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Francesco Ciciriello - Loyalty Marketing Program e Retail Locale - Rinascita Digitale | DAY #15

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Uno dei trend più importante in questi anni per il mondo del retail, è quello della fidelizzazione dei clienti, con un tasso di crescita annuo del 20% a livello mondiale. L’obiettivo non è più solo quello di vendere, ma anche quello di creare una nuova esperienza in fase di acquisto, ad esempio grazie alla fidelizzazione. Attraverso i Marketing Loyalty Program è possibile mantenere i propri clienti e aumentarne il fatturato nella propria attività. In questo intervento vedremo nello specifico sistemi di fidelizzazione per il commercio locale.

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Francesco Ciciriello - Loyalty Marketing Program e Retail Locale - Rinascita Digitale | DAY #15

  1. 1. 3 Aprile 2020 Loyalty Marketing Program e Retail Locale Francesco Ciciriello – CEO Groupbmore
  2. 2. LOYALTY MARKETING PROGRAM E RETAIL LOCALE 3 Aprile 2020 Chi Sono Francesco Ciciriello CEO Groupbmore Il circuito fedeltà del commercio locale groupbmore.com
  3. 3. LOYALTY MARKETING PROGRAM E RETAIL LOCALE 3 Aprile 2020 Agenda ▪ Il retail locale 1. I vantaggi di acquistare dal retail locale 2. Alcuni dati 3. La digitalizzazione del retail ▪ La fidelizzazione 1. Cos’è un Loyalty Marketing Program 2. Modelli di Programmi Fedeltà 3. Primi passi per impostare un Programma Fedeltà 4. La soluzione b-more groupbmore.com
  4. 4. LOYALTY MARKETING PROGRAM E RETAIL LOCALE 3 Aprile 2020 Agenda Il retail locale
  5. 5. LOYALTY MARKETING PROGRAM E RETAIL LOCALE 3 Aprile 2020 I vantaggi Per il Consumatore • Qualità del prodotto • Varietà del prodotto • Servizio personalizzato Per l’Economia • Capacità di adattamento • Sinergia locale tra attività • Maggiori risorse sul territorio • Portano più lavoro Per il Quartiere • Maggiore sicurezza • Sono punti d’incontro • Attività culturali e sportive Per l’Ambiente • Ecosostenibilità • Meno imballaggi e CO2 groupbmore.com
  6. 6. LOYALTY MARKETING PROGRAM E RETAIL LOCALE 3 Aprile 2020 I vantaggi Servizio personalizzato Empatia ed esperienza decennale nel settore Capacità di adattamento Vengono persi meno posti di lavoro e questo si può notare in USA con la retail apocalypse Sono punti d’incontro Alimentano i nostri rapporti sociali Ecosostenibilità Si riforniscono sul mercato locale a km 0 in molti casi groupbmore.com
  7. 7. LOYALTY MARKETING PROGRAM E RETAIL LOCALE 3 Aprile 2020 I vantaggi Il retail locale tornerà in auge Secondo Bob Phibbs “è possibile che si arrivi a un punto di flessione quando le persone si renderanno conto della distanza comunicativa degli acquisti online, cosa che porterà a una rinascita dei negozi di sempre”. groupbmore.com
  8. 8. LOYALTY MARKETING PROGRAM E RETAIL LOCALE 3 Aprile 2020 Dati Attività retail 983.000 Dati ISTAT fine 2017 Investimenti in Loyalty 21% sul totale Dati Osservatori Digital Innovation 2018 Investimenti in CRM 24% sul totale Dati Osservatori Digital Innovation 2018 Investimenti in Business Intelligence Analytics 19% sul totale Dati Osservatori Digital Innovation 2018 groupbmore.com
  9. 9. LOYALTY MARKETING PROGRAM E RETAIL LOCALE 3 Aprile 2020 Digital Retail L’impatto della digitalizzazione nel punto vendita Customer Experience Specializzazione • Profilazione del cliente • Intelligenza artificiale • Marketing automation • Store tracking • Vetrine digitali • Sistemi di cassa innovativi groupbmore.com
  10. 10. LOYALTY MARKETING PROGRAM E RETAIL LOCALE 3 Aprile 2020 Digital Retail Cosa state offrendo di diverso? «Un negozio deve essere molto più che un luogo per acquistare merce. Deve aiutare le persone ad arricchire la propria vita. Se il negozio soddisfa solo una specifica esigenza di prodotto, non sta creando nuovi tipi di valore per il consumatore. Sta effettuando transazioni. Qualsiasi sito Web può farlo» Ron Johnson groupbmore.com
  11. 11. LOYALTY MARKETING PROGRAM E RETAIL LOCALE 3 Aprile 2020 Agenda La fidelizzazione
  12. 12. LOYALTY MARKETING PROGRAM E RETAIL LOCALE 3 Aprile 2020 Loyalty Program Il Loyalty Marketing Program Il Loyalty Marketing è la somma delle azioni e strumenti che permettono ad un’attività di mantenere una relazione continuativa nel tempo con i propri clienti. groupbmore.com
  13. 13. LOYALTY MARKETING PROGRAM E RETAIL LOCALE 3 Aprile 2020 Loyalty Program Loyalty Program prima del digitale Nascono inizialmente come «Frequent Flyers», specialmente utilizzato dalle compagnie aeree ed è la base dei moderni sistemi fedeltà. AAdvantage American Airlines 1981 - USA MilleMiglia Alitalia 1991 - Italia groupbmore.com
  14. 14. LOYALTY MARKETING PROGRAM E RETAIL LOCALE 3 Aprile 2020 Loyalty Program Obiettivi Mira ad incrementare il business di un’attività commerciale, coinvolgendo potenziali clienti e clienti già acquisiti tramite la proposta di promozioni ed occasioni di risparmio che possano di conseguenza accrescere la notorietà del brand. groupbmore.com
  15. 15. LOYALTY MARKETING PROGRAM E RETAIL LOCALE 3 Aprile 2020 Loyalty Program Vantaggi Un cliente soddisfatto e fedele può spendere fino a 10 volte in più all’interno del negozio. Inoltre è ampiamente dimostrato che trovare un nuovo cliente può costare da 6 a 20 volte più che fidelizzare un cliente esistente. groupbmore.com
  16. 16. LOYALTY MARKETING PROGRAM E RETAIL LOCALE 3 Aprile 2020 Loyalty Program Vantaggi Uno studio della Harvard Business School, aumentare il ritorno in negozio di almeno il 5% dei propri clienti, può portare a un aumento dei ricavi tra il 25% e il 100%. groupbmore.com
  17. 17. LOYALTY MARKETING PROGRAM E RETAIL LOCALE 3 Aprile 2020 Loyalty Program Come funziona La raccolta punti è sempre stata un pilastro fondante dei programmi fedeltà. I clienti diventano ambassadors del brand usando il passaparola. Aumentando brand awareness e brand reputation. groupbmore.com
  18. 18. LOYALTY MARKETING PROGRAM E RETAIL LOCALE 3 Aprile 2020 Modelli A punti Ricompense a livello Co-branding o Multimarca Ibrido Gamification groupbmore.com
  19. 19. LOYALTY MARKETING PROGRAM E RETAIL LOCALE 3 Aprile 2020 Modelli Loyalty Program a punti Il modello più classico e conosciuto dai consumatori. • Accumulo di punti a fronte di una spesa • Maggior ritorno nel punto fisico • Il cliente ottiene sconti e premi regalo • Autonomia nelle scelte d’acquisto Esempio: Le tessere fedeltà utilizzate nelle catene GDO, raccolte punti del retail locale. groupbmore.com
  20. 20. LOYALTY MARKETING PROGRAM E RETAIL LOCALE 3 Aprile 2020 Modelli Loyalty Program con ricompense a livelli Simile al programma a punti. • I clienti sono suddivisi in categorie di spesa • Spingere i clienti motivati a raggiungere livelli «VIP» • Sconti personalizzati, linee prodotto dedicate e altri vantaggi Esempio: Tessere fedeltà VIP di brand di lusso e moda. groupbmore.com
  21. 21. LOYALTY MARKETING PROGRAM E RETAIL LOCALE 3 Aprile 2020 Modelli Loyalty Program co-branding o multimarca Partnership tra due o più aziende. • Collaborazione tra attività diverse • Offerta di prodotti e servizi relativi ai brand partner • Accumulo di punti per usufruire di agevolazioni dei partner • Maggior efficacia con collaborazioni a livello globale Esempio: Programmi di incentivazione delle TLC, che propongono servizi di partner. groupbmore.com
  22. 22. LOYALTY MARKETING PROGRAM E RETAIL LOCALE 3 Aprile 2020 Modelli Loyalty Program ibrido Un mix tra il modello a punti e a livelli. • Accumulo di punti a fronte di una spesa • Studio dei comportamenti d’acquisto • Personalizzazione delle offerte di sconto Esempio: Programma Starbucks Rewards, con sistema misto. groupbmore.com
  23. 23. LOYALTY MARKETING PROGRAM E RETAIL LOCALE 3 Aprile 2020 Modelli Loyalty Program gamification Simile al modello a punti, ma legato al gioco. • Il gioco online e non, sono la base • Obiettivo è coinvolgere l’utente con attività ludiche • Accumulare punti o usufruire di promozioni Esempio: Alcuni circuiti fedeltà nel settore local retail. groupbmore.com
  24. 24. LOYALTY MARKETING PROGRAM E RETAIL LOCALE 3 Aprile 2020 Primi passi I primi passi per impostare un programma fedeltà Quali domande è necessario porsi? • Gli acquisti vengono fatti online o in negozio? • Se vengono fatti online, si predilige PC o smartphone? • Gli acquisti svolti, possono essere condivisi sui social? groupbmore.com
  25. 25. LOYALTY MARKETING PROGRAM E RETAIL LOCALE 3 Aprile 2020 Primi passi Di cosa devi tenere conto? Attività commerciale Target clientela • Settore merceologico • Flusso clientela • Età • Sesso • Livello di digitalizzazione groupbmore.com
  26. 26. LOYALTY MARKETING PROGRAM E RETAIL LOCALE 3 Aprile 2020 b-more La soluzione b-more Creata sulle esigenze del commercio locale per il commercio locale. groupbmore.com
  27. 27. LOYALTY MARKETING PROGRAM E RETAIL LOCALE 3 Aprile 2020 Bibliografia groupbmore.com ▪ Bibliografia Consigliata • Questo è il marketing – Seth Godin • Le armi della persuasione – Robert Cialdini • Small data – Martin Lindstrom • Marketing 4.0 – Kotler, Kartajaya, Setiawan • Shopping experience – Carlo Meo • Zero Concorrenti – Marco De veglia
  28. 28. LOYALTY MARKETING PROGRAM E RETAIL LOCALE 3 Aprile 2020 Skills groupbmore.com ▪ Soft Skills • Pensiero critico • Creatività • Competenze comunicative • Empatia • Resistenza allo stress • Pensiero laterale
  29. 29. LOYALTY MARKETING PROGRAM E RETAIL LOCALE 3 Aprile 2020 Contatti Francesco Ciciriello CEO Groupbmore Il circuito fedeltà del commercio locale francesco.ciciriello@groupbmore.com groupbmore.com groupbmore.com

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