Loyalty Marketing: The Second Act

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Summary: Data Base marketing made easy and everyone's tool
Review: "Loyalty Marketing: The Second Acth by Brian Woolf

Retail is a complex system involving many, many factors. In 1996, in his first book, gCustomer Specific Marketingh Brian Woolf added two additional lines to the diagram of this complexity: gCustomers are not equalh and gBehavior follows rewards.h I cannot think of any marketing book ever published that has induced as many retailers, especially grocers, into implementing its basic concepts, as did this book.
gLoyalty Marketing: The Second Acth is a natural sequence to Woolffs earlier book, providing an updated insight into loyalty marketing using real examples from around the world. This book will spark debates and discussions among retailers and the next level of insights, gThe Third Acth, will be anxiously awaited.
Database marketing has long been in existence but unfortunately has been too academic, too abstract, too theoretical, and too impractical for retailers to implement. Brian Woolffs greatest contribution to the industry, though not much noticed, has been to transform esoteric marketing terms and concepts into easy-to-understand everyday words and practical ideas.
This book is a must reading for those charged with marketing. Indeed, for everyone in retail, the most competitive industry today.

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Summary: Simple solutions to today's complex business environment
Review: After having read Mr. Woolf's book "Shrinking the Corporate Waistline", and using it as a guide for my business, I was even more impressed with his book Customer Specific Marketing- The New Power in Retailing. After having worn this book out, I ordered 35 copies for each of my Supermarket Manager's, just prior to kicking off our Loyalty Card Program. The success we were able to derive from this simple approach, was unbelievable!!

Now that I am Executive Vice President of Sales and Marketing for a 120 store chain of Convenience Stores, I was overwhelmed with his newest offering. We will soon begin it here.

After having had the opportunity to hear Mr. Woolf speak of Loyalty Marketing, in the simplist of terms, to as complex as you could keep up with, I am amazed with his insight. I am still digesting his "Second Act", after having gone through it for the third time. The down to earth approach he takes, and the attitude he carries through with, let's you know he is truly talking from experience. The practices he illustrates in length throughout the book, makes it a must read for businessmen and businesswomen who are really interested in customer retention. One thing you will learn from Mr. Woolf is "it's much more important to reach the customers who count, rather than counting the customers you reach! This is a very good book!

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Summary: Loyalty Marketing The Second Act is a Winner!
Review: As a loyalty marketing professional, I found Brian Woolf's new book, "Loyalty Marketing The Second Act," to be filled with fresh insights and useful information. Building on his earlier breakthrough book "Customer Specific Marketing," Mr. Woolf provides new examples of loyalty marketing practices experienced by successful retailers from around the world. I especially liked his chapter on "The Power of Points," where he extols the virtues and variations of loyalty points programs.

The book is written in an easy to understand style, and the author has a special knack for dissecting complex programs into bite size ideas that are easily digested by both new and experienced practitioners. The book repeatedly demonstrates how to use customer data effectively without being overwhelmed by it. Brian's use of statistical tables is judicious and provides just the right information to zero in on the main point. The real world examples demonstrate a "how to" approach to satisfying the needs of various customer segments while enhancing their value to retailers.

This book is a must-read for anyone interested in successful loyalty marketing practices that result mutually profitable customer relationships.