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.
"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
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