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Hybris Loyalty
The best way to rewardYour best customers
Keith Lietzke
17 July 2017
Presenters
Keith Lietzke
Product Marketing – Hybris-as-a-Service
Annegret Wollman
Presales – Hybris-as-a-Service
Notes for Internal Users, especially Sales
This L0 presentation for Loyalty is intentionally brief.
These slides are designed to have the customer understand
very quickly what the loyalty solution does & how it works.
By doing this up front, they can use the rest of the meeting
to think about how it applies to their needs.
The second half focuses on the customer’s KPIs that
Loyalty can impact. We are able to impact metrics that
really matter – such as retaining your customer’s top
customers. Slides show how Loyalty drives improved KPIs.
Target Customers- B2C or B2B or B2B2C (eg, consumer products)
- Existing Hybris Commerce or Marketing customers
- Price starts at $1000 / month for 100K members,
suitable for even lower GB Implem fees $50K & higher
- AVOID: some loyalty systems are built to support real-
time pricing in-store during POS checkout. This is not one
of those systems. But this is much better than others if that
real-time pricing is not a factor. Real-time rewards coupon
redemption at POS is not a problem.
Meeting GoalsThe L0 deck is intended to take your customer
FROM: “OK, I’d be interested in hearing about it”
TO: “This is something I can see benefitting us. And the
cost seems reasonable.”
Customer “gets it” – what the solution does; could
describe it to a colleague
Has given thought about how it could be applied to
their business
Wants a deeper dive – L1 / demo
Involves key other decision makers in the next meeting
Is willing & able to champion the project
Opening Question – how to introduce the topic
• Thinking about your best customers – the ones that
continue to buy from you …
Do you have ways that you set them apart?
To treat them special?
• If yes, the executive owner of this initiative / program is
someone the SAP sales person can sell to
• If no ... [ suggest to let that hang there for a bit ]
“Not special? We can help you give them a more rewarding
experience
Scenarios – which best fits your customer?
There are several different ways in which Loyalty programs can work. This slide lays out the most
likely options. This slide could be part of the presentation, or you can let the discussion play out.
You probably want to think about it in advance, to assess which model would apply to your customer.
B2C – online pure play
This is the basic use. Customers accrue points and redeem for discounts and special offers.
Among other featuresB2C – online plus stores
Coupons & rewards stored in mobile wallet, bar code scanned in-store at POS.
Scanned Loyalty card allows credit for in-store purchases.
B2B – pure play or with stores
Same as above
B2B2C – useful for Consumer Products companies, or for distributors
Loyalty program designed for the product end user, not the buyer (consumers, installers)
Hybris Loyalty - The best way to reward your best customers
Loyalty programs let merchants create
a special experience for their top customers
Hybris Loyalty gives you ways to show them
they are special
• Rewards for purchases
• Privileges
• Incentives for desired customer actions (eg,
referrals)
Hybris Loyalty - The best way to reward your best customers
Loyalty programs let merchants create
a special experience for their top customers
Hybris Loyalty gives you ways to show them
they are special
• Rewards for purchases
• Privileges
• Incentives for desired customer actions (eg,
referrals)
Digital loyalty cards via mobile wallets
Or integration with your own mobile app
HOW IT WORKS - DIGITAL LOYALTY CARDS
Merchants seeking deeper engagement
with their best customers
use Hybris Digital Loyalty Cards
to incent & reward
HOW IT WORKS - DIGITAL LOYALTY CARDS
Customers welcome these cards
for the benefits they offer,
and for special offers targeted to them
Loyalty Points, Rewards, Incentives, Elite Tiers
Relevant Market Statistics
10 / 40 - top 10% of customers generate 40% of sales
54% of loyalty members are annoyed with forgetting cards
60% of shoppers prefer digital cards (vs plastic)
62% of mobile shoppers report increased store visits
AIRLINES WERE EARLY ADOPTORS
SO MUCH MORE … LIVE DIGITAL CARDS
Push offers, based on
geo-fencing & iBeacons
SO MUCH MORE … LIVE DIGITAL CARDS
In-store purchases –
scan bar code for creditPush updates, based on
geo-fencing & iBeacons
SO MUCH MORE … LIVE DIGITAL CARDS
In-store purchases –
scan bar code for creditPush updates, based on
geo-fencing & iBeacons
SO MUCH MORE … LIVE DIGITAL CARDS
Push rewards & other personalized
offers (mobile app & Marketing)
In-store purchases –
scan bar code for creditPush updates, based on
geo-fencing & iBeacons
Push rewards & other personalized
offers (mobile app & Marketing)
Update points,
membership level
SO MUCH MORE … LIVE DIGITAL CARDS
Demo
Mobile Apps vs Mobile Wallets
Mobile Apps Mobile Wallet
Get my Loyalty Card Can be pushed Must be downloaded via
email (or web page)
Update card with new
points balance or new tier
Yes Yes
Update an existing offer Can use push notifications Can use push
Push a new offer Can use push notifications Limited to email (or web page)
Geo-fencing Can push new offer based
on geo-trigger
Can update existing offer
via push
LOYALTY PROGRAM GOALS => Your Business KPIs
Brand Advocacy
Increase
customer retentionMore purchases
per year
LOYALTY PROGRAM GOALS
Increase
customer retention
Source: “Loyalty Rules,” Bain & Co.
LOYALTY PROGRAM GOALS
More purchases
per year
LOYALTY PROGRAM GOALS
Results from customer’s
refer-a-friend program
doubled once Swell was
implemented.
Swell Rewards
Brand Advocacy
READY FOR BUSINESS
POS ready Partner ready
Assets
Jam page – assets coming
https://jam4.sapjam.com/groups/WCK20a5cBHEl6gb5oL1liY/content
Videos:
Visionary & fun - https://www.youtube.com/watch?v=kGnuGHAcPG0
Simple product - https://www.youtube.com/watch?v=R5p8FvvyvVU
SAP’s EXPERIENCE IN THE LOYALTY SPACE
CRM BASED ,TRADITIONAL
TRANSACTION CENTRIC
NEW CLOUD BASED LOYALTYMOBILE NATIVE
SHOPPER EXPERIENCE
BANKING LOYALTYB2B LOYALTYB2C LOYALTY
2009 2011 2013 2015
EXPERIENCE AND ADVOCACY
DRIVEN, DIGITAL CENTRIC
KEY FEATURES
Loyalty Points Accrual & Redemption
Loyalty offers an easy-to-use and powerful Rule
Engine. You can define rules for different membership
activities like registration of members, points accruals
and redemptions, product orders, tier up- and
downgrades, and ratings and reviews and trigger
personalized actions.
Active Cards – Integrated with Apple Wallet &
Google Wallet
Digital Loyalty Cards can be stored in customers’
mobile wallets, so that their loyalty cards will always
be with them. Once in the wallet, Digital Loyalty
Cards are activated, and can be updated to reflect
points balance and refreshed with a new card when
new tier levels are reached.
Tiers & Privileges
Loyal customers are made to feel special. Using tiers
(eg, Gold / Silver / Bronze), members can be given
access to special privileges such as exclusive content
and offers.
Push Messages & Offers; Advanced Geo-targeting
Mobile consumers can have personalized
notifications, messages, rewards and offers pushed to
them via the card in their digital wallet. Digital Loyalty
Cards allow merchants to take advantage of geo-
fencing and iBeacons, to deliver location-based
marketing.
Refer-a-Friend and Other Advocacy Features
Enable customer experiences that encourage &
reward your best customers to become brand
advocates.
CONFIGURED FOR SUCCESS
GET TO MARKET FAST
Fully public cloud solution
for quick time to market
Click & Go
FUTURE PROOF Adapt quickly to changing
Customer expectations
Emerging channels
Business needs
OPEN PLATFORM
Open architecture
Plug ‘n play with commerce
and marketing systems
Open API’s
Digital loyalty cards integration
into Mobile Wallets (iOS and
Google)
“Factoids”
10 / 40 - top 10% of customers generate 40% of sales
54% of loyalty members are annoyed with forgetting cards
60% of shoppers prefer digital cards (vs plastic)
62% of mobile shoppers report increased store visits
THANK YOU!
