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What next for loyalty schemes? Meeting the needs of the evolving consumer

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Marketing Week Live 2012
Phil Szymala
Client Services Director, Proprietary Loyalty, AimiaWhat next for loyalty schemes? Meeting the needs of the evolving consumer
We design, build and operate some of the world’s best loyalty management solutions. We do this for ourselves and for some of the world’s top brands
And everything we do is underpinned by world class customer insight
2
LOYALTY SCHEME EXPECTATIONS
Overall
100% “Members of scheme based on building up rewards or saving money”
Independent/local store scheme motivations
29%“Feeling part of a community”
22%“Access to excusive information”
16%“It says something about me”
*Source Promise and Lightspeed Survey of 1000 consumers
3Presentation Title
POINTS and PRIZES?
TODAY’S CUSTOMER HAS HIGHER EXPECTATIONS…
4
THE TRADITIONAL “LOYALTY LADDER” IS CHANGING
5Presentation Title
RELATIONSHIP STATUS –IT’S COMPLICATED
RATIONAL
EMOTIONAL
PUBLISHEDUNPUBLISHED
CAN’T BUY ME LOVE? EVEN WITH POINTS?....
7Presentation Title
RECIPROCITY IS MORE INTERESTING
8Presentation Title
ABOUT THE FUTURE, YOU WILL HEAR......
9Presentation Title
SAME NEEDS DIFFERENT PACKAGING
10Presentation Title
DO YOU REMEMBER?
11Presentation Title
WHY DO IBUY?...OR ADVOCATE?...OR STAY LONGER?
12Presentation Title
Brand
Product or
Service
Relationship
Reward me
Recognise me
Make it easier for me
Inspire and inform me
Connect me
Value
BRANDS DELIVERING AGAINST SIMPLE NEEDS
13Presentation Title
Reward me
Recognise me
Make it easier for me
Inspire and inform me
Connect me
AS TOUCH POINTS PROLIFERATE SUCCESS WILL BE ABOUT KEEPING THINGS SIMPLE AND JOINED UP
14Presentation Title
LOYALTY MANAGEMENT
Today IDENTIFYUNDERSTANDINFLUENCE
THE LOYALTY CYCLE IS BEGINNING TO EXPAND
16
LOYALTY MANAGEMENT
Tomorrow
EXTEND THE LOYALTY CYCLE
CONNECT THE DOTS
DELIVER VALUE
AND RELEVANCE
Customer proposition
Technology
Operations
Channels
Campaigns
Investment
Measurement
BE CLEAR ON WHY YOU ARE INVESTING
1 extra visit a quarter
+ extra £££
BE CLEAR ON WHO YOU ARE CATERING FOR, HOW AND WHY
19
THE FUTURE IS ABOUT SCALABLE INDIVIDUALISATION
“You may have heard the world is made up of atoms and molecules, but it's really made up of stories. When you sit with an individual that's been here, you can give quantitative data a qualitative overlay.”
William Turner I think a relationship is like a shark. It has to constantly move forward or it dies.
Woody Allen
I think a relationship is like a shark. It has to constantly move forward or it dies.
Woody Allen
THANK YOU
Phil Szymala
phil.szymala@aimia.com
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