only boost the level of emerging creative and strategic talent.
  • Global brands and agencies are investing more into Africa than any other region in terms of skills development as they see the massive market growth and profit potential.

Why is the African continent such an attractive option for brands and what are the pitfalls in a new region?

  • It’s the massive size of the market that attracts brands
  • Trying to understand the various African regions and how they respond to brand communications is always tough and entering a new market requires effort and a massive amount of research into the various regions.
  • The growth of digital/mobile across Africa is mind blowing and brands want to be part of the action and gain a share in what is fast becoming one of the most profitable markets globally.
  • Make sure you truly understand the region you want to play in – it’s vital, otherwise you will lose a lot of money – so invest first in research and then make sure you have the right local partners who understand the region to work with. You can’t come from Europe/America and just expect to make it in Africa.

What future media partnerships will be seen in Africa?

  • Mobile operators and brands will have to work together to deliver messages/products/services to consumers, as there is still a massive “fixed line” issue in Africa that would appear to be remaining for a long time to come.
  • There will have to be much more collaboration between creative and media agencies in order to manage and roll-out client campaigns – it’s a simple term – INTERGRATION between the various media options and agencies will have to be fast tracked across Africa in order to keep up with the level of demand from global brands wanting to enter the African region.
  • Data analysts will become much more involved in brand campaigns – they will sit at the table with both the strategic and creative divisions of brands and agencies right from the outset and in many cases will lead the way the brand roll out into market ahead of the creative execution.
  • We will also see a lot more woman moving up the ranks in this industry as they gain global exposure and find their own voices in an African context and many “new breed”  integrated -agencies will be born and lead by woman across the continent.

About the panel:

  • Dawn Rowlands – CEO Aegis Media, Sub-Saharan Africa, Since being in the driving seat of Aegis Media she has been responsible for the group’s growth of over 200% from both revenue and staffing perspectives.  She is passionate about skills development in Africa with a key focus on woman in the industry.  She was named ADREVIEW’s 2012 Advertising Achiever of the year;   Business Woman of the Year 2012 –by the Businesswomen’s Association of South Africa and    Business Woman of the Year 2012 – African Access National Business.
  • Marc Seynave – Managing Director – Drive Dentsu – Marc has been in the advertising industry for more than 20 years across the MENA region, including Saudi Arabia, United Arab Emirates, Lebanon, Syria, Iran and Algeria. He is currently based in Casablanca, heading up all marketing and communication projects for multinational clients in Morocco, Tunisia, Ivory Coast, Togo, Benin, Gabon, Niger, and Central African Republic. He is a globally recognized brand strategist in the FMCG and automotive market sectors.
  • Emanuaele de Leonardis – International Head of Mobile – France Telecom /Orange –Emanuaele is a mobile veteran with extensive experience in introducing innovative solutions and business models to the market. In December 2010, Emanuaele joined France Telecom/ Orange to strengthen the Mobile Advertising team and roll out compelling advertising offers across the company footprint. Prior to joining France Telecom/ Orange, Emanuele played a pivotal role in developing both advertising and multi-media strategies for some of the most successful Silicon Valley start-ups.
  • Bony Dashaco – Group President & CEO Acmar Media Group – Bony is based in Cameroon where he founded the Acmar Media Group  in 1997 offering their vast client base in both central and west Africa a full service advertising and media buying agency and has been working successfully as an associate of Aegis Media and all its network brands in Africa for the past few years.

Carat wins two Sapphire awards in Africa

Carat SA walked off with two major awards at the first African Cristal Festival held in Abidjan, Côte d’Ivoire on 13 April 2013 for their Stimorol Mega Mystery campaign. They won a Sapphire Award (Silver) for the best overall integrated media campaign as well as a Sapphire in the Food/Drink category again in the Integrated Media division.  Carat SA competed against 50 other African countries – africancristal.com


Dawn Rowlands & Lana Marais, Aegis Media SSA accept the awards on Carat’s behalf

North meets South in Africa | #BizTalks with Dawn Rowlands & Marc Seynave – Aegis Media / Drive Dentsu

BizTalks-Marc-Dawn-CoverWhilst Drive Dentsu does not have a large footprint in Sub-Saharan Africa their presence is extensive in the North African region   and the focus of the chat is about the work they are doing in the region, who some of their clients are and how they do things in North Africa (head office based in Casablanca – regions they are present in are Abu Dhabi, Algiers, Beirut, Cairo, Dubai, Istanbul, Jeddah, Riyadh) – drivedentsu.com | aegismedia.co.za

Dawn Rowlands, CEO Aegis Media SSA chats to Marc Seynave, MD Drive Dentsu

Podcast | Click HERE to listen