How to attract & keep customers

1. Mall Loyalty Program Strategy
How to attract & keep customers
(short example)

2. TOP5 factors of choice
1. Supermarket availability
2. Good set of stores
3. Convenient location
4. Favorable prices
5. Lack of queues

3. Most selling products
56%
54%
30%
25%
17%
15%
21%
12%
23%
12%
15%
0% 10% 20% 30% 40% 50% 60%
Clothing for adults
Shoes for adults
Gifts
Cosmetics and perfumery
Household appliances
Children's clothing and footwear
Foodstuffs
Cafés and restaurants
Entertainment
Domestic services
Meeting point

4. Frequency of visits
28%
24%
20%
12%
10%
5% 1%
Every month
Several times per month
Every 2-3 monthes
Every week
Every six months and less
Several times per week
Usually visit the mall in another city

5. TOP5 factors of dissatisfaction
1. Lack of supermarket
2. Exciting entertainment
3. Complicated navigation
4. Queues
5. Many people

6. Loyalty Program Targets and Tasks
To attract customers
Promote Loyalty Program
To keep customers
Expand set of capabilities at each level
To increase the average check & To increase
frequency of visits
Purchases gamification, involvement of the
customer in the process of achieving higher level
Growth personalization of Loyalty Program
depending on customer loyalty

7. Best World Practice
#1 Starbucks
The My Starbucks Reward program offers a wide variety of hard and soft actions users can be rewarded for.
Customers in the program can earn “Stars” by paying with their registered cards, participating in product
promotions, and completing incentivized actions. Once Stars are earned, they are stored in a customer’s
user profile until they are redeemed for drinks, food items, and more.
Customers are also offered the chance to move up to Green and Gold levels of the program once they earn
a certain amount of stars, with each level opening the door for more customer benefits. Customers can
earn Stars for online and offline actions, like engaging with the brand’s mobile app, buying coffee in grocery
stores, and even engaging with the brand through their various social channels and public promotions. The
more a customer interacts with Starbucks, the more Stars they earn, and the bigger the opportunity for
reward becomes.
Key Possibilities
Welcome level
Enjoy Something Special on your Birthday. On your big day enjoy a drink or treat on us, plus a coupon for
15% off a purchase
Exclusive Offers Just For You. Be sure to opt-in to get special offers, discounts and exclusive invitations via
email or text message.
Green
Free Refills in the Store. We want you to feel at home. Paying with your registered Starbucks Card or mobile
app gets you brewed and iced coffee and tea refills at no charge during your visit at a participating store.
Exclusive Offers Just For You. Be sure to opt-in to get special offers, discounts and exclusive invitations via
email or text message.
Gold
Free Drink or Food Reward Every 12 Stars. Earn 12 Stars and we’ll treat you to your favorite drink or food.
Personalized Gold Card. Your barista will know you’re somebody special when you place an order.
Exclusive Offers Just For You. Be sure to opt-in to get special offers, discounts and exclusive invitations via
email or text message.

8. Best World Practice
#2 Bloomingdales
Program details: Bloomingdales started their Loyallist program to reward customers for in-store purchases,
but this program has grown to reward users for every single dollar they spend. Whether customers
purchase goods in-store, online, or at their outlets, they are rewarded with Loyallist points no matter how
they pay (cash, credit, store card, etc.). Double, triple, and even quadruple points are offered at different
times throughout the year, and the more points a customer earns, the more you get for free (like free
shipping and access to Power Points shopping).
When a loyalty program member reaches 5,000 points, they receive a $25 Bloomingdale’s gift card,
regardless of their status in the program. Talk about generosity in loyalty marketing!

9. Best World Practice
#3 Walgreens
The Walgreens brand is moving back to its health-focused beginnings, and part of their “health first”
initiative can be seen through their Balance Rewards loyalty program. With the Balance Rewards program,
members can earn points by taking care of themselves through filling prescriptions, receiving
immunizations, logging points for walking and/or running, tracking weight loss, or participating in physical
activities.
Once points are earned, they can be redeemed in increments for in-store gift cards up to $50. If that’s not
incentive enough to promote a healthier lifestyle, I don’t know what is!

10. Best World Practice
#4 Neiman Marcus
The Walgreens brand is moving back to its health-focused beginnings, and part of their “health first”
initiative can be seen through their Balance Rewards loyalty program. With the Balance Rewards program,
members can earn points by taking care of themselves through filling prescriptions, receiving
immunizations, logging points for walking and/or running, tracking weight loss, or participating in physical
activities.
Once points are earned, they can be redeemed in increments for in-store gift cards up to $50. If that’s not
incentive enough to promote a healthier lifestyle, I don’t know what is!

11. Best World Practice
#5 Dubai Mall
Welcome to THE LIST, The Dubai Mall's premier loyalty programme. Members of THE LIST can enjoy a broad
selection of privileges such as VIP Lounge access, porter service and exclusive event invitations, among
others.
THE LIST not only assures you access to the most exclusive experiences of The Dubai Mall but also
symbolises status and prestige.
HOW TO QUALIFY
Be on THE LIST and become part of one of the most exclusive loyalty programmes, beginning with the
following steps:
1. Present receipts of AED 100,000 spent within an active month at The Lounge reception.
2. Complete the application form
3. Receive THE List membership package which includes:
* An exclusive card with member identification number
* List of privileges & benefits
* Voucher booklets
* Rate card for private booking of The Lounge

12. Loyalty Program Trends
In recent years, consumers' interest is shifted
from economic purchases to new possibilities

13. Visitor logs in using tablet
at reception and selects
gifts, which accumulated
enough bonus points
Girl on the reception
accepts receiving a gifts
and gives coupons to
receive gifts
CRM
Customer fills out
a questionnaire,
confirms spending
with a tablet, all
the information
goes to CRM
Customer downloads mobile
app and get access to account
management: confirmation
purchases, receiving gifts, etc.
For offline participants For online participants
How it works

14. Financial scheme
Purchases summary cost 1 bonus point for each 10$ Gift cost = 40 bonus points

15. Motivation scheme
Levels of Possibilities
Economy
Free
Upload app and
register
Premium
To spend more than
$ 3 000
Gold
To spend more than
$ 6 000
Platinum
To spend more than
$ 10 000
Brilliant
To spend more
than $ 100 000
Levels are got forever
Possibilities depend on the
activity
Gifts cost 1-9 bonus points
Gifts cost up to 29 bonus points
Gifts cost up to 59 bonus points
Gifts cost up to 99 bonus points
Gifts any cost

16. What possibilities for each Level
Free
- free coffee and desserts
- free massages and domestic services
- discounts in partner stores (up to 3% or $15)
- free parking (up to 2 hours per day)
Premium
In addition to previous level
- discount in partner stores (up to 5% or $50)
- free parking (up to 4 hours per day)
- free dinner in restaurant for two persons at birthday
Gold
In addition to previous level
- discount in partner stores (up to 10% or $100)
- free taxi from mall to home one time per month
- free car wash one time per month
- free dinner in restaurant for four persons at birthday
Platinum
In addition to previous level
- discount in partner stores (up to 20% or $1000)
- free taxi from mall to home two times per month
- free car wash two times per month
- free dinner in restaurant for four persons at birthday
- invites to the mall events for two persons
- notifications about new collections favorite brands
- special conditions for mall credit card
Brilliant
In addition to previous level
- discount in partner stores (up to 30% or $10.000)
- mall VIP lounge access
- preorder for favorite brands & goods
- full free parking & car wash
- free taxi from home to mall and back two times per month
- free tailoring service
- free services of consultant of clothing choice
- free child nurse

17. Gamification
Limited knowledge
Member does not know how
many levels there are in the
program and what possibilities
they have, but he knows about
the existence of a higher level
and knows some of its features,
but not all.
- Free parking
Gold Level
…something else
- discount in partner stores (up to 5% or $50)
- free parking (up to 4 hours per day)
Premium Level
Stimulating activity
Participant see how much still
needs to make efforts to reach
the next level.
Also participant can get
bonuses by doing some actions.
Competitive effect
Participant see if somebody has
reached next level.

18. Personalization
Personal offers and gifts
Identification of needs
Personal requests from the
customer
free level
Premium and Gold levels
Platinum level
Brilliant level

19. How to get bonuses
to make purchases by
cash or mall credit
card
activity in social media to participate in
surveys and
performance of tasks

20. How to Promote
advertising inside the mall
sms sending online advertising
cross promotions with partners

21. Author
Alexey Shestakov, Digital
ftee00@gmail.com
http://www.linkedin.com/pub/alexey-shestakov/35/b51/a07