Published on February 26, 2014
“Modern Loyalty” 1
What do brands get out of “loyalty programs”? 2
For brands, “loyalty” means: - Retain your best, most proﬁtable customers - Shift “good” customers to become more proﬁtable in both the short and long term - Acquire customers with potential to become best customers - Reconnect lapsed users with the brand 3
In addition, active consumer loyalty provides a signiﬁcant competitive advantage: - Customers have emotional equity in your brand(s) - You are their ﬁrst choice - They look to you to solve their needs/problems - They share information with you - They ask for guidance - They discuss your oﬀering - not your prices - They positively suggest how you can improve - They want you to succeed - They advocate ‘their’ brand to others 4
Let’s talk about how loyalty works… - What are some common “loyalty program” structures? - What would the “ideal” loyalty program look like from a consumer’s POV? - “Social Loyalty” and Gamiﬁcation 5
What are some common “loyalty program” structures? 6
Common loyalty approaches: - Collect Points, Rule the World - Sign Up for Stuﬀ - Donut and Coﬀee Shoppe Punch Cards - Lagniappe: “A little sumpin’, sumpin’” 7
COLLECT POINTS, RULE THE WORLD 8
SIGN UP FOR STUFF 9
PUNCH CARDS 10
LAGNIAPPE: “A LITTLE SUMPIN’, SUMPIN’” 11
But modern consumers have diﬀerent expectations for loyalty. In part, because they have higher hopes for brands. Also, because they have cynical expectations of what happens when those hopes smack into reality. 12
“While earning and redeeming points are the most important attributes for choosing hotel and airline loyalty programs, travel brands should focus on enhancing the customer experience, making rewards personally meaningful, encouraging loyalty with unexpected rewards if they want to boost consumer engagement, and ultimately building long-term customer relationships.” Deloitte Survey and Report: “Developing a blueprint for reinventing loyalty programs.”; 1/23/13 13
The “ideal” consumer program is: Easy Gives value Personalized Modern 14
The end result: Community If it is easy, and personal, and modern, it’s something I would be loyal to, (even if I have to jump through a few hoops). Because that means you give me what I want, and make me feel like a peer, not a number. 15
This is, of course, VERY DIFFICULT for most brands to do. Which means new approaches and software platforms have sprung up to make it “easy” for brands to create loyalty programs, using social media and “gamiﬁcation”. 16
Social Loyalty and Gamiﬁcation Right now, there are a variety of startups who try to make it easy for brands to reward any aspect of consumer behavior. Companies include BigDoor, Badgeville, CrowdTwist and others. Let’s walk through a quick CrowdTwist example. 17
The basic structure of this example is “Collect Points.” 18
But you collect points for many more activities… 19
While some of these activities are pretty simple, they also are useful for the 20 brand.
The points can be exchanged for products, cool things, or event access. 21
People share their behavior on their networks, earning more points, and spreading awareness. 22
Some other examples of gamiﬁed /social loyalty. 23
FourSquare Mayor deals are one evolution. 24
25 Tasti-D-Lite Punch Card, modernized with social media and Foursquare.
BigDoor “badging” and MLB Gameday 26
Canvas Prints at Affordable Prices make you smile.Visit http://www.shopcanvasprint...
30 Días en Bici en Gijón organiza un recorrido por los comercios históricos de la ...
Con el fin de conocer mejor el rol que juega internet en el proceso de compra en E...
With three established projects across the country and seven more in the pipeline,...
Retailing is not a rocket science, neither it's walk-in-the-park. In this presenta...
Sarah Helm - Loyalty (Oberon Modern Plays) jetzt kaufen. ISBN: 9781849432092, Fremdsprachige Bücher - Britisch & Irisch
Look up loyalty, allegiance, or troth in Wiktionary, the free dictionary. Loyalty is devotion and faithfulness to a cause, ... Modern concepts
... A Primer On Flexible Dieting. ... On Manly Loyalty. Brett & Kate McKay. ... Thus modern loyalty is a pale version of its ancient form.
A Primer on Providing Professional Customer Service. Adrian Miller ... While it’s certainly helpful to utilize technology to increase customer loyalty, ...
Customer loyalty isn't what it ... Customer Loyalty In Today's Modern Retail ... such as a gas station being positioned in a prime ...
Features ISIS: A Primer ... come to the fore in modern times for a ... Salafists is to show loyalty toward fellow brethren in the faith and ...
Journal of Asian Scientific Research, 2014, 4(10): 547-557 547 A CONCEPTUAL FRAMEWORK TO BUILD BRAND LOYALTY IN THE MODERN MARKETING ENVIRONMENT
Customer loyalty program examples for successful small ... what consumers wanted from modern loyalty ... serves as a prime example of what ...
Loyalty Programs. Loyalty programs are often part and parcel of a comprehensive customer relationship strategy. So welcome to our loyalty marketing best ...