mark goldstein - reinventing loyalty with gamification
DESCRIPTION
Loyalty programs are mostly buy 10-get-one-free, but they can be accomplish so much more. In recent years, the loyalty industry has embraced gamification, advancing our understanding of what works - and what doesn't - to drive customer behavior. Join loyalty pioneer Mark Goldstein as he covers the ins and outs of gamified loyalty, with an emphasis on how to bring fun, social and scalable engagement to loyalty endeavors - and how you can apply these lessons to your organization.TRANSCRIPT
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GAMIFICATIONIS DRIVING
LOYALTY
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ABOUT MARK GOLDSTEIN
FOUNDED LOYALTY LAB (NOW PART OF TIBCO SOFTWARE)
HELPED LAUNCH 100 PROGRAMS. NOW ADVISE BADGEVILLE, KIIP, NOMI AND OTHERS
CHAIRMAN OF BACKOPSBACKOFFICE AS A SERVICE
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80% OF LOYALTY AND GAMIFICATION EFFORTSFAIL
Gartner Group 2013
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WHAT WAS HARD IS EASYWHAT IS EASY WAS HARD
SIGNUPS SYSTEMS MULTI-POINT INTEGRATION REGISTRATION-EASE REAL-
TIME CHOICES PATIENCE CASH TRANSACTIONS/INTERACTIONS
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TODAY’S LOYALTY PROGRAM
COLD WAR
THE ONLY WAY TO PLAY IS TO PLAY. THE ONLY WAY TO WIN IS TO PLAY GUERILLA WARFARE.
AMAZON PRIME HARRAH’S TOTAL REWARDS
STARWOOD REWARDSUNITED MILEAGE PLUS
VS THE REST OF THE RETAIL WORLD
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LOYALTY IS THE BIGGEST GAMIFICATION NICHE
BILLION DOLLAR LOYALTY PROGRAMS DRIVE KEY REVENUE IN HOSPITALITY, GAMING,
RETAIL, GROCERY, AIRLINE, FINANCIAL SERVICES
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WHAT I REALLY LOVE
COLLECTING FRIENDS TO ACCOMPLISH SHARED GOALSCREATIVE INCENTIVES TO VISIT X EVERY FRIDAY
USING DIMINISHING REWARDS TO DRIVE URGENCYMASS GOALS WHERE EVERYONE WINS (OR LOSES)
LEADER BOARDS TO PIT COMMUNITIES AGAINST EACH OTHER (SCHOOLS, TEAMS, BARS)
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Zach is a dedicated Club member…
When they drop in for the 3rd total time this year…
And Zach checks in on his phone….
They all earn the “Visitor” achievement and earn bonus points.
Zach also picks up some dishes while he’s there.
That pushes him into the “Urban” tier!
…who invites some of his friends in to group up with him.
But as the season draws to a close, he still hasn’t picked up his GWP gift.
1
And so he gets a gentle reminder.
So Zach makes sure to drop by the next time he’s in the mall!
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SHOPKICK, EUCLID, NOMI
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RECYCLEBANK
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SAMSUNG
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MANGO HEALTH
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STRAVA
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WALGREEN HEALTHY REWARDS
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IF YOU ARE SELLING SOMETHING
DON’T INTRODUCE A LOYALTY PROGRAM WHERE THE ADVERTISED ‘HOW IT WORKS’ IS REALLY BUILT
AROUND A GAME
DOINTRODUCE A SIMPLE LOYALTY PROGRAM (A GET $5 WHEN YOU SPEND $100) BUT HYPER-CHARGE THE
ACCRUAL AND THE USER EXPERIENCES BY INTRODUCING SERENDIPITPOUS OFFERS AND
CAMPAIGNS THAT ARE ALIGNED TO GAME MECHANICS
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TODAY IS ABOUT LOYALIFICATION
LOYALTY IS DEAD.PLAY IS ALIVE.
DO WHATEVER IT TAKES TO KEEP THE ATTENTION THAT GETS TO THE NEXT BEST OFFER, ACTIVITY OR PURCHASE.
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IT’S LOYALTY BUT ITS REALLY GAME MECHANICS THAT ARE DRIVING EVERYTHING.
CONTACT ME @ MARKGEE