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Snipp Webinar With Loyalty360 - The State of Loyalty in 2017
The webinar discusses the evolution of loyalty programs in 2017, focusing on trends such as lifestyle engagement, machine learning, and B2B loyalty strategies. Key takeaways include the importance of integrating advanced technology to enhance customer experience and loyalty program effectiveness. Case studies highlight practical applications and challenges faced by companies like Kellogg's and Subway, along with predictions for the future of loyalty programs.
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Snipp Webinar With Loyalty360 - The State of Loyalty in 2017
- 1. I WEBINAR THE STATEOF LOYALTY IN 2017
- 2. Carlos Dunlap-Beard VP, LoyaltySolutions & Business Development Christian Hausammann Global Director of Loyalty TODAY’S PRESENTERS
- 3. ABOUT We can takebrands along the full continuum from a single promotion to an ongoing loyalty initiative.
- 4. AGENDA TREND 1: EVOLUTIONOF LOYALTY PLATFORMS TREND 2: LIFESTYLE LOYALTY PROGRAMS TREND 3: MACHINE LEARNING TREND 4: B2B LOYALTY PROGRAMS TAKEAWAY: LOYALTY STRATEGY FRAMEWORK
- 5. TREND 1: EVOLUTION OFLOYALTY PLATFORMS
- 6. LOYALTY TECHNOLOGY OFTHE PAST UPC codes/ proof of purchase Codes on-pack Membership cards Reliance on tech vendors for set up Website only access Costly POS integrations Limited rewards 4 2 9
- 7. Smartphones & mobile (e.g. Text-to-enroll) Receipt Processing SaaSprogram set up Apps Wearable integrations Digital rewards EVOLVED TECHNOLOGIES Real-time connectivity
- 8. TO APP ORNOT TO APP? Quick to market (and for consumers to engage with) Compatibility Findability Flexibility Reach Shareability Location-based messages Audience Good for gamification No connection requirementX Unique data Unique data Ecommerce functionality Pros of App-Free Pros of Apps
- 9. CASE STUDY: KELLOGG’S Kellogg’sFamily Rewards 1.0 • Consumers enter codes to earn points and then redeem for rewards like high value coupons, gift cards, sweepstakes, merchandise • A cross-Kellogg’s/ cross-category platform that enables national promotions as well as retailer-specific promotions Joins & Buys Product Enters Codes Chance to Win $200 Collect Bonus Codes Get Emails Check Point Balance Redeem Rewards Tell Friends & Family An ‘always-on’ points-based consumer loyalty program using unique code on-pack technology to reward consumers
- 10. CASE STUDY: KELLOGG’S “PainPoints” with code based programs • Unique code-on-pack • Cumbersome for users • Code management and printing on pack complex and expensive • Codes difficult to read • Other missed opportunities Enter Code Submit Congrats! You have 100 points!
- 11. CASE STUDY: KELLOGG’S TheSolution: • Improved purchase validation • Full basket data capture • Better user experience • Enhanced mobile channel • More promotion options Receipt Processing Loyalty Integration
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- 13. WHAT LIFESTYLE FACTORSCAN BE TARGETED/ACCESSED? Demographics Hobbies Exercise Behaviors Personal Health Information Social Interactions Physical Locations Seasonal Migrations All of these factors allow for engagement beyond transactions.
- 14. SMART DEVICES MAKE LIFESTYLELOYALTY POSSIBLE Portals MyFitnessPal Rally Wearables Fitbit Garmin Smart Homes Samsung SmartThings Amazon’s Alexa Google Home
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- 16. CASE STUDY: SUBWAY Theprogram not only provides a method to drive loyalty, but it also provides Subway with some important analytics including: how many people entered their store, whether those are new customers or repeats, the duration of time customers spend within the store, and the foot traffic outside the store which isn’t coming in Shuli Lowy, Marketing Director at Ping Mobile, New York
- 17. VIRTUAL AND DIGITIZED CONSUMEREXPERIENCES There is an expected 2.5 million Virtual Reality (VR) units to be sold in 2017, up 79% from 2016. VR hardware revenue will be $660 million, up 43% from last year. The VR market will be $80 billion in 2025 (up from $1 billion in 2016).
- 18. AUGMENTED REALITY CASESTUDY: STARBUCKS & POKÉMON GO
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- 20. 4 WAYS BUSINESSESARE USING MACHINE LEARNING ENGAGING WITH CUSTOMERS IN MORE MEANINGFUL WAYS UNDERSTANDING CUSTOMER BEHAVIOR TO PREDICT FUTURE ACTIONS FINDING PRODUCTS FASTER MAKING USER GENERATED CONTENT VALUABLE
- 21. MACHINE LEARNING –KEY STEPS CHOOSE A MACHINE LEARNING ALGORITHM TRAIN, TEST AND RE-EVALUATE YOUR MODEL PREPARE AND TRANSFORM DATA GATHER APPROPRIATE DATA
- 22. ARTIFICIAL INTELLIGENCE TOENGAGE CONSUMERS 74% of customers said that they had positive experiences with AI in retail stores; in another question 65% stated that they are not comfortable with a robot replacing a human worker in stores. 57% said that they would happily exchange messages with an ecommerce merchant's chatbot online.
- 23. CASE STUDIES: THEPOWER OF DATA AND PREDICTIVE ANALYTICS • Furniture/Home Interior Client 1) Predictive Analytics • Department Store Client 2) Churn Prevention
- 24. TREND 4: B2B LOYALTYPROGRAMS
- 25. BUSINESS CHANNELS ARESTILL CONSUMERS Top Ten Predictions for B2B Loyalty Programs in 2017 from Motivforce Augmented Reality enhances member experience. Chatbots will drive engagement in loyalty programs. Cognitive computing lives up to its analytical promise. Get audio-visual with podcasting, live streaming and video. Coalitions between brands will grow. The return of sales incentives. The mobile member experience will top the desk. Data analytics will continue to rule. Social loyalty and social selling will replace social marketing. Channel programs will start to embrace the IoT. %
- 26. B2B LOYALTY REQUIREMENTS •Oversight • Compliance • Business benefits & services • Certification & training • Regulatory control • Institutional vs individual • Business only rewards, sales rep rewards or a combination • Segmented earning, rewards & benefits by member type Administrative Control Flexibility
- 27. Leading Plumbing OEM Situation:Convert multiple legacy standalone incentive programs into a single Reseller/Distributor Sales Rep strategy that leads to increased brand affinity, product knowledge and sales to installers/ consumers • Enrollment and participation far exceeded expectations • Program broke even in under 10 months & achieved better than 200% ROI in Year 2 • The program has continually evolved (website refresh, mobile app, refreshed rewards, dynamic activities) B2B BEST IN CLASS DESIGN EXAMPLE Solution: Multi-channel, flexible program that tailored to both the business overall and the individual representative Results
- 28. TAKEAWAY - LOYALTYSTRATEGY FRAMEWORK Strategy & Alignment Marketing & Communications IT & Integration Establish stakeholder clarity, alignment and consensus around goals and priorities Determine the best channel and messaging options for awareness, enrollment and activation messaging Determine the best and most efficient manner of delivering a seamless experience to program members Achieve a common understanding of financial measures for the program Development of a solution framework that presents a recommended strategic direction for the loyalty program Ensure a common understanding and appropriate next steps Finance & Insights Program Design Wrap Up & Next Steps
- 29. TAKEAWAY – LOYALTYPROGRAM DESIGN EXAMPLE • Existing email list • Social channels • Partners, conferences & events • Company & program website • Mobile: web, app & SMS • Conferences & events • Purchases • Brand engagement: content consumption, referrals, social activity, etc. • Special promotions: LTO, bonus points, exclusive events • Low, medium, high perceived value options • Brand and program branded items • Soft benefits that are only available to program members Easy Enrollment + Earning Activities Rewards & Benefits $ Gain Awareness
- 30. LOOK OUT FOROUR BEST PRACTICES CHECKLIST! Easy CX Multichannel Approach “Don’t Eat The Elephant” And more…. Contact lets.talk@snipp.com to obtain this resource
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