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New Approach to Loyatly Presentation Transcript

  • 1. Refreshing approach to Loyalty Family rewards study case DMAS – 23 Feb 2010Gregory.birge@f5dc.com +65 9111 6849 WWW.F5DC.COM
  • 2. 2 2/24/10 @ F5 Digital Consulting - Reproduction forbidden without formal written consent.
  • 3. ✗ ✗ ✗ Data Rewards Points Systems3 2/24/10 @ F5 Digital Consulting - Reproduction forbidden without formal written consent.
  • 4. WWW.F5DC.COM4 2/24/10 @ F5 Digital Consulting - Reproduction forbidden without formal written consent.
  • 5. Do you really need my birthday date ? Do you really need my first name ?5 2/24/10 @ F5 Digital Consulting - Reproduction forbidden without formal written consent.
  • 6. ✗ ✗ ✗6 Design 2/24/10 Emails @ F5 Digital Consulting - Reproduction forbidden without formal written consent. Products
  • 7. Do you CARE ?do you KNOW me ? WWW.F5DC.COM
  • 8. Is about Engaged over Through Consumers Time Multiple Touch points8 2/24/10 @ F5 Digital Consulting - Reproduction forbidden without formal written consent.
  • 9. Supporting pillars 9 2/24/10 @ F5 Digital Consulting - Reproduction forbidden without formal written consent.
  • 10. 10 2/24/10 @ F5 Digital Consulting - Reproduction forbidden without formal written consent.
  • 11. VIDEO11 2/24/10 @ F5 Digital Consulting - Reproduction forbidden without formal written consent.
  • 12. House and Families Consumer perspective Philips perspective Individual Relationship Large Product Portfolio Family Engagement Irregular Purchase Cycle One pool of benefits Cross Sales / Up sales Registration incentive Direct rebate on next product purchase12 2/24/10 @ F5 Digital Consulting - Reproduction forbidden without formal written consent.
  • 13. Make the consumer life easy Relevant communication with consumers Design Around You Easy To Experience Advanced Complex hidden mechanics to achieve simplicity Reaching personal Clear offer and Console / Dashboard communication benefits Leverage your current Measurements of all Team engagement relationship with us actions Testing and maximizing Tracking and Learning Front end / back end contacts13 2/24/10 @ F5 Digital Consulting - Reproduction forbidden without formal written consent.
  • 14. Easy to experience First Philips purchase Enroll and register the Choose a product to Redemption at product redeem Experience Showroom  Purchase Philips product  Enroll , complete your profile   Pre selected list of product   Collection at Philips Showroom Eligible for Family Rewards  Register your product  Direct rebate based on his point level  Browse and discover product , offer, news  Points can be shared  Product redeemed at Philips 14
  • 15. Designed around you Website Variables History Interest Points   Sense and Simplicity   Design,   Benefits, Offers, News Products   My account… 15
  • 16. Designed around you Redeemable Products News eDM communication 16
  • 17. Advanced Growing the relationship Profile Based History Based Event Based   Engagement email based on source of Database   Past Product purchase   Adoption stage of the program   Testing communication   Measurement and Learning   Marketing and feedback platform   Feedbacks and opinion with   Engagement Platform17 2/24/10 @ F5 Digital Consulting - Reproduction forbidden without formal written consent.
  • 18. How do we measure success ? Long Term relationship   Sales Impact   NPS18 2/24/10 @ F5 Digital Consulting - Reproduction forbidden without formal written consent.
  • 19. Concretely for the first three months Interest Activation Engagement JOIN USE ACTIVE Number of Members # Registered Products Redemption of Coupon # Completed profiles
  • 20. In less than 20 days vs Q1 target INTEREST INTEREST ACTIVATION members Total Page Views of Philips.com.sg Registered products 128% 64.28% 31.22% Members Target end Q1 Visit Target end Q1 Target end Q120 2/24/10 @ F5 Digital Consulting - Reproduction forbidden without formal written consent.
  • 21. $0* External Communication21 2/24/10 @ F5 Digital Consulting - Reproduction forbidden without formal written consent. *Only Internal Database communication
  • 22. Sequence of events GO Creative Test Launch Booster22 2/24/10 @ F5 Digital Consulting - Reproduction forbidden without formal written consent.
  • 23. One Shot to make it right23 2/24/10 @ F5 Digital Consulting - Reproduction forbidden without formal written consent.
  • 24. Test of eDM Before deployment   Test subject line on 10% sample   Apply best result on remaining 90% to maximize result Total Philips Database  4 different target audience 118,318  3 different headers 10%
  • 25. One invitation : 4 key messages 1 THEME 1 CREATIVE CUSTOMIZATION MESSAGE Product Warranty Club Philips Generic Generic no info 8,500 17,500 36,000 54,000   Product registered   Name   Name   No Name   Name   Member of Club PhilipsInfoCustomization   Register product   Activation of the account   Register now   Register now   Product mention   Benefits driven   Simple Invitation with name   First Name   Club Philips reward   Number of Points   New Loyalty program   Loyalty 25 2/24/10 @ F5 Digital Consulting - Reproduction forbidden without formal written consent.
  • 26. One invitation : 4 key messages26 2/24/10 @ F5 Digital Consulting - Reproduction forbidden without formal written consent.
  • 27. Test invitation   Family Picture : Concept alignment   Clear CTA : Register Now for the new program   Personalized message based on Target Audience   4 key messages linked to the program   CTA Reminder27 2/24/10 @ F5 Digital Consulting - Reproduction forbidden without formal written consent.
  • 28. Testing headers to avoid SPAM80% of all emails received are considered as SPAM28 2/24/10 @ F5 Digital Consulting - Reproduction forbidden without formal written consent.
  • 29. 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 to be part of the program Emphasize the immediate rebate offer Create Loyalty , long term relationTheme Objectives as being part of a family Trigger value for money concept Generate values based on the program Family Concept Instant gratification Program based Special Invitation Just for Get Instant $50 Savings Register Your PhilipsText You – with Products for Exclusive Join the Philips Family Today! Philips Family Rewards Benefits!
  • 30. Test result CTR varied by 45% max Eligible Warranty 14.3% CTR Lift of + 38.8% Product Focus Register Your Philips Products for Exclusive Benefits! Special Invitation for You. Join the Philips Family Today! Club Philips Loyalty Focus 15.7% CTR Lift of +1.3% Special Invitation for You. Join the Philips Family Today! OCDB With First Name 14.6% CTR Reward Focus Lift of +37.7% Special Invitation for You. Join the Philips Family Today!Extract Philips Database OCDB Without First Name 7% CTR Lift of +45.8% 10k
  • 31. Results Creative Test  3 Headers  4 Target Groups 3664 YTD Target 3418 3134Delivered 8,324Open 32.33% 18%CTR 13.38% * 5%Members 438Total 530 (inc 92) 530 31 2/24/10 @ F5 Digital Consulting - Reproduction forbidden without formal written consent.
  • 32. Final invitation Eligible Warranty Product Focus Register Your Philips Products for Exclusive Benefits! Special Invitation for You. Join the Philips Family Today! Club Philips Loyalty Focus Special Invitation for You. Join the Philips Family Today! OCDB With First Name Reward Focus Special Invitation for You. Join the Philips Family Today! OCDB Without First Name
  • 33. Results Creative Test Launch  3 Headers   Selected Headers  4 Target Groups   4 target Groups   Targeted message 3,664 3664 YTD Target YTD 3418Delivered 8,324 Delivered 74,660Open 32.33% 18% Open 39.22%CTR 10,72%* 5% CTR 11.62%Members 438 Members 3,134Total 530 (inc 92) Total 3,664 33 2/24/10 @ F5 Digital Consulting - Reproduction forbidden without formal written consent.
  • 34. Lift based on choice of successful test Lift from Test +13.4% +20.1% +6.5%Total CTR from eDM 20.00% 18.50% 18.00% 16.00% 15.40% 14.00% 13.40% 13.20% 12.40% 11.50% 12.00% 10.00% 10% test 8.00% 90% Blast 6.00% 4.00% 2.00% 0.00% Warranty Club Philips OCDB First name 34 2/24/10 @ F5 Digital Consulting - Reproduction forbidden without formal written consent.
  • 35. edM campaign efficiency measurement x 2.3 Family Rewards 39.22% x 4.1 Philips Average 18% Family Rewards Philips Average 2.8% 11.6% Open Rate Click Through Rate
  • 36. Next ?36 2/24/10 @ F5 Digital Consulting - Reproduction forbidden without formal written consent.
  • 37. 1st thing to do to increase Members First Communication # Register STOP Booster  Address that audience specifically  Focus on the Stopping point (where)  Address their specific need37 2/24/10 @ F5 Digital Consulting - Reproduction forbidden without formal written consent.
  • 38. In our case First Communication # Register 3,336 43% members 57% members with non did not use their complete profile first coupon Booster 1 Booster 238 2/24/10 @ F5 Digital Consulting - Reproduction forbidden without formal written consent.
  • 39. Booster one : Incomplete Profile   Strong Header : One stop Away from $50   Clear CTA : Reinforce above Header   Familiar Visual : Ease the opening   Conditions : What is missing and how to get it   Personal Greeting and text   Identical key benefits   Updated CTA in line with overall message39 2/24/10 @ F5 Digital Consulting - Reproduction forbidden without formal written consent.
  • 40. Booster two: Enjoy your direct saving   Strong Header : Rebate driven   Clear CTA : Reinforce above Header   Familiar Visual : Ease the opening   Conditions : Explain the availability of the coupon   Personal Greeting and text   Strong focus on the saving (top left corner)   3 concrete proposal based on profile / best purchase   Product Example   Saving example40 2/24/10 @ F5 Digital Consulting - Reproduction forbidden without formal written consent.
  • 41. Results Creative Test Launch Registration Booster Engagement Booster  3 Headers   Selected Headers   Profile not completed   Use your benefits  4 Target Groups   4 target Groups   1 Message   1 message   Targeted message YTD Target YTD YTD YTDDelivered 8,324 Delivered 74,660 Delivered 1,459 Delivered 1,877Open 32.33% 18% Open 39.22% Open 74.81% Open 84.28%CTR 13.38% * 5% CTR 11.62% CTR 59.3% CTR 43.26%Members 438 Members 3,134 Profile 19 284 completed =50%Total 530 (inc 92) Total 3,664 Coupon total Total 3,664 coupons * Inc 41 2/24/10 @ F5 Digital Consulting - Reproduction forbidden without formal written consent.
  • 42. Start of event driven Communication Take benefits of potential CNY purchase   CTA based on Program mechanics   Conditions : Re Explain the registration and benefits   Personal Greeting and text   3 concrete proposal based on profile / best purchase   Product Example   Benefits based on registration   Family concept reminder42 2/24/10 @ F5 Digital Consulting - Reproduction forbidden without formal written consent.
  • 43. Short Term engagement plan Day 1 Day 3 Day 10 Day 17 Day 24 Day 31 Day 38 Day 45 Day 52 Day 59 Day 66Enrollment Register past Drive Referral of Get feedbackconfirmation 3 months product friends purchases sales Visit Family $50 Cash Drive $50 cash Rewards redemption products redemption website sales Enroll family $50 cash members redemption Features enhancement Updated Engagement Modules Deployment 1 to 1 Multi Channel environment43 2/24/10 @ F5 Digital Consulting - Reproduction forbidden without formal written consent.
  • 44. Conclusion Is about Engaged over Through Consumers Time Multiple Touch points44 2/24/10 @ F5 Digital Consulting - Reproduction forbidden without formal written consent.
  • 45. Next Steps Launch + Concept ✔ Financial Success   Careful planning of Customer Journey   Driven by Customer Benefits   Extensive testing of communication   Simple, Clear and Honest   Customized Engagement See You in Q4 1045 2/24/10 @ F5 Digital Consulting - Reproduction forbidden without formal written consent.
  • 46. www.philips.com.sg www.familyrewards.philips.com.sg46 2/24/10 @ F5 Digital Consulting - Reproduction forbidden without formal written consent.
  • 47. THANKSGregory.birge@f5dc.com +65 9111 6849 WWW.F5DC.COM