The document discusses how to maximize profits through a multi-channel approach using collected customer data. It recommends using data from loyalty and gamification programs on customer profiles, purchases, social media, and location to perform microtargeting, improved communications, and sales support. Microtargeting involves identifying customer clusters and next best offers. Communications are improved through real-time personalized messages across multiple channels. Sales are supported through merchandising, in-store, online, and management tools tailored for individual customers. A live demo then showed Comarch's business rules engine, marketing tools, gamification and recommendation engines for implementing these strategies.

1. HOW TO USE COLLECTED DATA
IN THE MULTI-CHANNEL APPROACH?
Your User Manual to Successful Loyalty Actions
Comarch Loyalty Breakfast 2017
Maximize profitability thanks to customer insights from Loyalty & Gamification programs

2. joanna.gaweda@comarch.com
JOANNA GAWEDA
CRM&Marketing Consulting Director
European Countries

3. INTEGRATED LOYALTY
PROGRAM PROCESSING
 Customer Profiles
 Purchases & Comm
& Actions
 Social media data
 Geolocation data
INTEGRATED
GAMIFICATION PROGRAM
 Lifestyles
 Personal profiles
 Reasons „why”
 Personal aspirations
BUSINESS INTELLIGENCE
INSIGHTS
 Customer Clusters
 Next Best Offers
 Promotion sensivity
 Reasons „why”
VASTE AMOUNTS OF DATA

4. Profits via highest
possible level of
personalization
Profits via highest possible level
of relevancy
& accuracy
Profits via
strongest possible
impact on decision
making
HOW TO USE THEM TO MAXIMIZE PROFITS?
1. MICROTARGETING 2. COMMUNICATION 3. SALES SUPPORT

5. REAL-TIME
OMNICHANNEL
TRANSACTION
PROCESSING
 Attribute
 Benefits
 Gifts
 Counters
 Coupon
 Discount
 Points
 Recognition Tiers
 Promoter Profit
 Lottery
 POS Message
 Notification
 Email
 SMS
 Mobile
 Facebook
 Purchase
 Points Issuance
 Customer Attribute Changed
 Balance Inquiry
 Redemption
 Member-get-member
 Points Correction
 Points Expiration
 Customer Opt-in
 Redemption Refund
 Customer Registration
 Transaction Reversal
 Customer Survey
 Coupon Redemption
 Points Donation
 Events Participation
 Points Purchase
 Points Transfer
 Beacons Signal
SOURCE EVENT RESULTING EVENT
MICRO-TARGETING – User manual

6. The Power of COMMUNICATION – Use Case

7. The Power of MICRO-TARGETING – Use Case

8. The Power of SALES SUPPORT – Use Case

9. THE POWER OF COMMUNICATION – USE CASE
SOURCE
EVENT
Product Purchase
Customer Attribute Changed
Points Donation
Member-get-member

10. Merchandising Support In-Store Sales Support
Online Sales Support Management Support
THE POWER OF SALES SUPPORT – USE CASE

11. LIVE DEMO
Loyalty Business Rules Engine (CLM)
 Interactive Marketing Calendar & Multistage
Campaigns Flows (CCM)
 Gamification Engine (CCE)
 Social Mining Tools (CSM)
 Recommendation Engine (BI)
 Beacons & IoT Platform
 Real-time and Omnichannel Integration
 Consulting services & Program Management
 Creative Services

12. THANK YOU
Joanna Gawęda
CRM&Marketing Consulting Director
European Countries
joanna.gaweda@comarch.com + 32 473 72 00 09 Comarch.com