John ReynoldsCRM MarketingManagerRestaurant.comGsummit 2013
We wanted to blaze our own trail We have an unconventional business model,so we needed an unconventional loyaltyprogram ...
Determined Objectives Lifetime value Frequency of engagement Breadth (or depth) of engagement
• Offer Rewards for a variety of desired behaviors Social or other engagement Shopping Purchasing Creating or consumin...
• Gamification works for us because: Unconventional business model,needed an unconventional loyaltyprogram Our products ...
• Points, levels, badges, and missions Points are earned for all actions andallow you to level up Earn badges for accomp...
 Earn “Surprise & Delight” rewards forlevel achievement• Communicate actions – throughout thesite; pop-up messages, activ...
• EARLY WINS Positive feedback – fun works! The cream rises to the top 1.8MM badges earned in first threemonths of the ...
 Points need to have sometangible meaning Marketing and communicationefforts around program are key Multi-session track...
John Reynolds - Creating Loyalty in Restaurant Consumers: The Gamification Case Study
Upcoming SlideShare
Loading in...5
×

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

4,306

Published 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 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.

Published in: Technology, Business
1 Comment
2 Likes
Statistics
Notes
  • Nice one.Thanks you very much.
    http://www.agjobstoday.com/
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Views
Total Views
4,306
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
39
Comments
1
Likes
2
Embeds 0
No embeds

No notes for slide

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

  1. 1. John ReynoldsCRM MarketingManagerRestaurant.comGsummit 2013
  2. 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. 3. Determined Objectives Lifetime value Frequency of engagement Breadth (or depth) of engagement
  4. 4. • Offer Rewards for a variety of desired behaviors Social or other engagement Shopping Purchasing Creating or consuming content
  5. 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. 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. 7.  Earn “Surprise & Delight” rewards forlevel achievement• Communicate actions – throughout thesite; pop-up messages, activity feeds,leaderboards
  8. 8. • EARLY WINS Positive feedback – fun works! The cream rises to the top 1.8MM badges earned in first threemonths of the program
  9. 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.
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×