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MORNA SIMPSON
Trends in Loyalty 2015Loyalty Rewards for ‘Time’, targeting fleet & hire partners and their customers
Going Cardless: Smart Phone & Tablets and QR codes
Flexible Rewards System: Must allow customer evolution and be sensitive to context
Collects intelligent data: knows the customers buying behaviours and their loyalty patterns
Experiential Rewards are especially popular with ‘Millennials’
Charitable Giving: MyCommunity, MySchool, MyPlanet
Engages with customer at critical touch-points in life-cycle
Gamification: Sets goals and outcomes
Meaningful engagement e.g. engages customer in brand definition
Enables easy social engagement with personal messages
Example Success Story: Topaz Energy
Play or Park multi-platform game
Customers collect points when they buy oil or services
Monthly awards for every player e.g. free coffee
200 points gives customer the option to play the game for an experience of a lifetime OR park their points until next month
Players win shopping trips to New York
Loyalty Rewards for ‘Time’, targeting fleet & hire partners and their customers
AC Rewards for ‘Time’
Fleet and hire businesses are set up as hosts, who can offer the game to their staff and customers, generating lots of free marketing
Recommendation scheme for friends and family grows the customer base even further
Staff and customers earn points based on AC services
Loyalty Rewards for ‘Time’, targeting fleet & hire partners and their customers
Small rewards are offered through a partner business every month for all players
Small feel-good rewards means customers keep playing for points
Claim your free coffee
Small Regular Rewards For All PlayersLoyalty Rewards for ‘Time’, targeting fleet & hire partners and their customers
Points Are Given to Local Charities
Fleet Business selects charities so that customers can donate their points locally & provides an option to invest points back into the Host Business
When cumulative thresholds are met the charity converts points to cash
This develops brand for both ZEDcars and the partner business and helps grow sense of community
Loyalty Rewards for ‘Time’, targeting fleet & hire partners and their customers
Customers Play Mobile1 To Win A Car
When points threshold is met customer has the chance to play Formula 1 Game to win big prizes
Experiential prizes for individuals may include a day at Knockhill Races, a weekend with the Classic Car Club etc
‘Player of The Year’ wins a car Generates lots of free press
Loyalty Rewards for ‘Time’, targeting fleet & hire partners and their customers
Leader Board Generates Free Marketing
Players are posted to an interactive Leader Board every month
Players can easily view their own and their friends results
Free marketing can be generated via local press, and players can post their results on social media channels
LEADER BOARD
Loyalty Rewards for ‘Time’, targeting fleet & hire partners and their customers
Smart Analytics Give Insights
Customer can be sorted into groups over time by monitoring engagement and behaviours
ZEDcars can develop pre-emptive interventions to prevent loss of valuable customers and to consolidate ‘Brand Champions’
An example intervention would be to invite customers to social event with ZEDcars to ask for their input to the brand development
Customer Groups
Loyalty Rewards for ‘Time’, targeting fleet & hire partners and their customers