Cardlytics at DRS: Reaching the Buyers You Really Want

Cardlytics © Copyright 2013 Proprietary and Confidential

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Reaching the BuyersYou Really WantAn Overview of Card-Linked Marketing

Digiday Retail Summit


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Card-Linked Marketing: Definition

• New, Effective Digital Advertising Channel• Connects Digital Advertising to In-Store Sales• Based on Consumer Purchase Transactions


Card-Linked Marketing: Connecting Digital Advertising to In-Store Sales

• Target on Past Purchase Behavior• Presented to the Consumer as a Bank Rewards Program

• Chosen Offers Directly on Card• Pay-For-Performance & Extensive Metrics


Card-Linked Marketing: How It Works




Growth in Electronic Payments = More Spend Data

1999 2005 2010

43% 56% 69%

57% 44% 31%

In-Store Payment Type

Cash/CheckElectronic Payment

Source: BAI & Hitachi Study of Consumer Payments


Purchase Data & Analytics Can Tell You What Happens …

Everywhere Else

Where Do Customers Buy… When They’re Not Buying From You?

A Single Retailer Knows What Happens …Inside the Store


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Every Purchase Tells a Story.

In June 2013, 77% of consumers with gym memberships ate at QSRs, averaging 8 trips each.

During Summer 2012, Whole Foods shoppers spent 15% more on gasoline than non-shoppers.

In 2012, consumers who shopped at any florist spent 30% more at Victoria’s Secret than non-shoppers.


Insight & Analytics: Now What?

?


Card-Linked Marketing: How It Works




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Card-Linked Marketing: How it Works/Demo

Mobile Banking Application


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Card-Linked Marketing Demo:

BankAmeriDeals


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Customer Engagement


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Bank Rewards


Card-Linked Marketing: Connecting Digital Advertising to In-Store Sales

• Target on Past Purchase Behavior• Presented to the Consumer as a Bank Rewards Program• Chosen Offers Directly on Card• Pay-For-Performance & Extensive Metrics


Case Study #1Using Card-Linked Marketing to:

Acquire New CustomersQuestion:

Large home improvement/home goods retailer wanted to attract new customersNext Step

• Identify home improvement category “spenders”.• Use Card-Linked Marketing to present a marketing

offer only to those consumers.


Designing a Card-Linked Marketing Campaign

Targeting to Attract New Customers: • Consumers living near stores• Consumers who had shopped in Home Improvement (any store)

in the past 6 months

Marketing Offer: • 15% Cash Back on in-store purchase• Offered though bank debit cards


Campaign Result: Lasting New Customer Acquisition

Month 1 Month 2 Month 1 Month 2 Month 30%

35%45%

25% 20% 21%

100% 65% 55% 75% 80% 79%

CompetitorsRetailers

Pre-CampaignCampaign Post-Campaign

Retailer vs. Competitor Share Over Time100% = all category spend

Source: CATS


Thank YouKasey ByrneSenior Vice President, [email protected]

Economy & Finance

Cardlytics at DRS: Reaching the Buyers You Really Want