20131105 gala gpec

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Gala GPeC 2013

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Loyalty breaks 
the vicious circle of 
price wars. Including E-Commerce.

TRANSCRIPT

Page 1: 20131105 Gala GPeC

Gala GPeC 2013

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Iulian Padurariu

“Online-ul este o platformă de comunicare.”

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Iulian Padurariu

“Online-ul este o platformă de comunicare.”

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Cum am putea dresa o focă?

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Cum am putea dresa o focă?

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operant conditioning

stimulus-response

Skinner

discriminative stimulus

primary and secondary reinforcement

least reinforcing scenario

variable and non-variable reinforcement

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Make a FUN experience when FOCA does what you want

Don’t give any feedback when they don’t

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FEEDBACK &

FEEDBACK BRIDGE

“Online-ul este o platformă de comunicare.”

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FOCUS on mini-outcomes

• that precede, • predict, • lead to the “big outcome”

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“Treat every visitor engagement with a button, link, form, and scroll bar

as a micro-conversion, a mini-outcome leading to the desired big-outcome.”

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“Treat every visitor engagement with a button, link, form, and scroll bar

as a micro-conversion, a mini-outcome leading to the desired big-outcome.”

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Every click should be rewarded.

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Begin Gentle

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YOU ARE NOT

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Built a relationship of trust with your visitor

• Start with “EASY FUN”

• Reward curiosity

• Surprise

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Do you have?

• Introductory video?

• Landing on a page with helpful resources/links?

• An online calculator?

• Viewing high-res images of your products?

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Getting harder. SLOWLY.

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We just covered Foundational Planning

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Foundational planning

• Loyalty technology and/or services

• Data collection, management and analysis tools

• Process and people to support execution

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Time to next stage: 6 - 12 months

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Programmatic Alignment

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Key steps

• Establish test-and-learn process.

• Refine strategy, data processes and program design.

• Build test and control groups for testing and measurement.

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Time to next stage: 1 - 2 years

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Intelligent integration and

automation

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Invest in innovation

• identifying new technologies, capabilities, and processes

• sharpen customer understanding

• build out real-time capabilities, and incorporate social data to refine offer management, targeting and relevance.

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“Loyalty breaks the vicious circle of

price wars.”

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“Loyalty breaks the vicious circle of

price wars.”