This document provides an analysis of loyalty programs in the Korea market. It includes:
1. A benchmarking of several Korean loyalty programs based on various criteria like redemption categories and earn rates. FRC's program is found to have a higher effective rebate rate but lower average points per tier compared to other programs.
2. An overview of the Korean loyalty program landscape, noting most programs offer payment cards and earn rates average 0.5%.
3. Program summaries of LG Card, LG Caltex, OK Cashback, and DHL's programs in Korea, outlining their mechanics and highlights. Popular redemption categories identified are Home & Kids, Health & Beauty, and IT/Electronics.
4
The Starbucks Rewards loyalty program has been very successful in driving revenue growth. It was launched in 2016 and replaced the previous My Starbucks Rewards program. The new program aligns rewards with spending levels, giving more stars and benefits to customers who spend $5 or more per visit. This encourages higher spending overall. Starbucks also loves the program because it helps them collect large amounts of customer behavior data through the Starbucks mobile app. The app has over $1.2 billion loaded onto cards for future purchases. Overall, the loyalty program has been very effective at retaining and engaging customers while generating higher spending.
The document outlines a marketing strategy for Garnier to increase its brand presence in the Netherlands market. It recommends launching Garnier Synergie skin care products to target younger women while differentiating it from L'Oreal's Plénitude line. It also suggests reformulating L'Oreal Recital hair color to introduce a semi-permanent option and meet market demands. The implementation plan details preparing for the Synergie launch through advertising, promotions and expanding distribution. Risks are mitigated by positioning the brands for different demographics. Expected results include increased market share and profits for L'Oreal-Garnier in both skin care and hair color categories.
Starbucks brand guidelines. brand book for starbucksTariq Durrani
The document provides guidelines for operators who serve Starbucks coffee regarding proper usage of the Starbucks logo and branding. It outlines requirements for logo variations, color specifications, improper uses to avoid, placement guidelines and the approval process. Operators must have all branding and marketing materials featuring the Starbucks logo approved by Starbucks prior to production to ensure appropriate representation of the Starbucks brand.
L'Oréal brand La Roche Posay Brand Marketing Strategy Krishni Miglani
A presentation developed for a case study competition in 2012 for L'Oréal's brand La Roche Posay. Covers customer insights, barriers and a brand communication plan along with channel level strategy
Creative Brief - Kit Kat Valentine Campaign 2017William Do
November 2016
Valentine is a marketing and sales opportunity for every brand. Valentine is actually the biggest campaign for Kit Kat Vietnam. Thus, the brand focus will be on raising awareness and driving engagement among the youth. Valentine is the perfect opportunity to create a deeper emotional bond with the targeted audience
The Creative Brief aims to directions for an off/online IMC campaign for the Vietnamese youth.
Please if you have any questions or would like to request a presentation, feel free to contact me.
email: wd.williamdo@gmail.com
skype: do.william
This social media strategy proposes engaging Nigerian audiences on platforms like Facebook, Twitter, and Instagram. The plan aims to increase brand awareness, engagement, and revenue for Mentos mint candies. It will target youth aged 18-34 through shareable content promoting creativity and starting conversations. The "Break the Ice" campaign concept encourages overcoming fears to make meaningful connections. Tactics include sponsored posts, a video contest, and sponsoring a premier football league on Twitter to inspire audiences to be bold with Mentos. Engagement metrics like reach, shares, and mentions will measure the plan's success in achieving its objectives.
The document outlines a customer journey map for Dove products, identifying key stages in a customer's experience from awareness to purchase to ongoing use. It analyzes Dove's target demographics and online and offline touchpoints. Accompanying the map are questions about improving the customer experience and addressing potential barriers during the research and purchase stages.
The Starbucks Rewards loyalty program has been very successful in driving revenue growth. It was launched in 2016 and replaced the previous My Starbucks Rewards program. The new program aligns rewards with spending levels, giving more stars and benefits to customers who spend $5 or more per visit. This encourages higher spending overall. Starbucks also loves the program because it helps them collect large amounts of customer behavior data through the Starbucks mobile app. The app has over $1.2 billion loaded onto cards for future purchases. Overall, the loyalty program has been very effective at retaining and engaging customers while generating higher spending.
The document outlines a marketing strategy for Garnier to increase its brand presence in the Netherlands market. It recommends launching Garnier Synergie skin care products to target younger women while differentiating it from L'Oreal's Plénitude line. It also suggests reformulating L'Oreal Recital hair color to introduce a semi-permanent option and meet market demands. The implementation plan details preparing for the Synergie launch through advertising, promotions and expanding distribution. Risks are mitigated by positioning the brands for different demographics. Expected results include increased market share and profits for L'Oreal-Garnier in both skin care and hair color categories.
Starbucks brand guidelines. brand book for starbucksTariq Durrani
The document provides guidelines for operators who serve Starbucks coffee regarding proper usage of the Starbucks logo and branding. It outlines requirements for logo variations, color specifications, improper uses to avoid, placement guidelines and the approval process. Operators must have all branding and marketing materials featuring the Starbucks logo approved by Starbucks prior to production to ensure appropriate representation of the Starbucks brand.
L'Oréal brand La Roche Posay Brand Marketing Strategy Krishni Miglani
A presentation developed for a case study competition in 2012 for L'Oréal's brand La Roche Posay. Covers customer insights, barriers and a brand communication plan along with channel level strategy
Creative Brief - Kit Kat Valentine Campaign 2017William Do
November 2016
Valentine is a marketing and sales opportunity for every brand. Valentine is actually the biggest campaign for Kit Kat Vietnam. Thus, the brand focus will be on raising awareness and driving engagement among the youth. Valentine is the perfect opportunity to create a deeper emotional bond with the targeted audience
The Creative Brief aims to directions for an off/online IMC campaign for the Vietnamese youth.
Please if you have any questions or would like to request a presentation, feel free to contact me.
email: wd.williamdo@gmail.com
skype: do.william
This social media strategy proposes engaging Nigerian audiences on platforms like Facebook, Twitter, and Instagram. The plan aims to increase brand awareness, engagement, and revenue for Mentos mint candies. It will target youth aged 18-34 through shareable content promoting creativity and starting conversations. The "Break the Ice" campaign concept encourages overcoming fears to make meaningful connections. Tactics include sponsored posts, a video contest, and sponsoring a premier football league on Twitter to inspire audiences to be bold with Mentos. Engagement metrics like reach, shares, and mentions will measure the plan's success in achieving its objectives.
The document outlines a customer journey map for Dove products, identifying key stages in a customer's experience from awareness to purchase to ongoing use. It analyzes Dove's target demographics and online and offline touchpoints. Accompanying the map are questions about improving the customer experience and addressing potential barriers during the research and purchase stages.
PepsiCo launched Amp Energy in 2001 to compete in the growing energy drink market but sales have declined, dropping Amp to 5th place behind Red Bull, Monster, Rockstar, and NOS. To revitalize the brand, PepsiCo eliminated all 15 flavors of Amp and reinvented it with 3 new flavors and formulations. This marketing plan outlines Amp's target markets, competitive analysis of top energy drinks, and new media strategy to reposition Amp and boost sales among its core consumers of families and young professionals.
Nielsen Case Competition - Healthy Drink Mai Hong Ngoc
The document provides a half-year review report for Good Flavour Soya Milk company. It finds that the company had low volume growth in some market channels. It recommends adopting plastic bottles to strengthen its packaging portfolio and align with consumer trends. It also recommends strengthening the unique selling proposition beyond just features to provide clear consumer benefits. Adopting these changes would help improve the company's performance and market share.
The document outlines the agenda for Tim Hortons' 2014 Investor Conference. The morning session will include introductions and presentations on the company's strategic direction from the CEO and insights from the Chief Marketing Officer. The afternoon session will feature presentations from various executives on strategic pillars in Canada, the U.S., and internationally, as well as financial strategy. A Q&A session with executives is scheduled at the end. The document also provides a safe harbor statement regarding forward-looking information presented.
Pepsi is launching a "Feature Your Flavor" campaign to promote different Pepsi flavors by associating each with a persona. The campaign will target women ages 13-50 on YouTube, social media, and their website through quizzes, contests and ads to select models representing flavors. It will include paid YouTube ads, social media presence, a mobile app and text-in persona finder. Key metrics will track digital marketing hours and costs which total nearly $8 million including ad time, models, photo shoots and contest prizes.
Evian sells over 1.5 billion bottles annually in over 40 countries. While primarily popular in France, Switzerland, UK, and Belgium, Evian has expanded to urban markets globally through innovative campaigns. Evian's brand value exceeds $1 billion due to continuous innovation in marketing communications spanning over a century. Recent viral videos like "Water Babies" and social media promotions have increased Evian's brand awareness, especially in Asia.
1. The document describes a brand positioning toolkit that can be used to map brand values, identify a brand's position, and analyze the fit between a brand and target market.
2. It provides examples of using the toolkit to create a brand values map, plot a brand's current position, map the ideal position of a target market, and analyze the fit between the brand and market.
3. The analysis can identify whether a brand needs to be extended, repositioned, or a new brand is needed to better fit the target market's ideal position. Competitors' positions can also be overlaid for comparison.
The document discusses Dove's brand strategy and positioning. It aims to redefine beauty standards and empower women by making them feel more confident and optimistic about their natural beauty. Dove products are designed to nourish skin and hair from within in order to repair damage and strengthen hair, reducing hair fall and breakage. The brand also runs an educational self-esteem project to help young people improve their self-esteem.
Young Marketers 8 - Elite assignment 1.1 - Team-1LinhV227
Consumer Insight ở level Brand Positioning, Brand Communications Idea và Brand Idea: định nghĩa và phân biệt
Cho 3 ví dụ làm rõ phần trả lời ở trên ở 3 thương hiệu local ở 3 ngành hàng khác nhau tại Việt Nam.
Team 1:
Vũ Nguyễn Mai Linh
Đỗ Tấn Phát
Lê Ngọc Quỳnh Chi
Trần Thị Phương Trâm
Marketing communication plan presentationmadhukunwor
The document summarizes information about Postilion Greenery Restaurant located in Narayani Beach, Narayanghat, Nepal. It discusses the restaurant's market, competitors, strengths, weaknesses, opportunities, and threats. It also outlines the restaurant's sales by competitor and target customer groups. Plans are proposed to promote the restaurant through advertising, public relations, direct mail, discounts, and creative marketing strategies to attract more customers and strengthen their position in the competitive market.
Young Marketers Elite 3 - Assignment 10.1 - Minh Thông / Đức Hiệp / Thanh AnChu Minh Thông
The creative brief provides guidance for the creative team to develop work that aligns with both the client's objectives and target consumers. It should include key elements such as the background, problem/challenge, objectives, target consumer profile and insights, desired consumer response, and brand positioning. The brief translates the client's business needs into a concise yet inspiring direction for creatives to generate solutions. It aims to define the problem space enough to guide solutions while allowing creative freedom.
The #ShareaCoke campaign by Coca-Cola had three objectives: raise awareness of Coca-Cola, increase summer consumption, and encourage positive talk about the brand. The campaign personalized Coke cans with names and encouraged people to give Coke cans as a way to connect with friends and family. It utilized TV commercials, viral videos, activations, and social media to promote sharing Coke over the summer period from June to August 2014. The campaign was successful in grabbing attention and fitting with the brand's messaging around personalization and sharing.
Vita Coco aims to increase sales 25% by targeting health-conscious young adults in NYC and LA. The campaign will highlight the fun and effortless healthy lifestyle associated with Brazil to position Vita Coco differently from self-righteous water and sports drinks. Tactics include a talking coconut head at retail, coconut scavenger hunts offering prizes, social media with a Brazilian viewpoint, and sampling near colleges, gyms and events. The goal is to present health and wellness as enjoyable rather than serious.
The ZMET technique involves having participants select pictures that represent their thoughts and feelings about a topic and then describing the pictures. For coffee brand research using ZMET, a participant selected pictures related to relaxation, socializing, caffeine boosts, and social status. The pictures were sorted into piles representing different themes. The participant indicated a picture of social status best represented the brand image. Sensory descriptions of the brand highlighted smoothness, rich smell, and happiness. The technique provided insights into unconscious perceptions of the coffee brand.
OneCoin is a new cryptocurrency that aims to improve upon Bitcoin. It uses innovative technology and educates members through its OneAcademy program so they can profit from owning cryptocurrency without extensive technical expertise. OneCoin's value comes from its mining process where members jointly solve algorithms to create new coins. It also has a network and exchange where members can buy and sell tokens. Being an early member provides opportunities to profit as the currency value is expected to increase over time, similar to how Bitcoin increased from $0.10 to over $1,000 per coin. OneCoin differentiates itself by being an exclusive community that provides an entire concept beyond just a cryptocurrency.
This marketing project is to rebrand Maxwell to attract Millenials who are in lower- or middle- class within urban/suburban areas. (MKT 300- School of Business at UW-Madison)
RENÉE Water (RENÉE) is a niche product built upon the exotic and tropical imagery of paradise-like Seychelles.
The unique selling-point (USP) about RENÉE is its unique source and its purity. The intricate process to “harvest” this natural dew from the unpolluted air of the natural habitat of paradise-like Seychelles through an innovative process that mimics earth’s natural rain cycle in an ecologically friendly plant that meets the highest standards of quality and safety.
The name RENÉE (Renée Eau – means reborn water) was chosen to reflect the purity and refreshing taste of our delicate water.
Upscale grocery store chain, Whole Foods Market, has launched a media agency review, according to sources.
In its last annual report the company stated that advertising expenses totaled nearly $90 million in its fiscal-year 2015. It’s estimated that the company spends about $65 million annually on media.
Previously, the Austin-based Whole Foods had worked with GSD&M (also based in Austin) for media. Two years ago, GSD&M was the media agency that launched the brand’s first national ad campaign. New York-based creative agency Partners & Spade was tapped to develop the creative approach.
This document discusses key marketing concepts like consumer insight, brand positioning, brand idea, and brand communication idea. It provides definitions and explanations of each concept. Consumer insight is defined as the underlying behaviors, motivations, pain points and emotions of consumers. Different types of consumer insights are needed at different stages of developing the brand positioning, brand idea, and brand communications idea. Real-life examples from Vietnamese brands are also provided to illustrate how consumer insights can inform the development of brand fundamentals.
Stay-N-Sleep Business Rewards empowers corporate teams to connect in person to develop stronger relationships and build lasting memories through the power of shared experiences
To strategically promote customer loyalty and drive CLV the product aims to:
•Reward customers for investing in the power of human connection. •Recognize guests are unique and deliver personalized services.
•Reduce time consuming aspects of business travel like booking trips and managing finances.
Nonfleet Loyalty programs in PetroRetailing sectorKaran Mehta
Retailing is an integral function of marketing that creates utilities in terms of Economic, Social, Emotional, Conditional and Epistemic values sought by customers. Petro-retailing equally performs similar tasks as it is face of Oil Marketing Companies before the customers. Loyalty Card program has been one of the techniques used by OMCs in order to stimulate customer loyalty.
PepsiCo launched Amp Energy in 2001 to compete in the growing energy drink market but sales have declined, dropping Amp to 5th place behind Red Bull, Monster, Rockstar, and NOS. To revitalize the brand, PepsiCo eliminated all 15 flavors of Amp and reinvented it with 3 new flavors and formulations. This marketing plan outlines Amp's target markets, competitive analysis of top energy drinks, and new media strategy to reposition Amp and boost sales among its core consumers of families and young professionals.
Nielsen Case Competition - Healthy Drink Mai Hong Ngoc
The document provides a half-year review report for Good Flavour Soya Milk company. It finds that the company had low volume growth in some market channels. It recommends adopting plastic bottles to strengthen its packaging portfolio and align with consumer trends. It also recommends strengthening the unique selling proposition beyond just features to provide clear consumer benefits. Adopting these changes would help improve the company's performance and market share.
The document outlines the agenda for Tim Hortons' 2014 Investor Conference. The morning session will include introductions and presentations on the company's strategic direction from the CEO and insights from the Chief Marketing Officer. The afternoon session will feature presentations from various executives on strategic pillars in Canada, the U.S., and internationally, as well as financial strategy. A Q&A session with executives is scheduled at the end. The document also provides a safe harbor statement regarding forward-looking information presented.
Pepsi is launching a "Feature Your Flavor" campaign to promote different Pepsi flavors by associating each with a persona. The campaign will target women ages 13-50 on YouTube, social media, and their website through quizzes, contests and ads to select models representing flavors. It will include paid YouTube ads, social media presence, a mobile app and text-in persona finder. Key metrics will track digital marketing hours and costs which total nearly $8 million including ad time, models, photo shoots and contest prizes.
Evian sells over 1.5 billion bottles annually in over 40 countries. While primarily popular in France, Switzerland, UK, and Belgium, Evian has expanded to urban markets globally through innovative campaigns. Evian's brand value exceeds $1 billion due to continuous innovation in marketing communications spanning over a century. Recent viral videos like "Water Babies" and social media promotions have increased Evian's brand awareness, especially in Asia.
1. The document describes a brand positioning toolkit that can be used to map brand values, identify a brand's position, and analyze the fit between a brand and target market.
2. It provides examples of using the toolkit to create a brand values map, plot a brand's current position, map the ideal position of a target market, and analyze the fit between the brand and market.
3. The analysis can identify whether a brand needs to be extended, repositioned, or a new brand is needed to better fit the target market's ideal position. Competitors' positions can also be overlaid for comparison.
The document discusses Dove's brand strategy and positioning. It aims to redefine beauty standards and empower women by making them feel more confident and optimistic about their natural beauty. Dove products are designed to nourish skin and hair from within in order to repair damage and strengthen hair, reducing hair fall and breakage. The brand also runs an educational self-esteem project to help young people improve their self-esteem.
Young Marketers 8 - Elite assignment 1.1 - Team-1LinhV227
Consumer Insight ở level Brand Positioning, Brand Communications Idea và Brand Idea: định nghĩa và phân biệt
Cho 3 ví dụ làm rõ phần trả lời ở trên ở 3 thương hiệu local ở 3 ngành hàng khác nhau tại Việt Nam.
Team 1:
Vũ Nguyễn Mai Linh
Đỗ Tấn Phát
Lê Ngọc Quỳnh Chi
Trần Thị Phương Trâm
Marketing communication plan presentationmadhukunwor
The document summarizes information about Postilion Greenery Restaurant located in Narayani Beach, Narayanghat, Nepal. It discusses the restaurant's market, competitors, strengths, weaknesses, opportunities, and threats. It also outlines the restaurant's sales by competitor and target customer groups. Plans are proposed to promote the restaurant through advertising, public relations, direct mail, discounts, and creative marketing strategies to attract more customers and strengthen their position in the competitive market.
Young Marketers Elite 3 - Assignment 10.1 - Minh Thông / Đức Hiệp / Thanh AnChu Minh Thông
The creative brief provides guidance for the creative team to develop work that aligns with both the client's objectives and target consumers. It should include key elements such as the background, problem/challenge, objectives, target consumer profile and insights, desired consumer response, and brand positioning. The brief translates the client's business needs into a concise yet inspiring direction for creatives to generate solutions. It aims to define the problem space enough to guide solutions while allowing creative freedom.
The #ShareaCoke campaign by Coca-Cola had three objectives: raise awareness of Coca-Cola, increase summer consumption, and encourage positive talk about the brand. The campaign personalized Coke cans with names and encouraged people to give Coke cans as a way to connect with friends and family. It utilized TV commercials, viral videos, activations, and social media to promote sharing Coke over the summer period from June to August 2014. The campaign was successful in grabbing attention and fitting with the brand's messaging around personalization and sharing.
Vita Coco aims to increase sales 25% by targeting health-conscious young adults in NYC and LA. The campaign will highlight the fun and effortless healthy lifestyle associated with Brazil to position Vita Coco differently from self-righteous water and sports drinks. Tactics include a talking coconut head at retail, coconut scavenger hunts offering prizes, social media with a Brazilian viewpoint, and sampling near colleges, gyms and events. The goal is to present health and wellness as enjoyable rather than serious.
The ZMET technique involves having participants select pictures that represent their thoughts and feelings about a topic and then describing the pictures. For coffee brand research using ZMET, a participant selected pictures related to relaxation, socializing, caffeine boosts, and social status. The pictures were sorted into piles representing different themes. The participant indicated a picture of social status best represented the brand image. Sensory descriptions of the brand highlighted smoothness, rich smell, and happiness. The technique provided insights into unconscious perceptions of the coffee brand.
OneCoin is a new cryptocurrency that aims to improve upon Bitcoin. It uses innovative technology and educates members through its OneAcademy program so they can profit from owning cryptocurrency without extensive technical expertise. OneCoin's value comes from its mining process where members jointly solve algorithms to create new coins. It also has a network and exchange where members can buy and sell tokens. Being an early member provides opportunities to profit as the currency value is expected to increase over time, similar to how Bitcoin increased from $0.10 to over $1,000 per coin. OneCoin differentiates itself by being an exclusive community that provides an entire concept beyond just a cryptocurrency.
This marketing project is to rebrand Maxwell to attract Millenials who are in lower- or middle- class within urban/suburban areas. (MKT 300- School of Business at UW-Madison)
RENÉE Water (RENÉE) is a niche product built upon the exotic and tropical imagery of paradise-like Seychelles.
The unique selling-point (USP) about RENÉE is its unique source and its purity. The intricate process to “harvest” this natural dew from the unpolluted air of the natural habitat of paradise-like Seychelles through an innovative process that mimics earth’s natural rain cycle in an ecologically friendly plant that meets the highest standards of quality and safety.
The name RENÉE (Renée Eau – means reborn water) was chosen to reflect the purity and refreshing taste of our delicate water.
Upscale grocery store chain, Whole Foods Market, has launched a media agency review, according to sources.
In its last annual report the company stated that advertising expenses totaled nearly $90 million in its fiscal-year 2015. It’s estimated that the company spends about $65 million annually on media.
Previously, the Austin-based Whole Foods had worked with GSD&M (also based in Austin) for media. Two years ago, GSD&M was the media agency that launched the brand’s first national ad campaign. New York-based creative agency Partners & Spade was tapped to develop the creative approach.
This document discusses key marketing concepts like consumer insight, brand positioning, brand idea, and brand communication idea. It provides definitions and explanations of each concept. Consumer insight is defined as the underlying behaviors, motivations, pain points and emotions of consumers. Different types of consumer insights are needed at different stages of developing the brand positioning, brand idea, and brand communications idea. Real-life examples from Vietnamese brands are also provided to illustrate how consumer insights can inform the development of brand fundamentals.
Stay-N-Sleep Business Rewards empowers corporate teams to connect in person to develop stronger relationships and build lasting memories through the power of shared experiences
To strategically promote customer loyalty and drive CLV the product aims to:
•Reward customers for investing in the power of human connection. •Recognize guests are unique and deliver personalized services.
•Reduce time consuming aspects of business travel like booking trips and managing finances.
Nonfleet Loyalty programs in PetroRetailing sectorKaran Mehta
Retailing is an integral function of marketing that creates utilities in terms of Economic, Social, Emotional, Conditional and Epistemic values sought by customers. Petro-retailing equally performs similar tasks as it is face of Oil Marketing Companies before the customers. Loyalty Card program has been one of the techniques used by OMCs in order to stimulate customer loyalty.
Loyalty Strategy & Management in Hospitality - Course 1Ryan Draude
A small percentage of premium guests in the hospitality industry represent a majority of the profit, especially for hotel, restaurant, transportation, and credit card companies. But, how does a company give consumers a compelling reason to choose and frequently return to a brand won via a true connection with the organization?
Moving beyond this repeat business and into true loyalty and brand advocacy is big business in hospitality and travel. The landscape of loyalty and customer expectations is evolving dramatically due to new customer segment needs, the complex and expensive financial structures of programs, the ubiquity of programs across industries, and the transformation and accessibility of technology and information. The question for companies is how can they win in the ever-growing loyalty war.
The question for customer is whether the program is worthwhile to join. And, the overall question for the industry is whether true loyalty exists. This course looks analytically and creatively at the future of these programs, including deep insights into the business, finance, and design of loyalty programs, consumer perspectives, partnerships, and marketing efforts.
Loyalty programs are not always successful and profitable. While some programs have enhanced the customer experience and brand differentiation, not all customers perceive rewards as making a meaningful difference in their purchasing decisions. Additionally, only around half of customers have serious intentions to repurchase from brands they accumulate points with. For loyalty programs to be truly effective and profitable, companies need to have a clear customer-centric strategy backed by processes that deliver tangible value to both customers and the business over the long-term. Simply implementing a program is not enough to create loyalty.
Enhanced Shopping: Delivering value with Hybrid ProximityMichael Lesniak
SK planet is South Korea's largest mobile operator and digital platform. It offers various offline-to-online services including Syrup Wallet (digital wallet), OK Cashbag (coalition loyalty program), Gifticon (digital gifting platform), and Syrup Pay (web-based payment service). SK planet enhances these services through hybrid proximity technology to deliver value to customers and merchants. It aims to close the customer journey loop to engage customers with favorite brands anywhere.
This document discusses the main types of loyalty programs, including:
1) Pure point-based programs where customers earn points based on spending that can be redeemed for services or products.
2) Pure lifestyle programs that target specific customer groups with deals to create addiction and reduce churn.
3) Affinity-based programs with tiers that offer gifts and privileges based on customer spending to target valuable customers.
4) Hybrid point-based and lifestyle programs that offer both points and segmented deals to reward valuable customers.
5) Community-based programs that reward entire communities to limit individual customer churn.
6) Coalition programs where brands form alliances to share costs, generate revenue from point redemptions,
A multi-partner coalition loyalty program allows retailers to pool resources and customers. It provides advantages like lower costs, a larger customer base, and more customer data. However, retailers lose some control and branding. The document discusses the key components of a coalition program, including how partners issue and redeem points, how the financial model works, and examples of existing programs around the world.
The Financial Edge is an accounting software designed for nonprofits. It allows nonprofits to easily budget, track programs and expenses, and generate fast, flexible reports. This helps nonprofits focus on their mission rather than struggling with software. The Financial Edge also offers affordable pricing options and integrates with other Blackbaud products. It provides benefits like automatic closing entries, budgeting across years and departments, and indirect cost allocation.
The document proposes a customer loyalty program for Chevrolet car services in India. It outlines objectives to gain customer satisfaction, loyalty through quality after-sales service. The program would allow customers to customize their car's appearance without affecting warranty. Key elements discussed include types of loyalty programs, ensuring customer loyalty through design, operations, technology, and addressing common questions about loyalty programs and their advantages in encouraging repeat purchases and disadvantages like financial costs.
The document provides an overview of service marketing. It defines what a service is and differentiates services from goods. It discusses the basis of comparison between goods and services and different categories of services. The document also outlines the industry outlook for the services sector in India and factors driving growth. Additionally, it covers various frameworks and models used in service marketing like the service profit chain, stages of service consumption, service blueprint, 7Ps of service marketing, and more. It emphasizes the importance of quality, customer satisfaction and loyalty for services.
This is a Genuine business opportunity in terms of work from home .It is an opportunity to interact with brands and give your opinion. Plz be honest to give genuine opinion . Go through the presentation you will like it . My name is Biswajit Bhattacharyya . If you like it plz contact me at 09088247145 or email me at b.bhattacharyya@aol.com
Orbit Digital Media provides e-magazines through its empowerment program. There are 5 subscription packages ranging from Rs. 300 to Rs. 49,000 annually that provide access to e-magazines and the opportunity to earn loyalty points through a work from home program. Loyalty points can be used to upgrade subscriptions or realize as cash based on a fixed exchange rate. The document outlines the various ways subscribers can earn loyalty points, including direct sales, team commissions, and referrals.
Brandfire 9 point Checklist for Loyalty ProgrammeEoin Graham
1. The document outlines 9 key factors to consider when planning or launching a customer loyalty program: objectives, business case, ownership, research, rewards/rules, licensing, technology, data insights, and communication strategy.
2. It emphasizes defining clear objectives, developing a strong business case, gaining organizational buy-in, understanding customers through research, creating relevant and valuable rewards, selecting appropriate technology, and communicating the program effectively.
3. The 9 factors provide a framework for planning a successful loyalty program that increases customer loyalty and generates useful customer data and insights.
Tasty Tech: 3 Proven Recipes for Increasing Loyalty and RetentionTealium
Customer data is the key ingredient to driving loyalty and retention. Why? Because you can only proactively identify and target high-risk and high-value customers when you have a complete and accurate picture of your relationship.
Digital Strategist, James Burnham shared ways to create digital experiences that keep your customers coming back for seconds. He also shared tips for:
- Reducing churn by driving proactive advertising for high risk customers
- Increasing engagement with customers who are most likely to purchase
- Using predictive insights to fuel loyalty campaigns
You can view the on-demand session on our website in our Resource Hub
Customer loyalty is a customer's willingness to buy from or work with a brand again and again, and it's the result of a positive customer experience, customer satisfaction, and the value of the products or services the customer gets from the transaction.
Existing customers spend 67% more than new customers. In short, customer loyalty really pays off -- and customer loyalty programs end up paying for themselves.
Brands want to provide great customer service so customers will continue subscribing or purchasing. But customer loyalty is paramount to brands' success -- because loyal customers can grow business faster than sales and marketing.
The document discusses Sberbank's strategic approach to loyalty and co-branding programs in Russia. It describes Sberbank's multi-merchant co-branded card program called BONUS, which allows cardholders to earn points from everyday purchases that can be redeemed with partner merchants. Examples of current BONUS partners include Aeroflot for airline miles and MTS for mobile minutes. The document also outlines Sberbank's methods for selecting partners, including transaction analysis and targeting high-ROI brands that are commonly used by cardholders.
Similar to Benchmarking of a large scale Rewards Program (20)
Kroger and Whole Foods have different operations strategies driven by their target markets. Kroger aims for low prices across its large network of stores to appeal to a broad customer base. It manufactures over 40% of its private label products in-house for quality control and margins. Whole Foods targets the organic and locally-sourced market through a smaller store network focused on fresh, perishable items. It relies more heavily on regional and local suppliers. Both companies leverage facility networks and sourcing strategies to efficiently deliver on their distinct strategic positions in the grocery industry.
The document proposes a social marketing campaign by Whole Foods called "Bring on the Goodness of Wholesome Eating" to help prevent obesity. The campaign would target obese children, pregnant mothers, and low-income immigrant communities. It would promote healthy eating through recipes using Whole Foods private label products. The campaign would leverage Whole Foods' reputation for healthy, organic foods and spread awareness in obese communities. It would use humor and messaging around identity to persuade people to change behaviors and eat more nutritiously. The campaign would partner with organizations like the American Heart Association and measure its positive financial and social impacts.
1) The document discusses market trends in mobile web usage based on a study of Malaysian smartphone users. The study found that most users listen to music several times a week on their phones and play games less frequently. Maps and navigation tools are also popular.
2) Data from Gartner shows significant growth in Android smartphone sales between 2010 and 2011, with Android capturing over half the market by the third quarter of 2011. Symbian and Blackberry have seen declining market share.
3) An analysis of the potential mobile web market size for Blackberry users in Malaysia calculates it could be over $4 million based on usage patterns and monetization through ads, services, and applications.
I follow customers, and consumers and do not believe in boundaries, and any secular ways of getting separated from those who have a way of sharing. Also- I hate to put the cover page as 'Hey - I am sharing'
1. The document discusses promotion types that appeal most to women in Malaysia for social commerce, based on a survey of 52% of women users.
2. Contests and lucky draws appealed most to lower and middle income women, with 5% and 13% respectively finding them effective promotions.
3. Redemptions attracted 11.9% of the total population surveyed, explaining the success of loyalty programs.
4. Price discounts/offers were popular across all income groups, with 28% of women preferring them. The lower income group valued value-added packs more while the middle and upper groups preferred premium items.
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This presentation is a curated compilation of PowerPoint diagrams and templates designed to illustrate 20 different digital transformation frameworks and models. These frameworks are based on recent industry trends and best practices, ensuring that the content remains relevant and up-to-date.
Key highlights include Microsoft's Digital Transformation Framework, which focuses on driving innovation and efficiency, and McKinsey's Ten Guiding Principles, which provide strategic insights for successful digital transformation. Additionally, Forrester's framework emphasizes enhancing customer experiences and modernizing IT infrastructure, while IDC's MaturityScape helps assess and develop organizational digital maturity. MIT's framework explores cutting-edge strategies for achieving digital success.
These materials are perfect for enhancing your business or classroom presentations, offering visual aids to supplement your insights. Please note that while comprehensive, these slides are intended as supplementary resources and may not be complete for standalone instructional purposes.
Frameworks/Models included:
Microsoft’s Digital Transformation Framework
McKinsey’s Ten Guiding Principles of Digital Transformation
Forrester’s Digital Transformation Framework
IDC’s Digital Transformation MaturityScape
MIT’s Digital Transformation Framework
Gartner’s Digital Transformation Framework
Accenture’s Digital Strategy & Enterprise Frameworks
Deloitte’s Digital Industrial Transformation Framework
Capgemini’s Digital Transformation Framework
PwC’s Digital Transformation Framework
Cisco’s Digital Transformation Framework
Cognizant’s Digital Transformation Framework
DXC Technology’s Digital Transformation Framework
The BCG Strategy Palette
McKinsey’s Digital Transformation Framework
Digital Transformation Compass
Four Levels of Digital Maturity
Design Thinking Framework
Business Model Canvas
Customer Journey Map
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1. Stanford’s Design Thinking
2. IDEO’s Human-Centered Design
3. Strategyzer’s Business Model Innovation
4. Lean Startup Methodology
5. Agile Innovation Framework
6. Doblin’s Ten Types of Innovation
7. McKinsey’s Three Horizons of Growth
8. Customer Journey Map
9. Christensen’s Disruptive Innovation Theory
10. Blue Ocean Strategy
11. Strategyn’s Jobs-To-Be-Done (JTBD) Framework with Job Map
12. Design Sprint Framework
13. The Double Diamond
14. Lean Six Sigma DMAIC
15. TRIZ Problem-Solving Framework
16. Edward de Bono’s Six Thinking Hats
17. Stage-Gate Model
18. Toyota’s Six Steps of Kaizen
19. Microsoft’s Digital Transformation Framework
20. Design for Six Sigma (DFSS)
To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations
2. Confidential and Proprietary
page 2
Korea
Agenda
1. Re-Cap of Benchmarking Conclusion
2. Deep Dive: Tier Wise Points, Effective Rebate Rate, Popular Items
3. Program Specific Summary
4. Innovative Ideas / Trends of Loyalty Program for Korea
5. Structuring Redemption Categories : Popular, Preferred, Not Common
6. Proposed Re-staging of Redemption Strategy
7. Snapshot of benchmarked Redemption Rewards
8. Big Picture: Market wise Summary
Appendix 1: Web Links of the Programs : Korea Market
Appendix 2 : Methodology
Appendix 3 : DHL Reward listing : EU Campaign
3. Confidential and Proprietary
page 3
Korea
FRC One Size Fits All Approach
FRC One Size Fits All Approach as seen across SG, HK, CN, TW, JP and KR
Low impetus on Discounting ; Reward Classification is Implicit with no distinct segmentation
Discount based
Hard benefit Soft benefit
FRC redemption items and strategy
developed around the use of hard
benefits; this includes shipping
discounts as a business savings
FRC does not make use of soft
benefit items within the program
Experiential/ Aspirational
No experiential rewards has been
utilised in the program to-date
A dual effective rebate rate of – 3%
for small enterprises and1.5% for
medium enterprises is used
respectively
Rational items Emotive Item
Retail discount vouchers – shopping,
health and beauty and
food/beverages vouchers are the
mainstay of the program
Shipping discounts is the sole
business savings applied to the
program
Explicit tiered Implicit tiered
No segmented value tiers Implicit pricing strategy followed by
FRC program; reward items can be
achieved by all members within the
expiry period of the points collected
Segmented pricing Inclusive pricing
No segmented pricing
No exclusive or segmented pricing
for elite or other high-value FRC
members
FRC
FRC
FRC
FRC
FRC
4. Confidential and Proprietary
page 4
Korea
Recap of Benchmarking Conclusion
Hard
Benefits
Soft
Benefits
Discount
based
Experiential Rational
Items
Emotive
Items
Explicit
Value
Tiered
Implicit
Value
Tiered
Segmented
pricing
Inclusive
pricing
Partner
redemption
FRC KR
(B2B)
LG Card KR
(B2B and
B2C)
LG Caltex
KR (B2B
and B2C)
DHL KR
(B2B)
OK
CASHBAG
(B2C)
Best-in
Class
Example
TBC
•
Key Drivers for Loyalty Programs in Korea :
In program
• Not in program
5. Confidential and Proprietary
page 5
Korea
FRC Earn Rate and Points Comparison
Company Earn rate Avg. basic tier
pts/spend
Avg. silver tier
pts/spend
Avg. gold tier
pts/spend
Effective
Rebate Rate
FRC KR
(B2B)
KRW 1000- 1 Point (small)
KRW 2000- 1 Point ( med)
482 points
964 points
1757 points
3514 points
4471 points
8942 points 3%
LG Card KR
(B2B and B2C)
1000 KRW- 2 Point 12,583 points 27,013 points 77,064 points 0.2%
LG Caltex KR
(B2B and B2C) 1000 KRW=1 Point 11,650 points 31,624 points 115,521 points
OK Cash bag
(B2C) 1000 KRW =30 Points 13,293 points 28,800 points 166,071 points
DHL KR
(B2B) 1 Internet Booking =100 Points
7500 points
75 Internet
Booking
25000 points
250 Internet
Booking
130,000 Points
1300 Internet
Booking
0.7-1%
Earn Rate for FRC Korea is same as LG Caltex Program, and close to LG Credit Card ;
Effective Rebate Rate Range : FRC much higher than others (DHL-0.7% compared to FRC –3%)
AVERAGE POINTS FOR EACH TIER is lowest for FRC ( Low barrier of entry) ( Opportunity of Segmentation)
LG has lowest Earn Rate; Samsung Card has 0.5% and
Hyundai Card has 2% of the paid amount as earn rate
Highest Earn Rate
6. Confidential and Proprietary
page 6
Korea
Overview on the Loyalty Programs in Korea
• Most of the Loyalty Programs offer a ‘card’ : Either a payment device in terms of a credit card
or a membership card
• Statistics shows around 47.8 million people in South Korea are receptive to new technologies and
South Korea is a leading smart card market in Asia Pacific
• Banking and Telecommunication industry practice a large scale loyalty program
• Average Earn Rate for a Loyalty Program in the Korean Market is 0.5% ; 1000 KRW – 5 Points
• LG has a strong variety of programs across credit card, fuel retail categories
• Some Korean Programs have a unique rewards redemption process : The Rewards are available on an
Online Shopping Mall and the redeemer community can go and redeem rewards from the mall
• Reward Points can be converted into currency of the same value and used as currency for purchase of
rewards
7. Confidential and Proprietary
page 7
Korea
Program Specific Summary
LG Card ( B2B and B2C Program )
Key Highlights
• LG Credit Card competes with other cards like Samsung and Hyundai
• LG Card has lower earn rate compared to other Programs , but is preferred for their convenience
Program Mechanics
1. Points can be earned by using credit card in My LG 80,000 franchisees and participating in website
event
2. Valid for rewards when accumulate 5000 points
3. Rewards can be used on LG Mall ( Online shopping by LG) ( Value of 1 KRW= 1 Point )
4. The points can be converted into cash for same value ( 200 points can be converted into 200 KRW
and used for shopping) : could be used for cash back, annual membership fee, for airline mileage,
for cash donations
5. The Program has Home and Kids Rewards and the Rebate Rate is 0.2%
Finding :
The Program is quite innovative due to the Reward Redemption Process , The LG Mall offers
Convenience / Choice ; URL : http://lgmyshop.lgcard.com/pointshop.jsp
8. Confidential and Proprietary
page 8
Korea
Program Specific Summary
LG Caltex ( B2B and B2C Program )
Key Highlights
• Caltex Bonus Card is for Members to accumulate points while they get service from GS Caltex fuel stations
Program Mechanics:
How to earn point?
• By purchasing Volatile oil /LPG/ kerosene/light oil: 1,000 KRW = 5 points
• New card issuing = 500 points
• Member birthday = 250 points
• Wedding anniversary = 250 points
• Spouse birthday =150 points
Points Eligibilty to earn Rewards is 4000 Points
Major Reward Categories are Home and Kids, IT / Electronics
9. Confidential and Proprietary
page 9
Korea
Program Specific Summary
OK Cash back ( B2C Program )
Key Highlights
Okay Cashback is a generic term that indicates a card that affiliate with this program , Okay Cash back card applies to
the credit card by the same name and to the membership card that is issued by few companies in the telecom and retail
side. Membership Card has no payment function only point accumulation
Program Mechanics :
How to earn Point ?
BY purchasing a product with OK cash back credit card
By purchasing a product and accumulate a point with OK cash back card
By purchasing a product and send OK cash back coupons which printed on the product
By participating in event or survey of OK cash back
(almost every category of product adopts this system, especially in product category that housewives
buys in discount mall in general)
1. Earn rate : Highest compared to other programs , range from 3-5% of the payment ( for some special
programs its 10-12%)
2. Places to use : could be used in Online and Offline affiliated shops ( more points needed to avail of
the program in an Offline shop )
3. Over 50,000 Points cash back scheme is applicable
4. The program has high number of Home & Kids Rewards and Shopping Items
5. Redemption Gifts : Around 100 gifts in 10 categories are available
10. Confidential and Proprietary
page 10
Korea
Program Specific Summary
DHL Loyalty Program (B2B Program)
Key Highlights
• DHL Korea rewards on shipping frequency through E Mileage Club Program
• Key Rewards Redemption Categories are :
Key Categories HK – IT/E CN – B.SAVINGS TW – H & KIDS
Rebate Rate Comparison: HK : 2% , CN : 0.3% , TW : 0.4% , JP : 1.2-1.4% , KR : 0.6%
JP – B.SAVINGS
KR: Home and Kids, IT and Electronics, Discount Vouchers
Program is called DHL E Mileage Club , Points are
earned through booking the shipping order on
Internet, Point accumulation can be used
to redeem premium items
11. Confidential and Proprietary
page 11
Korea
Structuring Redemption Categories - 1
IT / Electronics
Lifestyle & Entertainment
Shopping
Business Savings
Health and Beauty
Home and Kids
• Popular Categories : Home and Kids
• Health and Beauty
LG Credit Card Korea (B2B and B2C )
• LG Caltex card offers more categories at the basic tier
Tier 1
• Dining, Home and Kids , IT/Electronics are key
categories
LG Caltex Card (B2B and B2C)
Travel
Dining
IT / Electronics
Lifestyle and Entertainment
Shopping
Business Savings
Home and Kids
Travel
Dining
7
4
1
1
2
13
0
0
0
1
4
1
8
26
0
0
0
1
0
1
15
29
0
0
*** Items are tiered into standard (1), silver (2) and gold tier (3)
Highlighted Boxes are categories with high number of
rewards
13
2
0
0
9
0
0
9
1
2
0
22
0
9
1
5
3
1
23
0
8
Tier 3 Tier 2 Tier 1 Tier 3 Tier 2 Tier 1CategoryCategory
Health and Beauty 0 6 3
Others 0 00Others 0 0 0 Major
Rewards
Category for
LG CARD Korea
And CALTEX Korea
(widely
Preferred Programs)
12. Confidential and Proprietary
page 12
Korea
Structuring Redemption Categories - 2
• More of a B2B Program; Few Rewards in the
program
• The program is spread more towards IT/Electronics,
Home and Kids
DHL (B2B) FRC Korea (B2B)
IT / Electronics
Home & Kids
Lifestyle & Entertainment
Business Savings
Others
Shopping
Travel
Dining
IT / Electronics
Home & Kids
Lifestyle & Entertainment
Shopping
Travel
Dining
2
0
1
0
0
0
0
4
2
0
0
0
0
0
0
4
0
2
0
2
0
0
Tier 3 Tier 2 Tier 1Tier 3 Tier 2 Tier 1Category Category
1
3 1
2
0
0
0
2
2
1
0 1
2 1
5
1
Business Savings 0 0 2
1
2
Health & Beauty 1 1 0
Number of
Reward Items
For FRC and
DHL are
comparable
4
0
13. Confidential and Proprietary
page 13
Korea
Structuring Redemption Categories - 3
IT / Electronics
Lifestyle & Entertainment
Shopping
Business Savings
Health and Beauty
Home and Kids
• Assumed Points are being earned by
participating in a Cash Bag Event ;
• Rewards calculated for that event is as follows
OK Cash Bag (B2C )
Travel
Dining
3
0
0
0
0
4
0
0
5
0
2
0
0
7
0
0
3
1
1
0
1
8
0
0
*** Items are tiered into standard (1), silver (2) and gold tier (3)
Highlighted Boxes are categories with high number of
rewards
Tier 3 Tier 2 Tier 1Category
Others 0 0 0
14. Confidential and Proprietary
page 14
Korea
Widely Used Redemption Items by Category
Health and Beauty
Home & Kids Lifestyle & Entertainment Shopping Business Savings
IT / ElectronicsTravelDining
• Portable TV
• Laptop
• Foot Massager
• Digital Door Lock
System
• Electric Oven
• Dove Body Wash
• LG set
• Nivea Men Care
• Cardio Machines
• Fila Body Care Set
• Kitchen Utilities
• Furniture Set
• Blankets
• Tool Box
• Baby Items
• Korean Wine
• Badminton Set
• Football
• Folding Bicycle
• Climbing Bag and Stick
• Shopping Voucher
• Perfume
• Valentino Wallet Set
• Shaving Set
• Incense Gift Box
• Fix Line with Cordless
Phone
• Telephone set
• Shipping Voucher
(discounts)
SNAPSHOT of items used by other programs
• Pack of Brown Rice
• Cooking Oil
• Noodles
Home and Kids is one of the most developed Rewards Category with wide choice of gifts offered
OK Cashbag offers health
Products, other
Program offer beauty products
Mid Range Items
15. Confidential and Proprietary
page 15
Korea
FRC Item per Category
IT / Electronics
Home & Kids Lifestyle & Entertainment Health & Beauty
ShoppingBusiness Savings
• Fed Ex Tube Pillow
• Note Cube
( 2 Items )
• FedEX Handphone Holder
• JCB
• Quo
(3 Items )
• FedEx Radio
• Aqua Mouse
(2 Items )
• ( 2 Items )
• FedEx Gym Bag
• Music Gift Card
• The traveller
( 3 Items )
• None
FRC Items classified as per the categories listed and the reward items of FRC are mapped with the other
programs.
Dining
• Hagen Diaz
• Starbucks
• Mc Donald's
(3 Items )
16. Confidential and Proprietary
page 16
Korea
FRC Analysis: Need For Value Tiers
Methodology : Value Tier Classification is done based on the ABC Analysis ( 20-40-40-% Break –up for A- B-C
Categories ) ( Breakdown of bonus points per redeemer )
Time period taken for the Redemption Behaviour Analysis is 5th June 2005 to 30th November 2006
High value redeemers redeem average 8 items in KR (compared to 94 items -JP; 80 - SG and 64 - HK )
Number of Redemption for each tier for the developed markets of HK, SG and JP are similar
Distinct existence to segment FRC Program and create value tiers
Low-Value
Redemptions
Mid-Value
Redemptions
High-Value
Redemptions
22%
39%
39%
%age
Break-up
Segment
Average
Points spent
per item per
redeemer
Average
points spent
per redeemer
Average
number of
redemptions
per annum
Average
number of
items
redeemed
per annum
Low value
redeemers 445 491 1 1
Mid-value
redeemers 1028 2873 2 3
High value
redeemers 1672 12862 3 8
Level of Engagement for redeemer at every level is low compared to other 5 markets
Potential : To Reward redeemers also on their shipping frequency like the program of DHL to encourage active
redemption for each member
1
2
3
* Earn rate data not supplied
17. Confidential and Proprietary
page 17
Korea
FRC Survey Participant Preference vs. Actual Redemption Behavior
Program Participants Reward Category
Preference Source: Online Survey, 2006
Preference
(%)
Actual Program Participants
Redemption (2004-2006)
Redemptions
(%)
Shopping Vouchers 68% Shopping Vouchers 39%
Food/Beverage Vouchers 51% Food/Beverage Vouchers 42%
Travel Vouchers 34% Travel Vouchers 8%
Entertainment / Movie Vouchers 51% Entertainment / Movie Vouchers 1%
Shipping Discounts 16% Shipping Discounts N/A
Health / Beauty Vouchers 12% Health / Beauty Vouchers 1%
FedEx Premium 8% FedEx Premium 10%
.
Travel Vouchers, Entertainment / Movie Vouchers, Health /Beauty Vouchers continue to be an opportunity
Shopping , Food/Beverage & FedEx Premium are the strong points of current rewards portfolio for FRC KR
Source of Data: Annual Survey Analysis (Aug 2006), Pg 11
18. Confidential and Proprietary
page 18
Korea
Structuring Redemption Categories - Summary
• Korea Market : ‘Elite tier’ rewards are few (programs are more focused
on basic and silver tier to drive acquisition)
• Point Eligibility for most programs is 4000 points which is higher
compared to FRC
• Home and Kids is preferred category by far LG Card (68 Rewards out of
114) ; Cash bag (19 out of 35) ; Caltex(45 out of 93 Rewards)
• No clear trend for second preferred category - IT/Electronics ; Health &
Beauty ; Dining ; Entertainment
• Business Savings, Point Conversions Rewards are quite few
FRC: Potential to add Home and Kids Category , in the program, and in the survey; Also to add variety within Health and Beauty items
19. Confidential and Proprietary
page 19
Korea
Identified Redemption Strategy Development Areas
FRC
Look at tier
segmentation with
focus on basic and
silver tier
Innovation in the
Program by working
Point Conversion with
a Fuel Card
Focus on
Popular
Redemption
Categories
Create a smart card
technology to localize
FRC Program like other
players
Focus on Rebate rate of 1% in Korea Market
Entertainment,
Health and
Beauty
Medium end IT/
Electronics
Home and Kids
Look at same
approach of
communication for all
tiers
20. Confidential and Proprietary
page 20
Korea
Proposed Redemption Strategy for Korea
• Redemption Value Proposition needs to reward retain new joinees
• Program needs to focus on mass with special focus on bonus points accumulation
• To achieve Image Enhancement for the program by adding multiple reward items and brands
• To focus on Home and Kids Category to widen rewards and improve their preference
• Rebate Rate to be made 1% for Korea
• FRC Korea should move to distinct segmentation – elite, silver, standard/(entry)
• Introduce experiential and soft benefits at elite member tier with innovative items at silver tier
• Innovative gifts need not be high value ; Minimize overlapping of rewards for each tier
• Increase share of wallet by encouraging up-trading among high value customers
• The program needs to be mass acquisitive and high on involvement ( by rewarding frequent
shipping or frequent redemptions ) ( overall involvement of redeemers for FRC is low)
• Work on creating a FedEx branded smart card ( Give local context to service / rewards in
Korea)
• Work on Home and Kids as a key reward item ( Focus on furniture and home items )
• Look at soft benefits like bonus points for Christmas, or incentive for being a regular redeemer
• To understand the behaviour of HR/ secretaries and CEOs through focus groups/survey
• Implement website promotion and work on aggressive communication to influence members
• Facilitate a change in redemption strategy by shifting from :
Less number of low value items redeemed More number of low value items redeemed
Re-staged Redemption
Strategy
Tier Wise
Segmentation
Strategic Revenue
Objective
Developing Loyalty
Member Redemption
Behaviour
21. Confidential and Proprietary
page 21
Korea
Redemption Items Tier Wise Strategy
• Elite Tier
• Silver Tier
• Basic Tier
Objective is to motivate buyers to accumulate points to
redeem experiential / Aspirational Gifts
Objective of the rewards at this
Tier is to retain low end buyers by giving something extra
Objective is Mass acquisition; Keep low Points criteria
which reduces entry barrier. Focus on low value rewards
Which are innovative in nature
,
HOME AND KIDS
High end rewards
Is the perfect
category
Focus on FedEX
Premium
And Points Cash
Rewards
Shopping,
IT / Electronics
And Health and Beauty
FRC KOREA NEED TO CREATE SEGEMENTATION OCCASIONS FOR FRC MEMBER BY CREATING
UNIQUE REWARD ITEMS FOR EACH TIER, NO OVERLAPPING REQUIRED
22. Confidential and Proprietary
page 22
Korea
Recommendations : IT/ Electronics
CASHBAG T43 STANDARD 30GB portable TV 400,000
CASHBAG Dicple D26 Laptop 399,000
CASHBAG S10 2GB + (ROSSIGNOL) 06/07 시즌 여성스키장갑 MP3 290,000
CASHBAG HI-2020G steam iron 265,000
CASHBAG Di Café 카푸치노머신 CR-CF3100 coffee maker 250,000
CASHBAG 웅진 블랙홀 무선진공청소기 DTV-1800 vacuum cleaner 160,000
CASHBAG 고운소리 FORUS DI-6128A audio specker 140,000
CASHBAG 질베르 스트레이트기 JBFI289K Jilbere de Paris hair straight 130,000
CASHBAG [2GB] Hanadata SD-2GB 110,000
CASHBAG mobile cable and charger 95,000
CASHBAG [착불]SONY MDR-E10LP SONY headphone 90,100
DHL Electric Dictionary 85,000
DHL DVD Player 80,000
DHL LG Air cleaner 70,000
DHL Microwave 69,000
DHL Drying Machine 62,000
DHL cosmetic refrigerator 55,000
Caltex 맥스텍MNT-3600/3.5인치/DMB일체형 GPS 50,000
Caltex 올림푸스 620만화소 디지털 카메라 Olympus digital camera FE-170 40,000
Caltex (신상품) 게이트맨 리오(RIO)-설치비제외 digital door lock system 40,000
Caltex 웅진케어스 인공지능 초미세 복합식가습기 40,000
Caltex 초슬림 터치 패드 MP3 (1G) M-OODY M-20 40,000
Caltex 엔유씨 마이젠 컨벡션 전기오븐 oven 36,000
Caltex 다이아몬드 필링 삭피기 / 피부관리 32,500
Caltex 김수자 발마사지기 foot massager 30,000
Caltex 2006년 동양매직 전자레인지 microwave 30,000
23. Confidential and Proprietary
page 23
Korea
Recommendations : Lifestyle/Entertainment
LG Card ALTON new foltech 2.0 bicycle 125,000
Caltex folding bicycle 112,500
LG Card 삼천리 접이식 자전거 folding bicycle 100,000
LG Card 영국BODY사 트위스트 스텝퍼BS1370 stepper 68,000
Caltex home gym 62,100
LG Card climbing bag and stick 40,000
Caltex 홈쇼핑히트상품] 엑스 칸(X-KHAN) 28,000
LG Card Football 25,000
Caltex 스윙파워 2.5 배드민턴 세트 badminton racket 15,000
Caltex 337 Diet DVD 13,500
Caltex 337 Diet vidso 11,000
Cashbag 3P Badminton set 9,900
LG Card Football 9,000
Caltex Wings 1000 football 8,000
Caltex mountain-climbing sticks 4 sticks 7,000
24. Confidential and Proprietary
page 24
Korea
Recommendations : Home/Kids
Cash Bag HQ9070 PHILIPS razor 88,000
Cash Bag HQ7120 PHILIPS razor 80,500
Cash Bag HS-3220LC floor sweeper 75,000
Cash Bag Aladdin 232 장식장 [232 CDs/120 DVDs/60 VHSs] Holder 70,000
DHL Rice cooker 40,000
LG Card glass bottle holder 74,000
LG Card chair 60,000
LG Card Freshield Pro진공포장기 60,000
LG Card ELO cooking pot set 55,000
LG Card clothes hanger 49,000
LG Card PHILIPS iron 48,000
LG Card blanket set 40,000
LG Card ELO cooking pot set 40,000
LG Card wood dinner table 40,000
LG Card blanket set 40,000
LG Card mixer set 40,000
Cash Bag HD2566 PHILIPS toaster 24,000
Cash Bag AV-1205 car vaccum cleaner 23,000
DHL Digital scale 20,000
LG Card kitchen cooking set 39,000
LG Card Hot pot 39,000
LG Card giller 37,000
LG Card electric tooth brush 37,000
LG Card hanging clock 36,000
LG Card juice mixer 35,000
LG Card 420PCS magnetic glamous 30,000
25. Confidential and Proprietary
page 25
Korea
Recommendations : Home/Kids
Cash Bag AV-1205 car vaccum cleaner 13,500
Cash Bag [무료배송][발렌타인데이]큐티 빅사이즈 곰인형 바구니(초코릿포함) bear 13,500
Cash Bag 헬로키티(HELO KITTY) 어린이용책상 table 12,500
Cash Bag 엘프 (ELF)피자팬 REP-1354G pizza maker 12,500
Cash Bag [착불]귀차니스트를 위한 원목 독서대 겸용 탁자테이블 2 use table 12,000
Cash Bag [무료배송]최고급 알루미늄 카매트 5P 풀세트 aluminum car mat 5P 11,000
Cash Bag 스위티 튀김기 OQ-4000G rice cooker 10,000
Cash Bag [포특]생활 필수품 독일 ELO 칼가위 3종셋트 cutting set 10,000
Cash Bag [무료배송]차량용 선바이져 선글라스 CD holder 10,000
Caltex juice mixer 10,000
Caltex cooking pan 10,000
Caltex wood dinner table 10,000
Caltex 찜돌이 steam pot 10,000
Caltex 무선전기 주전자 electric kettle 10,000
Caltex frying machine 10,000
Caltex Blanket 10,000
Caltex Nova juice maker 노바 다용도 핸드블랜더 10,000
Caltex toy 옥스포드 블럭 - 특수구조대 15000 10,000
Caltex Or scull clause germ hygienic cutting board 9,900
Caltex Toaster UM-700 9,800
Caltex UNIX 2006 hair dryer 9,500
Caltex cushion combination blanket 9,500
Caltex House dust vibrating turbo 9,000
Caltex Europe elder brother high-class separate collection box 3P 9,000
Caltex home cleaning set 8,800
Caltex Skipping rope 8,750
26. Confidential and Proprietary
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Korea
Recommendations : Health and Beauty
LG Card MX-2 skin cares 80,000
LG Card Dove prodect set 44,000
LG Card skin care set 36,000
LG Card hair culer 33,000
LG Card washing set 25,000
Caltex NIVEA skin care set 25,000
LG Card 라끄베르 허브타임 바디세트 body set 23,000
LG Card local Q10 mask 20,000
LG Card shower set 20,000
LG Card Dove body washing set 20,000
LG Card FILA body washing set휠라 스포트 2종세트 20,000
Caltex BVLGARI skin care 20,000
LG Card NIVEA men face set 18,000
LG Card VONIN sunscreen 18,000
Caltex Johnnson's baby lotion 17,500
Caltex Neutrogena hand cream 16,250
Cash Bag [포특]Starmate IndustriaI Ltd Manicure set 15,000
LG Card NIVEA hand lotion 12,000
LG Card NIVEA Q10 body cream 11,500
LG Card NIVEA body wash 11,000
LG Card travel body set 10,000
LG Card LG body wash 9,900
LG Card LG facial cleasing 9,900
LG Card NIVEA lip balm 9,900
LG Card NIVEA body lotion set 9,500
LG Card Dove body wash 8,000
LG Card Dove body set 8,000
LG Card Dove Aqua set 8,000
Caltex LG shampoo baby sets 8,000
LG Card NIVEA Men mask 7,000
LG Card women skin care 7,000
29. Confidential and Proprietary
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Korea
Market Summary : HK SG PRC KR JP TW
Loyalty
Programs
SG HK TW KR JP CN
Status Tiers -
FRC
Mid and
Low Tier
More Low Tier Defined
Mid Tier
Low involvement
of Elite Tier
Defined Elite
Tier
Nascent Elite
Tier
Opportunity -
FRC
To
develop
3 Tiers
To develop 3
Tiers
Differentiate
Elite and grow
basic tier
Segment the
Program across
tiers
To engage
Elite tier and
Grow midtier
Differentiate
ELITE
Profile of Market Matured Matured Developed Developed Matured Infant
Industries
Benchmarked for
Loyalty
programs
Banking,
Airlines
Banking,
Airlines,Teleco
m
Banking,
Retail,Competitio
n
Credit Card,Fuel
Card,
Competition,
Retail Card
Airlines, Fuel,
Competition
Banking,
Hospitality,
Travel
Earn Rate Same as
others
1 HKD= 1 Point 20NTW=1 Point
(FRC: higher)
1000 KRW=1-2pt 100 Yen=1pt 1 RMB=1
Point
Rebate Rate Same as
others
Higher than
others
Higher than
others
1 % ( FRC is
higher)
1% * FRC
is higher
Higher than
others
Categories used Home
and Kids
Shopping
IT/ Electronics
Shopping
IT/ Electronics
Home and Kids
Business Savings
Home and Kids
Health and
Beauty
IT/ Electronics
Home and Kids
Shopping
IT/ Electronics
Home and
Kids
Partnerships Yes Yes Yes No Yes Yes
Potential Partner HP Airlines,Retail No Hotel,Retail C Trip
30. Confidential and Proprietary
page 30
Korea
Appendix 1 : DHL Korea Rewards Listing
Category Item Reward Points Count TIER
IT / Electronics Electric Dictionary 400,000 1 Top
Business Saving DHL Shipping Voucher KRW 300,000 40,000 2 Top
IT / Electronics DVD Player 40,000 3 Top
Home & Kids Rice cooker 40,000 4 Top
Business Saving DHL Shipping Voucher KRW 200,000 30,000 5 Medium
IT / Electronics LG Air cleaner 30,000 6 Medium
IT / Electronics Microwave 30,000 7 Medium
IT / Electronics Drying Machine 30,000 8 Medium
Business Saving DHL Shipping Voucher KRW 150,000 20,000 9 Medium
Home & Kids Digital scale 20,000 10 Medium
IT / Electronics cosmetic refrigerator 20,000 11 Medium
Home & Kids lock & lock product 20,000 12 Medium
Shopping Shopping Voucher KRW 50,000 10,000 13 Low
Business Saving DHL Shipping Voucher KRW 70,000 10,000 14 Low
Home & Kids Heater 10,000 15 Low
Home & Kids wireless kettle 10,000 16 Low
Shopping Shopping Voucher KRW 25,000 5,000 17 Low
Business Saving DHL Shipping Voucher KRW 35,000 5,000 18 Low
Home & Kids Hair Dryer 5,000 19 Low
Home & Kids Toaster 5,000 20 Low
31. Confidential and Proprietary
page 31
Korea
Appendix 2 : Rebate Rate Calculation -DHL
1 South Korean won = 0.00106682598 USD
10000 points = 100 shipments
1 Shipment = 84 USD 100 shipments worth 7873800
Rebate Rate - 50000/7873800 @ 0.64%
Reward = 50000 KRW
32. Confidential and Proprietary
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Korea
Appendix 3 : Methodology
STEP 1 : SME SURVEY
STEP 2 : MARKET RESEARCH
STEP 3 : SHORLIST PROGRAMS TO TARGET
STEP 4 : GOT RECONFIRMATION FROM SME CONTACTS
STEP 5 : DEEP DIVE INTO THE REWARDS CATEGORIES, ITEMS
STEP 6 : USED ABC ANALYSIS TO DO TIER WISE CLASSIFICATION
STEP 7 : RECOMMENDATIONS BASED ON BEST IN CLASS PROGRAMS
33. Confidential and Proprietary
page 33
Korea
Appendix 4 : Weblinks of the Programs
URL:
LG Card http://lgmyshop.lgcard.com/pointshop.jsp
OKCashBag http://cashbagmall.okcashbag.com/mall/cEventHTML.jsp?dispNo=001030005
GS Caltex http://www.gscaltex.co.kr/Product/Card/gs_Bonus.asp
DHL http://www.dhl.co.kr/publish/kr/ko.high.html