Loyalty Adtech

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Loyalty Adtech

  1. 1. Loyalty in the digital world How to drive engagement ?(c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  2. 2. 2 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  3. 3. ✗ ✗ ✗ Data Rewards Points Systems3 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  4. 4. 4 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  5. 5. Do you really need my birthday date ?5 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  6. 6. ✗ ✗ ✗ Design Emails Products6 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  7. 7. Do you CARE ? do you KNOW me ?7 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  8. 8. Is about Engaged ThroughConsumers over Time Multiple Touch points 8 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  9. 9. Consumers engaged over timeSupporting pillars 9 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  10. 10. A Successful loyalty programRELATIONSHIP PERSONALENGAGEMENT LONG TERMTONE EMOTIONAL10 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  11. 11. Create a relationship with customersPERSONALMeet Date Learn Wedding11 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  12. 12. ✗Our job goes beyond pushing Choose what you want !12 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  13. 13. First contact matters the most ! FIRST CONTACT FIRST IMPRESSION COUNTS13 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  14. 14. Use each interaction to learn more First interaction Updated Communication communication Modification of Consumer Consumer action information14 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  15. 15. 1:1Personal is Personal…:=) You pretend Talk to me you know me personally15 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  16. 16. LONG TERM16 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  17. 17. Maximize your assets Cost of Retention Cost of Acquisition17 8x (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  18. 18. The more you engage,the more we knowyou Interactions Profile Update Communication•  Website activities •  Offers•  Product purchased •  Normal messages•  Profile•  Interactivity to eDM•  Products registered 18 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  19. 19. Relationship level A personal relationship takes time Desired State Time 19 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  20. 20. EMOTIONAL20 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  21. 21. Moving to an emotional connection •  Feedback loop •  Comments •  Sharing •  Diversify offers •  Coming back •  Emotional product Step 3 •  Engagement•  Selected message activities•  Selected product Step 2•  Personal communication Step 1 21 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  22. 22. Adding social elements in LoyaltyLOYALTY PROGRAM SOCIAL MEDIA•  OFFERS •  COMMENTS•  POINTS •  SHARING•  PRODUCTS Allow exchange •  FEEDBACK 22 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  23. 23. Successful Loyalty program  Consumer centric  Long term relationship, like in a wedding  Multiple touch points  Personal relation and communication  Emotional communication going beyond products 23 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  24. 24. 24 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  25. 25. Family Rewards (Philips internal video)25 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  26. 26. Large company issues : Product approach One company Sectors Sectors Sectors SectorsBU BU BU BU BU BU BU BU BU BU BU BU BU BU PRODUCTS Confused ? ? ? ?? Non relevantConsumers offers 26 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  27. 27. Our approach CONSUMER PROFILE PRODUCTS On need basis only27 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  28. 28. Answering traditional issues CONSUMERPhilips Family rewards core principles And not (only) ✔ …is at the center of the discussion Products ✔ … is engaged in a dialog between consumers and Philips. Push message ✔ … interacts with Philips and leaves feedback Be spectator ✔ … receives information based on his profile, his wishes and his Non relevant communication relation … is engaged with Activities Products or sales ✔ … is contacted personally with customized content Generic offers ✔ ✔ … receives product offers if relevant to his profile Non targeted offers ✔ … is addressed based on his channel preference Mono channel 28 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  29. 29. Singapore insights ✗ ✔ ✔ FOOD REBATE FAMILY29 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  30. 30. Applied to Philips Family Rewards • Immediate $50 offer when you register • Direct rebate on your next purchase •  Reward for every action •  Doubles up as Product Registration • Family centered program • Benefits can be shared among members • Rebates can be shared among members30 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  31. 31. MEASURING SUCCESS OVER TIME31 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  32. 32. Concretely for the first three months Interest Activation Engagement JOIN USE ACTIVE Members # # Products Registered Coupon Redemption 32 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  33. 33. Communication rules FREQUENCY HISTORY MESSAGENo spamming Systematic Systematic or overload learning personalized33 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  34. 34. How does it work ? FIRST interaction SUBSEQUENT activitiesConsumer Current product New purchase Activity Program Warranty Warrantyregistration registration registration POINTS POINTS = = DIRECT REBATE DIRECT REBATE CREATE VOUCHER CREATE VOUCHER 34 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  35. 35. Long term relationship creation Any kind of action PROFILE PROFILE UPDATE UPDATE Improved Communication Communication35 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  36. 36. 4 kind of digital communication Non members Members Invitation e-mail Transactional Booster Monthly• Drive new • Automatically • Automatically • Activities registrations generated generated • Offers based on• Increase • Interaction with • Reminder profile awareness the site • Relationships • Personalized • Personalized 36 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  37. 37. Transactional email example37 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  38. 38. Sequence of events GO Creative Test Launch Booster38 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  39. 39. One Shot to make it right39 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  40. 40. Test of eDM on 10% Database   4 different target audienceTotal Philips   3 different headers Database   Personalize message 118,318   Personalize offer and copy 10% 40 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  41. 41. Maximizing the edM headers Target Group 1 Target Group 2 Target Group 3 Target Group 4 Test Header 1 Test Header 2 Test Header 3 Generate envy Monetary Program BenefitsObjectivesTheme Family Concept Instant gratification Program based Special Invitation Just for Get Instant $50 Savings Register Your Philips You – with Products for ExclusiveText Join the Philips Family Philips Family Rewards Benefits! Today! 41 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  42. 42. Dedicated approach per audience 1 THEME 1 CREATIVE CUSTOMIZATION MESSAGE Product Warranty Club Philips Generic no info 8,500 17,500 36,000 54,000  Product   Name   Name   Generic  Name   Member  Register product   account Activation   Register   Register  Product mention   Benefits driven   Invitation  First Name   Club Philips reward  Number of Points   Updated program  Loyalty 42 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  43. 43.   Family Picture : Concept   Clear CTA : Register Now   Personalized benefit   Personalized copy   Actual Product (if needed)   Actual Points Numbers (if needed)   4 key messages linked to the program   CTA Reminder43 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  44. 44. Invitation results Creative Test Actual Invitation Launch  10% database   90% remaining  3 Headers   Selected Headers  4 Target Groups   4 Target Groups  Personalized message   Personalized message YTD Target YTD TargetDelivered 8,324 Delivered 74,792Open 32.33% 18% Open 42.28% 18%CTR 13.38% * 5% CTR 14.16% 5%Members 438 Members 3,134Total 530 (inc 92) Total 3,664 44 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  45. 45. Convert the lost sheep….:=)First Communication # Register STOP Booster   Address that audience specifically   Focus on the Stopping point (where)   Address their specific need 45 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  46. 46. Addressing non completed profile Customer selection Message  Header with clear objective  Same template , different message Family  Immediate benefits not achieved Rewards  Update Call To Action Members Who did not  Personalize based on preferences complete known profile 43%46 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  47. 47.   Same template   Clear CTA : $50   Reinforce message   Personalized copy   Same key messages   Recall on Key CTA   CTA Reminder47 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  48. 48. Dedicated action to push redemption Customer selection Message  Header with clear objective  Same template , different message Family  Immediate rebate not redeemed Rewards  Update Call To Action Members Who did not  Personalize based on preferences use vouchers known  Example of real product you can afford based on your profile 57%48 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  49. 49.   Same template   Clear CTA : Use your voucher   Reinforce message   Personalized copy   Leverage same message   1to1 offer, based profile   CTA Reminder49 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  50. 50. Follow up emails Not completed profile Benefit boosting  Same Database   Same Database  Only people who did not   Only people who have points complete their profiles   Personalized message  Personalized message   3x  4x YTD YTDDelivered 1,861 Delivered 2,438Open 67.76% Open 72.6%CTR 67.49% CTR 55.21%Profile completed 492 Coupon 222Total 3,664 50 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  51. 51. Launch is a successJan March April June July December Launch Phase Ramp up Sales driven Target Q1 ✔ Members Visits 1,140 11,400 17,084 5,883 •  Internal DB •  Recruitment Products Reg 200 3,522 •  Proven concept Vouchers Redeemed 50 153 51 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  52. 52. Time to start Monthly communication52 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  53. 53. 3 Main Themes 24 modules 1200 combinations 6000 edM53 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  54. 54. Main offer •  Test Drive LCD LED •  Test Drive Garment Steamer •  Birthday offer Product Key action •  Register your products •  Redeem now Points status – Personal Cash Points and Family Cash Points Products – 3 products Member status •  Baby Care •  Complete your •  Culinary Registration •  Grooming •  Refer to a friend •  Lifestyle •  Update your profile •  Sound And Vision •  Home and living •  Healthy Living News •  Baby Care •  Culinary •  Grooming •  Lifestyle •  Sound And Vision •  Home and living •  Healthy Living •  Generic54 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  55. 55. April edM April eDM  Entire Database  2 Main themes  1200 variations  Personalized message YTDDelivered 6,610Open 53%CTR 25%TV test 30%Garment Test 19%Birthday 13% 55 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  56. 56. And measure their involvement• Are family members more engaged than normal consumers ?• Do they recommend the brand more ?• Do they spend more ? 56 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  57. 57. YES : NPS is higher (recommendation) +83.43% +24.59% Passive members Active MembersSurvey made in April on 626 consumers. Based on your experience with the brand, how likely will you recommendPhilips to your firends 57 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  58. 58. Are they more active ? Generic email Family Rewards members58 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  59. 59. YES : involvement is higher Specific Carnival eDM  Family members 53%  One to One offer  Personalized message 42% 30% YTDDelivered 11,025 14%Open 53%CTR 30%# purchased 370 Normal eDM Family RewardsValue $95k Open rate CTRComparison made between Family Rewards members and none Family members 59 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  60. 60. 4 times more efficiency than Average PHILIPS CL Average FAMILY REWARDS PROGRAM 53% 50% 42% 34% 30% 25% 18% 14% 12% 3% Average CLS Invitation April eDM May eDM Carnival Open rate CTR60 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  61. 61. 10k members, 9k product registered12000 Online POS warranty May eDM11000 deployment redirection Booster email10000 Invitation email 9000 Creative Test 8000 7000 6000 5000 4000 3000 2000 Members Product registered 1000 0 27-Jan 3-Feb 10-Feb 17-Feb 24-Feb 3-Mar 10-Mar 17-Mar 24-Mar 31-Mar 7-Apr 14-Apr 21-Apr 28-Apr 5-May 12-May 19-May 26-May 61 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  62. 62. Integrating social Media PERSONAL SOCIAL MEDIA COMMUNICATION• Offers Feedback • • Information Rating • • Promotion Comments •  Registration •  62 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  63. 63. Login with Facebook Connect63 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  64. 64. 64 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  65. 65. Facebook : Start discussion PRODUCT PG •  Listen •  LearnCONSUMER PROFILE •  Engage •  Promote •  Recruit FB CONNECT AUTHENTIFICATION •  Measure CONSUMER PROFILE 500 Friends CONSUMER NEWS FEED
  66. 66. Twitter : Instant information + link to FB 5000 Friends WALL POSTCOMMUNITITY MANAGER CONSUMER
  67. 67. 5000 Friends WALL POST PHILIPS FAMILY REWARDS 5000 FOLLOWERS FB CONNECT AUTHENTIFICATION FACEBOOK BLOG COMMENTING DATABASE F5 Community Manager500 Friends CONSUMER NEWS CONSUMER PROFILE FEED 1000 FOLLOWERS CONSUMER PLUGGED-IN LEGEND: PRODUCT POST BLOG POST67 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden 67
  68. 68. Launch and Engagement are successJan March April June July December Launch Phase Engagement Sales driven ✔ ✔ •  Internal DB •  Starts discussion •  Generate Xtra Sales •  Recruitment •  Social Media •  Regional deployment •  Proven concept •  NPS •  Multichanel •  Create relationship 68 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  69. 69. Conclusion Is about Engaged over ThroughConsumers Time Multiple Touch points 69 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  70. 70. Visit uswww.philips.com.sg - www.familyrewards.philips.com.sg 70 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  71. 71. For more information f5dc http://bit.ly/aEmARR www.f5dc.com gregbirge gregory.birge@f5dc.com71 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden

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