The topic of retention is incomplete without discussing customer loyalty. It increases profits, improves sales success and allows for sustainable growth. Nitika Khanna, CRM Head, Trell, talks about how customer loyalty nuances play a role in retain existing customers, attract new customers, reduce turnover and drive profits. This session covers: - Building a loyalty program from scratch - Wins and learnings of running a loyalty program - How to reward customer behaviour to drive conversions About the speaker: Nitika is a multidisciplinary marketing professional. She's previously worked in Foodpanda/Foodora, Truecaller, Nykaa to scale and build CRM functionalities to reach each and every users and is currently, building the Marketing Strategy for India's biggest Lifestyle & Commerce App, Trell Find the speaker here: https://www.linkedin.com/in/nitika14/ About EngageMint: Hosted with love by WebEngage, EngageMint is a platform that brings together marketers and product managers from across Asia, passionate about one thing - giving their customers the ‘aha’ experiences they deserve. At EngageMint, we strongly believe that by equipping professionals with the right strategies, we can initiate a massive shift in the way businesses think about growth, product experiences, customer retention, and everything else in between. All our sessions are hand-curated and deep-dive into each aspect of user engagement and retention. So all you have to do is take notes and implement these learnings as soon as you get back to work! More details: https://webengage.com/engagemint/ WebEngage is a new-age Retention Operating System, a single suite for marketers to store user data, provide actionable insights, and orchestrate omnichannel campaigns by leveraging user insights to provide a hyper-personalized end-user experience. The platform helps brands drive more revenue from existing customers and anonymous users across 10+ communication channels. WebEngage goes above and beyond a marketing automation platform and powers the user engagement for thousands of enterprise brands worldwide, working across several industries like E-Commerce, Edtech, Fintech, Foodtech, Media & Publications, Gaming, BFSI, Healthcare, and Online Retail. The key clientele includes marquee brands like HUL, Bajaj Finserv, Unacademy, ALT Balaji, MakeMyTrip, Zivame, Firstcry, and many more. ---------------------------------------------- To know more about WebEngage, visit - https://webengage.com/ Book a demo with us: https://webengage.com/campaign-lp/request-a-demo/?utm_source=youtube&utm_medium=social&utm_campaign=engagemint2022&utm_term=nitikakhanna To know the latest insights on customer retention and marketing automation worldwide, follow us here: Twitter: https://twitter.com/WebEngage LinkedIn: https://www.linkedin.com/company/webengage Facebook: https://www.facebook.com/WebEngage/ Instagram: https://www.instagram.com/webengage/

1. Loyalty Program:
Worth the Effort?
2022

2. Loyalty for a D2C Company
Research has found that almost 75% of what drives customer engagement and
loyalty are emotional perks. Now more than ever customers, especially the
younger generations, decide to engage with brands based on emotional loyalty
drivers. Those emotional drivers including happiness, trust, surprise and delight,
anticipation and especially in the luxury realm, pride.

3. How D2C is acing the loyalty game..
When it comes to Loyalty, D2C companies are making an huge impact in the generic E-
Commerce sphere by employing some interesting methods:
1. Since D2C companies have complete control over their Supply Chain Cycle, which leads to
much more data points being captured and subsequently helping create a more personalized
experience, like a more advanced Grievance Redressal Journey.
1. D2C companies have a much better control on their packaging which creates an emotional
journey for the consumer, helping him to connect with the brand better.
2. Almost all D2C companies involve an physical discount coupon in their packaging, ensuring a
second purchase while making consumers feel valued and elated.
4. D2C companies enjoys a more accurate data points when it comes to replenishment hence a much
better targeted approach for a repeat purchase.

4. “The anatomy of a fail-proof customer engagement
campaign”
Knowing customer’s preference is the Key!!
Customer’s behavior on the site can tell us a lot about their future purchase, preferences and even
their favorite brands and category, we just have to look hard enough to catch up to this!
To understand how we can influence and help consumers in making a decision while purchasing,
we drilled down a program called Affinity Metric.
The theory behind the concept is simple, by using most commonly used metrics like view behavior,
wishlist, add to cart and ofcourse, purchase behavior, we try to determine which are the brands or
categories of each individual customer who have had made a purchase with us.
Each event can be given a different weightage to decide the top Brand/ Category Affinity for a
Consumer

5. “The anatomy of a fail-proof customer engagement
campaign”
This Campaign helped us
define the meaning of Hyper
Personalization, as we are
not only looking at past
consumer behavior to
determine which
brands/categories they are
likely to make purchase from
but also their live behavior
on app, to make sure our
communication is helping
the consumer make a
decision rather than
hindering his normal
purchase cycle

6. “The anatomy of a fail-proof customer engagement
campaign”

7. Loyalty 101
Why a loyalty program is needed:
Far too often, businesses choose to focus on attracting new shoppers – not looking after existing ones. It’s understandable that
you want to grow your customer base. But how do you keep hold of the people who are more likely to buy from you again? Well,
one solution is to create a customer loyalty program that rewards those shoppers who come back.
A dedicated program that offers customer loyalty benefits is a great way to say thank you.
Business needs a customer loyalty program because it has a major impact. Some researches have shows that a customer who
signs up to your loyalty program is 47% more likely to buy from you again. And when 80% of your business will come from just
20% of your customers, you can see why it pays to invest in – and reward – customer loyalty.
Add in that you can incentivize referrals, and the benefits of creating your own loyalty program for customers become even
clearer. The shopper gets a reward for spreading the word about your business. And you get someone to do your acquisition
marketing for you.

8. Ulta Beauty
The Ultamate Rewards Program
● The Ultamate Rewards Program
was launched in 1990 and re-
vamped to its current highly
successful format in 2009.
● The Ultamate Rewards program is
designed to leverage their
leadership in content and beauty
services as an add on to the points
based redemption model to make
it more rewarding for the customer
while keeping spend on the
program in check.
Conversion via Loyalty

9. Conversion via Loyalty
Member Platinum Diamond
Base Tier Middle Tier Top Tier
Multi-tiered Loyalty Program

10. Conversion via Loyalty
32 million
members in the
loyalty program
(Up 65% from
2015)
Ulta’s loyalty
program
contributes to
90% of all sales
Lower spends on
the loyalty
program vs
peers
Results

11. Thank You!
Any Questions or Feedback?