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The 3 Tenets To Successful Customer Loyalty_Billy Loizou_ ALA Conference

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The 3 Tenets To Successful Customer Loyalty_Billy Loizou_ ALA Conference

  1. 1. ALA Customer Engagement & Loyalty Conference 2019 The 3 Tenets To Successful Customer Loyalty Billy Loizou - Vice President, Go-To-Market APAC
  2. 2. Billy Loizou Vice President, Go-To-Market APAC at Cheetah Digital ● Father of 1...soon to be 2 ● Marketing graduate - Monash University ● Marketer by day - 10+ years (Agency & Tech Side) ● Musician by night - 13+ years (One Album) ● Design & technology focused ● Recently completed a research piece called 50 Marketers in 50 Days ○ What brands are you loyal too? ○ How do you define loyalty?
  3. 3. Brands That I’m Loyal To What I Tell Myself: What My Internet Says:
  4. 4. The Signs Of Loyalty Meet the Melt Tattoo Family
  5. 5. The Signs Of Loyalty Meet the Melt Tattoo Family
  6. 6. Cooper Tokens Green Stamps Airline Miles 1700s 1981 1800s Punch Card 1985 Visit Us Again Mobile First 2019 Hotel Rewards 1983 Supermarket Card 1995 Redeem Online 2008
  7. 7. Digital Explosion <1990 1990 1999 2000s 2019 Store Events Direct Mail Telephone TV Radio Print Display Email Store Events Direct Mail Telephone TV Radio Print Display Cable TV Website Search Online Display IM Email Stor Events Direct Mail Telephone TV Radio Print Display Cable TV Website Search Online Display Paid Search Landing Pages Microsites Online Video Webinars Affiliates Mobile Email SMS Email Store Events Direct Mail Telephone TV Radio Print Display Cable TV Website Search Online Display Paid Search Landing Pages Microsites Online Video Webinars Affiliates Blogs RSS Podcasts Wikis Social Networks Mobiler Web Widgets YouTube Mobile Apps Geo Location Push Notifications Social Messenger Voice Mobile Wallet Mobile Email SMS Email Store Events Direct Mail Telephone TV Radio Print Display Cable TV Website Search Online Display Paid Search Landing Pages Microsites Online Video Webinars Affiliates Blogs RSS Podcasts Wikis Social Networks Mobiler Web Social Ads Virtual Worlds Augmented Reality Tattoos
  8. 8. “Customers want to be recognised and rewarded as individuals, not as nameless, faceless point collectors” Deloitte Customer Review 15th Edition
  9. 9. Customer Expectations Responsive Relevant Rewarding Communicate with me on the channels I prefer Understand who I am Use the data you have about me to my advantage Personalise my experience Let me choose how I can be rewarded Give me control
  10. 10. Business Expectations Recency Frequency Monetary Driving a more recent purchase or interaction Purchased in the last month Driving a more frequent purchases or interactions Purchase more than once Driving a highers purchases or referrals Basket size increased
  11. 11. Recency Frequency Monetary Responsive Relevant Rewarding next interaction drives the action engagement drives the message value of sales drives the offer Loyalty Value Exchange BusinessExpectations CustomerExpectations
  12. 12. “Marketers need to shift their focus from creating absent cookie cutter one-size-fits-all loyalty programs to immersive personalised and unique loyalty experiences. We need to start being responsive to customers across the channels of their preference, relevant to customers based on their changing needs and enable them to choose how they would like to be rewarded.”
  13. 13. ALA Customer Engagement & Loyalty Conference 2019 Relevant Companies need to start treating data like it’s a precious gift; customers need to be aware of what data you have about them and how you are using it. You will be surprised at how much information a customer is willing to share if you just ask them the question and share the benefit. Show Them You Care
  14. 14. 71% reported being willing to do so, in order to receive a more relevant experience or benefits. Would You Be Willing Share Personal Information? ^ Achieving Advocacy and Influence in a Changing Loyalty Landscape - A MasterCard Asia Pacific Study Only 36% of consumers are satisfied with the level of personalisation in their current loyalty programs.
  15. 15. Let Your Customers Have A Say Relevant Dashboard Survey Results Multiple Questions
  16. 16. Access Engagement Data Through Challenges Take 10,000 Steps A Day!!! #FirstPairOFVans & Win A Free Of Customs Tap into culture that already exists and amplify the message through incentivisation!!
  17. 17. ALA Customer Engagement & Loyalty Conference 2019 Responsive Relationships are built on two-way-communication. Today’s consumer wants to be part of a loyalty program that cares about what they have to say and responds to them on their preferred channel. Go Beyond Transactions
  18. 18. ^ Achieving Advocacy and Influence in a Changing Loyalty Landscape - A MasterCard Asia Pacific Study 60% 40% Yes No Can You Interact With Your Program Online? Didn’t know it existed? They haven’t been onboarded properly It is not mobile friendly? I can’t engage with them on mobile, they don’t have an app.
  19. 19. What Is the Cost Of Losing Customers? Create The Habit
  20. 20. Onboarding Drives Momentum & Adoption They believe it takes an average of 66 days to create a habit. University College London Welcome Email Action Not Taken Action Taken Time To Engage Clear CTA Driving a Behaviour Encouragement Feedback
  21. 21. Look For The Signals Customer Demographics Age “25-35” Preferences “Mobile Push” Behavioral “Frequent Browser” & “High Purchaser” Location “In a Retail Store” Initiated Event “Buy Online, Pick up in Store” Environmental “12 hours After AFL Grand Final” Situational Predictive Likeliness To Attrition “Medium” Likeliness To Open “High” Likeliness To Purchase “High” + + = State Delayed In Store Pick Up High Value Purchaser in Store Becoming Disengaged + + = Surprise & Delight Zoe with a gamified brand experience
  22. 22. Mobile Wallet Takeover 25 million people in Australia, 18 million smartphone users 99% of smartphones are Apple or Android based Branding & Expiry Relevant Offer Coupon or NFC According to Starbucks, 21% of their transactions in the U.S. are made using mobile, for a total of six million transactions per month.
  23. 23. ALA Customer Engagement & Loyalty Conference 2019 Rewarding While your customers might be interested in the same types of products, they’re not all interested in the same kinds of rewards. Drive perceived value for prospects, by offering different types of rewards. Create Memorable Moments
  24. 24. Pick Your Own Reward McDonald’s Famous Happy Meals
  25. 25. Skating & Puppies
  26. 26. Get More For Your Dough!! Complete The Beer World Tour 4 Different Beers = A Tour 110 Different Beers Available
  27. 27. [ VALUE ] Scalability across the group expansion to other CraftWorks brands; Gordon Biersch, Rock Bottom Brewery and Logan’s Roadhouse. Social user generated content directly pushed to venues. Launched a mobile app, website and connected through to Point Of Sale. Generates 30%of their Revenue The loyalty program supports 2.5 million members Flexibility and true partnership drives boundless innovation and incredible customer value LOYALTY MANAGEMENT POS Integration Mobile App 8.3% yoy increase in loyalty sales in 2018
  28. 28. “Marketers need to shift their focus from creating absent cookie cutter one-size-fits-all loyalty programs to immersive personalised and unique loyalty experiences. We need to start being responsive to customers across the channels of their preference, relevant to customers based on their changing needs and enable them to choose how they would like to be rewarded.”
  29. 29. Recency Frequency Monetary Responsive Relevant Rewarding next interaction drives the action engagement drives the message value of sales drives the offer Loyalty Value Exchange BusinessExpectations CustomerExpectations
  30. 30. ALA Customer Engagement & Loyalty Conference 2019 Thank You Billy Loizou - Vice President, Go-To-Market APAC

Editor's Notes

  • 50 Marketers 50 Days Story:

    “Define Customer Loyalty & What Brands Are You Loyal To?
  • Adam to share research


    SPORTING CLUBS TATTOOS & MELT CHEESE STORY

    https://www.youtube.com/watch?v=MNLiYdCDVBo

    A true testament to Melt’s success is known as the “Melt Tattoo Family.” What started as a half-joke promotion offering 25% off for life to anyone who would have the Melt logo tattooed on them exploded into what can only be described as a phenomenon in the restaurant industry. The Tattoo Family now boasts over 700 card-carrying members, each of them an ambassador for the little Cleveland restaurant that could, and did, capture a piece of their hearts.

    Melt Bar and Grilled features gourmet grilled cheese sandwiches, craft beers and signature cocktails in an eclectic, relaxed and comfortable atmosphere. Featured on several national television programs and in countless publications, Melt puts a new spin on traditional bar food in a setting that is cool, fun and very unique
  • Adam to share research


    SPORTING CLUBS TATTOOS & MELT CHEESE STORY

    https://www.youtube.com/watch?v=MNLiYdCDVBo

    A true testament to Melt’s success is known as the “Melt Tattoo Family.” What started as a half-joke promotion offering 25% off for life to anyone who would have the Melt logo tattooed on them exploded into what can only be described as a phenomenon in the restaurant industry. The Tattoo Family now boasts over 700 card-carrying members, each of them an ambassador for the little Cleveland restaurant that could, and did, capture a piece of their hearts.

    Melt Bar and Grilled features gourmet grilled cheese sandwiches, craft beers and signature cocktails in an eclectic, relaxed and comfortable atmosphere. Featured on several national television programs and in countless publications, Melt puts a new spin on traditional bar food in a setting that is cool, fun and very unique
  • Recency: more active base of customers leading to higher retention
    Frequency: more engaged base of customers leading to higher retention
    Monetary: increase in average order value leading to Increase in share of wallet
  • From transactions to interactions
  • Adam to share research
  • Present opportunities for customers to respond to a wide range of challenges from photo, video and social challenges to polls and surveys, contests, games and sweepstakes. All these engaging brand experiences can be activated by leveraging your data and communicating through the customer's channel of preference, whether it be through email, mobile push, mobile wallet, SMS, social, website or in-store via point of sale.
  • Present opportunities for customers to respond to a wide range of challenges from photo, video and social challenges to polls and surveys, contests, games and sweepstakes. All these engaging brand experiences can be activated by leveraging your data and communicating through the customer's channel of preference, whether it be through email, mobile push, mobile wallet, SMS, social, website or in-store via point of sale.
  • Pie Chart visualisation

    More than 60% of consumers in Asia Pacific are now able to interact with their loyalty programs online. This implies that 40% of consumers can’t interact with their loyalty programs on their channels of choice.
  • Loyalty programs should offer members a succession of experiences from the moment they join to the time they first earn points, first receive a points statement, and redeem and beyond. Each of these experiences presents as a moment of inspiration and can have a very meaningful impact on how a member perceives and engages with a program.
  • Loyalty programs should offer members a succession of experiences from the moment they join to the time they first earn points, first receive a points statement, and redeem and beyond. Each of these experiences presents as a moment of inspiration and can have a very meaningful impact on how a member perceives and engages with a program.
  • https://www.braze.com/perspectives/article/burger-king-cannes-lions
  • https://which-50.com/half-the-worlds-population-to-use-digital-wallets-by-2024-juniper-research-finds/

    According to Starbucks, 21% of their transactions in the U.S. are made using mobile devices, for a total of six million transactions per month.
  • Social Virality from the photos

    Grill’d donate your 10th burger the homeless
  • VANS don’t discount!!
    Skateboard lovers
    Dog owners
  • Empowered at the local venue! Use the home location!

    VISIT AND SPEND AT OLD CHICAGO
    Earn 1 Point for every $1 spent on food and beverages at Old Chicago.
    Earn 5 OC Bucks for every 75 Points.
    Apply OC Bucks to food and beverage savings during your next Old Chicago visit!
    Earn bonus and extra points throughout the year with promotional offers, and get rewarded more quickly!
    OC Rewards is a creative and multidimensional loyalty program that rewards customers with prizes and discounts, cultivates a community of Old Chicago advocates, and drives repeat visits. At its core, the program rewards guests one point for every dollar spent on food and beverage and five OC Bucks for every 75 points. It also has an experiential component — its famous Mini and World Beer Tours — offering guests the ultimate challenge of drinking 110 varieties of beer to earn a spot in the program’s Hall of Foam (among the highest of OC honors).
    Guests who complete this amazing feat 10 times become a VIP member and are recognized with a personalized VIP Loyalty Card, a special Hall of Foam plate, and a personalized VIP beer stein they can use in the restaurant. When a guest completes their 50th World Beer Tour, they become a member of the “Super Hall of Foam.” Guests that earn VIP and Super Hall status treat Old Chicago as their local bar and a place to spend time with new and old friends. OC Rewards’ uniqueness and coveted members-only perks, prizes, and recognition have made it a customer favorite!
  • NOTE: due to the VF Publicity Clause, sales people can use the use the Vans example, however, can not provide the Vans specific slides as a "leave behind.

    When it comes to understanding the impact that this can all have on a customer relationship, our Cheetah Digital client, Vans, is an excellent example of loyalty building done well. Vans sought to create a more emotional connection to their brand for their customers as an effort to lead to increased purchase frequency and average spend on vans.com or in one of their 400+ stores.
    Vans and Cheetah Digital partnered to create the Vans Family loyalty program. Customers can sign up in store, on the Vans.com website, or via the Vans mobile app. All of their communications and engagement around this program are powered by our technology.
    In less than 10 months, Vans Family had grown to almost 6 million members. The program is now being expanded internationally and has resulted in additional VF brands implementing our Cheetah Loyalty solution (The North Face, Kipling and Timberland).

    They build interaction and communications so well across channels, that they’ve established a highly responsive audience, as evidenced in this example of a program they ran.
    To celebrate 50 years of Vans, Vans Family (Vans loyalty program members) were asked to share the story of their first pair of Vans on social media.
    Over 40,000 vans family members responded with heartwarming stories about their first pair and how they have been loyal Vans customers ever since.
    This helped to identify a cohort of very emotionally invested customers that they could use to run more advanced loyalty campaigns against to continue to build on that emotional connection and help create visible Vans brand advocates.
    The Vans Family program is so successful that it was recognized in May 2018 by Loyalty 360 for their outstanding Customer Engagement.
  • From transactions to interactions
  • Recency: more active base of customers leading to higher retention
    Frequency: more engaged base of customers leading to higher retention
    Monetary: increase in average order value leading to Increase in share of wallet
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