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KickBack Rewards & CMA Presents
Liberty Petroleum
Loyalty &
Buying, Promotions, & Customer Engagement System
April 22, 2015
Convenience Marketers Association (CMA)
• Overview of CMA
• Convenience Segment Observations
• Move to Convenience
• CMA/KickBack Alliance
• How it Works
• Next Steps
2
About Us • Originating from Vending
• National Not-for-Profit Group Purchasing Organization
• 40+ Years of Negotiating & Administering Collective Supplier Programs
• Thousands of Independent Constituent Co’s
• Programs worth $5 Billion in Annual Sales
• 200+ Annual Supplier Contracts & Programs in Numerous Categories:
– Food − Foodservice − Edible Grocery
– Snack − Candy − Packaged Beverage
– Bulk Beverage − Coffee − Dairy & Ice Cream
− Disposables − Supplies & Equipment − Business Services
• Sophisticated System to Present, Track, and Report Programs from a User-Friendly
Interface
3
AK
AL
AR AZ
CA CO
CT
DC
DE
FL
GA
HI
IA
ID
IL IN
KS KY
LA
MA
MD
ME
MI
MN
MO
MS
MT
NC
ND
NE
NH
NJ
NM
NV
NY
OH
OK
OR
PA RI
SC
SD
TN
TX
UT
VA
VT
WA
WI
WV
WY
PR VI
GU
Portland, OR
USG HQ
Arlington Hts., IL
Delaware, OH
Greensburg, PA Louisville, KY
Research Project
Convenience Observations
4
Location
Ownership
Store
Count Allocation
A (1-10 Stores) 100,006 67%
B (11-50 Stores) 11,795 7.9%
C (51-200 Stores) 7,599 5.1%
D (201-500 Stores) 8,082 5.4%
E (501 + Stores) 21,738 14.6%
Total Stores 149,220 100% 0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
20
01
20
02
20
03
20
04
20
05
20
06
20
07
20
08
20
09
20
10
20
11
20
12
Chain Stores Single Store
Source: Nielsen TDLinx
Population of U.S. Convenience Stores
Observation #1 - Largest % Stores - Single Store / 1-10 Locations.
Observation #2 - No In-House Buyer/Buying Team to Negotiate Programs.
Research Project
Convenience Observations Cont.
Source: Nielsen TDLinx
5
Observation #3 - Infrequent Manufacturer, Broker, & Distributor Visits.
Observation #4 - Limited Promotional Content/Resources for Signage,
Marketing Stores, Building Customer Loyalty.
FREQUENCY SUPPLIER SALES REP VISITS 8 WEEK CYCLE
SUPPLIER 0 1-2 3-4 5+
PepsiCo Foods/Frito 25.0% 2.0% 14.0% 55.0%
Imperial Tobacco 44.0% 8.0% 18.0% 30.0%
RBH 26.0% 13.0% 1.0% 60.0%
JTI 23.0% 66.0% 7.0% 4.0%
Coca-Cola 40.0% 56.0% 3.0% 1.0%
PepsiCo Beverage 34.0% 21.0% 17.0% 28.0%
Nat’l Smokeless Tobacco 33.0% 21.0% 21.0% 26.0%
Kraft/Cadburry 28.0% 72.0% 0.0% 0.0%
Mars 52.0% 45.0% 1.0% 1.0%
Wrigley's 62.0% 37.0% 1.0% 1.0%
Nestle 52.0% 36.0% 1.0% 0.0%
Hershey's 62.0% 43.0% 4.0% 1.0%
Source: iCN - Independent Retailer Report
FREQUENCY DISTRIBUTOR SALES REP VISITS - % LOCATIONS
Weekly 27
Bi-Weekly 13
Monthly 17
Bi-Monthly 3
Quarterly 11
Less Often 16
Never 13
Source: iCN Independent Retailer Report
Conclusions
6
• Shared Suppliers /Products
• Like Demographic - Independent Owner/Small Chain/Jobber Dealer Locations
• Limitations – Existing Sales/Distribution Model
For Suppliers Prohibitive cost to reach 1-10 location operators & substantiate sales lift Limited distributor attention 1-10 location sites Speed to market for signage, promotions , new product introductions Outdated promotional system
For 1-10 Location Independent/Small Chain/Jobber Dealer Lack of distributor attention Limited promotional content, couponing, POP sales & marketing materials available Limited support for marketing stores, creating sales lift, & building customer loyalty
For Consumers of 1-10 Location Independent/Small Chain/Jobber Dealers Absence of mobile engagement Limited draw with promotions to create customer loyalty with retailer & fuel brand
=
Need
Convenience Marketers Association - CMA Dedicated Convenience Programs
• Incremental Manufacturer Rebates
• Consumer Promotions
• Promos2Go Consumer Marketing Toolkit
7
= Lower cost of goods
Promotions to engage customers
Tools to market stores
KickBack / CMA Alliance
• Continual engagement at the Point-of-Sale
• Ongoing promotional offers
• Promo & Retailer Search via Web
• Mobile engagement & Couponing (Coming Soon)
8
For Consumers
For Owned Locations & Dealers
• Incremental rebates for manufacturers you/your dealers already
purchase from
• Perpetual customer engagement at the Point-of-Sale
• Ongoing consumer promotion/loyalty content for marketing
• CMA programs via web access
No enrollment, annual, monthly fees
No contract or obligation to use programs
No merchandising requirements
Mobile
Coming
Soon!
How it Works Signing Up & Signing In
9
One-Page Enrollment Form
Log in with user-name/password at
www.getcma.com
Introductory Rebate Offer
How it Works Rebates
10
Search & Select Rebates
Enter Quantity, Distributor, Delivery Day
Receive Confirmations via Email
How it Works Promotions
11 Select Promotions & Locations
Plug in Plug & Play Traffic Cop
to POS
Select Promos2Go
How it Works Promos2Go Signs & Sign Inserts
12
Print, Cut, Insert
Promos2Go Promotion Signs
Place Signs Around the Store
How it Works Shopper Top Picks
13
Select Top Pick Features & Locations
Place Feature Signs
Around the Store
Wrap Up
• Lower cost of goods
• Promotional content to foster loyalty & boost sales
• Continual customer engagement
– In-store
– On-line
– In the future via mobile
14
No enrollment, annual, monthly fees
No contract or obligation to use programs
No merchandising requirements
Next Steps
15
• Sign Up Owned Locations Today
• Tools to introduce CMA/KickBack program to dealers
– Video www.getcma.com/video
– Email campaigns / marketing templates
– Introductory Mars Rebate
$0.50/unit up to $72
– Meetings at NACS / Other
– Conference Calls
Thank You!
16
“Making Good Customers Better”
• KRS founded in 1999 • 50+ Employees • Own and operate our own chain of C-Stores and
Restaurants since 1975 • Member of NACS, PCATS, ACP, and AAF • We manage programs for over 1000 companies • Serve over 10,000,000* active cardholders nationally • Private and secure networks * Based on stats available July 31, 2013
• Brand Recognition with marginal cost • Identify customers, what they buy and when • Market to increase frequency, and profitability • Deliver the right price to right customer at right time, while
taking the emphasis off price • Make shopping fun with games and targeted giveaways • Use charity functionality to make non-profit organizations
your best promoters • Or use functionality to tie business fleet vehicles together • Increase your Retailers’ bottom-line
Cardholder
Visits
Average
Gallons
Average Ticket
In-Store
Results from sites on over a year
Improvement at the pump and in-store that boost the bottom line
10%
8% 11%
Increases are amongst those using the card
Loyalty Solutions Customized For You!
How would you identify your Loyal Customers
• Traditional Magnetic Striped Card
• Bar Coded Key FOB, same as supermarkets
• Displayed in a cell phone application
The above methods add a layer of expense
• Or, Instead of carrying a card, key FOB, or scanning a cell phone, customer just uses his or her 10 digit cell phone number. Everyone knows and remembers their cell phone number. No added cost for token, enrollment or registration is required.
• Real-time IP communications • Data Warehousing and Backup • Full POS integration
Flexible Program Options KRS Services Enterprise Core+ Core
Club Programs Unlimited Unlimited Up to 5
Traffic Cop Yes Yes Yes
Data Encryption Yes Yes Yes
Unlimited Transaction Processing Unlimited Unlimited Unlimited
Program Secure Data Storage Unlimited Unlimited Unlimited
Technical Help Desk for Retailers Yes Yes Yes
Cyber Security Insurance Yes Yes Yes
Stock Reports Yes Yes Yes
Promotional Reports (Vendor Reports) Yes Yes Yes
Custom Web Sites using Web API Yes Yes Yes
CPG Electronic Coupons Acceptance Yes Yes Yes
Native E-Coupon Processing Yes Yes $.08/trx
Market Basket Data Capture Yes Yes No
Tigger Message Offers Unlimited Up to 5/mo. No
Employee Discount Program Yes Up to 20/loc. No
Points Accumulation Yes No No
Points Redemption Yes No No
Item level discounting Yes No No
Ticket level discounting Yes No No
Card Linking (Family, Fund Raising, Fleet) Yes No No
Data Storage Yes No No
Threshold Marketing Yes No No
Call Center for Cardholders Yes No No
Data Entry Services Yes No No
Customized Reports Yes No No
CRM Services Yes No No
Drawings Yes No No
Promotional Games (Bingo Engine) Yes No No
Surveys Yes No No
Customer Specific Messaging Yes No No
Employee Incentives Yes No No
CMA Liberty Program KRS Services CMA Support
Club Programs Unlimited
Traffic Cop Yes
Data Encryption Yes
Unlimited Transaction Processing Unlimited
Program Secure Data Storage Unlimited
Technical Help Desk for Retailers Yes
Cyber Security Insurance Yes
Stock Reports Yes
Promotional Reports (Vendor Reports) Yes
Custom Web Sites using Web API Yes
CPG Electronic Coupons Acceptance Yes
Vendor Funded Discounts Yes
Native E-Coupon Processing Yes
Market Basket Data Capture Yes
Drawings Yes
• Local Level Logic
• Serial to IP Conversion
• Routing Redundancy
• Encryption
• PCATS Standard Output
• Multiple Program Capable
• Stand In/Store and Forward
• Firewall Security
• Solid State
• Remote Monitoring
• Remote Updating
• Performance Logging
• Compact Design
• Allows for multiple loyalty and
marketing programs
• Industry’s First ELS
POS
Electronic Loyalty Server
KickBack Server
POS Loyalty API Traffic Cop (Electronic Loyalty Server) Local Logic KickBack Server
Serial or TCP/IP
Communication Internet
Our systems allow you to reward your customers anyway you choose*. Points Accumulation Engine
Per Total Purchase
Per Qualifying Purchase
Per Combo
Per Gallon
Per Visit
Consumer Tier Level
Points as Currency
Points for Premiums
Customer directed Liquidation
Auto Liquidation
Club Programs (Electronic Punch)
Nth Qualifying Purchase
Combo Behavior
Qualified Discount Engine
Per Item
Per Total
Per Gallon
Combo Pricing
Threshold Gallons
Threshold Spend
Threshold Visits
Method of Payment
Consumer Tier Level
*Depending on limitations of your POS system.
Deliver relevant offers to
the right person at the
right time.
Instant Gratification
Threshold Marketing
Copyright 2010 KickBack Rewards Systems
Customer messaging
options are endless!
www.getcma.com
Enroll Today!
Sign Up at
Or grab an application