Innervation retail indaba

Loyalty Programmes – What’s the Point?

Angelina dos Santos-Barrett

21 August 2013

What is the point?

Customer Engagement: Then & Now

Limited Competitors

Personal Relationships: Corner stores

Additional Value

Marketing

Simple

Several Competitors

Convenience Driven

Customer Information

Direct Marketing

Engagement

Name

Surname

Gender

Title

Address

ID Number

Date of Birth

Purchase Amount

Date

Time

Store Purchased At

Opt In

Product/s Purchased

Multiple Tender

Communication

Building a Picture

Maria• 25 – 30 years Old• African Woman• Black Cat Peanut Butter - Smooth• Has 1 daughter aged 3 years• Does weekly shopping

Clare• 25 – 30 years old• White Woman• Loves Black Cat Peanut Butter –

crunchy• Has no children, engaged• Does monthly shopping

Know your Customer

DataInsights

MetricsKPI

ActionsExecute

Measure

Customer Centric = Relevance

Build a relationship with your customer - ensure your customer returns to your store for future purchases!!

Consistency

Repeat

Retained

Unique

DataFrequency

Relevance

Using Innovative Tools to Engage Customers

Vouchers & Coupons

SMS - MMS – USSD – POS - Web Print - Self Service – Kiosk - Mobile App

Vouchers & Coupons

Balance

Hello Angelina!!

Pay

Specials

Buy

Survey

Facebook

Twitter

Chat

Connecting everywhere

Different Rewards

Omni-Channel

Social Media

Insights(data)

Easy to understand

Easy to participate

Relevant (value)

Equitable to all

Drives desired

behaviour

Evolves

Loyalty Programme 101

Driving Consumer behaviour through relevant engagement

Angelina dos Santos-Barrett

Product Manager: Loyalty, Vouchers, Coupons and Gift Card

Tel: 021 681 3000

Cell: 071 371 0480

Email: angelina@innervation.co.za