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 most important customers are those you already have. This sets out practical ways to keep them and turn them into your biggest advertisers. A must read.’ Lord Mark Price - founder of WorkL, former CEO of 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 chief marketing officer of Tesco  and founder of Tesco Clubcard

‘A must for passionate and profit-oriented marketeers, this book represents a lifetime’s experience of successfully creating rewarding shopper relationships leading to the retail holy grail - shopper loyalty. ‘ Lars Oloffson - former chairman and CEO of Carrefour Group

‘Richard Beattie and TCC unlocked the motivation and emotional connections needed to make our customers spend more. They perfectly executed enduring 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 fascinating deep 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 loyalty the same way after reading this book. So fasten your seat belt, sit back and enjoy a ride that brings loyalty to life.’ Martin Lindstrom - New York Times best selling author and business transformation expert

‘Richard Beattie shares actionable tips on how to balance margin-eroding promotions with margin-building loyalty campaigns that attract customers and elevate brands.’  Julie Lyle - former chief marketing officer at Walmart