BthruB Leadership Summit October 4-6, 2015 · •Roundtable Discussions •Case Study on Activation...

BthruB Leadership SummitOctober 4-6, 2015

October 4-6, 2015

Opening Remarks

Mark Herbert

President

The ISI Group of Companies

Yesterday’s Key Concepts• Industry Trends

• Leveraging Research

• What is the ROI Methodology

• How to begin your ROI Action Plan

Today’s Agenda• Client Presentations

• Roundtable Discussions

• Case Study on Activation Campaigns

• Technology Update

– 2015 Road Map & Actual Development

– 2016 Road Map

Client Presentation

2014 Engagement

Status # % DescriptionActive 565 4% completely credentialed + more than 100k points in account

Inactive 2296 17% credit hold in TrendInvited 8960 65% set up; but not credentialed to have website access

Suspended 1859 14% less than 100k in account

Total 13,680

Current Points Unredeemed 2014 YTD Points Redeemed Redemption

642,358,596 225,773,350 25.9%

• Held by 2,104 Participants• Average Unredeemed 305,304

• 380 Participants• 918 Orders• Average Point Redemption 245,940

Engagement = Log-in + Rewards Activity

Mission: Impossible?• Primary audience: multi-generational small business

owners, primarily male, +50, seasoned and pragmatic in business, survived housing crash

• Client had previously provided them a “personal shopper”

• Earned points without ever signing up for program, sales rep and program manager told them what the cash value was for the points

Old program

Select supplier participation (79)

Points awarded on select suppliers based on formula

Minimum purchase requirements

GBPD - $8,000

Guardian Fiberglass -- $3,000

Minimum balance of 100,000 points to redeem

Consecutive 3 month minimum purchase or points are null/ void

Re-launch/ New Program

Additional supplier participation

Determine baseline/ tier supplier point values (2 points = $1 in sales)

No minimum purchase

No minimum balance required to redeem

Points expire after 18 months

Participants have a customer # and a different Plus account #

All customers auto enrolled into program & automatically accrue points

Month end all points are removed, site closed, and then new point balances are reloaded

(Customer # + Ship To #) = Plus Point #

All customers must activate new account to earn points

Points have a running statement showing what was accrued and redeemed

Direct Mail example

Recommended Supplier Participation LevelsSponsor Benefits: Platinum Gold Silver

Listing on the participating Sponsor Page X X X

Survey, Training/Quizzes, Emails 4/yr 2/yr 1/yr

Rotating Banner Advertising on program home page (one month) 4/yr 2/yr

Product Highlight Page X

Co-branding with logo on program log-in page X

Marketing/ Advertising Fee $7,500 $5,000 $3,500

Increase in package cost as a % of sales (not to exceed 0.50%) 0.25% 0.25% 0.25%Client Match 0.50% 0.50% 0.50%* Benchmark sales lift for participating suppliers is 40%

Why a Loyalty Program?- An effective incentive program increases sales of products by up to 40%- Partners reported incentives account for as much as 14 – 18% total revenue- Drive sales, gather customer insight, build loyalty and market directly to dealers

How will we make it effective?- Vendor content support- Engaging Client sales team, customers, and end users- Creating a constant feedback loop amongst audiences

NEW PLUS Point Program Stats

• As of March 31st the active participants almost doubled the number from the previous program that was 6+ years old

• The re-launch and clean up resulted in a $1.24 million reduction in Client’s liability

Old program

Active Participants – 565

Auto enrolled – 13,115

2014 Aug YTD Redemptions – 657

by 302 participants

Re-launch/ New Program

Active Participants – 1,031

2015 Aug YTD Redemptions – 477

by 238 participants

Key Takeaway: • Customer MUST enroll in program to earn points• Deadline to “roll-over” points from the old program was March 31st

• No exceptions considered due to financial books being closed on 2014

Roundtable Discussion

Does your program need a makeover?How can you Turbocharge your

program?

How Good is your Data?

Katie Harton

Marketing Project Manager

How Good is your Data?

Katie Harton

Marketing Project Manager

Situation• High # of Invitees

• Invitees with point liability

• Need to get them Engaged

• Unknown data quality

The Activation Campaign!

Solution• Create an Activation Campaign with 3 Steps

– Personalized Postcard Mailing

– Personalized Phone Calls

– Personalized Emails

Mailing

80006,133

3,512 3,174

Potential Actionable Completed

57% 90%

Overall 48.25%

Missing or Bad

69% 56%

Overall 61.1%

Missing or

Bad Data

of the 216 left,

over HALF were

wrong numbers

Emails

4,0273,472

69% 86%

Overall

Missing or

Bad Data 493 opened(14%)

79 Clicks(2.3%)

Activation Results Timeline

170148

July 27th – September 19th

Period 1 Period 2 Period 3

Follow Up• Track the 356 people to see engagement

results over 12 months

– Total Points Awarded and Frequency

– Total Points Redeemed and Frequency

– Calculate ROI of Campaign

Stay Tuned• Activation control group results

• Redemption campaign and results

• Connect with us to view results:Linkedin

– The ISI Group's Leadership Forum (http://bit.ly/1OM9z0h)

Facebook– Incentive Solutions Inc. (facebook.com/incentivesolutionsinc)

Twitter– @incentive_sols (twitter.com/Incentive_Sols)

How do you collect your invitation data?How do you scrub the data?

What other data do you collect?

09000 5 87654321541 04 98765432103 9876543210987654321021 987654321098765432100Hours Minutes Seconds

Coffee Break

October 4-6, 2015

Client Presentation

Program Objectives• Provide a long term trade loyalty program for the

company

• Target audience is small trade contractor

• Move customers to FOL platform as lower cost to serve

• Provide strong incentives for trade customers to engage in and transact online

What was their program?• Customer loyalty program

for our professional trade contractors

• Exists within the Client’s Online channel

CONSISTS OF:

• Business Benefits– launched August 2011

• Score Points Online– launched August 2012

• Bonus Point Promotions– launched August 2013

Score Points Online• Customer points program for Client’s Online customers• When buying online, receive points for every purchase

– Receive 1,500 bonus points for signing up– Receive 1 point for every $1 spent on products ordered– Receive bonus points for specially featured products– Points never expire

• Redeem points for a wide variety of valuable merchandise, event tickets, and trips

Bonus Point Promotions• Specific products are eligible

for bonus points when purchased on Client’s Online by registered Program members

• Bonus points will lead to customers being able to redeem their points for great merchandise faster, incentivizing them to buy products that are part of these special promotions

Marketing Strategy• Fully integrated campaign that consists of:

– Celebrity Spokesperson– Print Advertising– Counter POP– Digital Signage– Online Advertising– National Radio– Email Marketing

Email Marketing• Customer Survey• Business Benefits• Bonus Point Promotions• Monthly E-Statements• Donating Points• Recruitment Campaign• Anniversary Campaign• Welcome Campaign

Customer Survey• Email survey conducted in June

2014 over 10-day period• Ten questions were asked such as

– customer satisfaction with the program

– the influence of the program on spending habits

– the way in which the Ferguson customer loyalty program compares to those of our competitors

• Members earned 5,000 Quick Points for completing survey

Results

FY13 FY14 FY15

Total # Ordering Customers 61% 72% 73%

Total # Processed Orders 72% 86% 93%

Total $ Invoiced Sales 65% 87% 90%

Total # Self Service Events 51% 67% 71%

FY13 FY14 FY15

Total # Program Members 7,844 11,653 14,788

How can you enhance your communications campaigns?

Technology Update

Mark Herbert

President, The ISI Group

Technology Update

Mark Herbert

President, The ISI Group

2015 Technology Road Map• Gamification

– Enrollments

– Token system

– Badges

• More Mobile Features

• Email Analytics

• Quick Poll Widget

• Leaderboard Automation

• Responsive Templates

• Website Analytics (integration with Google Analytics)

• Performance Tracking Updates

– Promotion Bonuses

– Verification module

• Added redemption items

Mobile Only

Additional New Features• Gamification

– Daily Trivia

• Learn & Earn Mobilization

• Engagement History Report

• Ability to send text messages & set preferred communication method

• Point Award Classes

• Birthday and Milestone Automation

• Auto Complete Lookups (Claims and Enrollment)

• Client requested custom work

Draft 2016 Road Map• Communications Module

– Email Analytic Reporting including deliverability and open rates

– Preferred communication method per message type

• Responsive Templates

• Reporting and Admin Dashboard updates

• Profile Completion

• Automated email validation

What additional tools do you need?

Summit Mission Statement• Determine what is optimal ROI, how to measure and

react to it.

• Leveraging data so that it is no longer an impediment but an asset to maximize ROI.

• Explore how 2-way communication in a changing work force promotes long term, sustainable, predictable ROI.

• Share common pain points, objectives, and solutions as a group.

Program Wrap Up• The ISI Group's Leadership Forum (LinkedIn)

• Program Survey

October 4-6, 2015

BthruB Leadership Summit October 4-6, 2015 · •Roundtable Discussions •Case Study on Activation...

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