close

Вход

Забыли?

вход по аккаунту

?

Coalition Marketing in Northern and Eastern Europe - the case study of BalticMiles

код для вставки
Coalition Marketing in Northern and Eastern Europe
-
the case study of BalticMiles –
Loyalty World
Russia
, CIS and
Baltics
2012
Moscow
, May
15
Gabi Kool
CEO BalticMiles
INTRODUCTION
BalticMiles
11000
BALTICMILES POS GLOBALLY
airBaltic is 100% shareholder of BalticMiles
BalticMiles is an
i
ndependent company with its own P&L and Management
Flight
revenues
by
FFP members
:
f
ocus
on
creating
value
for
airBaltic
Business
High
Economy
Economy
High
MS
Medium
MS
Low
MS
Points
Earn
ing
Structure
on
airBaltic
flights
:
–
1 Point
per €
spent on Economy Basic
–
5 Points per €
spent on Economy Regular
–
10 Points per €
spent on Business Class
–
1
Point per €
spent o
nboard
via
LSG SkyChefs
•
First pan
-
Baltic coalition loyalty program with multiple partnerships in travel, service
, financial
and retail industries
. The program has evolved from a true Frequent Flyer Program into a Multi
-
Partner / Coalition Loyalty program
•
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 partners businesses by bringing exceptional value to BalticMiles members by rewarding their loyalty
2/3 of transactions with non
-
airline partners already....
BalticMiles development focus on Baltics, Finland
, Ukraine
, and Russia
7 mln
143 mln
46 mln
5 mln
•
Number
of
points
E
arn
activities
: + 31%
–
From
1.23 million
to 1.63 million
•
Number
of
points
R
edeemed
: +118%
–
From
62 mln
to 135 mln
•
Website
visitors
: +43%
–
From
695,000 to 995,000
•
Partners
in
the
program
:
+251%
–
From
37 partners
to 130 partners
•
Points
of
Sales
to earn
points
: +17%
–
From
9049 POS to 10577 POS S
trong
growth
in
all
areas
for
2011…..
Global
recognition
in
2012 for
program
developments
FINANCE
RETAIL
TRAVEL
DINING
HEALTH
BEAUTY
& LEISURE
HOSPITALITY
BalticMiles Partners
:
More than
140 partners
>11.000 Points
of
sales
•
Tickets on airBaltic
flights
–
Super Savers for fixed amount of Points –
Flight upgrades for fixed amount of Points
•
BalticMiles on
-
line web shop –
>3000 products, worldwide delivery
–
1500 products, delivery to Russia
•
Lux Express bus tickets from St. Petersburg
•
Donations
•
Auctions –
experiences money cant buy!
•
New redemption options –
coming
soon
–
Cinema in Moscow and St. Petersburg
–
Universal Music to be extended to Russia
–
Event tickets in St. Petersburg and Moscow
Russian
market
:
Wide
range of reward options, with free flights being most popular
MUSIC SHOP WITH UNIVERSAL MUSIC:
Launched in 2011
400 000 tracks available
Main strategic objectives
Get more Members
Build the Team
Educate the Market
Get more Partners
Engage Partners
Engage Members
1
4
2
3
5
6
Get more Members
1
Approx. 500
000 members
Stable growth each month
Represented in 40 countries
Target is to reach
5 million
active
members
by
2016
BalticMiles brand needs to appeal to both frequent flyers and every day shoppers
Driving enrolment via member advocacy
Driving enrolment via member advocacy
Replace paper forms by handheld tablets and introduce non
-
personalised cards
Get more Partners
2
Banking
Hyper/Supermarket
Petrol stations
Airline
Clothing
Home & furniture
Pharmacy
DIY
Restaurants
Department stores
Textile and sports
Perfumery &Cosmetics
Affiliate network:
> 400 online accrual partners
FMCG partnerships to create opportunities for the member to earn 3x points for certain purchases
Build the Team
3
TALENT is KEY:
Employ the best and brightest and create THE loyalty company to work for
in
Russia
, CIS and
Baltics
Create a target driven culture, with clear accountability and a co
-
herent strategy + balanced scorecard measures
Educate the Market
4
The BALTIC market:
From a wallet full of discount cards.......
Example for Latvia:
Much BIGGER Reward for the member in a coalition....
....while the member also earns the reward much FASTER......
PARTNER PERSPECTIVE:
Coalition loyalty is superior to a stand alone program or discount strategy
LOW
LOW
LOW
PRICE
LOW
HIGH
HIGH
HIGH
VALUE
HIGH
Find new customers
Retain and grow existing customers
Ability to engage members
Change the focus of customers
Investment required
D
D
D
D
D
P
P
P
P
P
C
C
C
C
C
D = Discount strategy
P = Proprietary / Stand alone program
C = Coalition program
Average spend per member increases with 69%
at Neste if the member also earns points at 3+ other BalticMiles partners
52% of Members at Neste also visit other BalticMiles partners
+28.2%
+1.6%
+29.3%
+68.6%
48%
24%
16%
12%
Coalition engaged members spend more at the partners:
CASE STUDY FOR
NESTE OIL
Engage Partners
5
Create a data strategy to offer deep data customer insights, based on a single customer view and BI tools
TRANSACTION DATA
GEO DATA
ENROLMENT DATA
CAMPAIGN MANAGEMENT DATA
CUSTOMER SERVICE DATA
MEMBER SURVEY DATA
Deploy a partner tool to ensure partners have access to key insights about their (potential) customers Co
-
branding of card will increase willingness by the partner to promote the program Card Design
Strong brand presence at POS helps the brand and partner:
VILNIUS AIRPORT TAX FREE SHOPS
Strong brand presence at POS helps the brand and partner:
BalticTAXI in Latvia
Strong brand presence at POS helps the brand and partner:
EXPERT in Estonia
Strong brand presence at POS helps the brand and partner:
NESTE OIL Engage Members
6
Define and automate trigger based campaign offers
Leverage popular events to build the brand and engagement:
DINAMO RIGA
Leverage popular events to build the brand:
Facebook campaign at EURO2012 BASKETBALL
Leverage popular events to build the brand:
Facebook / Draugiem POSITIVUS Festival
An opportunity to have a flight in a realistic Boeing 737 simulator together with the CEO of airBaltic who is also a certified pilot
Sold for a record number of 211 000 Points
The BalticMiles MOBILE APP for iPhone to increase engagement
Personalised newsletter:
-
Customised Rewards
-
Email header testing
-
Earn categories
Launch of personalised offers section on website soon:
MY OFFERS
NEW
Worlds
first…
official
launch
in
28 days
…..
Objectives
•
Utilize the potential of crowdsourcing
for
new
ideas
and
program
improvements
•
Giving members a real stake in the game, building the program together
•
Engaging
the
network
of
partners
by
helping
them
to reach
their
business
objectives
In cooperation with:
.. we are going to build
the
worlds 1st crowdsourced
tier
a
t
first…..
In cooperation with:
Gabi Kool
CEO BalticMiles
Riga International Airport Ziemelu street 4
Marupe, LV
-
1053, Latvia Phone: +371 6778 8363
E
-
mail: gabi.kool@balticmiles.com
Web: www.balticmiles.com Thank You
Автор
Editor
Editor160   документов Отправить письмо
Документ
Категория
Образовательные
Просмотров
54
Размер файла
4 608 Кб
Теги
Авиа, лояльность
1/--страниц
Пожаловаться на содержимое документа