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Thinking Beyond Points and Punches

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Incentives, discounts, loyalty points are all well and good when getting a loyalty app program off the ground. But over the long haul it takes diversification of benefits and deeper kinds of interaction to engage the loyalist and make them feel special outside of direct use of benefits. A veteran of Amazon’s Prime program, Starbucks and currently KFC’s Director of Digital Strategy, Ashley Travis shares the lessons of true loyalty.

Published in: Marketing
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Thinking Beyond Points and Punches

  1. 1. THINKING BEYOND POINTS & PUNCHES Ashley Travis, Director of Digital Strategy YUM! Brands
  2. 2. Fromtraditionaltodigital STARBUCKS AMAZON MY JOURNEY FRITO LAY YUM! - KFC
  3. 3. 3
  4. 4. HISTORY OF LOYALTY THE BEGINNING: REWARDS WITH NO DATA THE TRANSFORMATION: GIVE US SOME DATA, WE’LL REWARD YOU THE SUBSCRIPTION ERA: ALL EXPERIENCE, NO POINTS
  5. 5. —Credit THERE ARE HUNDREDS OF BASIC POINT PROGRAMS
  6. 6. • Participation is reactionary • 55%+ accounts are inactive • 80% just want to save money THE REALITY…
  7. 7. TRYING TO STAND OUT
  8. 8. SO MANY OF THESE SCHEMES HAVE COME & GONE.
  9. 9. SO MANY OF THESE SCHEMES HAVE COME & GONE. THEY’VE FAILED FOR MANY REASONS.
  10. 10. WHY DO WE DO IT?
  11. 11. DATA ACCESS RESULTS
  12. 12. THE CUSTOMER IS AT THE HEART OF WHAT WE DO
  13. 13. DATA ACCESS RESULTS
  14. 14. SO, HOW DO YOU DO IT?
  15. 15. REMOVE FRICTION CAPTURE CRAVINGS GET AT THE MOTIVATION OF BUYING THREE STEPS TO PUTTING CUSTOMER EXPERIENCE AT THE CENTER
  16. 16. THE ROOM WHERE IT HAPPENED
  17. 17. REMOVE FRICTION
  18. 18. A FRICTIONLESS EXPERIENCE IS TABLESTAKES
  19. 19. CAPTURE CRAVINGS
  20. 20. GIVE CUSTOMERS WHAT THEY WANT
  21. 21. t AUSTRALIA SECRET MENU INCENTIVES
  22. 22. MOTIVATIONS FOR BUYING
  23. 23. 24 “WE’RE NOT COMPETITOR OBSESSED, WE’RE CUSTOMER OBSESSED. WE START WITH WHAT THE CUSTOMER NEEDS AND WE WORK BACKWARDS.” JEFF BEZOS
  24. 24. GAMIFICATION & STARBUCKS
  25. 25. EXPERIENCES AT THE HEART OF LOYALTY
  26. 26. PUTTING THE CUSTOMER AT THE CENTER LESS MORE
  27. 27. WHERE WE GO FROM HERE
  28. 28. 1. UNDERSTAND THE BUSINESS
  29. 29. 2. THINK GLOBAL, ACT LOCAL
  30. 30. 3. OUR PEOPLE ARE THE HEART
  31. 31. 4. BALANCE CUSTOMER NEEDS
  32. 32. BUCKETS OF THANKS!

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