Modern Loyalty: A Primer

50 %
50 %
Information about Modern Loyalty: A Primer
Business & Mgmt

Published on February 26, 2014

Author: moxmas

Source: slideshare.net

“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  

Thanks!

Add a comment

Related presentations

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...

What is research??

What is research??

April 2, 2014

Explanatory definitions of research in depth...

Related pages

Loyalty (Oberon Modern Plays): Amazon.de: Sarah Helm ...

Sarah Helm - Loyalty (Oberon Modern Plays) jetzt kaufen. ISBN: 9781849432092, Fremdsprachige Bücher - Britisch & Irisch
Read more

Loyalty - Wikipedia, the free encyclopedia

Look up loyalty, allegiance, or troth in Wiktionary, the free dictionary. Loyalty is devotion and faithfulness to a cause, ... Modern concepts
Read more

Thoughts On Manly Loyalty | The Art Of Manliness

... A Primer On Flexible Dieting. ... On Manly Loyalty. Brett & Kate McKay. ... Thus modern loyalty is a pale version of its ancient form.
Read more

A Primer on Providing Professional Customer Service ...

A Primer on Providing Professional Customer Service. Adrian Miller ... While it’s certainly helpful to utilize technology to increase customer loyalty, ...
Read more

Customer Loyalty In Today's Modern Retail World - Forbes

Customer loyalty isn't what it ... Customer Loyalty In Today's Modern Retail ... such as a gas station being positioned in a prime ...
Read more

ISIS: A Primer | Princeton Alumni Weekly

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 ...
Read more

A CONCEPTUAL FRAMEWORK TO BUILD BRAND LOYALTY IN THE ...

Journal of Asian Scientific Research, 2014, 4(10): 547-557 547 A CONCEPTUAL FRAMEWORK TO BUILD BRAND LOYALTY IN THE MODERN MARKETING ENVIRONMENT
Read more

Great Customer Loyalty Program Examples for Successful ...

Customer loyalty program examples for successful small ... what consumers wanted from modern loyalty ... serves as a prime example of what ...
Read more

Loyalty Programs - CRM Best Practices - Customer ...

Loyalty Programs. Loyalty programs are often part and parcel of a comprehensive customer relationship strategy. So welcome to our loyalty marketing best ...
Read more