Complete One Explore the Advantages of Customer Loyalty Schemes

Brand loyalty can be defined as consumers who become committed to a brand and make repeat purchases over time. Brand loyalty is a result of consumer behaviour and is affected by a person's preferences. Loyal customers will consistently purchase products from their preferred brands, regardless of convenience or price.


Loyal customers are the most profitable versus the consumers who pick and choose based on promotions. Recent consumer trends suggest that people are more likely to go for price rather than brand, as illustrated by the findings of a recent Which survey stating Aldi had beat Marks & Spencers and Waitrose to the title of the UK's favourite supermarket. Customers voted it the best supermarket as it provided value for money and helped to ‘ease the impact of increasing food prices on day-to-day budgets’.

The recent success of both Aldi and Lidl is a sign of the times. As companies battle to win customers back, with Ryan Air just signing up 2 million loyalty scheme members, we wanted to see what the benefits of a customer loyalty scheme were.


Helps Retain Existing Customers


Loyalty schemes provide customers with incentives and rewards to continue buying or using the same brand. Loyalty programme operators often report that when customer starts redeeming rewards, enthusiasm and engagement increase.


Targeted Marketing


The data collected from a loyalty programme can be used to better cater for the customers varying needs. By identifying customers purchase history it allows for more targeted marketing specific to customer needs. The more sophisticated type of loyalty programme - such as the UK's Tesco Clubcard - can not only target advertising material almost individually to its many millions of members but it can accurately measure the response rates to those advertisements as well which is invaluable data for any company to allow them to retain customers.


Attract New Customers


While the main aim of a loyalty scheme is to lock-in existing customers and reward them for their loyalty, a positive by-product is that it will inevitably attract new customers. When people feel that they're getting an unbeatable deal then they're more likely to switch allegiance, therefore the percentage of new customers is directly linked to the quality of the rewards and incentives on offer.



Best Customer Marketing 

Simply put, best customer marketing (BCM) involves spending more time, effort, and money on your best customers in order to maximise the return on marketing investment. It has become the driving force behind the leading loyalty programmes in the world today.

Reduce Promotional And Advertising Costs

The data configured from a loyalty scheme allows companies to target their marketing meaning significant savings can be made. There is no need to send out thousands of flyers that will be thrown away unread, or take pages of newspaper space that is irrelevant to many of the readers.

Upcoming Events at Complete One

Expansion into Scotland


It's an exciting time for everyone at Complete One as we continue to set new records week upon week and our business expands. We're ecstatic to officially confirm our expansion into Edinburgh and we will commence trading on June 16^th. Our Telecoms client are really excited as this expansion will bring in around an extra £1.6 million over the next coming 12 months which will take Complete One's value to our client up to £3.5 million over the financial year. It's a particularly exciting time for kirsty Pennal who will be running the project up in Scotland for us. Kirsty completed our Business Development program in only 10 short months. When Kirsty began working with Complete One she had no prior marketing or sales experience and is a perfect example of how a great student mentality and work ethic can compensate for lack of experience. Our expansion into Edinburgh will provide 6 other individuals currently working with our Newcastle office with a tremendous opportunity for development.

It' a huge first step towards our expansion goals for this year.  At the start of the year the aim was to open offices in Edinburgh and Dublin and now we're half way there.


United States Competition 


We are running a competition based on growth and sales for reps to be flown to Philadelphia to attend the US Sales Awards Seminar on June 28^th with a 4 night hotel stay. Having the opportunity to meet with our US counterparts and establish new networking links will be incredibly beneficial for the lucky winners. They will also hear from some of our industries most successful people as there will be guest speakers attending the seminar. It won't all be business as they will get to visit New York on the trip.


Top Gun / Rising Star Weekend


Due the the fantastic response we received to our Winners Circle competition, and the amount of fun had last time at Alton Towers, we have decided to run a Top Gun / Rising Start weekend on May 30^th-31^st. The prize will include 2 nights at the winners cottage as well as 1 day at Alton towers and will also include a business seminar tailored to the 4 winners individuals needs to help them complete the Business Development program even faster than Kirsty did.


Make sure to check back to see who the lucky winners are.

Complete One Investigate Brand Fatigue

When asked by global marketing agency Momentum Worldwide to classify their relationship with brands in terms of interpersonal relationships; family member, friend, acquaintance or enemy, over half (54 per cent) of those in Britain consider brands as only ‘an acquaintance’ from a survey of 6504 people across 12 countries. The survey showed the correlation between countries with long term exposure to brands and consumers experiencing brand fatigue.

“Brand fatigue exists, especially when brands just copy and paste the above-the-line marketing campaign into the social sphere and expect it to resonate,” says Sam Thomson, UK brand and values director at The Body Shop.

This research is great news for Complete One and the other companies like ours. While consumers are becoming increasingly “turned off” by the same continuous above-the-line marketing campaigns this is where below-the-line marketing strategies should be implemented. At Complete One we've adopted a more personalised approach to direct marketing, meeting with customers face to face we are able to gain a tremendous advantage over our competitors. In the current economic climate, brand loyalty is declining as people go in search of cheaper alternatives. At Complete One we are able to offer our clients rapid customer acquisition as well as building their brand loyalty.

In order to engage with consumers it is crucial that companies tailor their marketing creating a more personalised, individual experience. With the research showing that extensive exposure to brand messages is causing fatigue, creating authentic experiences for consumers should help refresh interest.

“This report has highlighted the need for more personalised, tailor-made marketing strategies as many consumers are becoming switched off as companies are failing to engage with their consumer base. I don't think it's a coincidence that direct marketing has become a more popular method for companies to employ.” ~Glen Lowes, Managing Director at Complete One