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The Loyalty Program: A Recipe for Success Stuart Kiefer Vice President, Loyalty Solutions First Data Corporation
What we’re going to talk about today ,[object Object]
[object Object]
The loyalty market today ,[object Object]
Loyalty memberships are growing ,[object Object],Source: Colloquy ® talk™ Censustalk April 2007, pp. 3-6 2000 973 million 2006 1,139 million
Loyalty memberships are growing ,[object Object],[object Object],[object Object],Sources: * Loyalty & Rewards: A Market Overview , Aite Group, January 2007 ** Colloquy ® talk™ Censustalk , April 2007, pp. 3-6
Restaurant loyalty is a sliver of the pie Source: Colloquy ® talk™ Censustalk April 2007, pp. 3-6
Loyalty is growing in many industries Source: Colloquy ® talk™ Censustalk April 2007, pp. 3-6
Loyalty is  growing  in many different verticals so you are  competing  for share of customer mind  across all verticals .
How a loyalty program helps your business ,[object Object]
Loyalty programs… ,[object Object],[object Object],[object Object]
Loyalty programs… ,[object Object],[object Object],[object Object]
Where do your loyalty needs fall? ,[object Object]
Where do your loyalty needs fall? ,[object Object],[object Object]
Where do your loyalty needs fall? ,[object Object],[object Object],[object Object],[object Object]
Where do your loyalty needs fall? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Loyalty helps grow your business Increased Revenue Retain Customers Target Marketing Comms. Increase Spend & Frequency Build Brand Loyalty Build Customer Relationship Differentiate vs. Competition Acquire New Customers Gain Customer Insight
Increase… ,[object Object],[object Object],[object Object]
Growth… ,[object Object],[object Object]
Lift… ,[object Object],[object Object]
[object Object],Source: Clark, Robin and Clark, Peter.  The Loyalty Guide , The Wise Marketer, Wise Research 2006, p. 26
Value to customers Effective & relevant offers  Recognition as a valued customer  Perceived value of membership Immediate gratification Ongoing communication
Best practices in loyalty ,[object Object]
Five key elements for success ,[object Object],[object Object],[object Object],[object Object],[object Object]
Loyalty program offers ,[object Object],Velocity programs ,[object Object],Messaging programs ,[object Object],Product-based programs ,[object Object],Special promotions
Best practice:  Member engagement ,[object Object],[object Object],[object Object]
Best practice:  Program goals ,[object Object],[object Object],[object Object]
Best practice:  Loyalty program ,[object Object],[object Object]
Best practice:  Customer knowledge ,[object Object],[object Object],[object Object]
Best practice:  Effective communication ,[object Object],[object Object],[object Object],[object Object]
Best practice:  Data analysis ,[object Object],[object Object]
Innovations in loyalty programs ,[object Object]
Innovations in restaurant loyalty Form Factors Payment Customer Service Employees Supply Chain
Innovation in form factors ,[object Object],[object Object]
Innovation in payments ,[object Object],[object Object]
Innovation in customer service ,[object Object],[object Object]
Innovation in employee programs ,[object Object],[object Object],[object Object],[object Object],[object Object]
Innovation in the supply chain ,[object Object],[object Object],[object Object]
Components of an industry-leading loyalty program ,[object Object]
Industry-leading solutions Real-time Tender-neutral  Any loyalty identifier  Targeted comm. CRM Targeted offers & rewards All program types Flexible reporting Web-based pgm mgmt Back office capability
Case Study:  Compass Group Zipthru Rewards ,[object Object]
Zipthru Rewards innovations ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Zipthru Rewards transactions ,[object Object],[object Object],[object Object]
Zipthru Rewards results so far ,[object Object],[object Object],[object Object],[object Object]
Wrapping up ,[object Object]
Five key elements for success ,[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object]
[object Object]
[object Object]
The Loyalty Program: A Recipe for Success ,[object Object]

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The Loyalty Program: A Recipe for Success

  • 1. The Loyalty Program: A Recipe for Success Stuart Kiefer Vice President, Loyalty Solutions First Data Corporation
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  • 7. Restaurant loyalty is a sliver of the pie Source: Colloquy ® talk™ Censustalk April 2007, pp. 3-6
  • 8. Loyalty is growing in many industries Source: Colloquy ® talk™ Censustalk April 2007, pp. 3-6
  • 9. Loyalty is growing in many different verticals so you are competing for share of customer mind across all verticals .
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  • 17. Loyalty helps grow your business Increased Revenue Retain Customers Target Marketing Comms. Increase Spend & Frequency Build Brand Loyalty Build Customer Relationship Differentiate vs. Competition Acquire New Customers Gain Customer Insight
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  • 22. Value to customers Effective & relevant offers Recognition as a valued customer Perceived value of membership Immediate gratification Ongoing communication
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  • 33. Innovations in restaurant loyalty Form Factors Payment Customer Service Employees Supply Chain
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  • 40. Industry-leading solutions Real-time Tender-neutral Any loyalty identifier Targeted comm. CRM Targeted offers & rewards All program types Flexible reporting Web-based pgm mgmt Back office capability
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