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Restaurant.com is the largest source of dining deals in the nation. Despite the huge inventory of amazing offers, the company needed a way to create, sustain and socialize customer loyalty. So they turned to gamification with amazing results. Along the way, Restaurant.com learned some of the best -- and worst -- ways to create customer loyalty with gamification, and CRM Manager, John Reynolds will share those insights in this exciting session.
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John ReynoldsCRM Marketing ManagerRestaurant.com
Gsummit 2013
We wanted to blaze our own trail We have an unconventional business model,
so we needed an unconventional loyalty program
Our products are always discounted – no need to add another currency
We knew an “earn and burn” points system wasn’t right for us
Determined Objectives
Lifetime valueFrequency of engagementBreadth (or depth) of engagement
• Offer Rewards for a variety of desired behaviorsSocial or other engagementShoppingPurchasingCreating or consuming content
• Gamification works for us because: Unconventional business model,
needed an unconventional loyalty program
Our products are always discounted – no need to add another currency
An “earn and burn” points system wasn’t right for us
• Points, levels, badges, and missions Points are earned for all actions and
allow you to level up Earn badges for accomplishing
one-time or repeatable actions Accomplish missions by earning a
collection of badges Levels are a recognition of point
accumulation achievements
Earn “Surprise & Delight” rewards for level achievement
• Communicate actions – throughout the site; pop-up messages, activity feeds, leaderboards
• EARLY WINSPositive feedback – fun works!The cream rises to the top1.8MM badges earned in first three
months of the program
Points need to have some tangible meaning
Marketing and communication efforts around program are key
Multi-session tracking is important for awareness and instant gratification
Community has to be in your face; Leaderboards, etc.