An insight into creating a Catalogue for the Loyalty and Incentive Market. The Challenges and what goes into making the right decisions when creating a catalogue

1. LOYALTY AND INCENTIVES
PROGRAMS - CATALOGUE
CREATION

2. THE RIGHT CATLOGUE
CHARACTERISTICS
 The Right Product
 Good Product Relevance
 Ample Variety in Range
 The Right Price & Price Intervals
 Enough Aspirational value
 Can Influence Product Selection
BENEFITS
 Good Conversion Rates
 Drives Repeat Sales
 Lowers Customer Acquisition Cost
 Improves Stickiness Against
Competition
 Allow For Better Customer Profiling

3. CHALLENGES
 Lack Of Understanding Of The Customer
 Minimal Excitement Value
 No Aspirational Rewards
 Lack Of Variety
 Pricing
 Reward intervals – The Points Gap Between Different Items In The
Catalogue
 Refreshment of Products

4. KNOW YOUR CLIENT – THE APPROACH
1. Listen to your Customer
 Get to Know your Programme members
 Demographics – Age bifurcations, Gender details &
Locations
 Likes & Dislikes
 Purchase Behaviour
 Understand if the Client has any specific requirements for
the catalogue. If they want any specific brands, categories
or want particular price points.

5. KNOW YOUR CLIENT – THE APPROACH
2. Learn – Study History
 If there is an existing Programme study the same.
 Study previous redemption patterns.
 Which items & categories were redeemed the most Vs which items &
categories were redeemed the least.
 Analyse the points value of the high redeeming products. Understand what
the Average Price points were in the previous programme. This will guide
us to implement our own pricing strategy.
 What were the Price points of the Top performing items.

6. KNOW YOUR CLIENT – THE APPROACH
3. Analyse – Member Distribution
Analyse your Customer Spend
Understand the distribution of
Programme Members. Understand
the % of higher purchase levels to
lower purchase levels.
What is the Price point for the
identified Target Audience.
This will help in understanding where
in the catalogue to have a larger % of
the offering and also a better rewards
interval.

7. KNOW YOUR CLIENT – THE APPROACH
4. Catalogue Selection & Curation
Source
Pick the right
products based
on insights
from the
Customer
Curate
Curate the best
possible
products.
Range Plan
Have the right
Category
hierarchies.
Test
Test New &
Innovative
products.
Refresh &
Replenish
Ensure regular
and prompt
refreshments &
replenishments.
Inventory
Mgmt
Cut/Delist items
that are not
performing.
Evolve
Get better
curations
through
constant
assessment of
the catalogue.
•CONSTANTLY
EVOLVE

8. CORE DEMOGRAPHIC PROFILE
 Is Well travelled & Well Informed
 Is Digitally Tech Savvy
 Is a Working Professional
 Is Price Conscious (Not Value Minded)
 Has very limited time
 In the Age group of 25 – 60
 Gender Bifurcation – 60% Male & 40%
Female
 Average Income of 15 – 20 Lakhs
 Lives in Large Cosmopolitan Cities
 Is Brand Conscious
 Is Aspirational

9. TAKEAWAYS
 Listen closely to your Customer
 Learn from available data
 Analyse Customer behaviour
 Curate catalogue using data
 Update and evolve the catalogue