John Reynolds - Creating Loyalty in Restaurant Consumers: The Gamification Case Study

  • 4,178 views
Uploaded on

Restaurant.com is the largest source of dining deals in the nation. Despite the huge inventory of amazing offers, the company needed a way to create, sustain and socialize customer loyalty. So they …

Restaurant.com is the largest source of dining deals in the nation. Despite the huge inventory of amazing offers, the company needed a way to create, sustain and socialize customer loyalty. So they turned to gamification with amazing results. Along the way, Restaurant.com learned some of the best -- and worst -- ways to create customer loyalty with gamification, and CRM Manager, John Reynolds will share those insights in this exciting session.

More in: Technology , Business
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
  • Nice one.Thanks you very much.
    http://www.agjobstoday.com/
    Are you sure you want to
    Your message goes here
No Downloads

Views

Total Views
4,178
On Slideshare
0
From Embeds
0
Number of Embeds
1

Actions

Shares
Downloads
33
Comments
1
Likes
2

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. John ReynoldsCRM MarketingManagerRestaurant.comGsummit 2013
  • 2. We wanted to blaze our own trail We have an unconventional business model,so we needed an unconventional loyaltyprogram Our products are always discounted – noneed to add another currency We knew an “earn and burn” points systemwasn’t right for us
  • 3. Determined Objectives Lifetime value Frequency of engagement Breadth (or depth) of engagement
  • 4. • Offer Rewards for a variety of desired behaviors Social or other engagement Shopping Purchasing Creating or consuming content
  • 5. • Gamification works for us because: Unconventional business model,needed an unconventional loyaltyprogram Our products are always discounted –no need to add another currency An “earn and burn” points systemwasn’t right for us
  • 6. • Points, levels, badges, and missions Points are earned for all actions andallow you to level up Earn badges for accomplishingone-time or repeatable actions Accomplish missions by earning acollection of badges Levels are a recognition of pointaccumulation achievements
  • 7.  Earn “Surprise & Delight” rewards forlevel achievement• Communicate actions – throughout thesite; pop-up messages, activity feeds,leaderboards
  • 8. • EARLY WINS Positive feedback – fun works! The cream rises to the top 1.8MM badges earned in first threemonths of the program
  • 9.  Points need to have sometangible meaning Marketing and communicationefforts around program are key Multi-session tracking is importantfor awareness and instant gratification Community has to be in your face;Leaderboards, etc.