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- 1. Loyalty & Co Branding Bank Card & ePayment 2005 26 th October 2005
- 2. What does loyalty mean to businesses ? LOYALTY Retention of Customers ? Repeat Purchases ? Create Profitable Customers ? Acquisition of Customers ? More Information on Customers ? Reward Loyal Customers ? Just Another Marketing Program ? Reality …… . … .could be all of the above !!!!
- 3. How did it all start – the Loyalty Program way Trading stamps Accumulate stamps every time you shop for groceries, petrol, etc Redeem them for “ free “ gifts Airline Frequent Flyer Programs Fly and earn points Redeem points for free flights Interesting though not surprisingly …… .. Initial objective was to collect data on customer purchase patterns Simple proposition – Earn Points for future value hence loyalty Plethora of loyalty programs in different forms across industries Frequent buyer, frequent flyer, frequent player, frequent dining, points-at-pumps
- 4. What’s the Good News ? Loyalty programs are Key drivers for enhancing customer experience. Active point of differentiation Help pinpointing individual buying patterns and predicting future customer behavior. 90 % Americans are active participants in atleast 1 program ---- 75% have atleast 1 loyalty card 82% customers think Loyalty program marketers are more in touch with their customers 66% of Loyalty program members do not mind sharing extra information about themselves Unconventional industries also bitten by loyalty bug Starbucks Card to store information of the Card members preferences. Nike Smart card allows them to design their own shoes
- 5. What’s the Not-So-Good News ? Do customers perceive reward programs making a difference ? Do Loyalty Programs work -- Not as well as they are intended to 48% customers did not have any serious intention of repurchasing the brand 55% customers accumulate points because they anyway come along with their purchases Some difference A lot of difference Little difference Don ’ t Know Dont make any difference at all Dont make much difference 12% 23% 13% 24% 16% 11%
- 6. Some successful US programs – e-Bay Launched in in 2003, Teemed up with American Airlines,Hilton Hotels & eight other companies to offer called eBay Anything Points: Points can be earned from one business & swap them for points at eBay. e Bay has more than 135 million registered members across the globe Program has 44 mln items listed for sale with 4 mln added daily. Success of e Bay Anything points is attributed to Linking online purchases with Travel & Airlines purchase. Enabling customers to redeem high ticket size points against lower value purchases Choice of redemption options.
- 7. Some successful UK programs – Nectar Coalition & database-driven loyalty program --- launched in Sept 2002. UK's largest Customer Reward Program -- > 50% of all UK households participating in the program. Launched with 4 partners, today it has 17 & Over 6,000 retail locations Nectar customers can earn points on 40% of their household expenditure. It has given back over 450m pounds worth of rewards since launch. Sainsbury's, Barclaycard, BP and Debenhams, Thresher Group, Vodafone, Adams, Ford, e-Energy, all:Sports, Winemark, Hertz, Magnet, Brewsters, Brewers Fayre, ebookers UK, and Beefeater. Success of Nectar is attributed to Availability & Wider choice for redeeming points across relevant segments. Enabling customers to earn rewards more quickly At higher value than if they collected points from only one company.
- 8. Some insights --- Customer & Company perspective Treat profitable and unprofitable customers differently Get your metrics in place ---- measure costs & returns offer right mix of Product, Price, Service Delivery & Relationship benefits deliver tangible value in proportion to the value the customer brings to the company Customers new perspective of Rewards ( Loyalty ) Cash value Redemption options Aspirational value Relevance Convenience Loyalty initiatives are not short term marketing tools. They should Communication to be transparent, timely and focussed ---- Immediate gratification ---- More Choice ---- Feel Good factor ---- Does it make sense ---- Ease of availing reward Consistent across all customer touch points Loyalty initiatives must also be profitable
- 9. What does loyalty mean to the customer today ? Primary drivers Physical product Service product Service delivery Service environment Ethics Image Reputation Positioning Loyalty Programs Co Brands Alliances Special treatment Affinity Customer community Product / service* Brand** Relationship Purchase price Effort Time Complete Customer “ Relationship ” Experience Customers want an end-to-end relationship experience Price Customer cost of using your product Customer Perceived value
- 10. Customer Relationship experience – Banking illustration Customer Value Perception Organization’s translation of Value Fee Income Simplified product offering Bottom line Life Time Free Transparency in charges Value for money One stop Shop for all financial needs Network availability Best in class % returns /cancellations # service calls/repairs # customer inquiries # billing queries Ease of availability Relevant Features Wide service range Easy accessibility Speedy service Customer empathy Resolution of query the first time Strengthening Brand image Advertising costs Aspirational value Flash Value Inspires confidence Customer touch time No. of product training hours Understanding needs Processes & Service Knowledge Preferential offers Price Product / Quality Customer Service Brand Relationship
- 11. Ask yourselves…..are you truly Customer Centric? Can your Products & Delivery systems provide ….. End to end solutions / Address future needs Competitive & flexible pricing plans Ease of access / acquisition --- Options to use most appropriate services / channels Are your business processes geared up for ….. Settling customer issues, with 1 phone call or web-site visit? Responding immediately & appropriately to "moments of truth" when customers' business is on the line? Do you measure your customers …… Lifetime Value & Cost to the business Preferences, Dislikes, Usage Patterns Satisfaction levels Do you monitor your Loyalty programs to see ……. Address the right customers If they are profitable?
- 12. Enterprise approach to Loyalty 1st : Have a clear articulated Customer Loyalty Strategy Covers the entire customer experience during his lifecycle Covers all customer touch points Addresses his existing / potential relationship with the company 2nd : Must be in sync with Business Objectives Customer / Segment profitability Customer Contact strategy 3rd : Business Process to be customer centric 4th : Design Customer centric & Profitable Loyalty programs Risk, Underwriting, Operational processes Acquisition, Customer service, Marketing
- 13. How do you do it ……. Lifecycle Experience ---- Define value proposition to customer segments Dynamic ---- Ability to react to changing customer needs and behaviors Loyalty Strategy Business Objectives Process Changes Loyalty Programs Seamless --- across all Channels, Business Functions and touch points Flexible ---- Ability to accommodate changes without compromise Value & Choice ---- Value based on Customer Profitability & offering relevant choice ( Bought-out or Co- Branded ) Personalised ---- to the customer’s unique profile based on Analytics Branded ---- Bought-out or Co-branded to address emotional needs Targets ---- Program objectives clearly communicated Metrics ---- Measurement capability in line with objectives
- 14. Role of Partnering & Co Branded Programs Addresses the new customer need of Offering wider choice of involvement platforms Accrual / Redemption of Rewards across several relevant involvement categories Faster value accumulation compared to stand-alone programs Branding association to address aspirational & emotional needs Addresses the companies need to Lower costs of loyalty through sharing Access partner customer touch points Access additional customer databases Improve Brand image
- 15. Partnering or Co branding --- which option to choose ? Success in Co-Brand partnership is higher, if Core value of the two partnering brands are related. Partner Co brand objectives are in congruence Each activity has consequent benefit to both partners Availability of Partners Bought out approach works when No feasible Co Brand partners are available Feature / Service is commoditised Cost of feature low Partner not interested in Co branding
- 16. Co-Branding in Credit Cards – Is it Profitable? Yes …… by a factor of 1.2 – 1.5 times Yes …… If you can get customers to aggregate all their usage on the co branded program Yes …… If you can the relationship needs of the customer and show value Same 64% Less 9% 4% Purchase more 23% Purchase amount from Co-Brand Partner Same 64% Dont know Purchase 23% Frequency of using CoBranded-Partner Same 59% More often 31% Dont know 2% Less often 8%
- 17. To summarise Loyalty is not about short term rewards …… .it is about end-to-end customer experience with your products / services Loyalty is ’ nt created by a program …… it can at best strengthen it. Companies need to have a enterprise wide loyalty strategy backed by customer centric processes to deliver value Co branded programs work --- Ensure you get the value proposition right Loyalty has to be earned … ..its hard work … .but at the end you have a profitable customer
- 18. Thank You Very Much
- 19. Are all loyalty programs successful? The success lies in identifying the right kind of program that suits your Industry as well as your customers Not all loyalty programs are profitable. The correlation between loyalty programs & profitability is as less as 0.2 - 0.45. This varies across industries. Decide when to send a customer ‘out’ of the loyalty program as well. Event history model can be used here - - T T= Time period between the first purchase and last purchase n = No. of purchases made in the time period The profitability of customers varies across industries & so should the investment on a Loyalty program. Source: ‘ Mismanagement of Loyalty, HBR, July 2002
- 20. Technology in Loyalty Marketing Loyalty marketing today goes hand in hand with technology Some latest technology breakthrough’s: Radio Frequency identification (RFID) -Similiar to Barcodes, RFID is a technology that captures all possible data on customers in one chip. Transaction databases - This is helpful in industries low on customer data like retail. Technology also aids in collection & assimilation of data, helping in Niche customisation. Predictive modelling for future customers.
- 21. Jet Privileges Objective: Ensuring stickiness of every customer who boards a Jet Flight. Eligibility: Any customer who has flied once on a Jet flight can register in the program. Modalities: The program revolves around five tiers, with increasing Privileges. Tier upgrade and retention done through unique multi-criteria based DTR System, which allows JP to periodically review its best customers & move them up. Results: Data yet to come in In its first year of inception, JP Miles has been awarded the Freddie Global Awards 2005 for its unique DTR system
- 22. Shoppers Stop - First citizen Objective: Ensure stickiness by increasing rewards to customers on every purchase they make at the shop. Eligiblity: Any customer who purchase goods worth a predetermined amount. Modalities: Earn points which can be redeemed against their bill amount. Three tiers with increasing value per point at each level. Members are given special sale previews, birthday gifts & unique focussed offer. Results: Has generated a database of over 4 lakh members who contribute to nearly 50% of the total sales of Shoppers’ Stop
Editor's Notes
- #12: These are just a few of the questions that manufacturers need to ask themselves and shown here to give you some idea to what the study is about.