John Reynolds - Creating Loyalty in Restaurant Consumers: The Gamification Case Study

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Restaurant.com is the largest source of dining deals in the nation. Despite the huge inventory of amazing offers, the company needed a way to create, sustain and socialize customer loyalty. So they turned to gamification with amazing results. Along the way, Restaurant.com learned some of the best -- and worst -- ways to create customer loyalty with gamification, and CRM Manager, John Reynolds will share those insights in this exciting session.

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John Reynolds - Creating Loyalty in Restaurant Consumers: The Gamification Case Study

  1. 1. John ReynoldsCRM MarketingManagerRestaurant.comGsummit 2013
  2. 2. We wanted to blaze our own trail We have an unconventional business model,so we needed an unconventional loyaltyprogram Our products are always discounted – noneed to add another currency We knew an “earn and burn” points systemwasn’t right for us
  3. 3. Determined Objectives Lifetime value Frequency of engagement Breadth (or depth) of engagement
  4. 4. • Offer Rewards for a variety of desired behaviors Social or other engagement Shopping Purchasing Creating or consuming content
  5. 5. • Gamification works for us because: Unconventional business model,needed an unconventional loyaltyprogram Our products are always discounted –no need to add another currency An “earn and burn” points systemwasn’t right for us
  6. 6. • Points, levels, badges, and missions Points are earned for all actions andallow you to level up Earn badges for accomplishingone-time or repeatable actions Accomplish missions by earning acollection of badges Levels are a recognition of pointaccumulation achievements
  7. 7.  Earn “Surprise & Delight” rewards forlevel achievement• Communicate actions – throughout thesite; pop-up messages, activity feeds,leaderboards
  8. 8. • EARLY WINS Positive feedback – fun works! The cream rises to the top 1.8MM badges earned in first threemonths of the program
  9. 9.  Points need to have sometangible meaning Marketing and communicationefforts around program are key Multi-session tracking is importantfor awareness and instant gratification Community has to be in your face;Leaderboards, etc.

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