Loyalty Leaders Tell All: Using Data to Create Relevance
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The document discusses challenges facing marketers in using customer data and loyalty programs. It summarizes key details about loyalty programs from GameStop, U.S. Bank, and JetBlue. The panel discusses how these companies use customer data to create relevant experiences, change customer behavior, and design successful loyalty programs.
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Loyalty Leaders Tell All: Using Data to Create Relevance
- 3. Loyalty Leaders Panel Bob Daly SVP, Retail Payment Solutions Jenn McMillen VP, Loyalty & CRM David Canty Director, Loyalty Marketing and Partnerships
- 4. Compromised One third of the US consumer population has been notified that their personal information has been stolen or compromised. Approaching half of this group say they have been negatively affected by a compromise or breach of their personal information
- 5. Challenge Facing Marketers 40% Advance information on new products Less than half of consumers expect the following basic enhancements in exchange for use of their personal information: 32% More information on products they regularly buy 39% An easier buying process 41% Communications based on their preferences 49% Tailored offers 36% Preferential treatment In fact, just 53% said they specifically expect improved customer service
- 6. GameStop Program Name: GameStop PowerUp Rewards Launch Date: Fall 2010 Members: 13MM Key Highlights: PowerUp Rewards is a 2-tier program with Basic ($0) and Pro ($14.99 annually) levels 60% of total transactions are associated with a PowerUp member 65% are paying members The average PowerUp member spends 3x more than the average non-member 160+ MM games in member Game Libraries Very high member engagement Jenn McMillen VP, Loyalty & CRM PowerUp member’s actual barcode
- 7. U.S. Bank Program Name: FlexPerks Launch Date: May 2009 Members: A lot, and growing Key Highlights: Converted over 85% of former WorldPerks Visa accounts and retained over 90% of balances Selected as best travel reward card by Kiplinger’s five months after launch Chosen by COLLOQUY members as best financial services loyalty program Leveraged data to architect value proposition and communications Bob Daly SVP, Retail Payment Solutions
- 8. JetBlue Program Name: TrueBlue Launch Date: 2001 Relaunched: 2009 Members: 9,500,000 Key Highlights: Revenue Based Program No Blackouts Any Seat, Any Time Designed by our customers Low entry redemption Continuing to evolve David Canty Director, Loyalty Marketing and Partnerships
- 9. Loyalty Leaders Panel Bob Daly SVP, Retail Payment Solutions Jenn McMillen VP, Loyalty & CRM David Canty Director, Loyalty Marketing and Partnerships