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Как построить клиентскую лояльность: самостоятельно или с партнерами? - Глобальные тренды в контексте России.

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Global
trends
in
a Russian
context
Moscow
, June
18 2013
Бизнес
-
конференция РБК
«Программы лояльности как ключ к эффективному бизнесу 2013»
Gabi Kool
CEO BalticMiles
Председатель
правления
Коалишн
Ревордс
OOO
COMPANY
OVERVIEW: BALTICMILES
B
alticMiles
O
verview
•
Vision: To be the most successful loyalty company in North and Eastern Europe, supporting leading airlines, retailers and financial institutions
•
Mission:
To grow our coalition partner’s businesses by bringing exceptional value to the program members by rewarding their loyalty
•
A global multiple award winning loyalty program –
Leading Loyalty Management Company in North & Eastern Europe, based in Riga, Latvia
–
Founded in 2009 and strategic focus on Baltics, Russia, Finland and Ukraine
–
First pan
-
Baltic coalition loyalty program with multiple partnerships
–
550 000+ loyalty members (from 200+ countries, with majority from Baltics, Russia, Scandinavia, Ukraine and Germany), forecasted to grow to 8+ million by 2017
–
2/3 of transactions & billings generated by non
-
airline partners in 2013
–
100% owned by airBaltic, but BalticMiles is run as an independent company with a strong and seasoned management team
–
Best Global Innovation in loyalty technology (Dubai, March 2013) & Best Loyalty Program in Travel and Entertainment industry (London, June 2013)
–
Launch of white label loyalty program coming up for one of the
region’s
leading
banks
•
Rewards portfolio offering free flights and 3000+ experiences
•
228 global partners, representing approximately 30 000 Points of Sales
•
Proven track record to manage a multi
-
lingual, multi
-
currency program across many countries
Partnership growth has enabled BalticMiles to rapidly expand its reach and the collector value of the program BalticMiles
Program Growth
Program Launch: Oct 2009
Number of partners 10
POS 3593 May
2013
Number of partners 228
POS 28 553
The BalticMiles program has shown consistent membership growth across Northern & Eastern European markets BalticMiles
Collector Base
•
Currently >
550
000 members
•
Stable growth each month
•
Represented in 208 countries
•
Target is to reach 3
+
million members by end
of
2014 and
8+ million
by
end
of
2017
Collector breakdown, by country of origin
BUSINESS MODEL OVERVIEW: COALITION LOYALTY
Coalition Loyalty: A Globally Prevalent Model
Russian
market
developing
, but
no dominant
player
yet
C
ontext
O
f T
he O
pportunity
US$ 2.3 bln (MktCap)
US$ 2.6 bln (MktCap)
AU$ 417 mln
(PBT 1H 2011)
UK: GBP 368 mln (Acquisition price)
EUR 496 mln (Acquisition price)
....... Northern / Eastern Europe loyalty
market
still
largely
untapped
..........
US$ 8.7 bln
(
MktCap
ADS)
Coalition expands reward opportunities for consumers, while providing partners with a method of competitive differentiation through currency issuance Conceptual Overview
Breadth of Rewards
(discounts aspira瑩onal)
Earn Accelerators
(debit / credit cards)
Single Currency Multiple Sponsors
(everyday categories)
Instant Rebates
Gift Cards & Certs
$1 = 1
0 points
$1 = 10 points
“Double
-
dip” at Sponsors
Base offer at non
-
Sponsors
Travel
Merchandise
Your Reward
$10 Off
Program Owners
•
Increased issuance revenue
•
Increased consumer dataset
•
Improved brand recognition & consumer adoption
Retail Partners
•
Competitive brand differentiation
•
Avoids price wars
•
Shared program costs
Consumers
•
Increased earn opportunities
•
Lower time to reward
•
Broad reward portfolio appeal
Stakeholder Value Propositions
How
Loyalty Companies
Function
Point Earned by Member
Time:
Life of a Point ~ 2 years
Point Redeemed by Member
Point Activity
Cash Impact
Accounting Treatment
Operating Costs
Points Earned
Points Added to Point Pool
Cash Received (Billings)
Fair Value of awards deferred
Margin component recognized
Points remain in Pool
Positive Working Capital
Deferred revenue liability maintained for fair value of awards expected to be redeemed
Points Redeemed from Points Pool
Cash Outflow to Purchase Rewards
Points Liability Reduced
;
Redemption Revenue & Redemption Costs Recognized in P&L
Sources of Value
Gross Margin on Points + Working Capital + Breakage (Expiry)
Salaries, IT, Service centre
, admin etc
World’s
First H
ybrid
M
odel
: FFP and
Coalition
Retail
C
ombined
Traditional
FFP
Retail
Coalition
Hybrid
FFP/
Retail
(2014)
Traditional
FFP
Retail
Coalition
Hybrid
FFP/
Retail
(2014)
World’s
First H
ybrid
M
odel
: FFP and
Coalition
Retail
C
ombined
SEVEN GLOBAL TRENDS
: BEST
PRACTICES
FROM
FFP AND
RETAIL
COALITION
LESSON 1 –
BALANCE THE BRANDS LESSON 2 –
KEEP IT SIMPLE
Where
can
I earn
points
?
Please
send
me
relevant
information
LESSON 3 –
CHOOSE FRIENDS WISELY
Look
for
complementary
partners
Take
the
long
view
Define
partnership
success
LESSON 4 –
MARKET SMARTER
Deliver
more
effective
communications
Improve
the
customer
experience
Reward
the
behaviour
you
seek
: Low
base
points
, aggressive
bonus
points
LESSON 5 –
SURPRISE YOURSELF Data
mining
based
on
SKU level
within
a coalition
program
reveals
surprising
insights
and
marketing
opportunities
LESSON 6 –
DELIVER TANGIBLE VALUE
How
f
ast
can
I earn
my
reward
?
Offer
full
mix
of
pragmatic
/ cash
rewards
and
more
aspirational
rewards
LESSON 7 –
INNOVATE OR DIE
Автор
Editor
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