Embed Size (px)
DESCRIPTION
Retail TouchPoints webinar presented by DataCandy #LoyaltySuccess
Citation preview
The Secret To Crea,ng Loyalty Programs That Actually Work
#LoyaltySuccess
SPONSORED BY
#LoyaltySuccess
Type ques,on here
Welcome Webinar A=endees
#LoyaltySuccess
Follow This Webinar On Twi=er
#LoyaltySuccess
#LoyaltySuccess
About Retail TouchPoints
ü Launched in 2007
ü Over 28,000 subscribers
ü To provide execuKves with relevant, insighMul content across a variety of digital medium
Free subscription to our weekly newsletter:
WWW.RETAILTOUCHPOINTS.COM/SUBSCRIBE
#LoyaltySuccess
Panelists
Debbie Hauss Editor-in-Chief
Retail TouchPoints
MODERATOR
Luc Garneau VP Strategic Consulting Services
DataCandy
6
The Secret to Creating Loyalty Programs That Actually Work
9.30.14
Empower Marketing to be more Strategic by Integrating all Consumer Data, Interactions and Analysis into One Place to create “ONE VERSION OF THE TRUTH”
7
Discussion Topics
Overcoming Challenges to Build a Winning Program
Common Denominator Among Key Players
Moving From a Good to Great Program
Summary & Key Takeaways
Overcoming Challenges To Build a Winning Program
9
> 20 cards/household Stand out from the crowd
Customers are more knowledgeable…Demanding
The Challenge for Today’s Retailers
Loyalty Jane Smith
931 123 456
10
Between the Card and the Strategy
Relevance
+ Satisfaction Retention Sales Growth Analytics
Tactical Key Success Factors
• Simple & Easy to understand
• Fair Base Value Offer
• Opportunities to Accumulate Points Faster
• Time to Redeem is Short Enough
• Relevant Rewards
11
Strategic Key Success Factors
• Focus on Capturing & Analyzing Customer Data
• Identify & Focus on Best Customers
• Build Customer Relationship based on Relevance
• Test & Measure Initiatives to Improve Customer Response
• Become Truly Customer-Centric
12
How to Overcome Those Challenges?
13
? ?
How to Overcome Those Challenges?
14
? Innovation
Generosity Effectiveness
Program conception
Common Denominators For Loyalty Success
16
Loyalty Program Success
Starbucks
17
When the customer’s affection for the brand becomes more important than the rewards
Enhancing the shopping experience
Access to higher level for more benefits
Quick & easy payment through mobile
Starbucks Moving Forward….
18
The Slippery Field of Member Demotion
Letting a member know that his membership status is being downgraded
can be very tricky
Macy’s
19
Macy’s Loyalty Program is aiming at capturing a bigger part of loyal customers’ share of wallet
Digital wallet to manage payment options & digital coupons
3 levels, 8 sets of benefits
Understand how, when & where to deliver relevant messages messages
Macy’s Moving Forward….
20
A Massive Amount of Data
Fully leverage the customer data and…
eliminate the siloes
Metro
21
Metro & moi has set the bar for the other programs mainly from a relevance stand point
Turn key program for customers
Weak base offer, strong bonus offers
Voucher sent every quarter along with highly relevant coupons messages
Metro Moving Forward….
22
Remain Current & Keep Re-Invigorating
Constantly evolve program by…
• remaining extremely connected to technology
• listening to customers, particularly loyal customers
Walgreens
23
Walgreens is clearly expressing that their key objective is to treat their best customers BETTER
Rewarding customers for healthy choices
Bonus points on thousands of products, healthy choices and prescriptions
Enrolling over 100M members flawlessly
Walgreens Moving Forward….
24
Make Customer Retention a Priority
Define types of activities that have the best Impact on customer retention
Test & Learn
Sephora
25
Sephora makes the program very appealing with rewards not available at store level
Includes passbook, mobile app and “Fan Friday” offer on Facebook
Rewards members with unique products and experiences
Program is driving traffic into stores (10.6M members & Counting)
Sephora Moving Forward….
26
Make Beauty a Good Reason to Interact
Explore the experience aspect of a loyalty program by…
• going beyond the products • taking special events to the
next level
From Good to Great Programs
28
Aiming at Best in Class Loyalty
?
29
Aiming at Best in Class Loyalty
The Loyalty Approach • Gathering &
organizing data LP data POS data Research data Other sources
• Building Segmentation Value Lifestyles Lifestages Etc….
• Enabling Better Business decisions Store design Promotions Pricing Assortment Availability
• CRM Through rewards & relevance
• Increasing Customer lIfetime Value By growing:
• Sales • Margin • Market share
Customer Data
Customer Insight
Customer Experience
Desired Customer Behavior
Driving Results with Loyalty Data
31
Customer Data
Customer Insight
Customer Experience
Desired Customer Behavior
relevance
ü Promotions ü Communication ü Flyer ü Pricing etc…
Summary Key Takeaways
33
Loyalty is Too Important!
Do Not Improvise!
Never improvise with Loyalty
and STAND OUT
from the crowd
34
Customers are much more
KNOWLEDGEABLE and so…more DEMANDING
Loyalty is not a sprint
It’s a MARATHON
Innovation, generosity &
effectiveness are ONLY PART of equation
The real secret is
in the DATA
Luc Garneau
VP Strategic Consulting Services
514.903.3282 x25
www.datacandy.com
Connect with DataCandy
Thank You
#LoyaltySuccess
Q & A // Panelists
Debbie Hauss Editor-in-Chief
Retail TouchPoints
MODERATOR
Luc Garneau VP Strategic Consulting Services
DataCandy
#LoyaltySuccess
Thank you for a=ending! View & download this webinar: h;p://rtou.ch/loyaltysuccess
