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Trends In Loyalty For Product Growth

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The three slide decks were developed as discussion documents for senior stakeholders at a fictional car company. They were produced without specialist knowledge of the car industry, and explore current trends in technology and business generally, rather than those specific to the car industry.

The aim was to present possibilities to management, and open up discussion for real world applications in their company.

3 Trends in Technology and Business

1. Implement emerging technologies that ensure instant, targeted and opportunistic responses to customer behaviour and contexts to help drive up sales.
2. Integrate loyalty initiatives into user journeys, to delight the customer, encourage returns, build communities, and increase lifetime value.
3. Improve internal products through the use of data visualisation tools, that will present real-time interpretation of business operations and support company wide communications to help make you more efficient.

Read "Apply These 3 Technology Trends for Product Growth"
https://www.linkedin.com/pulse/exploring-trends-technology-business-product-owners-morna-simpson?trk=mp-author-card

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Trends In Loyalty For Product Growth

  1. 1. MORNA SIMPSON Trends in Loyalty 2015 Loyalty Rewards for ‘Time’, targeting fleet & hire partners and their customers  Going Cardless: Smart Phone & Tablets and QR codes  Flexible Rewards System: Must allow customer evolution and be sensitive to context  Collects intelligent data: knows the customers buying behaviours and their loyalty patterns  Experiential Rewards are especially popular with ‘Millennials’  Charitable Giving: MyCommunity, MySchool, MyPlanet  Engages with customer at critical touch-points in life-cycle  Gamification: Sets goals and outcomes  Meaningful engagement e.g. engages customer in brand definition  Enables easy social engagement with personal messages
  2. 2. Example Success Story: Topaz Energy  Play or Park multi-platform game  Customers collect points when they buy oil or services  Monthly awards for every player e.g. free coffee  200 points gives customer the option to play the game for an experience of a lifetime OR park their points until next month  Players win shopping trips to New York Loyalty Rewards for ‘Time’, targeting fleet & hire partners and their customers
  3. 3. AC Rewards for ‘Time’  Fleet and hire businesses are set up as hosts, who can offer the game to their staff and customers, generating lots of free marketing  Recommendation scheme for friends and family grows the customer base even further  Staff and customers earn points based on AC services Loyalty Rewards for ‘Time’, targeting fleet & hire partners and their customers
  4. 4.  Small rewards are offered through a partner business every month for all players  Small feel-good rewards means customers keep playing for points Claim your free coffee Small Regular Rewards ForAll Players Loyalty Rewards for ‘Time’, targeting fleet & hire partners and their customers
  5. 5. PointsAre Given to Local Charities  Fleet Business selects charities so that customers can donate their points locally & provides an option to invest points back into the Host Business  When cumulative thresholds are met the charity converts points to cash  This develops brand for both ZEDcars and the partner business and helps grow sense of community Loyalty Rewards for ‘Time’, targeting fleet & hire partners and their customers
  6. 6. Customers Play Mobile1 To WinACar  When points threshold is met customer has the chance to play Formula 1 Game to win big prizes  Experiential prizes for individuals may include a day at Knockhill Races, a weekend with the Classic Car Club etc  ‘Player of The Year’ wins a car  Generates lots of free press Loyalty Rewards for ‘Time’, targeting fleet & hire partners and their customers
  7. 7. Leader Board Generates Free Marketing  Players are posted to an interactive Leader Board every month  Players can easily view their own and their friends results  Free marketing can be generated via local press, and players can post their results on social media channels LEADER BOARD Loyalty Rewards for ‘Time’, targeting fleet & hire partners and their customers
  8. 8. SmartAnalytics Give Insights  Customer can be sorted into groups over time by monitoring engagement and behaviours  ZEDcars can develop pre-emptive interventions to prevent loss of valuable customers and to consolidate ‘Brand Champions’  An example intervention would be to invite customers to social event with ZEDcars to ask for their input to the brand development Customer Groups Loyalty Rewards for ‘Time’, targeting fleet & hire partners and their customers

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