About the Author

Richard Beattie started his career at WHSmith, the UK's largest bookseller and newsagent, and was later instrumental in founding Beattie's Newsagents. He was also responsible for bringing 'continuity' promotions to Australia for the first time and it was here that he co-founded Wallace International and began laying the foundations for what is now widely known as 'best customer marketing'. In 1991, he founded The Continuity Company (now TCC), which over the subsequent 30+ years has partnered with many of the world's largest food retailers, successfully implementing many thousands of customer loyalty solutions and delivering increases in revenue and market share.

Reviews

"During three decades in retail I learned that the mostimportant customers are those you already have. This sets out practical ways tokeep them and turn them into your biggest advertisers. A must read." -- Lord Mark Price - founder of WorkL, former CEOof Waitrose and deputy chairman of John Lewis & Partners

"Richard has a lifetime of experience in creating loyalty.This book is a guide to the mindset and components of loyalty promotions which,in my view, are under-used by retailers." -- Tim Mason - CEO of Eagle Eye, former chiefmarketing officer of Tesco  and founder of Tesco Clubcard

"A must for passionate and profit-oriented marketeers, thisbook represents a lifetime"s experience of successfully creating rewardingshopper relationships leading to the retail holy grail - shopper loyalty."-- Lars Oloffson - former chairman and CEO of CarrefourGroup

"Richard Beattie and TCC unlocked the motivation and emotionalconnections needed to make our customers spend more. They perfectly executedenduring loyalty to drive profitable sales growth over many years." -- Tim Chalk - former CEO of 7-Eleven Hong Kong

"This in-depth analysis of customer loyalty is a fascinatingdeep dive into winning shoppers" hearts and minds." -- Jeff Shaw - former CEO of Wellcome Hong Kong

"One thing is for sure, you"ll likely never see loyaltythe same way after reading this book. So fasten your seat belt, sit back andenjoy a ride that brings loyalty to life." -- Martin Lindstrom - New York Times best selling authorand business transformation expert