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CRM Loyalty Program Report Monthly ToplineUpdated up to Feb 2014Prepared for Mead Johnson
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1
CRM Loyalty ProgramMonthly ToplineUpdated up to Feb 2014
Prepared for
2
1 Highlights and recommendations
2 Recruitment
3 Enrollment
4 Redemption
5 End of Circle
CONTENT
3
HIGHLIGHTS & RECOMMENDATION
4
Gift Level 1
Gift Level 2
Gift Level 3
Gift Level 4
# of Members Redeeming Gift
Avg Code/ Member
# of Code Enrollment
# of Members Sending Codes
# of New MembersREGISTRATION
ENROLLMENT
REDEMPTION19%
21%
26%
34%
4,369
5.8
38,000
9,650
1,879
+ 7 pts
+ 10 pts
+ 15 pts
- 31 pts
+ 935%
+ 1.8 pt
+ 141%
+ 79%
+ 24%
Feb ‘14 vs. YA
- 25%
vs. Target
Summary of KPI
+ 3 pts
+ 2 pts
- 2pts
- 3 pts
+ 108%
+ 0.6pt
- 15%
- 23%
- 1%
vs. MA
5
Key Highlights
Registration: Able to arrest the down trend and stable at a lower level than the target. NC continues to be a weak link in HCMC.
Enrollment: Less members to send codes which can be result of:- Smaller bank of active members.- Higher average number of codes sent by each members per month which leads to less frequent enrollment.- More bigger pack size which helps to delay repurchase and
enrollment.Overall, potential sale contribution from members in loyalty program (LP) is shrinking. Improvement and expansion should be an area of action for LP.
Redemption: Significantly increases. Gifts with higher value remain the top choice, however there is tendency of shifting to lower value items.
6
Recommendations
Differentiate the LP further. In addition to the hard benefits, consider to add on soft benefits in the redemption system which help to strengthen emotional relationship with the members and to create a more competitive advantage for the brand.
As loyalty relationship is also about feedback, consider to conduct a frequent contacts with members to gain a holistic view on:- Overall evaluation toward the process of registration, enrollment
and redemption, point system, relevancy and appealing of gifts, areas of improvement, etc.
- Barriers to participate in the program.
Improve NC performance in HCMC
7
REGISTRATION
8
F '13 M '13 A '13 M '13 J '13 J '13 A '13 S '13 O '13 N '13 D '13 J '14 F '140
1,000
2,000
3,000
4,000
1,403
2,599 2,408 2,308 2,372 2,6683,032 2,833 2,962 2,859
2,553
1,903 1,887
Hanoi & ...
Registration Enrollment Redemption End Circle
New Member - TotalNumber of new members trending down and stable at low level in the last 2 months, esp. in HCM and in non-NC channel.
F '13
M '1
3
A '1
3
M '1
3
J '13
J '13
A '1
3
S '1
3
O '1
3
N '1
3
D '1
3
J '14
F '14
470 702
933 1,185
Hanoi HCMC
F '13
M '1
3
A '1
3
M '1
3
J '13
J '13
A '1
3
S '1
3
O '1
3
N '1
3
D '1
3
J '14
F '14
161436
1,242 1,451
NC Non-NC
Target:2,500
TOTAL
9
F '1
3M
'13
A '1
3M
'13
J '13
J '13
A '1
3S
'13
O '1
3N
'13
D '1
3J '
14F
'14
-
500
1,000
1,500
2,000
2,500
470 702
Hanoi
Registration Enrollment Redemption End Circle
New Members - by CityIn HCMC, NC contribution to the recruitment process is relatively low and should be improved
F '13
M '1
3
A '1
3
M '1
3
J '13
J '13
A '1
3
S '1
3
O '1
3
N '1
3
D '1
3
J '14
F '14
0
500
1000
1500
2000
282
420
NC Non-NC
Target: 800
F '1
3M
'13
A '1
3M
'13
J '13
J '13
A '1
3S
'13
O '1
3N
'13
D '1
3J '
14F
'14
-
500
1,000
1,500
2,000
2,500
933 1,185
HCMC
F '13
M '1
3
A '1
3
M '1
3
J '13
J '13
A '1
3
S '1
3
O '1
3
N '1
3
D '1
3
J '14
F '14
0
500
1000
1500
2000
154
1031
NC Non-NC
Target: 1700
Hanoi HCM
10
F '13 M '13 A '13 M '13 J '13 J '13 A '13 S '13 O '13 N '13 D '13 J '14 F '14 -
10,000
20,000
30,000
40,000
50,000
60,000
23,494 25,117 26,412 27,537 28,162 29,031 30,968 30,927 32,227 32,202 32,660 31,571 29,024
14,532 15,360 16,503 17,703 19,456 21,271 13,894 16,768 18,559 21,491 23,654 26,693 31,161 38,026 40,477
42,915 45,240 47,618 50,302
44,862 47,695
50,786 53,693
56,314 58,264 60,185
Cumlative active members to date Cumulative in-active members to date
Registration Enrollment Redemption End Circle
Cumulative Active Members - TotalCumulative active members has dropped recently
TOTAL
11
F '1
3 MA
'13 M
J '13
J '13
A '1
3S
'13 O
N '1
3 DJ '
14F
'14
-
10,000
20,000
30,000
40,000
8,255 9,240
10,136 15,867
18,391
25,107
Cumlative active members to dateCumulative in-active members to dateTotal recruited
Registration Enrollment Redemption End Circle
Cumulative Active Members - By City… Similarly seen in both cities
Hanoi
F '1
3 MA
'13 M
J '13
J '13
A '1
3S
'13 O
N '1
3 DJ '
14F
'14
-
10,000
20,000
30,000
40,000
15,239 19,784
4,247
15,294
19,486
35,078
Cumlative active members to dateCumulative in-active members to dateTotal recruited
HCM
12
ENROLLMENT
13
F '13 M '13 A '13 M '13 J '13 J '13 A '13 S '13 O '13 N '13 D '13 J '14 F '14 -
5,000
10,000
15,000
20,000
25,000
30,000
35,000
5,396
12,486
7,723
11,819 10,181 10,244
12,121 8,631
12,480 9,272 9,920
12,550 9,650
23,494 25,117
26,412 27,537 28,162 29,031 30,968 30,927
32,227 32,202 32,660 31,571 29,024
Members sending codes Cumlative active members to date
Registration Enrollment Redemption End Circle
F '13 M '13 A '13 M '13 J '13 J '13 A '13 S '13 O '13 N '13 D '13 J '14 F '140%
20%
40%
60%
80%
23%
50%29%
43% 36% 35% 39%28%
39%29% 30% 40% 33%
Retention (Members sending codes / Accumulative active members to date)
Members Sending Codes & Retention - TotalLess members sending codes in Feb’14. One of the causes is smaller bank of active members.
TOTAL
14
S '1
3
O '1
3
N '1
3
D '1
3
J '1
4
F '1
4 -
5,000
10,000
15,000
20,000
25,000
2,423 3,278 2,686 2,717 3,415 2,558
10,431 10,799 10,661 10,728 10,344 9,240
Member sending codesCumlative active members to date
Registration Enrollment Redemption End CircleS
'13
O '1
3
N '1
3
D '1
3
J '1
4
F '1
4
0%20%40%60%80%
23% 30% 25% 25% 33% 28%
Retention
Members Sending Codes & Retention - By City… happening in both cities
S '1
3
O '1
3
N '1
3
D '1
3
J '1
4
F '1
4
-
5,000
10,000
15,000
20,000
25,000
6,208
9,202 6,586 7,203
9,135 7,092
20,496 21,428 21,541 21,932 21,227
19,784
Member sending codesCumlative active members to date
S '1
3
O '1
3
N '1
3
D '1
3
J '1
4
F '1
4
0%20%40%60%80%
30%43%
31% 33%43% 36%
Retention
Hanoi HCM
F '13 M '13 A '13 M '13 J '13 J '13 A '13 S '13 O '13 N '13 D '13 J '14 F '14 -
10,000
20,000
30,000
40,000
50,000
60,000
0
2
4
6
8
10
12
14
15,751
50,103
21,465
37,499
29,399 34,337
45,272
28,076
44,419
31,162 36,805
44,954
38,000
4.0
5.7
3.94.4 4.0
4.75.3
4.65.1 4.7
5.3 5.25.8
Total product code enrollment Avg number of code per member
Product Code Enrollment - All SKUs - TotalOver the long term, participants tend to accumulate more codes to send at once. This partly leads to recent less monthly enrollment.
Registration Enrollment Redemption End Circle
Cumulative Code Enrollment: 672,368
15
TOTAL
16
Product Code Enrollment - All SKUs - By City… especially in HCM. Participants in HCM recently increase from 5 to 6 codes per months. Hanoi remains sending 4 codes.
Registration Enrollment Redemption End Circle
S '13 O '13 N '13 D '13 J '14 F '14 -
10,000
20,000
30,000
40,000
50,000
0
2
4
6
8
10
12
14
6,685 10,119 8,288 8,725 10,496
7,688
3.43.9 3.9 4.0 3.9 3.9
Total product code enrollmentAvg number of code per member
218,558
S '13 O '13 N '13 D '13 J '14 F '14 -
10,000
20,000
30,000
40,000
50,000
0
2
4
6
8
10
12
14
21,391
34,300
22,874
28,080
34,458 30,312
5.05.5
5.05.7 5.7
6.4
Total product code enrollmentAvg number of code per member
Cumulative Code Enrollment: 453,810Cumulative Code Enrollment:
Hanoi HCM
17
Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Feb-14 BTD
6,090 20,556 8,272 14,805 11,673 13,986 18,406 11,247 19,282 12,257 15,493 20,519 17,554 262,525
5,491 15,626 7,391 12,573 9,588 10,706 14,190 9,639 14,123 11,328 13,065 13,994 10,814 221,604
2,762 9,628 3,577 6,707 5,054 6,366 8,985 4,658 7,392 4,604 5,343 7,482 7,002 118,710
645 2,189 1,056 1,543 1,465 1,541 1,787 1,143 1,821 1,459 1,460 1,504 1,243 34,302 763 2,104 1,169 1,871 1,619 1,738 1,904 1,389 1,801 1,514 1,444 1,455 1,387 35,227
EFMM A+ vani 900g
EFMM A+ choco 900g
EFG A+ 4_900g
EFG A+ 3 _900g
EFG A+ 3_1.8kg
Feb '13 Mar '13 Apr '13 May '13 Jun '13 Jul '13 Aug '13 Sep '13 Oct '13 Nov '13 Dec '13 Jan '14 Feb '14 BTD
38.7% 41.0% 38.5% 39.5% 39.7% 40.7% 40.7% 40.1% 43.4% 39.3% 42.1% 45.6% 46.2%39.0%
34.9% 31.2% 34.4% 33.5% 32.6% 31.2% 31.3% 34.3% 31.8% 36.4% 35.5% 31.1% 28.5%33.0%
17.5% 19.2% 16.7% 17.9% 17.2% 18.5% 19.8% 16.6% 16.6% 14.8% 14.5% 16.6% 18.4% 17.7%
4.1% 4.4% 4.9% 4.1% 5.0% 4.5% 3.9% 4.1% 4.1% 4.7% 4.0% 3.3% 3.3%5.1%
4.8% 4.2% 5.4% 5.0% 5.5% 5.1% 4.2% 4.9% 4.1% 4.9% 3.9% 3.2% 3.7% 5.2%
EFMM A+ vani 900g
EFMM A+ choco 900g
EFG A+ 4_900g
EFG A+ 3 _900g
EFG A+ 3_1.8kg
Registration Enrollment Redemption End CirleTOTAL
Count
%
Product Code Enrollment - By SKUs - TotalMembers recently purchase more of bigger pack size, hence, they might delay their repurchase & code enrollment.
18
Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Feb-14 BTD
24.2% 27.6% 26.4% 25.0% 27.4% 29.4% 24.8%
43.1% 40.5% 41.9% 45.1% 43.6% 39.3%40.1%
18.3% 17.7% 16.8% 16.9% 18.1% 18.9%18.4%
7.7% 8.4% 8.9% 7.9% 6.6% 7.2% 9.3%
6.7% 5.7% 6.0% 5.1% 4.2% 5.1% 7.4%
EFMM A+ vani 900g
EFMM A+ choco 900g
EFG A+ 4_900g
EFG A+ 3 _900g
EFG A+ 3_1.8kg
Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Feb-14 BTD
45.0% 48.1% 44.0% 47.4% 51.2% 50.4% 45.9%
31.6% 29.2% 34.4% 32.5% 27.3% 25.7%29.5%
16.1% 16.3% 14.0% 13.8% 16.2% 18.3% 17.3%
2.9% 2.8% 3.2% 2.7% 2.4% 2.3%3.1%
4.4% 3.6% 4.4% 3.6% 2.9% 3.3% 4.2%
Hanoi HCM
Registration Enrollment Redemption End Circle
Product Code Enrollment - By SKUs - By City… similarly seen in both cities
19
F '13 M '13 A '13 M '13 J '13 J '13 A '13 S '13 O '13 N '13 D '13 J '14 F '140
1,000
2,000
3,000
4,000
5,000
6,000
1,820
5,888
2,478
4,359
3,4234,027
5,307
3,277
5,308
3,618
4,359
5,457
4,630
Sale Volume converted from Code enrollment (# of boxes)
Registration Enrollment Redemption End Circle
F '13 M '13 A '13 M '13 J '13 J '13 A '13 S '13 O '13 N '13 D '13 J '14 F '140%
20%
40%
60%
80%
100%
25%
66%
30%
52%39% 42%
52%
30%44%
29% 37%
% Potential sale contribution
Code Enrollment Converting to Sale - All SKUs - TotalPotential sale contribution from loyalty program is shrinking. Need to improve and expand the program.
Accumulative Sale Volume: 77,917 Boxes
TOTAL
TBC
20
S '13 O '13 N '13 D '13 J '14 F '14 -
1,000
2,000
3,000
4,000
5,000
692 1,076 874 910 1,115
830
Sale Volume (# of boxes)
Registration Enrollment Redemption End Circle
S '13 O '13 N '13 D '13 J '14 F '140%
20%
40%
60%
80%
100%
0% 0% 0% 0% 0% 0%
% Potential sale contribution
…
Accumulative Sale Volume: 22,740 Boxes
S '13 O '13 N '13 D '13 J '14 F '14 -
1,000
2,000
3,000
4,000
5,000
2,585
4,232
2,746
3,449
4,342 3,800
Sale Volume (# of boxes)
S '13 O '13 N '13 D '13 J '14 F '140%
20%
40%
60%
80%
100%
42%52%
30%44%
29%37%
% Potential sale contribution
Accumulative Sale Volume: 55,177 Boxes
Hanoi HCM
Code Enrollment Converting to Sale - All SKUs - By City
TBC
23
REDEMPTION
24
F '13 M '13 A '13 M '13 J '13 J '13 A '13 S '13 O '13 N '13 D '13 J '14 F '14 -
2,000
4,000
6,000
8,000
10,000
422
3,134
1,362 2,136 2,228
3,501
8,164
1,234 1,593 1,507 1,702 2,105
4,369
Total Hanoi & HCM
Redemption - TotalRedemption in Feb ‘14 significantly increases
Cumulative Redemption: 36,126 times
TOTAL
Registration Enrollment Redemption End Circle
25Feb '13 Mar '13 Apr '13 May '13 Jun '13 Jul '13 Aug '13 Sep '13 Oct '13 Nov '13 Dec '13 Jan '14 Feb '14 BTD
12% 11% 13% 10% 13% 17%25% 20% 19% 18% 17% 16% 19% 18%
11% 8%13% 13% 12%
16%
23%22% 19% 16% 14% 19%
21% 17%11% 20%
32%28% 26%
29%
26%24% 25%
24% 26%28%
26%24%
65% 61%
42% 48% 49%38%
25%34% 37% 42% 43% 37% 34% 40%
Feb '13 Mar '13 Apr '13 May '13 Jun '13 Jul '13 Aug '13 Sep '13 Oct '13 Nov '13 Dec '13 Jan '14 Feb '14 BTD
52 340 181 219 282 589 2,068 247 299 277 290 347 828 6,671
46 262 176 285 277
565
1,909 267 306 245 243 391 926 6,093 48 632
436 602 581
1,008
2,116 300 400
357 441 587
1,129 8,840
276 1,900 569 1,030 1,088
1,339 2,071
420 588 628 728 780 1,486 14,522
Level1 Level2 Level3 Level4TOTAL
Gift Redemption - By Level - TotalGifts with higher value are preferable, however there is tendency of shifting to lower value items.
Count
%
Registration Enrollment Redemption End Circle
26
Total2
Hanoi3
HCM4
775
117
658
710
74
636
685
105
580
596
105
491
490
128
362
444
42
402
338
98
240
330
47
283
TOTAL
Hanoi
HCM
Registration Enrollment Redemption End Circle
Gift Redemption - in Feb’14In Feb’s 14, members in HCM redeem more of higher value items whereas Hanoian prefer usable & educational items over toys across value ranges.
Total
Hanoi
HCM
18%
16%
18%
16%
10%
17%
16%
15%
16%
14%
15%
13%
11%
18%
10%
10%
6%
11%
8%
14%
7%
8%
7%
8%
TOTAL
Hanoi
HCM
Count
%
28
END of CIRCLE
Member Enough Point vs. Active Member (Aug’13 - Feb ‘14)
Hanoi HCM All
39%63% 52%
61%37% 48%
All
>=20pts <20pts
MEMBER
All Total >=20Pts <20Pts
Hanoi
22,568
8,907
13,661
HCM
27,203
17,073
10,130
Total
49,771
25,980
23,791
Hanoi HCM All
29%58% 44%
71%42% 56%
NC
>=20pts <20pts
NC Total >=20Pts <20Pts
Hanoi
3,781
1,095
2,686
HCM
4,136
2,395
1,741
Total
7,917
3,490
4,427
Registration Enrollment Redemption End Circle
HCMC has more members with +20pts than Hanoi.
29
30
Aug '13 Sep '13 Oct '13 Nov '13 Dec '13 Jan '14 Feb '140%
10%
20%
30%
40%
50%
60%
70%
80%
40% 41% 38%42%
38% 36% 32%
61%66%
70%74%
68% 68%61%
51%57% 60% 63%
58% 56% 50%
Hanoi HCM All
% Member Enough Point - by Month
Aug ’13 Sep ’13 Oct ’13 Nov ’13 Dec ‘13 Jan ‘14 Feb ‘14Hanoi 17,803 791 613 670 676 846 1,169 HCM 18,565 1,486 1,368 1,311 1,298 1,359 1,816 Total 36,368 2,277 1,981 1,981 1,974 2,205 2,985
MEMBER
Registration Enrollment Redemption End Circle
Over time, there are less members with enough points. In other words, members are more active in gift redemption.
31
Aug '13 Sep '13 Oct '13 Nov '13 Dec '13 Jan '14 Feb '140%
10%
20%
30%
40%
50%
60%
70%
28%
37%
29% 32%28% 27% 26%
57%61% 61% 61% 59% 58%
54%
46% 48% 48%43% 43%
39% 37%
Hanoi HCM All
% Member From NC Enough Point - by MonthMEMBER
Registration Enrollment Redemption End Circle
Aug ’13 Sep ’13 Oct ’13 Nov ’13 Dec ‘13 Jan ‘14 Feb ‘14Hanoi 1,575 361 198 266 349 423 609 HCM 2,369 336 295 185 322 265 364 Total 3,944 697 493 451 671 688 973
… more so amongst those from NC channel, probably due to better guidance from PG
32
Aug '13 Sep '13 Oct '13 Nov '13 Dec '13 Jan '14 Feb '14 BTD
67%
87% 85% 82% 82% 84% 82%70%
86% 91% 90% 89% 88% 88% 88% 87%79%
90% 89% 88% 86% 87% 87%81%
Hanoi HCM All
Redemption Rate of Member Enough PointREDEEM
Registration Enrollment Redemption End Circle
Aug ’13 Sep ’13 Oct ’13 Nov ’13 Dec ‘13 Jan ‘14 Feb ‘14 Grand TotalHanoi 7,132 323 234 281 257 301 379 8,907 HCM 11,254 974 955 966 887 924 1,113 17,073 Total 18,386 1,297 1,189 1,247 1,144 1,225 1,492 25,980
Redemption rate is consistently high over time
33
Aug '13 Sep '13 Oct '13 Nov '13 Dec '13 Jan '14 Feb '14 BTD
83% 84%78% 81% 79% 81% 80% 81%
88% 87% 86% 90% 90% 89% 84% 88%86% 86% 84% 86% 86% 85% 82% 86%
Hanoi HCM All
Registration Enrollment Redemption End Circle
Redemption Rate of Member From NC Enough PointREDEEM
Aug ’13 Sep ’13 Oct ’13 Nov ’13 Dec ‘13 Jan ‘14 Feb ‘14 Grand TotalHanoi 448 133 58 84 98 113 161 1,095 HCM 1,359 204 180 112 190 153 197 2,395 Total 1,807 337 238 196 288 266 358 3,490
Similarly with those from NC channel
Aug '13 Sep '13 Oct '13 Nov '13 Dec '13 Jan '14 Feb '14 BTD
23%25%
21%
17% 16%14%
4%
20%
41%38% 37%
33%
27%
20%
6%
35%36% 34% 33%29%
24%
18%
5%
31%
Hanoi HCM All
ENROLL Member Keep Enrolling to Next Circle
Registration Enrollment Redemption End Circle
Aug ’13 Sep ’13 Oct ’13 Nov ’13 Dec ‘13 Jan ‘14 Feb ‘14 Grand TotalHanoi 4,088 440 347 405 382 435 537 6,634
HCM 9,722 1,107 1,079 1,087 1,005 1,044 1,228 16,272
Total
13,810 1,547 1,426 1,492 1,387 1,479 1,765 22,906
Member retention to next circle is low
34
Aug '13 Sep '13 Oct '13 Nov '13 Dec '13 Jan '14 Feb '14 BTD
21% 20%
24%
16% 15%12%
3%
16%
37%
29%
37%
25% 25%
14%
5%
30%33%
25%
33%
20% 21%
13%
4%
24%
Hanoi HCM All
ENROLL Member From NC Keep Enrolling to Next Circle
Registration Enrollment Redemption End Circle
Aug ’13 Sep ’13 Oct ’13 Nov ’13 Dec ‘13 Jan ‘14 Feb ‘14 Grand Total
Hanoi
424 183 95 129 155 168 259 1,413
HCM 1,182 230 201 130 217 168 230 2,358
Total 1,606 413 296 259 372 336 489 3,771
Similarly with those from NC channel
35
MJ; 100
Prem NMJ; 150
BM; 200
Non_Premimum; 250
MJ; 40
Prem NMJ; 30
BM; 20
Non_Premimum; 10100 MJ users
Retention 40/(100-20)
Retention
T1 (first call when baby’s DOB in stage) T2 (last call when baby’s DOB in stage)
Introduction to Retention at End Circle
Base on Interaction Plan for members who have 2 successful calls in stage (1 call at the start of stage and 1 call at the end of stage)
Excl. Breast milk
RETENTION
36
37
Result - At End of Feb’14
Stage0 Stage1 Stage2 Stage3
83%92% 95% 93%
64%76%
88%81%
LP Non_Loyalty
RETENTION
Registration Enrollment Redemption End Circle
Loyalty program improves consumer loyalty
38
Hanoi HCM Grand Total
66%
78%73%
62%55% 58%
LP Non-LP
Retention from S0 to S3RETENTION
Registration Enrollment Redemption End Circle
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