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Lessons in Loyalty

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  • Client: American Express

  • Sector: Customer experienceInnovationMarketing


Our client American Express had produced new consumer research on the changing face of customer loyalty and wanted to promote the findings to senior retailers while also driving brand awareness about its solutions. In addition, the client wanted to connect with retailers across multiple touchpoints, rather than working with Retail Week on a standalone campaign.


Retail Week compiled a bespoke three-pronged campaign, which combined an in-person event, a digital guide and the promotion of American Express’ own thought leadership.

Drawing on the research findings, Retail Week hosted and managed a breakfast roundtable with senior leaders and industry experts, including chief marketing officers, retail directors and insight directors from names including The Very Group, Hackett, LK Bennett, the British Retail Consortium,  the Federation of Small Businesses and more.

Retail Week then produced a follow-up guide from the discussion – Lessons in Loyalty – published in September 2023. That same week, to maximise engagement, Retail Week also published a Retail Voice (paid thought leadership) from American Express on the Retail Week homepage.

Campaign marketing included:

  • Digital guide published on Retail-Week.com and amplified across Retail Week channels across an eight-week period. This included social media, an email campaign and advertising promotion on Retail-Week.com
  • Guide hosted behind a data-capture form to provide American Express with GDPR-compliant leads to download
  • Promoted via Retail Week’s morning newsletter (46,000 subscribers), Twitter (102,000 followers), LinkedIn group (68,000 members) and LinkedIn company page (28,000 followers)

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