“ You have to  know your customers deeply  and provide programs that will differentiate your store and resonate with your ...
Uncover the Why . Complement Your Loyalty Program. Add a Custom Online Panel. Webinar: August 14 th  2007   Mark Bergen : ...
“ Average  promotional lift  ranged between  8%  and  26%.” Book and Music Retailer  complementing their loyalty program w...
<ul><li>Get to Know Your Customers Deeply   </li></ul><ul><ul><li>Defining the Panel  </li></ul></ul><ul><ul><li>Loyalty P...
Custom Online Panel .
<ul><li>A dedicated group of customers who provide their </li></ul><ul><li>opinions, feedback and advice to a company, onl...
<ul><ul><li>More confident, customer validated, project-able decisions </li></ul></ul><ul><ul><li>Digestible, accelerated ...
Image: Banana Republic Panel Login Custom Online Panel - Example
Image: Panel Invite Custom Online Panel - Example
Image: Survey Question – Ad Testing Custom Online Panel - Example
Image: Banana Republic Insiders Newsletter Custom Online Panel - Example
Loyalty Programs .
<ul><li>“ The primary goal of a loyalty card scheme, from a business' perspective, is to improve their customer relationsh...
<ul><ul><li>Spend more </li></ul></ul><ul><ul><li>Spend more frequently </li></ul></ul><ul><ul><li>Purchase more items </l...
Be relevant to me, not relevant to people just like me.  Are your customers suffering from contact fatigue?  Technology no...
Panel & Loyalty Programs .
Panel & Loyalty - How
Panel & Loyalty - How
Import/export your customers transactional information. Panel & Loyalty - How Image: Panel Admin Dashboard
Target your discussions and research on a demographic, psychographic and behavioral (transactional) level. Panel & Loyalty...
Engage them using surveys, forums and 3D environments to provide their feedback. Panel & Loyalty - How Image: Visual Quest...
Use a panel management system to track responses overtime to build a robust profile on each customers Panel & Loyalty - Ho...
Panel & Loyalty - How
Panel & Loyalty - How
Panel & Loyalty - How
Panel & Loyalty - How
Panel & Loyalty - How
<ul><li>“ We only have two sources of competitive advantage – the ability to learn more about our customer faster than the...
<ul><ul><li>How does a top 10% customer view promotions and </li></ul></ul><ul><ul><li>how does it differ from a bottom 30...
Case Study .
<ul><li>A client in the books and music space has built a </li></ul><ul><li>large panel (14k panelists) on the back of the...
Based on the segmentation of the panel, the retailer uniquely tested DM and catalogue pieces. Each wave was monitored from...
“ Average  promotional lift  ranged between  8%  and  26%.” “ During the Q4’06 research cycle, the panel generated two pro...
Introducing Vision Critical .
<ul><li>Leading the Industry in Custom Online Panels. (source:  Inside Research’s U.S. Proprietary Panel Index :: June 200...
<ul><li>&quot;If you are seeking a more respondent-friendly way </li></ul><ul><li>of conducting research, then this is cer...
Questions .
Uncover the Why . Complement Your Loyalty Program. Add a Custom Online Panel. Webinar: August 14 th  2007   Mark Bergen : ...
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Custom Online Panels & Customer Loyalty

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  • Custom Online Panels & Customer Loyalty

    1. “ You have to know your customers deeply and provide programs that will differentiate your store and resonate with your customers.” “ Retailers should enhance the simple profile that most current [loyalty] programs store, which generally only includes a member’s name, address, and transaction history, in order to provide a more comprehensive understanding of the customer .” An Oracle White Paper: Gaining Competitive Advantage Through Effective Retail Loyalty Programs FairIsaac Beyond the Card: Shaping Next Generation Loyalty Programs in Retail
    2. Uncover the Why . Complement Your Loyalty Program. Add a Custom Online Panel. Webinar: August 14 th 2007 Mark Bergen : VP, Retail & CPG Practice 604.647.3587 / [email_address] Scott Switzer : Manager Retail Practice 604.647.3591 / [email_address]
    3. “ Average promotional lift ranged between 8% and 26%.” Book and Music Retailer complementing their loyalty program with a custom online panel “ During the Q4’06 research cycle, the panel generated two product ideas which went on to become highly successful staple offerings . In one example, sales increased 400%.”
    4. <ul><li>Get to Know Your Customers Deeply </li></ul><ul><ul><li>Defining the Panel </li></ul></ul><ul><ul><li>Loyalty Program </li></ul></ul><ul><ul><li>Integrating Panels and Loyalty Programs </li></ul></ul><ul><li>Case Study </li></ul><ul><li>Introducing Vision Critical </li></ul><ul><li>Q/A </li></ul>Agenda
    5. Custom Online Panel .
    6. <ul><li>A dedicated group of customers who provide their </li></ul><ul><li>opinions, feedback and advice to a company, online. </li></ul><ul><li>The group can range in size from a few 100 to a few 100,000+. </li></ul><ul><li>Engage the panel in surveys, online forums, and 3D environments. </li></ul><ul><li>Speak to the group as often as you like, whenever you want. </li></ul>Custom Online Panel - Defined
    7. <ul><ul><li>More confident, customer validated, project-able decisions </li></ul></ul><ul><ul><li>Digestible, accelerated and timely research </li></ul></ul><ul><ul><li>Engaged community with response rates up to 60% </li></ul></ul><ul><ul><li>Deep profiling that grows deeper with every study </li></ul></ul><ul><ul><li>Insights tracked over time, watch as they evolve, sniff trends </li></ul></ul><ul><ul><li>Quantitative and qualitative three-way dialogue </li></ul></ul><ul><ul><li>ROI – more research for less than a focus group/month </li></ul></ul>Custom Online Panel - Benefits
    8. Image: Banana Republic Panel Login Custom Online Panel - Example
    9. Image: Panel Invite Custom Online Panel - Example
    10. Image: Survey Question – Ad Testing Custom Online Panel - Example
    11. Image: Banana Republic Insiders Newsletter Custom Online Panel - Example
    12. Loyalty Programs .
    13. <ul><li>“ The primary goal of a loyalty card scheme, from a business' perspective, is to improve their customer relationship management. Companies gather information on customers so that they can target them more effectively with marketing communications.” </li></ul><ul><li> Wikipedia on Loyalty Program </li></ul>Loyalty Programs - Goal
    14. <ul><ul><li>Spend more </li></ul></ul><ul><ul><li>Spend more frequently </li></ul></ul><ul><ul><li>Purchase more items </li></ul></ul><ul><ul><li>Purchase items from areas of the store not previously shopped </li></ul></ul><ul><ul><li>Increase their likelihood to recommend </li></ul></ul>Loyalty Programs - Goal
    15. Be relevant to me, not relevant to people just like me. Are your customers suffering from contact fatigue? Technology now enables one-to-one instead of one-to-many. Developing profitable customer models. Do you know if your most frequent is the least profitable? Retail Loyalty: Turning the Tide on Discounting A trend report prepared by ICLP, June 2007 Loyalty Programs - Goal
    16. Panel & Loyalty Programs .
    17. Panel & Loyalty - How
    18. Panel & Loyalty - How
    19. Import/export your customers transactional information. Panel & Loyalty - How Image: Panel Admin Dashboard
    20. Target your discussions and research on a demographic, psychographic and behavioral (transactional) level. Panel & Loyalty - How Image: Panel Sampling
    21. Engage them using surveys, forums and 3D environments to provide their feedback. Panel & Loyalty - How Image: Visual Question Type within Panel
    22. Use a panel management system to track responses overtime to build a robust profile on each customers Panel & Loyalty - How Image: Panel Reporting
    23. Panel & Loyalty - How
    24. Panel & Loyalty - How
    25. Panel & Loyalty - How
    26. Panel & Loyalty - How
    27. Panel & Loyalty - How
    28. <ul><li>“ We only have two sources of competitive advantage – the ability to learn more about our customer faster than the competition and the ability to turn that learning into action faster than the competition” </li></ul><ul><li>Jack Welch </li></ul>Panel & Loyalty - Why
    29. <ul><ul><li>How does a top 10% customer view promotions and </li></ul></ul><ul><ul><li>how does it differ from a bottom 30% customer? </li></ul></ul><ul><ul><li>What does the overall share of wallet look like in the </li></ul></ul><ul><ul><li>top 3 deciles of my database? </li></ul></ul><ul><ul><li>What do the top 20% of my database think of my </li></ul></ul><ul><ul><li>Closest competitors latest promotion? </li></ul></ul>Once we can open an iterative dialogue with our customers, we can begin to study and learn from each them – uniquely. Panel & Loyalty - Why
    30. Case Study .
    31. <ul><li>A client in the books and music space has built a </li></ul><ul><li>large panel (14k panelists) on the back of their </li></ul><ul><li>loyalty program. </li></ul><ul><ul><ul><li>Question: </li></ul></ul></ul><ul><ul><ul><li>What kind of marketing offer / promotion </li></ul></ul></ul><ul><ul><ul><li>does a tier x customer claim to resonate </li></ul></ul></ul><ul><ul><ul><li>with? </li></ul></ul></ul>Case Study – The Feedback Loop
    32. Based on the segmentation of the panel, the retailer uniquely tested DM and catalogue pieces. Each wave was monitored from a spend perspective. Direct segment specific feedback was also captured to illuminate quantitative results. Net contribution was calculated post test. Post-test, analysis was done and the executive briefed before the next round of research was begun. Case Study – The Feedback Loop
    33. “ Average promotional lift ranged between 8% and 26%.” “ During the Q4’06 research cycle, the panel generated two product ideas which went on to become highly successful staple offerings . In one example, sales increased 400%.” Case Study – The Feedback Loop
    34. Introducing Vision Critical .
    35. <ul><li>Leading the Industry in Custom Online Panels. (source: Inside Research’s U.S. Proprietary Panel Index :: June 2007) </li></ul><ul><li>Custom panel experts who leverage a suite of innovative online tools to create highly engaged advisory panels </li></ul><ul><li>190+ Market Researchers, Marketers, Client Service Specialists and Software Developers </li></ul>Introducing Vision Critical
    36. <ul><li>&quot;If you are seeking a more respondent-friendly way </li></ul><ul><li>of conducting research, then this is certainly one to </li></ul><ul><li>review.&quot; </li></ul>Tim Macer's review of Panel+ &quot;Vision Critical's panel management system is very user friendly, cost efficient and results are immediate. There is nothing else to say but “perfect”, perfect supplier and perfect product.” Nestle Introducing Vision Critical
    37. Questions .
    38. Uncover the Why . Complement Your Loyalty Program. Add a Custom Online Panel. Webinar: August 14 th 2007 Mark Bergen : VP, Retail & CPG Practice 604.647.3587 / [email_address] Scott Switzer : Manager Retail Practice 604.647.3591 / [email_address]

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