What marketing techniques help customers stay loyal?

Jeremy Smith, marketing director of jewellery retailer Beaverbrooks, asks our team of experts for advice on marketing strategies to ensure consumers regard the company's message as genuine and spend quality time with the brand. The experts offering advice are: Mike West, media development manager at Royal Mail; Neil Saunders, consulting director at Verdict Research; and Giles Poyner from The Marketing Store.

The solutions they come up with include using sensory direct mail to create greater brand recall and encourage repeat purchases, ensuring the website is personalised for registered customers and has advice and suggestions, as well as creating a brand story that reveals the integrity and heritage of the jewellery.