Notes Version: Loyalty Leaders Tell All Using Data to Create Relevance
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The document summarizes a panel discussion from loyalty leaders at three major companies - GameStop, U.S. Bank, and JetBlue. GameStop's PowerUp Rewards program has 13 million members, of which 60% of transactions are associated with members. 65% of members pay an annual fee, and paying members spend 3x more on average than non-members. U.S. Bank's FlexPerks program converted over 85% of a former rewards program and retained over 90% of balances. It was selected as the best travel rewards card within 5 months of launching. JetBlue's TrueBlue program was launched in 2001 and relaunched in 2009 with 9.5 million members
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Notes Version: Loyalty Leaders Tell All Using Data to Create Relevance
- 1. 9/30/2011 Loyalty Leaders Tell All: Using Data to Create Relevance and Change Customer Behavior Loyalty Leaders Panel David Canty Director, Loyalty Marketing and Partnerships Bob Daly SVP, Retail Payment Jenn McMillen Solutions VP, Loyalty & CRM 1
- 2. 9/30/2011 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 Challenge Facing Marketers Less than half of consumers expect the following basic enhancements in exchange for use of their personal information: 40% 49% Advance information on new products Tailored offers 39% An easier buying process 32% 41% More information on products they regularly buy Communications based on their preferences 36% Preferential treatment In fact, just 53% said they specifically expect improved customer service GameStop Jenn McMillen VP, Loyalty & CRM 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 PowerUp member’s actual barcode 2
- 3. 9/30/2011 U.S. Bank Bob Daly SVP, Retail Payment Solutions 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 JetBlue David Canty Director, Loyalty Marketing and Partnerships 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 Loyalty Leaders Panel David Canty Director, Loyalty Marketing and Partnerships Bob Daly SVP, Retail Payment Jenn McMillen Solutions VP, Loyalty & CRM 3
- 4. 9/30/2011 Thank You www.COLLOQUY.com www.Pearson4Loyalty.com www.Loyalty.com 4