OUR APPROACHThe evolu on of the loyalty strategy was to deliver dynamic and real- memessages by email, the content of which was driven dynamically by a member’sindividual recency and frequency of engagement with the program. Theseengagement prompts were triggered emails that either tailored oﬀers speciﬁc tolatency or reinforced frequency. The objec ves were to acknowledge and rewardgood behavior and re-kindle behavior to help s mulate engagement. MemberEngagement communica ons were enabled by three key elements:
1.Adap ve Loyalty Marke ng Engine and targe ng algorithms — by leveraging thispowerful communica on engine, Maritz’ Adap ve Loyalty Marke ng Pla orm, wewere able to develop and deliver triggered real- me one-to-one communica onsin accordance with member behavior data and member preferences. The pla ormmonitors member behavior data in real me with triggered email messagesdeployed to members according to a complex set of business rules and targe ngparameters (including demographics, member value, points balance, recencyof ac vity, etc.), and content priority matrices — all aligned and relevant to themember’s individual lifecycle stage.
2.Segmenta on Model — we created and reﬁned a customer segmenta on modelto measure the extent to which members are engaged with each of the coreelements of the SCENE program value proposi on. Nine engagement segmentsemerged, the insights from which improved targe ng and customiza on of membercommunica ons, speciﬁcally with the objec ves of driving member ac vityacross movie-going frequency, concession spend and payment card usage. Thesegmenta on model directed an increased focus on the “Bankers” and “Movie Buﬀ ”segments to drive further program engagement, while ensuring reten on of themost highly engaged segment. SCOTIA3.Op mized Bonus Oﬀers — mul ple champion-challenger tests were implementedto iden fy the op mal bonus amount and structure for each member segment.Rigorous control-group methodology was implemented to ensure li and ROI couldaccurately be measured.
This is yourGrandfather’s brand of loyalty. LIKE HE NEVER IMAGINED That personal rela onship that felt real and authen c in every interac on is what characterized the ﬁrst rela onship between a business owner and a truly valued customer. It’s the founda on of a life-long commitment that lived up to the expecta ons of each gree ng, conversa on and par ng saluta on — un l next me. A true recogni on of the way people relate to one another as human beings — not just as customers — is s ll the fodder for loyalty today. The company we keep will always say a lot about who we are. Now, more than ever, we need that bond pronounced in the brands and businesses we choose to deal with. With progressive strategies, enabled by de ly capable technology and a sensi ve approach to communica ons, we can build a rela onship your Grandfather would be proud of. This is the new loyalty, the next genera on of rela onship.