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Jon Parise 
Head of Customer Marketing 
Kabbage, Inc. 
Heather Harmon 
Public Relations Manager 
Manta 
Ivan Matkovic 
CEO...
Jon Parise 
Head of Customer Marketing 
Kabbage, Inc.
To kick this off… 
Why are you loyal? 
How do you define your loyalty? ? 
Think of 2-3 businesses or brands that 
you woul...
I’m loyal to two very different 
businesses for very different reasons.
Why should a customer be 
loyal to your business? 
Hint: 
It 
should 
not 
only 
be 
because 
of 
your 
loyalty 
program.
The average American belongs to 22 loyalty 
programs – and are active in only 9! 
Source: 
Colloquy 
2013 
Loyalty 
Census
But this doesn’t mean that you 
shouldn’t have a loyalty program! 
It means you should develop a 
loyalty program with pur...
What is a loyalty program? 
Loyalty marketing means 
recognizing that customers are 
different and acting accordingly. 
Yo...
Customer & business benefits 
Good 
for 
the 
customer… 
• Value 
beyond 
the 
purchase 
• Hard 
benefits 
that 
save 
mon...
Develop the right program 
Right 
Structure 
Right 
Delivery 
Right 
Economics 
Is 
it 
valuable 
to 
the 
customer? 
Does...
Heather Harmon 
Public Relations Manager 
Manta
Loyalty success stories
Because it costs more to gain new customers than retain existing customers, we 
felt it was important to implement a custo...
The customer 
rewards 
program at our 
salon is 
designed to 
both create and 
reward a loyal 
customer base, 
and it’s 
w...
The digital nature of the program makes it easy for customers to spread the 
word about my company online and they are mot...
My existing customers 
are crucial to my 
business’ success, so I 
created a pilot 
customer loyalty 
program to reward 
t...
What type of program is right for you?
Ivan Matkovic 
CEO & Founder 
Spendgo
Mobile done right 
48% 
Mobile email 
open rate 
30% 
SMS opt-in 
78% 
Facebook 
mobile usage
Not just apps 
110+ 
members/store 
in 6 months VS 2,000+ 
members/store 
in 6 months
You have tools 
+ more 
Mobile 
Apps 
Payments Online 
Ordering 
Social Email 
Text 
Messaging 
POS 
buy 
Hi!
Highlight your brand 
POP 
In-­‐store 
touchscreen 
Desktop 
sign-­‐up 
Email 
Mobile 
sign-­‐up 
Receipt 
Content 
Sub-­‐...
Measure everything 
Employees 
Locations 
Loyalty Program 
Campaigns 
Compare Result
Transaction data is essential 
Location 
Order type 
Grilled 
Munster 
(415) 
555 
-­‐ 
2196 
TO-­‐GO 
S 
Lemonade 
1.50 
...
Spendgonomics
Get more marketing tips 
Visit Kabbage.com to learn more
Thank you, from Kabbage 
Visit Kabbage.com to learn more
How to Build a Killer Customer Loyalty Program for Your Business
How to Build a Killer Customer Loyalty Program for Your Business
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How to Build a Killer Customer Loyalty Program for Your Business

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The concept of a customer loyalty program is simple – your customers are rewarded for repeating their business, and your revenue as a business increases from their support. Most big brands from Starbucks to Safeway, Walgreens and Best Buy feature customer loyalty programs. But customer loyalty isn’t just for big business – it’s a key strategy for small business owners to scale revenue and build lasting relationships with the people who matter most – loyal fans of your business and product. In this webinar, we’ll go over everything you need to know to build a killer customer loyalty program, including:
- How to define customer loyalty and why it's important
- How to do customer loyalty right: the dos and don'ts
- Using data and mobile to drive loyalty
- Importance of branding and fraud prevention
- Loyalty apps and tools to use
- How customer loyalty can be used in each business industry/vertical

Published in: Business

How to Build a Killer Customer Loyalty Program for Your Business

  1. 1. Jon Parise Head of Customer Marketing Kabbage, Inc. Heather Harmon Public Relations Manager Manta Ivan Matkovic CEO & Founder Spendgo • How to define customer loyalty • Why it’s important • How to do it right • Customer loyalty success stories • Choosing the right program • Using mobile loyalty apps • Tools for loyalty • How to highlight your brand • Measurement Meet the speakers… YOUR MODERATOR: Andres Thomas, Customer Success at Kabbage
  2. 2. Jon Parise Head of Customer Marketing Kabbage, Inc.
  3. 3. To kick this off… Why are you loyal? How do you define your loyalty? ? Think of 2-3 businesses or brands that you would say you are loyal to.
  4. 4. I’m loyal to two very different businesses for very different reasons.
  5. 5. Why should a customer be loyal to your business? Hint: It should not only be because of your loyalty program.
  6. 6. The average American belongs to 22 loyalty programs – and are active in only 9! Source: Colloquy 2013 Loyalty Census
  7. 7. But this doesn’t mean that you shouldn’t have a loyalty program! It means you should develop a loyalty program with purpose.
  8. 8. What is a loyalty program? Loyalty marketing means recognizing that customers are different and acting accordingly. You Already Do This! Your loyalty program, is simply a structure that allows these tactics to scale.
  9. 9. Customer & business benefits Good for the customer… • Value beyond the purchase • Hard benefits that save money • SoD benefits that make the customer experience even beGer • Increased recogniIon, appreciaIon and validaIon Good for the business… • Enables opt-­‐in and acIvates customers • Leverages data to inform key business decisions • Provides clear path to customer and drives behavior
  10. 10. Develop the right program Right Structure Right Delivery Right Economics Is it valuable to the customer? Does it go beyond transacIons? Does it elevate the customer experience? Is it easy for customers to parIcipate? Does it enhance what you already do? Is it flexible? Does it allow for growth? Is it measurable? Does it drive incremental revenue and ROI? + +
  11. 11. Heather Harmon Public Relations Manager Manta
  12. 12. Loyalty success stories
  13. 13. Because it costs more to gain new customers than retain existing customers, we felt it was important to implement a customer rewards program to make our existing customers feel appreciated.” – Richard Foote, CEO, Oregon Crepe Company
  14. 14. The customer rewards program at our salon is designed to both create and reward a loyal customer base, and it’s working!” - Ronnie Taylor, Ronnie T’s Spalon
  15. 15. The digital nature of the program makes it easy for customers to spread the word about my company online and they are motivated to do so. As a result Viralprint.com grew 7 to 8 percent in revenue.” - Doug Sleeth, Viralprint International Wholesale, Warner Robins, GA
  16. 16. My existing customers are crucial to my business’ success, so I created a pilot customer loyalty program to reward them last year. The program opened my eyes to how much revenue an effective customer loyalty program could generate for my business.” – Kurt Danskin, Office Remote Control
  17. 17. What type of program is right for you?
  18. 18. Ivan Matkovic CEO & Founder Spendgo
  19. 19. Mobile done right 48% Mobile email open rate 30% SMS opt-in 78% Facebook mobile usage
  20. 20. Not just apps 110+ members/store in 6 months VS 2,000+ members/store in 6 months
  21. 21. You have tools + more Mobile Apps Payments Online Ordering Social Email Text Messaging POS buy Hi!
  22. 22. Highlight your brand POP In-­‐store touchscreen Desktop sign-­‐up Email Mobile sign-­‐up Receipt Content Sub-­‐total: $4.87 Tax (8.5%) Total: $4.87 ****************************** ***** Jamba Insider Rewards You have points! Scan the QR code, to claim your points and get $3 off.
  23. 23. Measure everything Employees Locations Loyalty Program Campaigns Compare Result
  24. 24. Transaction data is essential Location Order type Grilled Munster (415) 555 -­‐ 2196 TO-­‐GO S Lemonade 1.50 eCoupon 5.00 *********************************************************** ************ You’ve earned points! Scan the QR code to log in and view your reward progress. Host: Jordan B. 9/17/2014 Grilled Cheese $6.50 S Tomato Soup 1.00 Mac n Cheese 4.50 Arugula Salad 5.00 Balsamic SoD Drink 1.25 Diet Coke Sub-­‐total: 14.75 Tax (8.5%) 1.25 Time Line-item Coupon Tender type San Francisco, CA 5:36 PM Total 16.00 Gi_ Card 16.00 Spend amount
  25. 25. Spendgonomics
  26. 26. Get more marketing tips Visit Kabbage.com to learn more
  27. 27. Thank you, from Kabbage Visit Kabbage.com to learn more

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