Secret To Creating Loyalty Programs That Actually Work
5 likes1,077 views
This document summarizes a webinar about creating successful customer loyalty programs. It discusses overcoming challenges like having too many loyalty programs and demanding customers. Common factors for loyalty programs of Starbucks, Macy's, Metro, Walgreens and Sephora are examined, such as rewarding healthy choices, multiple membership levels, and mobile apps. The webinar emphasizes that loyalty programs require gathering customer data, building customer insights and segmentation, and enabling personalized experiences. It stresses that loyalty programs are marathons, not sprints, and require constant innovation, generosity, focusing on best customers, and leveraging customer data.
Secret To Creating Loyalty Programs That Actually Work
- 1. #LoyaltySuccess The Secret To Crea,ng Loyalty Programs That Actually Work SPONSORED BY
- 2. Welcome Webinar A=endees #LoyaltySuccess Type ques,on here
- 3. Follow This Webinar On Twi=er #LoyaltySuccess #LoyaltySuccess
- 4. 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
- 5. #LoyaltySuccess Panelists MODERATOR Debbie Hauss Editor-in-Chief Retail TouchPoints Luc Garneau VP Strategic Consulting Services DataCandy
- 6. 6 The Secret to Creating Loyalty Programs That Actually Work 9.30.14
- 7. 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
- 8. Overcoming Challenges To Build a Winning Program
- 9. 9 The Challenge for Today’s Retailers > 20 cards/household Stand out from the crowd Customers are more knowledgeable…Demanding
- 10. Loyalty 931 123 456 Jane Smith 10 Between the Card and the Strategy + Analytics Relevance Satisfaction Retention Sales Growth
- 11. 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
- 12. 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
- 13. How to Overcome Those Challenges? 13 ? ?
- 14. How to Overcome Those Challenges? 14 ? Program conception Innovation Effectiveness Generosity
- 15. Common Denominators For Loyalty Success
- 16. 16 Loyalty Program Success
- 17. Starbucks Access to higher level for more benefits Quick & easy payment through mobile 17 Enhancing the shopping experience When the customer’s affection for the brand becomes more important than the rewards
- 18. 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
- 19. Macy’s 19 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 Loyalty Program is aiming at capturing a bigger part of loyal customers’ share of wallet
- 20. Macy’s Moving Forward…. 20 A Massive Amount of Data Fully leverage the customer data and… eliminate the siloes
- 21. Metro Turn key program for customers Weak base offer, strong bonus offers Voucher sent every quarter along with highly relevant coupons messages Metro & moi has set the bar for the other programs 21 mainly from a relevance stand point
- 22. Metro Moving Forward…. 22 Remain Current & Keep Re-Invigorating Constantly evolve program by… • remaining extremely connected to technology • listening to customers, particularly loyal customers
- 23. Walgreens Rewarding customers for healthy choices 23 Bonus points on thousands of products, healthy choices and prescriptions Enrolling over 100M members flawlessly Walgreens is clearly expressing that their key objective is to treat their best customers BETTER
- 24. Walgreens Moving Forward…. 24 Make Customer Retention a Priority Define types of activities that have the best Impact on customer retention Test & Learn
- 25. Sephora 25 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 makes the program very appealing with rewards not available at store level
- 26. Sephora Moving Forward…. Make Beauty a Good Reason to Interact 26 Explore the experience aspect of a loyalty program by… • going beyond the products • taking special events to the next level
- 27. From Good to Great Programs
- 28. 28 Aiming at Best in Class Loyalty ?
- 29. 29 Aiming at Best in Class Loyalty
- 30. 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
- 31. 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…
- 33. 33 Loyalty is Too Important! Do Not Improvise!
- 34. 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
- 35. Connect with DataCandy Luc Garneau VP Strategic Consulting Services 514.903.3282 x25 lgarneau@datacandy.com www.datacandy.com
- 36. Thank You
- 37. Q & A // Panelists #LoyaltySuccess MODERATOR Debbie Hauss Editor-in-Chief Retail TouchPoints Luc Garneau VP Strategic Consulting Services DataCandy
- 38. Thank you for a=ending! View & download this webinar: #LoyaltySuccess h;p://rtou.ch/loyaltysuccess