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Mike Atkin, Chairman of Customer Strategy Network, discusses customer loyalty programs in a business-to-business setting, using case studies from construction materials and from the automotive industry.
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Mike Atkin
Chairman - Customer Strategy Network LLC.
DeWalt Stanley
‘Craftsman Programme’
Programme Objectives & Benefits
• Increase sales and profit for Builder Merchants on DeWalt and Stanley Products and Services
• Increase customer/user knowledge
• Improve Customer and User business relationships with Screwfix.
• Focus Marketing spend on Best Customers and Best Potential
customers
• Provide support to Merchants to increase customer footfall
• Increase Brand and Product awareness at outlets
• Remove focus on price and promote the overall quality of the
DeWalt and Stanley products.
The Deliverables to the Merchant
• A Best in Class Customer Loyalty Programme to the DeWalt/Stanley
user.
• Leading-edge mobile technology
• A ‘Marketing Tool’ for Merchants to enable them to :-
– Increase Customer footfall
– Create and Deliver targeted offers to relevant customers
– Develop stronger customer relationships
– Measure programme and sales performance
Mobile Loyalty Solutions
A native mobile app, enabling customers to:
Collect credit Send feedback
Redeem rewards Receive notifications,
news and updates
Track status/statement in real time Post on social media
Admin interface, enabling owner to:
Real time reporting on programme
performance
Track customer satisfaction
Develop customer database and
insight
Run marketing campaigns
mobile loyalty solutions
The Product consists of two elements
• Full Customer & Operational Support
– Handling ‘internal or operational’ helpdesk, & end clients if
required.
• Customer Campaign & Consultancy
– Set hours a month (supported with meetings) working with the
client on data analysis and market status; generating and
implementing content and campaigns.
• Monthly Reports & Data Analytics
– Deep and extensive insight for management.
mobile loyalty solutions
The Service package consists of three elements
giraffe, a nationwide UK chain of restaurants, wanted to
introduce a new customer loyalty scheme that would be
innovative, cheerful and customer friendly; without
compromising its current business operation.
Stampfeet:
• designed & implemented a fully branded mobile
based loyalty program to engage customers and
deliver a ‘digital experience of giraffe’,
• enabled giraffe marketing and operational teams to
capture key data points and act upon them in real
time.
Results achieved in the first three months:
• Members: over 10,000
• Monthly spend attributed to app: over £200K
• Open rates of push notifications: 10%-15%
Case study: “giraffe restaurants group”
mobile loyalty solutions
mobile loyalty solutions
Customer Journey
In Store Experience
mobile loyalty solutions
Awareness
In store promotions
with a call to action to
download the app(as well as info about the programme)
mobile loyalty solutions
Member Registration
Downloading the
‘DeWalt & Stanley Loyalty app’
from the App Store
Signing up to the programme
using a simple form
on the app
mobile loyalty solutions
Collection of credit
Customer uses the app to scan a
barcode at the point of sale.
New credit shows up instantly,
and he/she can leave feedback.
mobile loyalty solutions
Member rewards
Once qualifying spend is reached, reward eligibility voucher is shown on the app
Customer shows phone….
Cashier verifies and applies…
mobile loyalty solutions
News & promotions
News and updates, special offers, weekly deals.
Additional powerful channel for existing circulations.
mobile loyalty solutions
Programme Owner
Programme Management & Processes
mobile loyalty solutions
Member database
mobile loyalty solutions
Member database
Web accessed customers database including:Filtering by Site; No. of visits; last visit date & Weeks since last visit; Gender; Age
Programme performance: no. of members; no. of visits; total redemptions
Loyalty program& app performance
Customers visits
Reach: app openings
Loyalty offers performance
Customers demographics
Gender breakdown
Age breakdown
Location split
Behavioral Insight
Customer loyalty bands
Frequency of visits
Recency of visits
Multi concession visits
Time of day
Customer satisfaction
Average feedback score
No. of textual comments
mobile loyalty solutions
Member behaviour insights
Fraud Prevention Controls• Geo-location of QR codes at participating stores.
• Potential scanning of receipts as proof of purchase.
• Alerts based on predefined business rules (e.g. increases in purchases).
• Potential for random checks of customer receipts.
Programme Objectives.
• Reward customers for their purchase of DeWalt & Stanley products
• Prove the Concept & Technology with customers & retail partners
• Generate sufficient levels of insight and real world demonstrated experience prior to a national roll-out with links to retailer ePOS and earning on all DeWalt
& Stanley purchases.
Stockists near me
GamificationGames to promote
products and benefits with incentives/prizes
Push Notifications- App updates
-News-New Deals
--New Products-- Events near me (e.g. Toolfair)
Tool integration (2016)e.g. DEWALT tagging,
Stanley Laser floor plans
Current Deals & Promotions
Loyalty/Reward SchemeView Catalogue
- Link to videos & reviews
Talk with the Community
(The Forum, Social)
2015 App Plan
Stanley
Case Study – Automotive B2B Automotive Components sales to Garages/Repair Shops
– Operates in 11 European Countries
– Multi-Partner with 5 Companies
– Target Market 300k Outlets
– Label Scanning via Mobile App
– Members ‘earn’ and ‘burn’ Diamonds
– Segmented Members based on size/type
– Rewards include Branded Merchandise
Training, Experiential Rewards and Free Entries
– Targeted bonuses and triggered messages
