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

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

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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.

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

  • John ReynoldsCRM MarketingManagerRestaurant.comGsummit 2013
  • 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
  • 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 consuming content
  • • 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
  • • 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
  •  Earn “Surprise & Delight” rewards forlevel achievement• Communicate actions – throughout thesite; pop-up messages, activity feeds,leaderboards
  • • EARLY WINS Positive feedback – fun works! The cream rises to the top 1.8MM badges earned in first threemonths of the program
  •  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.