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TRANSCRIPT
Loyalty Programmes – What’s the Point?
Angelina dos Santos-Barrett
21 August 2013
What is the point?
Customer Engagement: Then & Now
Limited Competitors
Personal Relationships: Corner stores
Additional Value
Marketing
Simple
Several Competitors
Convenience Driven
Customer Information
Direct Marketing
Engagement
Name
Surname
Gender
Title
Address
ID Number
Date of Birth
Purchase Amount
Date
Time
Store Purchased At
Opt In
Product/s Purchased
Multiple Tender
Communication
Building a Picture
Maria• 25 – 30 years Old• African Woman• Black Cat Peanut Butter - Smooth• Has 1 daughter aged 3 years• Does weekly shopping
Clare• 25 – 30 years old• White Woman• Loves Black Cat Peanut Butter –
crunchy• Has no children, engaged• Does monthly shopping
Know your Customer
DataInsights
MetricsKPI
ActionsExecute
Measure
Customer Centric = Relevance
Build a relationship with your customer - ensure your customer returns to your store for future purchases!!
Consistency
Repeat
Retained
Unique
DataFrequency
Relevance
Using Innovative Tools to Engage Customers
Vouchers & Coupons
SMS - MMS – USSD – POS - Web Print - Self Service – Kiosk - Mobile App
Vouchers & Coupons
Balance
Hello Angelina!!
Pay
Specials
Buy
Survey
Chat
Connecting everywhere
Different Rewards
Omni-Channel
Social Media
Insights(data)
Easy to understand
Easy to participate
Relevant (value)
Equitable to all
Drives desired
behaviour
Evolves
Loyalty Programme 101
Driving Consumer behaviour through relevant engagement
Angelina dos Santos-Barrett
Product Manager: Loyalty, Vouchers, Coupons and Gift Card
Tel: 021 681 3000
Cell: 071 371 0480
Email: [email protected]