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Loyalty adtech final-email

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ad:tech Singapore 2010 ...

ad:tech Singapore 2010
Consumer Engagement & Loyalty Program

Loyalty Program is a long-standing structured marketing approach adopted by many companies to reward customers and encourage repeat purchases. Yet, as more and more marketers embrace this usually costly reward programs, many failed to rightly engage their customers. With more than 3000 registered members by the second week of launch, learn how in-depth relevant engagement and personalized communications drive loyalty and customer engagement through the newly launched Philips Family Rewards Loyalty Program.

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Loyalty adtech final-email Loyalty adtech final-email Presentation Transcript

  • 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 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  • ✗ ✗ ✗ Data Rewards Points Systems 3 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  • 4 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  • Do you really need my birthday date ? 5 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  • ✗ ✗ ✗ Design Emails Products 6 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  • Do you CARE ? do you KNOW me ? 7 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  • Is about Engaged Through Consumers over Time Multiple Touch points 8 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  • Consumers engaged over time Supporting pillars 9 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  • A Successful loyalty program RELATIONSHIP PERSONAL ENGAGEMENT LONG TERM TONE EMOTIONAL 10 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  • Create a relationship with customers PERSONAL Meet Date Learn Wedding 11 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  • ✗ 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
  • First contact matters the most ! FIRST CONTACT FIRST IMPRESSION COUNTS 13 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  • Use each interaction to learn more First interaction Updated Communication communication Modification of Consumer Consumer action information 14 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  • 1:1 Personal is Personal…:=) You pretend Talk to me you know me personally 15 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  • LONG TERM 16 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  • Maximize your assets Cost of Retention Cost of Acquisition 17 8x (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  • The more you engage,the more we know you 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
  • 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
  • EMOTIONAL 20 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  • 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
  • Adding social elements in Loyalty LOYALTY 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
  • 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 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  • Family Rewards (Philips internal video) 25 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  • Large company issues : Product approach One company Sectors Sectors Sectors Sectors BU BU BU BU BU BU BU BU BU BU BU BU BU BU PRODUCTS Confused ? ? ? ?? Non relevant Consumers offers 26 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  • Our approach CONSUMER PROFILE PRODUCTS On need basis only 27 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  • Answering traditional issues CONSUMER Philips 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
  • Singapore insights ✗ ✔ ✔ FOOD REBATE FAMILY 29 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  • 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 members 30 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  • MEASURING SUCCESS OVER TIME 31 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  • 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
  • Communication rules FREQUENCY HISTORY MESSAGE No spamming Systematic Systematic or overload learning personalized 33 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  • How does it work ? FIRST interaction SUBSEQUENT activities Consumer Current product New purchase Activity Program Warranty Warranty registration 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
  • Long term relationship creation Any kind of action PROFILE PROFILE UPDATE UPDATE Improved Communication Communication 35 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  • 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
  • Transactional email example 37 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  • Sequence of events GO Creative Test Launch Booster 38 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  • One Shot to make it right 39 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  • Test of eDM on 10% Database   4 different target audience Total 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
  • 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 Benefits Objectives Theme Family Concept Instant gratification Program based Special Invitation Just for Get Instant $50 Savings Register Your Philips You – with Products for Exclusive Text 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
  • 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
  •   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 Reminder 43 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  • 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 Target Delivered 8,324 Delivered 74,792 Open 32.33% 18% Open 42.28% 18% CTR 13.38% * 5% CTR 14.16% 5% Members 438 Members 3,134 Total 530 (inc 92) Total 3,664 44 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  • 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
  • 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
  •   Same template   Clear CTA : $50   Reinforce message   Personalized copy   Same key messages   Recall on Key CTA   CTA Reminder 47 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  • 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
  •   Same template   Clear CTA : Use your voucher   Reinforce message   Personalized copy   Leverage same message   1to1 offer, based profile   CTA Reminder 49 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  • 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 YTD Delivered 1,861 Delivered 2,438 Open 67.76% Open 72.6% CTR 67.49% CTR 55.21% Profile completed 492 Coupon 222 Total 3,664 50 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  • Launch is a success Jan 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
  • Time to start Monthly communication 52 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  • 3 Main Themes 24 modules 1200 combinations 6000 edM 53 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  • 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 •  Generic 54 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  • April edM April eDM   Entire Database   2 Main themes   1200 variations   Personalized message YTD Delivered 6,610 Open 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
  • 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
  • YES : NPS is higher (recommendation) +83.43% +24.59% Passive members Active Members Survey made in April on 626 consumers. Based on your experience with the brand, how likely will you recommend Philips to your firends 57 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  • Are they more active ? Generic email Family Rewards members 58 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  • YES : involvement is higher Specific Carnival eDM   Family members 53%   One to One offer   Personalized message 42% 30% YTD Delivered 11,025 14% Open 53% CTR 30% # purchased 370 Normal eDM Family Rewards Value $95k Open rate CTR Comparison 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
  • 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 CTR 60 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  • 10k members, 9k product registered 12000 Online POS warranty May eDM 11000 deployment redirection Booster email 10000 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
  • 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
  • Login with Facebook Connect 63 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  • 64 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  • Facebook : Start discussion PRODUCT PG •  Listen •  Learn CONSUMER PROFILE •  Engage •  Promote •  Recruit FB CONNECT AUTHENTIFICATION •  Measure CONSUMER PROFILE 500 Friends CONSUMER NEWS FEED
  • Twitter : Instant information + link to FB 5000 Friends WALL POST COMMUNITITY MANAGER CONSUMER
  • 5000 Friends WALL POST PHILIPS FAMILY REWARDS 5000 FOLLOWERS FB CONNECT AUTHENTIFICATION FACEBOOK BLOG COMMENTING DATABASE F5 Community Manager 500 Friends CONSUMER NEWS CONSUMER PROFILE FEED 1000 FOLLOWERS CONSUMER PLUGGED-IN LEGEND: PRODUCT POST BLOG POST 67 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden 67
  • Launch and Engagement are success Jan 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
  • Conclusion Is about Engaged over Through Consumers Time Multiple Touch points 69 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden
  • Visit us www.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
  • For more information f5dc http://bit.ly/aEmARR www.f5dc.com gregbirge gregory.birge@f5dc.com 71 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly forbidden