PowerPoint Presentation
WELCOMEDigital Loyalty Extending your reach beyond the
counter
Presented by
Mark Horwood-JamesHead of Strategy and Experience, The Gruden
Group
#| The Gruden GroupDIGITAL LOYALTYWelcome. We hope you enjoy
your day at the Beauty Expo Australia1234IntroductionThe word
loyaltyThe digital worldMeet the brandsA little background on
myself and The Gruden Group.
What does that word mean and why it is important?
What are consumers telling us about digital interactions and
loyalty
Hear about our clients Starbucks, Red Rooster and Donut
King.
5Hints, Tips, Q&AA few dos, a few donts. Please feel free to
see me after with any Q&As.
#| The Gruden GroupWHOWE AREAbout meThe Gruden GroupIntroducing
mobileDEN
#| The Gruden Group
IN A SNAPSHOTA full service digital agency.
95ESTABLISHEDIN 199560+MULTIDISCIPLINARY
EXPERTS5OFFICELOCATIONSWE ARE AN INNOVATIVE FULL SERVICE DIGITAL
AGENCY WITH A DEDICATED PRODUCT ARM
#| The Gruden GroupOver the past 20+ years we have worked with
many companies. Small & big. Agencies. Design. FMCG.
Government. Media. Retail. Startups. Technology.A FEW CLIENTS &
PARTNERSOUR PARTNERS
MEMBERS OF
#| The Gruden Group
#| The Gruden GroupCORE MODULES
#| The Gruden GroupENGAGEMENT
#| The Gruden GroupWHAT DOES LOYALTY MEAN?
#| The Gruden Group
LOYALTYWhat does loyalty mean? Many look at the tactics and not
the end goalIt has become the custom to identify any customer that
purchases your brand more than once as a loyalist.... My favourite
(correct) definition of brand loyalty came from the former CEO and
chairman of Heinz who once explained his idea of brand loyalty for
his brand:
A shopper goes into a supermarket looking for some beans. Theres
no Heinz. She comes out without any beans.
Could it be any simpler?
Mark RitsonAn Associate Professor of Marketing. Published
journalist and Business Columnist of the Year 2015 The PPA
Awards.
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LOYALTYThere are many channels and mechanisms to generate
loyalty, but they are not loyalty itself.Loyalty does not require
rewardReward however can createloyalty"A thing given in recognition
of effort"
Customer retention does not mean loyaltyLoyalty does
generateretentionA strong feeling of support or allegiance
OUR GOAL IS TO GROW Income Profit Market share Retention
Acquisition Quicker Cheaper Personalised Measured
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WHERE DO I START?It seems obvious but you must start with
getting to know your customer.Before you can implement a digital
loyalty strategy, it is key to know who your customer is.
Who are they? What do they like and dont like?What are their
personal and family priorities? What are their professional
priorities?
Build up a profile, a story, a portrait of who they are.Do you
have one, two or three different types of customers? Do they have
different reasons for buying your product/using your service?What
is their opinion to digital marketing and which do they use most?
What do they use it for?
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THE ELEMENTS OF LOYALTYThe majority of businesses focus on price
and product or service for sale. Loyalty is created from so much
more
Product / service offeringPricing
Loyalty
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THE ELEMENTS OF LOYALTYThe majority of businesses focus on price
and product or service for sale. Loyalty is created from so much
more
Customer service experienceReward / recognitionBrand
identityProduct / service offeringCommunication /
engagementPricing
Loyalty
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WHAT ARE THE CUSTOMERS SAYING?
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FOOD FOR THOUGHTLoyalty has to be cultivated. It cant be
purchased or demanded.If you build loyalty with a customer, it
shouldnt just be about instant gratification, it is about building
a relationship pre and post purchase.
Our customers are vocal brand advocates and answer 50% of our
website queries I think that shows it can really work.
Sam ThomsonBrand Director at The Body Shop(Sam worked for 11
years at Proctor & Gamble and studied at Oxford University)
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THE DIGITAL WORLDThese other factors are heavily influential to
customer loyalty in todays digital world.Customer service
experienceReward / recognitionBrand identityCommunication /
engagementWebsite experienceSupport the customer at every key
stepMobile friendlyOnline purchase processDigital and traditional
experience must be integratedThe digital purchase process makes it
easy to buy once and buy againIn-store purchase processOffer
multiple payment optionsEmbrace technologyDistributors and third
partiesDoes their digital experience and customer service impact on
your customer loyalty?Can you enhance your service and experience
by utilising other brands?
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THE DIGITAL WORLDThese other factors are heavily influential to
customer loyalty in todays digital world.Customer service
experienceReward / recognitionBrand identityCommunication /
engagement47%unhappy17%vs 73%2015US & UKWebsite
experienceSupport the customer at every key stepMobile
friendlyOnline purchase processDigital and traditional experience
must be integratedThe digital purchase process makes it easy to buy
once and buy againIn-store purchase processOffer multiple payment
optionsEmbrace technologyDistributors and third partiesDoes their
digital experience and customer service impact on your customer
loyalty?Can you enhance your service and experience by utilising
other brands?#1#2being available on my terms193.5m card
transactions$25,649 million.11%
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THE DIGITAL WORLDThe other factors are heavily influential to
customer loyalty in todays digital world.Customer service
experienceReward / recognitionBrand identityCommunication /
engagement95%of content is viewedSMS42%INCREASE IN CONVERSION WITH
PERSONALISED CTA
Pre-sale communicationSimple, straightforward and
supportingPersonalistationAcknowledge your returning
customersPost-sale communicationReceipts and invoicesConfirmations
(order, delivery, manage expectations)A simple thank youSurveys:
Insight and feedback Using dataIf you collect customer data, give
customers a valuable reasonNewsletters can be a real value add but
remember the roleA newsletter and an email are not necessarily the
same thingSocial mediaLoyal customers and advocates are already
likely to be engagedHave a clear role for convert customers to
loyal customers add value, dont preachAnd remember social media is
social
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THE DIGITAL WORLDThe other factors are heavily influential to
customer loyalty in todays digital world.Customer service
experienceReward / recognitionBrand identityCommunication /
engagement25%e-receipts1 in 10Complete a survey with Survey Monkey
every month in AustraliaNearly 7 out 10Customers leave a brand
because they feel indifferentPre-sale communicationSimple,
straightforward and supportingPersonalistationAcknowledge your
returning customersPost-sale communicationReceipts and
invoicesConfirmations (order, delivery, manage expectations)A
simple thank youSurveys: Insight and feedback Using dataIf you
collect customer data, give customers a valuable reasonNewsletters
can be a real value add but remember the roleA newsletter and an
email are not necessarily the same thingSocial mediaLoyal customers
and advocates are already likely to be engagedHave a clear role for
convert customers to loyal customers add value, dont preachAnd
remember social media is social
#| The Gruden Group
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THE DIGITAL WORLDThe other factors are heavily influential to
customer loyalty in todays digital world.Customer service
experienceReward / recognitionBrand identityCommunication /
engagementPre-sale communicationSimple, straightforward and
supportingPersonalistationAcknowledge your returning
customersPost-sale communicationReceipts and invoicesConfirmations
(order, delivery, manage expectations)A simple thank youSurveys:
Insight and feedback Using dataIf you collect customer data, give
customers a valuable reasonNewsletters can be a real value add but
remember the roleA newsletter and an email are not necessarily the
same thingSocial mediaLoyal customers and advocates are already
likely to be engagedHave a clear role for convert customers to
loyal customers add value, dont preachAnd remember social media is
social
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Through campaigns segmented by hair colour, haircare and
cosmetics, they elevated brand awareness across all product
categories, including: cosmetics, hair colour, haircare, hair
styling and skincareBest Retail Online Newsletter Campaign, Best Of
Show Online Newsletter Campaign
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THE DIGITAL WORLDThe other factors are heavily influential to
customer loyalty in todays digital world.Customer service
experienceReward / recognitionBrand identityCommunication /
engagement9 millionFacebook DAU12 million pcm.
Pre-sale communicationSimple, straightforward and
supportingPersonalistationAcknowledge your returning
customersPost-sale communicationReceipts and invoicesConfirmations
(order, delivery, manage expectations)A simple thank youSurveys:
Insight and feedback Using dataIf you collect customer data, give
customers a valuable reasonNewsletters can be a real value add but
remember the roleA newsletter and an email are not necessarily the
same thingSocial mediaLoyal customers and advocates are already
likely to be engagedHave a clear role for converting customers to
loyal customers add value, dont preachAnd remember social media is
social positive and negative word of mouth
#| The Gruden Group
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THE DIGITAL WORLDThe other factors are heavily influential to
customer loyalty in todays digital world.Customer service
experienceReward / recognitionBrand identityCommunication /
engagement
#| The Gruden Group
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THE DIGITAL WORLDThe other factors are heavily influential to
customer loyalty in todays digital world.Customer service
experienceReward / recognitionBrand identityCommunication /
engagementA clear programme is a well-received programmeCustomers
should find it easy to understand the benefitsIf a spend based
system, focus on points/reward and not $$$Base it around
experiences and actionsLink your programme back to who your
customers are it is ok to be exclusivePersonalise the rewardsTo
them likes, dislikes, needsTo the existing relationship with
youRecognise key dates to create new reasons to believeBirthdays,
anniversaries etc.Length of relationship with brandChanges to, or
lack of, typical behaviourHave a clear strategy on the commercial
value its marketing after allOther products you can sell as part of
rewarding your customersObtain more information and data about your
customersMoving customers up the product level to get more
spendDont push rewards and recognition for customers that arent
worth it
1 card16 countries600 hotels800 restaurants$335
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THE DIGITAL WORLDThe other factors are heavily influential to
customer loyalty in todays digital world.Customer service
experienceReward / recognitionBrand identityCommunication /
engagementVisual impactsLogo, imagery, colours, icons and other
assetsThe right impression: old fashioned, too quirky, too
conservative, too boring, too controversialYou create and build a
brand to connect with your customer and not everyone is rightMake
it appropriate to how you communicate social is different to email
and, again different to a websiteLanguage and toneWords and style;
connotations, humorous , sarcastic, blunt, bland, harsh, rude,
realPeople both consciously and subconsciously connect with
languageBuild your style to connect with your customer - be
consistent, be targeted and be braveMatch your style to your
digital channels be funny on social and be interesting on
email..Brand values and perception (PR)What does your brand,
product and business mean? If it was a person what does it stand
for?What do people say about your brand online? The world is an
open book now?When you go out to the public, how are people
responding to you? Bad PR is not good for loyalty butWho are you in
bed with? The values of that band are associated with yours!
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CLIENTS WHO FOCUSED ON LOYALTY
#| Gruden GroupSTARBUCKS
WEBSTRATEGY
MOBILE25 Stores across the east coast of Australia serving
thousands of coffees every day. However, in Australia there are
over 10,000 cafes.Developed an iOS & Android mobile apps to
support their Starbucks card programme - digital payments,
promotions, social, store locatorDesire was to establish a more
personal connection with the brand, something they have been
struggling to do in Australia.Winner of Best Online Shopping &
Payments 2013 Mobi Awards 2013AIMIA 2014 awards nominated &
shortlisted (Best Of Smartphone [Retail & eCommerce])Launching
with them a new version of the application with a whole host of new
features this yearFor Starbucks, one of their main priorities is
about delivering a better experience by making things easier for
the customer.
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Digital Wallet & Loyalty Android & iOS mobile apps
1
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Android & iOS mobile apps
2
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Android & iOS mobile apps
3
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Android & iOS mobile apps
4
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Android & iOS mobile apps
5
#| Gruden GroupDONUT KINGAMAZEBALLS
GAMESTRATEGY
MOBILENew product launch with the aim to target previous
customers and cultivate brand loyalty. Two additional benefits:
loyal customers had something new to say, new customers something
to try.We developed an iOS Augmented Reality game that was used in
store to develop better relationships with customers. The focus was
to connect with customers and align a new brand experience with the
core brand values moving from communication to
engagement.Everything created in-house and delivered in market in
less than 1 month!Multi-award winner (Best Of Show [iOS App] &
Best Mobile Marketing Campaign 2013 Mobi Awards)
For Donut King, one of the key objectives was about engaging the
customer, aligned to their brand values
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Our multi award-winning augmented reality iOS game
1
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Sketch 27 of 65
2
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Low-poly prototype v0.1
3
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Augmented gameplay, tips, trophies, leaderboards, share
4
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Social campaign
5
#| Gruden GroupRED ROOSTER
ENDEND
TORed Rooster are part of Quick Service Restaurant Holdings
(QSRH) who also own Chicken Treat and Oporto. The mobile loyalty
app that we have developed for them offers a mixture of payment,
rewards programme, special offers, ordering and social media
integration.The challenge faced by the fast food sector is there is
little customer influence opportunity at the final choice point.The
mobile application gives Red Rooster a difference to other major
competitors because it can help create new loyalist through the
benefit of targeted and personalised rewards & offers (as part
of an overall communications plan).It also recognises and rewards
brand loyalist in different ways.For Red Rooster, their key
priorities are around reward & recognition, to drive brand
loyalty
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Red Royalty Digital Loyalty iOS & Android Apps
1
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Red Royalty - Loyalty Program (eDM)
2
#| The Gruden GroupDOs & DONTs
#| The Gruden GroupKEY THOUGHTSThe dos of digital loyalty
strategies are easy to remember.Know your customer: What is it that
will make the most impact and generate allegiance to your brand and
product/service. Use your customers to your advantage. They are
your biggest asset. Display reviews, actively seek feedback and
take care of them.To take the time to learn and research about the
digital world. Todays a great start and there are many simple tools
that can make a difference to your customers and specialist experts
who make it their job to help you.Digital is made up of many
elements, simple and complicated. A Thank you on an SMS can
generate just as much loyalty as a fully-fledged reward
programme.Loyal customers will mean cheaper business costs. Its
cheaper to retain customers than acquire new ones, and word of
mouth from advocates is the best form of advertising for new
business.Great loyalty is all based around insight. Insight comes
from data, data, data! Dont be afraid to collect it and use it
(make sure its of value). Remember to track and measure activity.
And listen to what is being said.
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...THINK ABOUT...Dont make things more difficult for your
business. The aim is to create a strong connection between your
brand or product, and your customers.Dont stay focused on price and
product. True brand loyalty is generated from more than just those
two elements.Dont forget that repeat business does not necessarily
mean loyal customers. Dont try and do everything at once, you will
only do them badly. Match your strengths and your customers
needs.Dont play with social media if you dont have the time or only
make half the required effort. You will only be speaking to people
who are already loyal.Dont forget other parties have a massive
influence on the perception of your brand and the loyalty you
generate.
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SPECIAL OFFERJust for Expo attendeesfrom Blackglass, the digital
marketing arm of The Gruden GroupWin a Free Digital Strategy
Go to our website for your chance to win a free digital
marketing strategy, worth up to $5,000!
Tell us in 50 words or less how a digital marketing campaign
could change your business.
Visit www.blackglass.com.au/beautyexpo Terms and conditions
apply.
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THANK YOU
www.blackglass.com.auwww.gruden.comwww.mobileden.com.au@BlackglassAU
@GrudenDigitalBlackglassAUGrudenDigital
BlackglassGruden
US
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