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“Modern Loyalty”

1	
  
What do brands get out of 
“loyalty programs”?

2
For brands, “loyalty” means:

-  Retain your best, most profitable customers
-  Shift “good” customers to become more
profit...
In addition, active consumer loyalty provides a
significant competitive advantage:
-  Customers have emotional equity in yo...
Let’s talk about how loyalty works…

-  What are some common “loyalty program”
structures?
-  What would the “ideal” loyal...
What are some common 
“loyalty program” structures?

6
Common loyalty approaches:


-  Collect Points, Rule the World
-  Sign Up for Stuff
-  Donut and Coffee Shoppe Punch Cards
-...
COLLECT POINTS, RULE THE WORLD
8	
  
SIGN UP FOR STUFF
9	
  
PUNCH CARDS
10	
  
LAGNIAPPE: “A LITTLE SUMPIN’, SUMPIN’”
11	
  
But modern consumers have different
expectations for loyalty. 

In part, because they have higher hopes
for brands.

Also, ...
“While earning and redeeming points are the most
important attributes for choosing hotel and airline
loyalty programs, tra...
The “ideal” consumer program is:

Easy 
Gives value
Personalized
Modern

14
The end result: Community

If it is easy, and personal, and modern, 
it’s something I would be loyal to, 
(even if I have ...
This is, of course,
VERY DIFFICULT 
for most brands to do.

Which means new approaches and
software platforms have sprung ...
Social Loyalty and Gamification
Right now, there are a variety of startups who try
to make it easy for brands to reward any...
The basic structure of this example is
“Collect Points.”
18
But you collect points for many more activities…


19
While some of these activities are pretty
simple, they also are useful for the
20
brand.
The points can be exchanged for
products, cool things, or event
access.

21
People share their behavior on their networks,
earning more points, and spreading awareness.

22
Some other examples of 
gamified /social loyalty.

23
FourSquare Mayor deals are 

one evolution. 

24
25	
  

Tasti-D-Lite Punch Card, modernized 

with social media and Foursquare.
BigDoor “badging” and MLB Gameday

26	
  
Thanks!
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Modern Loyalty: A Primer

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Transcript of "Modern Loyalty: A Primer"

  1. 1. “Modern Loyalty” 1  
  2. 2. What do brands get out of “loyalty programs”? 2
  3. 3. For brands, “loyalty” means: -  Retain your best, most profitable customers -  Shift “good” customers to become more profitable in both the short and long term -  Acquire customers with potential to become best customers -  Reconnect lapsed users with the brand 3
  4. 4. In addition, active consumer loyalty provides a significant competitive advantage: -  Customers have emotional equity in your brand(s) -  You are their first choice -  They look to you to solve their needs/problems -  They share information with you -  They ask for guidance -  They discuss your offering - not your prices -  They positively suggest how you can improve -  They want you to succeed -  They advocate ‘their’ brand to others 4
  5. 5. Let’s talk about how loyalty works… -  What are some common “loyalty program” structures? -  What would the “ideal” loyalty program look like from a consumer’s POV? -  “Social Loyalty” and Gamification 5
  6. 6. What are some common “loyalty program” structures? 6
  7. 7. Common loyalty approaches:
 -  Collect Points, Rule the World -  Sign Up for Stuff -  Donut and Coffee Shoppe Punch Cards -  Lagniappe: “A little sumpin’, sumpin’” 7
  8. 8. COLLECT POINTS, RULE THE WORLD 8  
  9. 9. SIGN UP FOR STUFF 9  
  10. 10. PUNCH CARDS 10  
  11. 11. LAGNIAPPE: “A LITTLE SUMPIN’, SUMPIN’” 11  
  12. 12. But modern consumers have different expectations for loyalty. In part, because they have higher hopes for brands. Also, because they have cynical expectations of what happens when those hopes smack into reality. 12
  13. 13. “While earning and redeeming points are the most important attributes for choosing hotel and airline loyalty programs, travel brands should focus on enhancing the customer experience, making rewards personally meaningful, encouraging loyalty with unexpected rewards if they want to boost consumer engagement, and ultimately building long-term customer relationships.” Deloitte Survey and Report: “Developing a blueprint for reinventing loyalty programs.”; 1/23/13 13
  14. 14. The “ideal” consumer program is: Easy Gives value Personalized Modern 14
  15. 15. The end result: Community If it is easy, and personal, and modern, it’s something I would be loyal to, (even if I have to jump through a few hoops). Because that means you give me what I want, and make me feel like a peer, not a number. 15
  16. 16. This is, of course, VERY DIFFICULT for most brands to do. Which means new approaches and software platforms have sprung up to make it “easy” for brands to create loyalty programs, using social media and “gamification”. 16
  17. 17. Social Loyalty and Gamification Right now, there are a variety of startups who try to make it easy for brands to reward any aspect of consumer behavior. Companies include BigDoor, Badgeville, CrowdTwist and others. Let’s walk through a quick CrowdTwist example. 17
  18. 18. The basic structure of this example is “Collect Points.” 18
  19. 19. But you collect points for many more activities… 19
  20. 20. While some of these activities are pretty simple, they also are useful for the 20 brand.
  21. 21. The points can be exchanged for products, cool things, or event access. 21
  22. 22. People share their behavior on their networks, earning more points, and spreading awareness. 22
  23. 23. Some other examples of gamified /social loyalty. 23
  24. 24. FourSquare Mayor deals are 
 one evolution. 24
  25. 25. 25   Tasti-D-Lite Punch Card, modernized 
 with social media and Foursquare.
  26. 26. BigDoor “badging” and MLB Gameday 26  
  27. 27. Thanks!
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