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Ecommerce Loyalty:

Next Generation Program

February 27, 2013
Agenda

•
•
•
•
•
•

Objectives
Building Loyalty
Loyalty Ecosystem
Requirements “Wish List”
Functionality / Platform Mappi...
Objectives

Awareness

Engagement

Commerce
Objectives
Awareness
•
•
•
•

Social Sharing
Extend Reach
Brand Credibility
Referrals

Engagement
•
•
•
•

Brand Ambassado...
Building Customer Loyalty
Best Ways Companies Can Build Consumer Loyalty According to US Internet Users,
March 2012
Building Customer Loyalty
How Customers Show Loyalty to Brands, March 2012
(%)
Loyalty Ecosystem

• Initial Observations
– No One System Does It All
– Pick Separate Best of Breed Platforms & Integrate
...
Loyalty Ecosystem
– Loyalty Program = Additional Functionality
• Reviews & Community Part of a Comprehensive Solution

– P...
Loyalty Ecosystem

Social
Integration

Reward
Points

Community

Awareness
Behavioral
Analytics
Gamification

Social
Reach...
Requirements “Wish List”

Social Integration

Awareness

Social Reach
Requirements “Wish List”

• Social Integration
– Top Social Media Venues
•
•
•
•

Facebook
Twitter
Google +
Pinterest

– C...
Requirements “Wish List”
– Access to Facebook Open Graph
• Provides Analytics
• Demographics
• Segmentation

Social
Integr...
Requirements “Wish List”

• Social Reach
– Sharing & Commenting
– Push Content from: Website <-> Social Media
– User Conte...
Requirements “Wish List”

Community

Reward Points

Behavioral
Analytics

Gamification

Engagement
Contests

Personalizati...
Requirements “Wish List”

• Reward Points
– Custom Point Rules by:
•
•
•
•

SKUs / Product
Category
Customer Account Type
...
Requirements “Wish List”
– Onsite Behavior
•
•
•
•
•
•
•

Social Media Liking, Pinning, etc.
Signing Up for Newsletter
Cre...
Requirements “Wish List”
– Redemption
•
•
•
•

Exclude Products / Categories
Maximum Redemption Rate Per Transaction
Set T...
Requirements “Wish List”

• Gamification
– Reward Points and/or Badge Points
•
•
•
•

Games, Contests & Challenges
Polls &...
Requirements “Wish List”
– User Profile Page (Public / Private)
•
•
•
•

Gamification

Latest Interactions (Activity, Post...
Requirements “Wish List”

• Personalization
– Discounts / Incentives
• Customized Based on Reward & Badge Points
– Example...
Requirements “Wish List”

• Badging
– Basic Community Game Mechanics
– Distinct Expertise Type / Level
• Example: Corals, ...
Requirements “Wish List”

• Behavioral Analytics
– Segmentation Reporting
• Behavior
• Purchasing

– Engagement Reporting
...
Requirements “Wish List”

• Giveaways
– Sweepstakes
• Prizes Given Away by Chance
– Example: Win Your Order

– Contests
• ...
Requirements “Wish List”

• Community
– Interactive Dialogue - Q & A
• Ask question?
• Share an idea
• Report a problem

–...
Requirements “Wish List”
– Gamify Interaction
• Give points and/or badges for participating
• Share an idea
• Report a pro...
Requirements “Wish List”

Product Reviews

Commerce

Behavioral Segmentation

Exclusive Offers
Requirements “Wish List”

• Product Reviews
– Product Pros/Cons
• Group Across All Reviews
• Predefined / Default Set
• Cu...
Requirements “Wish List”
– Ratings Distribution Chart
• Show Distribution of 5 star, 4 star , 3 star, etc

– Moderation
• ...
Requirements “Wish List”

• Behavioral Segmentation

Behavioral
Segmentation

– Recency, Frequency, Monetary (RFM)
• Analy...
Requirements “Wish List”

• Exclusive Offers / Discounts
– Reward Engagement
– Incentive Repeat Purchases
– Upsell and Cro...
Revisiting Objectives

Awareness

Engagement

Commerce
Loyalty Ecosystem

Reward
Points

Community

Social
Integration
Behavioral
Analytics

Awareness

Gamification

Engagement
...
Loyalty Ecosystem

How is the Functionality Platformed?
Reward
Points
Community

Product
Reviews

Social
Sharing

Behavior...
Grouping Functionality
Loyalty

Community

Gamification
Community

Contests

Social
Integration

Reward
Points

Reviews

S...
Application Topology

Community

Loyalty

Reviews
Prospective Solutions

Community

•
•
•
•
•

GetSatisfaction
UserVoice
BazaarVoice
SuggestionBox
TurnTo

Reviews

Loyalty
...
Project Plan
Activity

Due Date

Identify Requirements

3/15

Develop Project Presentation

3/22

Present to Marketing Tea...
Wrap Up

Questions?
Preliminary Recommendation

TurnTo

500Friends

PowerReviews
Upcoming SlideShare
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Next Generation Ecommerce Loyalty Program

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  • Loyalty EcosystemFeatures &amp; Functionality that Create the Preferred Reefer ProgramEssentially, representative of our Preferred Reefer requirements
  • Revisit our preferred reefer objectives
  • Our Preferred Reefer requirements
  • Loyalty EcosystemFeatures &amp; Functionality that Create the Preferred Reefer Program
  • Loyalty EcosystemFeatures &amp; Functionality that Create the Preferred Reefer Program
  • Loyalty EcosystemFeatures &amp; Functionality that Create the Preferred Reefer Program
  • Loyalty EcosystemFeatures &amp; Functionality that Create the Preferred Reefer Program
  • Loyalty EcosystemFeatures &amp; Functionality that Create the Preferred Reefer Program
  • Loyalty EcosystemFeatures &amp; Functionality that Create the Preferred Reefer Program
  • Loyalty EcosystemFeatures &amp; Functionality that Create the Preferred Reefer Program
  • Transcript of "Next Generation Ecommerce Loyalty Program"

    1. 1. Ecommerce Loyalty: Next Generation Program February 27, 2013
    2. 2. Agenda • • • • • • Objectives Building Loyalty Loyalty Ecosystem Requirements “Wish List” Functionality / Platform Mapping Project Plan
    3. 3. Objectives Awareness Engagement Commerce
    4. 4. Objectives Awareness • • • • Social Sharing Extend Reach Brand Credibility Referrals Engagement • • • • Brand Ambassadors Content Generation Discussions Knowledge Transfer Commerce • • • • Retention Frequency CLV AOV Superior Customer Experience Redefining Value
    5. 5. Building Customer Loyalty Best Ways Companies Can Build Consumer Loyalty According to US Internet Users, March 2012
    6. 6. Building Customer Loyalty How Customers Show Loyalty to Brands, March 2012 (%)
    7. 7. Loyalty Ecosystem • Initial Observations – No One System Does It All – Pick Separate Best of Breed Platforms & Integrate • Create a Requirements List • Decision Based on Requirement Scoring – Lots of Feature / Functionality Crossover • Platforms with Different Functions do similar “things”
    8. 8. Loyalty Ecosystem – Loyalty Program = Additional Functionality • Reviews & Community Part of a Comprehensive Solution – Phased Integration / Rollout • Start with Easiest -> Complex • Fast Tracked Integration by Holiday Season – Need Resource to Manage Program • Lots of engagement, moderation and curation required – Integration Across Platforms Must Have • Including Magento
    9. 9. Loyalty Ecosystem Social Integration Reward Points Community Awareness Behavioral Analytics Gamification Social Reach Engagement Contests Product Reviews Commerce Personalization Badging Behavioral Segmentation Exclusive Offers
    10. 10. Requirements “Wish List” Social Integration Awareness Social Reach
    11. 11. Requirements “Wish List” • Social Integration – Top Social Media Venues • • • • Facebook Twitter Google + Pinterest – Core Loyalty Functionality Extended • Interaction Gamification • Contests / Prizes Social Integration
    12. 12. Requirements “Wish List” – Access to Facebook Open Graph • Provides Analytics • Demographics • Segmentation Social Integration
    13. 13. Requirements “Wish List” • Social Reach – Sharing & Commenting – Push Content from: Website <-> Social Media – User Content Sharing Social Reach
    14. 14. Requirements “Wish List” Community Reward Points Behavioral Analytics Gamification Engagement Contests Personalization Badging
    15. 15. Requirements “Wish List” • Reward Points – Custom Point Rules by: • • • • SKUs / Product Category Customer Account Type Tiers – Social Interactions • Liking, Pinning, etc. • Content Sharing • Voting / Contest Reward Points
    16. 16. Requirements “Wish List” – Onsite Behavior • • • • • • • Social Media Liking, Pinning, etc. Signing Up for Newsletter Creating Account Rating/Reviewing Product Voting Contest Refer a Friend Contests / Prizes – Administration • • Reporting Balances & Expiration Add / Delete Points Individual Account / Groups Reward Points
    17. 17. Requirements “Wish List” – Redemption • • • • Exclude Products / Categories Maximum Redemption Rate Per Transaction Set Tiered Redemption Values Partial Cash / Point Payment – Customer Dashboard • • • • Exclude Products / Categories Set Tiered Redemption Values Balance Notification (email) Expiration Notification (onsite / email) Reward Points
    18. 18. Requirements “Wish List” • Gamification – Reward Points and/or Badge Points • • • • Games, Contests & Challenges Polls & Surveys Onsite & Social Interactions Combine All to Create “Missions” – A workflow of Reward / Badge Point Activities – Leaderboard • Top Point Earners • Badges / Status Earned • Voting Contest Gamification
    19. 19. Requirements “Wish List” – User Profile Page (Public / Private) • • • • Gamification Latest Interactions (Activity, Posts, etc) Badge Level Points Balances (Private) Next Level Report – Achievement Levels & Rewards • Badge Levels • Reward Achievement with Rewards (points, products, etc.) – Anti-Gaming Mechanics • Restrict / Set Limits Reward / Badge Points
    20. 20. Requirements “Wish List” • Personalization – Discounts / Incentives • Customized Based on Reward & Badge Points – Example Double Points for Elites – Product Recommendations • Sales History • Brand Preferences • Navigational Behavior – Messaging • Unique Messaging On & Off Site Based on Profile Personalization
    21. 21. Requirements “Wish List” • Badging – Basic Community Game Mechanics – Distinct Expertise Type / Level • Example: Corals, Fish, etc – Customizable Naming Conventions • Based on Expertise Badging
    22. 22. Requirements “Wish List” • Behavioral Analytics – Segmentation Reporting • Behavior • Purchasing – Engagement Reporting • Activity • Referrals – Retention Reporting • Customer Lifetime Value Behavioral Analytics
    23. 23. Requirements “Wish List” • Giveaways – Sweepstakes • Prizes Given Away by Chance – Example: Win Your Order – Contests • Involve an Element of Skill – Example: Trivia, Video Submissions Giveaways
    24. 24. Requirements “Wish List” • Community – Interactive Dialogue - Q & A • Ask question? • Share an idea • Report a problem – Granular Moderation & Review • Individual comments, postings, threads – SEO Friendly Content • Non-iFramed • Crawlable Community
    25. 25. Requirements “Wish List” – Gamify Interaction • Give points and/or badges for participating • Share an idea • Report a problem Community
    26. 26. Requirements “Wish List” Product Reviews Commerce Behavioral Segmentation Exclusive Offers
    27. 27. Requirements “Wish List” • Product Reviews – Product Pros/Cons • Group Across All Reviews • Predefined / Default Set • Customers Can Add – Customer Profiles • Allow Customer to Define Experience – Novice, Intermediate, Expert – Customized Experience Levels Appropriate for Reefing Product Reviews
    28. 28. Requirements “Wish List” – Ratings Distribution Chart • Show Distribution of 5 star, 4 star , 3 star, etc – Moderation • Hold for Review & Approval • 3rd Party Review / Moderation for Authenticity – Rich Snippets (RDF) • Integrate with Shopping Feeds • Markup Embedded in Pages Product Reviews
    29. 29. Requirements “Wish List” • Behavioral Segmentation Behavioral Segmentation – Recency, Frequency, Monetary (RFM) • Analyze Customers • Report on Best / Worst Customers – Triggers Based on Engagement & Purchasing – Create “Rules” to Reward / Incentivize Customers
    30. 30. Requirements “Wish List” • Exclusive Offers / Discounts – Reward Engagement – Incentive Repeat Purchases – Upsell and Cross-sell Exclusive Offers
    31. 31. Revisiting Objectives Awareness Engagement Commerce
    32. 32. Loyalty Ecosystem Reward Points Community Social Integration Behavioral Analytics Awareness Gamification Engagement Social Sharing Contests Product Reviews Commerce Behavioral Segmentation Exclusive Offers Personalization Badging
    33. 33. Loyalty Ecosystem How is the Functionality Platformed? Reward Points Community Product Reviews Social Sharing Behavioral Analytics Gamification Behavioral Segmentation Exclusive Offers Personalization Contests Badging Social Integration
    34. 34. Grouping Functionality Loyalty Community Gamification Community Contests Social Integration Reward Points Reviews Social Sharing Behavioral Analytics Behavioral Segmentation Badging Product Reviews Exclusive Offers Personalization
    35. 35. Application Topology Community Loyalty Reviews
    36. 36. Prospective Solutions Community • • • • • GetSatisfaction UserVoice BazaarVoice SuggestionBox TurnTo Reviews Loyalty • • • • • • • 500Friends Badgeville SocialAnnex CrowdTwist NextBee PunchTab BunchBall • • • • PowerReviews* Reziew SocialInterface Yotpo * Acquired by BazaarVoice
    37. 37. Project Plan Activity Due Date Identify Requirements 3/15 Develop Project Presentation 3/22 Present to Marketing Team & Add Feedback 3/29 Present to Leadership Team & Add Feedback 4/12 Evaluate & Recommend Platform Solution 5/3 Create Phased Implementation Schedule 5/10 Implement Phase 1 - Reviews 5/31 Launch Phase 1 - Reviews 6/14 Implement Phase 2 - Community 7/31 Launch Phase 2 - Community 8/16 Implement Phase 3 - Loyalty TBD Launch Phase 3 - Loyalty TBD
    38. 38. Wrap Up Questions?
    39. 39. Preliminary Recommendation TurnTo 500Friends PowerReviews
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