dominic panetta, howard's storage world
DESCRIPTION
Speaker PresentationTRANSCRIPT
Inspiring your customers to engage with your brand
Dominic Panetta
Senior Manager - Marketing
Australian brand
Retail franchise system
Franchising since 1997
~60 stores (Aust)
International presence
Storage & organisational products
Key Brand Strategies
BRAND
ESSENCE
Organisation
POSITIONING
• Upper market
• Specialist
• Premium/Quality
• Customer
service
VISION
To be the clever
place to
organise any
space
Core Target
Female (80%+)
30-50 yrs (60%)
Married / De-facto (80%)
Live in a house (80%)
Have young children at home
‘Chief Purchasing Officer’
Her money: 70% working (FT or PT)
Online is her primary information
portal
Creating Engagement
2009: What do we REALLY know about our customers?
What they spend on average? / For how long?
How to get them to spend more?
How regularly they shop with you?
How to get them to come back more regularly?
What proportion of your customers are repeat?
What products they are most interested in?
Why a customer stops shopping with you?
What is a loyal customer worth to you over time?
Why?
How?
Barriers
Objectives
Launch
Current Status
Influencing customers
Learnings
Inspirations Reward Program
Research confirms that successful programs have evolved from cost centres into key profit drivers, and provide a key competitive advantage for brands.
Loyalty programs are a real business imperative for driving brand loyalty.
Consumers saying they are more active and engaged in a brand with a loyalty program.
Why a Reward Program?
For Love or Money 2015. Directivity and Citrus
46% of customers want HSW to introduce a loyalty program*
Our customers wanted a reward program
* 2009, n5,000 - existing e-newsletter recipients + focus groups
Move from mass marketing to
targeted marketing
BIG data
Understand our customer's buying behaviours to tailor our future
marketing activity.
eNewsletter survey (existing customers)
Focus groups (existing & non-existing customers)
Store owners
Outcomes:
Keep it simple
No points
How was Inspirations developed?
Overcoming barriers to success
Overcoming barriers
Budget
Franchisee
acceptance &
commitment
CRM System Expertise:
- Internal staff
- External
partners
Store staff
training
Store
Compliance
Objectives
Attract NEW
customers
Efficient &
effective
marketing
communications
facility
Increase their
Lifetime Value
Retain our
best customers
Positive
word-of-mouth
Free to join
No Cards / No points
$10 ‘Welcome’ Voucher
$10 ‘Reward’ Voucher for every $200 spent
Birthday Voucher
VIP Shopping Events
Member-only Competitions
Product reviews
Workshops
Member Benefits
Launched October 2010
Total Members 524,370 (85%+ Female)
– ‘Activated’ Members 78% = 410,020 Members
– Non ‘Activated’ Members 22% = 114,350 Members
Registrations ~9,000 / mth (5% via online)
Avg visitation 5.5x PA (4x non members)
% of Total Turnover ~45%
Inspirations: Current Status*
*At end Feb 2016
Average Member transaction value
Voucher redemption rate ~35%
Inspirations: Current Status*
Member
$76
With
Voucher
$831
Non
Member
$58
*At end Jan 2016. 1. Net value, after voucher.
Influencing (inspiring) customers
Inspirations website
Interactions (last 12 months)
350,000 12 million
eDMs
11,000
Help Desk
interactions
1.2 million
page
views
AMP Capital Shopping Centres - Recommended Retail Practice Report (2014):
“79% of Australians say email contact is the best form of communication from retailers.”
Average open rate =
33% - 35% – Industry avg = 25%
Why?
Inspiring images / solutions
Member offers
Relevant content
eDM Results
Member Offers
* v prior like-period
+300% Quantity
sold*
3-4x per year
– Tactical timing
> traffic / sales
Double the purchase value
Earn a Reward Voucher faster
Inspirations Double Rewards
Double Rewards - National Sales results
FEB 2015 APRIL 2015
JUNE 2015 OCT 2015
* Member sales v previous week
+30% Sales*
Content marketing - Blog
Inspiration / How to / Expert advice
Content marketing
Local Area Marketing initiative
Slow start, now a major activity
Special Occasions
– Christmas / Mother’s Day / Store Birthday
Results (Christmas 2015):
42 stores participated
>1,200 members attended
>$75,000 incremental sales
VIP Shopping Events
Local eDMs
Local Area Marketing – eDM Case
Study
8-week eDM program – Product of the Week
$0
$200
$400
$600
$800
$1,000
$1,200
$1,400
$1,600
Week1
Week2
Week3
Week4
Week5
Week6
Week7
Week8
Week9
Week10
Week11
Week12
Week13
Week14
Week15
Week16
Week17
eDM1
eDM2
eDM3
eDM4
eDM5
eDM6
eDM7
eDM8
Local Area Marketing – eDM Case
Study
>$11,000
incremental
sales
Results: ~100% sales increase* * v prior like-period
Mobile
Marketing
Late 2012: Introduced SMS ‘reminders’:
Registration Activation
Voucher expiry
Happy Birthday ($10 Voucher)
SMS Marketing
Avg number of vouchers issued 26,000*
Avg Voucher Redemption rate ~40%*
Avg Sale with Voucher = $75 @ 40% $780,000
September 2014
Saved: ~$1,200
Avg voucher redemptions declined >1,000
Lost revenue ~$75,000
SMS Marketing – the value of influence
* Jan – Aug, 2014
Surprise and Delight
Member Lifecycle strategy
Targets: ‘Super Members’ (T1 & T2) / ‘Lapsed
Members’ (T4)
Objectives:
– Help retain our very best customers (recognise and reward)
– Win-back ‘lapsed’ customers
– Drive incremental sales Mthly re-
engagement
Annual ‘surprise’ engagement
Voucher value
When sent
Validity
Min Spend
T4 ‘Lapsed’ Members
$10 voucher
Monthly
1 month
$30
T1 ‘Super’ Members
$20 voucher
Sporadically
1 month
None
T2 ‘Best’ Members
$10 voucher
Sporadically
1 month
$30
~$26k
~$18k
~$90k Jul-
Oct
~1%
~1%
~75%
~23%
Super Members
(T1) Howards Lovers
(T2)
Core (T3) – no additional reminder activity
Lapsed Members
(T4)
Non-activated
Member Lifecycle Strategy
NEW Member Rewards
Objectives
Refresh the Inspirations program
Attract new Members
Engage Existing Members and HSW Store staff
Drive sales via additional rewards (other than HSW Vouchers)
3rd Party Member Rewards (FY15 initiative)
3rd Party Member Rewards
1 Bonus Reward
2 Member-get-Member
3 Surprise and Delight (best Members)
Objectives:
– Upsell opportunity the existing $70/$80/$90 shoppers
– Attract new Member registrations
Incentive: Spend $100 / Receive a bonus reward
– Reward choices: Movies passes / Family Day out / Sports lessons
Occasions: 3x during FY15
Duration: 1 month each (2mth voucher validity & multiple usage)
3rd Party Member Rewards
1 Bonus Reward
Objectives: Encourage NEW shoppers to register / increase Membership numbers
Incentive: Existing Members invite 2 friends to register. All 3 receive a choice of a Beauty Gift Voucher or Golf Voucher
Duration: Monthly ongoing
3rd Party Member Rewards
2 Member-get-Member
Objective: Pamper our Top 1,000 Members
– Brand Ambassadors / create positive word-of-mouth
Incentive: Top 1,000 Members receive a personal phone call on their Birthday and offered a choice of: - $30 Beauty pamper gift voucher - $30 Inspirations Voucher
3rd Party Member Rewards
3 Surprise and Delight
our very best Members
3rd Party Member Rewards - Results
1 Bonus Reward - did not work
2 Member-get-Member - did not work
3 Surprise and Delight (best Members) –
very well received
What’s Next?
SMS or eMail notification? (linked to landing page)
Member Survey
FY17 SMS Marketing
Member Offers
Instant Voucher redemption
IT / Network / CRM upgrades to allow real-time voucher issuance & redemption
Tiered Membership?
KIS: Keep it Simple – Registration requirements / Points / Rules
Financial Liability – points-based / liable until expiry
CRM software – commitment
Constant development required – Not ‘set and forget’
Trial & Error
Persist encouraging store participation
Lessons Learned
Australian Marketing Institute 2013
Award for Marketing Excellence:
Loyalty Programs
Award Winning Program
In the News
Marketing Magazine
Experian Case Study
Inside Retail
Thank you