Punchtab

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presentation by Angela Sanfilippo, CMO, Punchtab (@punchtab) at #RLTM Realtime Marketing Lab, October 14, 2013 at The Altman Building, NYC.

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  • http://feedback.punchtab.com/knowledgebase/articles/44135-js-sdk-code-for-rewarding-various-functions
  • “Born This Way: The US Millennial Loyalty Survey,” Aimia, November 2011“Scoring Points With Mom: The Secret To Engaging Moms to Try, Buy and Share,” PunchTab, April 2013PunchTab Survey of 604 Men Ages 18-60, July 2013
  • Targeted by movie genreLocation: Regional messaging: openings, offers, RPX opensReactivate: Lapsed visitsTargeted Offers: BOGO, Limited Time Free ticketFilm marketing: paid & non-paidScorecard segmentationEMAILOne or a set of emails designed to properly educate members on the program and its benefitsEmail should include a link to a poll to benchmark changes in consumer behaviors not previously trackedFor example, “How many times have you gone to the movies? How many of those times have been at a Regal?” Answers can be compared to actual consumer behavior based on program engagement
  • Punchtab

    1. 1. 1 HI. WE’RE PUNCHTAB. Today’s Speaker: ANGELA SANFILIPPO, CMO @ANGELA_SANFILIP | @PUNCHTAB
    2. 2. 2 THE YOUSENDIT STORY We learned that a consumer is 2.5x more likely to convert when engaged on multiple channels. number of touchpoints (and will stay loyal basically forever) 2
    3. 3. POWERING OMNI-CHANNEL LOYALTY PROGRAMS FOR TODAY’S LEADING BRANDS 2011 22 5.2M 30+ 17,000 3 40+ PUNCHTAB IS BORN TOTAL FUNDING LOYALTY PROGRAMS SUPPORTED LANGUAGES PARTNERS & INTEGRATIONS # OF ACTIONS WE CAN TRACK & REWARD
    4. 4. 4
    5. 5. 5 * we help brands build relationships with their customers
    6. 6. OMNI-CHANNEL LOYALTY & ENGAGEMENT PLATFORM Web Email Social Mobile Increase frequency, online engagement, UGC & content consumption Increase subscribers & engagement. Track & reward opens, clicks & forwarding to friends. Drive fans, followers and reward social sharing, check-ins, pins & Instagram uploads Increase app downloads & usage; engagement on m-site & mobile activities. Integrated geotargeting. 6 Commerce Increase purchase frequency, spend & overall customer value in-store, via 3rd party retailers and online. Our omni-channel loyalty platform allows you to track & reward key behaviors & deliver consistent & personalized experience across digital, CRM, social, mobile and in-store.
    7. 7. 7 STRATEGIC PARTNERS AND INTEGRATIONS 7
    8. 8. REWARD USERS TO DRIVE THE RIGHT BEHAVIORS CONNECTING DRIVING TRAFFIC • • • • • • • • Share pages/content on Facebook or LinkedIn, Twitter, Pinterest, Google+ • Add to Facebook Timeline Becoming a Fan Following You Subscribing to email updates Signing up for SMS Alerts Downloading mobile app Signing-up for something (creating an account) Syncing social accounts ENGAGING • • • • • • • • • • • • • • Opening, clicking, forwarding email Visiting your site every day Viewing a page Searching your site Downloading a file/document Uploading or submitting something Commenting, answering, replying Voting, Completing Polls and Surveys Watching and Sharing Videos Tweeting and RT from Twitter Foursquare or Facebook Check-ins Uploading Photos to Instagram Clicking or viewing something (such as visiting your YouTube channel) Mobile app usage (reward specific actions, logging in, referrals, etc.) CONFIDENTIAL REFERRING FRIENDS • • • Friends who click (drives traffic) Friends who join (drives sign-ups) Friends who buy (convert) PURCHASING • • • • • Receipt scanning (online or via mobile) UPC or special promotion codes QR codes eCommerce and POS integration Referred purchases CUSTOM ACTIONS • • • Reward “on_click” (clicking on something), Reward “on_load” actions (ability to reward variety of actions when the page loads - such as confirmation page) Reward “on_submit”(rewards submission of any type of form) 8
    9. 9. 9 Connected Consumers Value Conscious Mindset Local & Global Competition Perceived Differentiation Direct to Consumer Source: RIS News
    10. 10. 10 CONSUMERS WANT REWARDS PROGRAMS 38% percent of the Hispanic Market credit loyalty programs as the reason they choose one brand or company over another.4 51% of Men indicated they would actively* engage in a loyalty program. 3 78% of Millennials are more likely to choose a brand that offers a loyalty or rewards program over a brand that doesn’t offer one.1 81% of Mom’s Indicated they are likely to buy and engage more if rewarded as part of a loyalty program. 2 *Active engagement includes things like writing reviews, sharing your experience with a store or product, or choosing to purchase from one retailer/brand over another because of point earning opportunities. 1 “Born This Way: The US Millennial Loyalty Survey,” Aimia, November 2011. “Scoring Points With Mom: The Secret To Engaging Moms to Try, Buy and Share,” PunchTab, April 2013. 3 PunchTab Survey of 604 Men Ages 18-60, July 2013, 4 Colloquy, “The New Champion Customers: Measuring Word-of-Mouth Activity Among Reward Program Members.” 2009. 2 38% Hispanics 51% Men 78% Millennials 81% Moms
    11. 11. 11 Groceries/Household Products WHAT TYPES OF LOYALTY PROGRAMS ARE YOU INTERESTED IN? MEN > 60 62% MEN 45-60 57% MEN 30-44 49% 16% 25% 29% 16% 15% 55% 12% 21% 12% Wine/Beer/Spirits Home Improvement 38% Consumer Electronics Personal Care/OTC Healthcare Products 20% 31% 41% 22% 26% 54% 25% 15% 21% 44% Health and Fitness Cosmetics/Beauty Products 33% 26% 40% 18% 29% 40% 28% 16% 24% 43% Clothing/Accessories Travel MEN 18-29 40% 30% 16% 46% 19% 36% 33% 30% 20% 22% Financial Services 39% Entertainment Outdoor Recreation Casual Dining WOMEN > 60 68% WOMEN 45-60 62% WOMEN 30-44 65% WOMEN 18-29 54% 17% 20% 30% 28% 23% 26% Source: PunchTab; 2013 n=1599 13% 23% 24% 20% 38% 20% 37% 21% 24% 18% 40% 35% 33% 33% 26% 33% 42% 43% 42% 43% 50% 48% 6% 49% 55% 10% 34% 53% 43% 28% 4% 9% 12% 11% 44% 46% 46% 43% 12% 12% 46% 43%
    12. 12. 12 IT’S TIME TO EVOLVE TRADITIONAL LOYALTY PROGRAMS FALL SHORT Reward top spenders not loyal customers NEXT GENERATION LOYALTY PROGRAMS • Reward behaviors - Optimized to increase purchase frequency • Don’t reward behaviors that lead to purchase • Haven’t caught up to digital, social & mobile • That lead to purchase in addition to purchasing Designed to increase frequency… - …of engagement, WOM AND purchase Designed to drive retention - By rewarding continued brand engagement that keeps the brand top-of-mind and drives brand affinity Moving towards omni-channel experience - Acquire, engage, activate and reward online, on social, on mobile, in-store, across communication channels The number of active loyalty members declined 4.3% between 2010 and 2012. #OmniChannelLoyalty Source: Bulking Up: The 2013 COLLOQUY Loyalty Census, COLLOQUY. June 2013.
    13. 13. 13 4 REASONS WHY OMNI-CHANNEL WORKS 1 2 It’s a mechanism for identifying & tracking consumer engagement. It’s a practical framework for sustaining a personal relationship. • • Collect contact and profile data. Merge social profiles & behaviors with purchase behaviors & preferences • • • Ongoing reason to communicate and keep brand top of mind. Data & insights provide for more personalized experiences. Give consumers more chances and choices for brand engagement by extending to additional channels/touchpoints. 3 It allows you to identify the “why behind the buy”. • Identify attributes of most valuable consumers and use to find lookalikes. • Identify profile & engagement triggers • Focus on what matters: Optimize messaging & marketing based on channels, engagement methods that drive sales. 4 It’s an opportunity to create a fair “value exchange”. • • Get out of the “coupon” loop and identify ways to reward consumers for meaningful engagement. Focus rewards program on rewarding the right behaviors with the right incentives that deliver value to both consumer and brand.
    14. 14. 14 1 IT’S A MECHANISM FOR IDENTIFYING & TRACKING CONSUMER ENGAGEMENT.
    15. 15. DUCK TAPE DUCK CLUB WEBSITE FACEBOOK MOBILE OFFLINE 15 IN-STORE
    16. 16. * IDENTIFY CONSUMERS * 16 CAPTURE EXPLICIT DATA
    17. 17. * 17 TRACK IMPLICIT BEHAVIORS Brands don’t have to reward all behaviors in order to track them.
    18. 18. 18 2 IT’S A PRACTICAL FRAMEWORK FOR BUILDING PERSONAL RELATIONSHIPS
    19. 19. 19 Fully engaged consumers are 23% more profitable than average customers, while actively disengaged consumers cost 13%.” 2013 Financial Performance Report Growth Strategies: Unlocking the power of the consumer,” PWC. 2013.
    20. 20. * 20 BUILD ONGOING DIALOGUE MEMBERS WANT TO HEAR FROM YOU 94% of loyalty members want communication from their loyalty program.1 3X increase in member satisfaction when loyalty programs offer relevant, tailored and timely communication.1 85% of loyalty members have not received any communication since they signed up.2 1 2 “The 2013 Maritz Loyalty Report,” US Edition, Maritz, May 2013 ACI Worldwide Study, Wakefield Research, March 2011
    21. 21. TRANSACTIONAL PROMOTIONAL Simple, educational & keeps program top of mind. Ability to embed personalized offers & recommendations. EXPIRY REMINDER Target by location, purchase behavior, frequency, activity, other custom attributes. BIRTHDAY MONTHLY STATEMENT SURPRISE & DELIGHT (Special offers, member only benefits ) (Embed specific calls to action) PERSONALIZED EMAIL COMMUNICATION REDEMPTION CONFIRMATION BONUS EARNING (Highlight opportunities to engages) GETTING STARTED (Onboarding cadence) WELCOME (Define interests, benchmark behaviors) 21 ACTIVITY BASED (Proximity to next reward, recency, ,incomplete actions) SPECIAL PROMOTIONS
    22. 22. * 22 CREATE PERSONALIZED EXPERIENCES * DELIVER TIMELY MOBILE NOTIFICATIONS Deliver geo-targeted messages based on retailer, proximity to retail location and consumer preferences via push notification or SMS.
    23. 23. * 23 RECEIPT SCANNING: THE NEW FRONTIER 1. REWARD PURCHASES: Drive traffic and volume life without POS or retail integration. 2. IDENTIFY SHOPPER BEHAVIORS: Identify where they shop, purchase patterns by retailer (buy diapers at WalMart but baby food from Krogers) and spend by category. 3. IDENTIFY CROSS PORTFOLIO OPPORTUNITIES: Identify competitive products in their basket and offer relevant information and offers.
    24. 24. 24 3 OMNI-CHANNEL LOYALTY PROGRAMS ALLOW YOU TO IDENTIFY THE “WHY” BEHIND THE BUY
    25. 25. * GET TO KNOW YOUR CUSTOMERS 25
    26. 26. 26 * MEMBER SEGMENTS Drill into key attributes for specific segments and compare against all loyalty members to identify specific characteristics unique to that segment including: • Demographics • Purchase Behavior • Engagement Types • Top Brands & Interests • Channel & Device Usage
    27. 27. 27 IDENTIFY AND ACTIVATE YOUR AUDIENCE 1. MOST ACTIVE/LEAST ACTIVE: Know who your most active users are and leverage engagement strategies to activate inactive members. 2. MOST REACH: Understand the size of your member’s social networks. Leverage engagement strategies to activate members who haven’t shared on social. 3. MOST TRAFFIC: Understand which members are driving the most reach and resulting inbound traffic. Segment your audience for different engagement & activation strategies 2 4. MOST INFLUENTIAL: Identify members whose engagement is driving new members and new purchases.
    28. 28. 28
    29. 29. 29 4 IT’S AN OPPORTUNITY TO CREATE A “FAIR VALUE EXCHANGE”
    30. 30. 30 1. STATUS: Offer consumers an opportunity to increase their member status for additional perks. 2. ACCESS: Early access to new products, opportunity to provide direct feedback or influence future products. 3. RECOGNITION: Publicly recognize members for their contributions. 3. EXPERIENCES: Give members opportunities to participate in unique experiences that increase brand affinity. 4. MONETARY: Leverage partner offers, provide special offers or promotions that drive trial and increase share of wallet/basket, or provide rewards your audience would be attracted to. 3
    31. 31. 31 THE CMO IMPERATIVE: UMBRELLA LOYALTY PROGRAMS & HOUSEHOLD LOYALTY 86% of millennial women and 71% of millennial men indicated that they are more likely to purchase more clothing items or other types of items (e.g., bedding or home furnishings) from fashion brands; or switch from a competitor’s products in order to earn rewards in a fashion brand’s loyalty program. (Source: PunchTab, October 2013)
    32. 32. 32 04 DRIVE ENGAGEMENT DELIVER CONSISTENT EXPERIENCE Increase consumer engagement across channels and consumer segments. Leverage loyalty program as the “glue” that delivers relevance across all customer touch-points. CAPTURE CONSUMER INSIGHTS DELIVER VALUE, NOT JUST OFFERS Track consumer behavior and build consumer profiles & gain strategic insights. Reward behaviors that drive business value with rewards that consumers value. INCREASE FREQUENCY/SPEND TEST, LEARN & EXPAND Increase share of wallet. Start with loyalty campaign or ongoing “activations”, start with single product, brand or channel. Learn, iterate and extend where it matters.
    33. 33. 33 THANKS! BEST PRACTICES ADDITIONAL RESOURCES For the latest tips, tricks and trends in engagement marketing, visit www.getmoreengagement.co m Visit http://punchtab.com/ Follow us @MoreEngagement and @PunchTab [RESEARCH] Digitally Engaged Moms. The secret to getting moms to try, buy and share. [RESEARCH] The Hispanic Market and the new Loyalty Program Journey. [WHITEPAPER] The Top 5 Online Mommy Personas.

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