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Agenda
Client Brief Objective Target Audience Strategic Approach Program Structure
Points Earning Methodology Rewards Structure Technology Integration Value Added Benefits Creative Development & Communications
The Brief
MTS would like to commission a loyalty come lead generation program The program would have two phases
Phase 1 :The Loyalty phase Phase 2 :The lead generation phase (referral phase) Loyalty phase : The existing customers would be exposed to a host of benefits to ensure their loyalty and Lead genration Phase : Have a strong loyal customer base of we would use them for generating leads via a string referral incentive program
Objective
Develop an engagement program for the existing customers to create positive experience Acquire new customers by word of mouth of brand advocates created through this engagement program
MTS
SUBSCRIBER
Build relationships
Generate Referrals
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Target Audience
Data Card Pre-Paid
SUBSCRIBERS
Strategic Approach
PHASE 1 Customer Engagement
1
2 Data driven marketing to engage them at oneto-one level with personalized offers
Next generation catalogue can be created for these members wherein they can redeem the points for exciting reward items
Once they make a redemption on the program website, the rewards will be delivered at their doorstep
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Fulfillment ENGAGEMENT
Rewards Structure
Rewards Structure
On Spend Value
On Subscription
Special Rewards
= Points
= Points
Rewards Silver Welcome Points 500 Amount Spent Points Rs 10 = 5 Points Rs 10 = 2 Points Rs 10 = 0.5 Points Free Recharge Anniversary Bonus Points 4% of Amount Spend 3% of Amount Spend 2% of Amount Spend
Rewards on Subscription
On Subscription
=
Subscription based Benefits Diamond Gold Silver
Handset Rewards Tenure 1-2 Years Up to 20% off once a year Up to 15% off once a year Up to 10% off once a year Tenure >2 Years Up to 20% off twice a year Up to 15% off twice a year Up to 10% off twice a year Birthday Rewards 25% off any handsets upto 25% off on 2 months data 25% off on 3 months data Rs. 15000 and 50% off on 3 Tenure 1-2 Years recharge recharge months data recharge 20% off any handsets upto 20% off on 2 months data 20% off on 3 months data Rs. 5000 and 50% off on 3 Tenure 2-3 Years recharge recharge months data recharge 10% off on 2 months data 10% off on 3 months data 15% off on 3 months data Tenure >3 Years recharge recharge recharge
Special Rewards
Special Rewards
=
Special Benefits
Birthday Greetings Anniversary Gifts Online Deals and Discounts Movie Tickets New Product Previews Newsletter Priority Customer Service Customised Recharge Offers Offline Tie-ups Interest based offers Special invites for events and parties Diamond Gold Silver
Registration Process
Assumptions:
Mobile number is a mandatory field while capturing customer data
Requirements:
We need to know the format in which MTS captures the customer data We need map multiple relationship of customer with MTS
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Redemption Process
Creative Communications
Program Communication Elements and Medium
Online Program Website Launch e-mailer Reminder e-mailer Points update e-mailer Membership upgrade e-mailer Special exclusive offers e-mailer New Product precursor e-mailer Special Invites and events e-mailer Birthday and accassion based greetings Offline Welcome DM letter Points update (along with the monthly billing) Membership upgrade letter In-shop promotion material like posters, danglers, leaflets and tent-cards Special invites and greetings SMS Launch SMS Points update Offers Invites Upgrades
Rewards Sourcing & Fulfillment Rewards Sourcing & Fulfillment Ships over 5,000,000 personalized rewards every year to loyalty members across India alone
Delivery to over 15000 locations in India Gift sourcing & Catalogue Management Customized Catalogue
Customer Helpdesk
In-house handling of all program customer queries, Online and offline support and Quick Turn Around Time
In house, dedicated & highly trained customer care team with multiple lingual
Online Applications
Offline tools
2 Data driven marketing to engage them at oneto-one level with personalized offers
Data Analytics
Data driven marketing approach will be followed throughout the program Subscribers will be filtered on predefined criteria to send out finely tuned communications and precisely targeted offers These communications and offers will be further assessed by using Accentiv Analytic tool and will be put under different baskets
Why Analytics
To know the following: Where do these customers come from? Do they belong to a specific customer segment? What are the products bought by these customers? How many times do these customers visit your showrooms?
Van Huesen and Louis Philippe are using Accentiv Analytics to drive loyalty programs
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1. Modules are presented in the form of a dashboard with multiple windows. 2. Each window comes with a palette of variables and reports that meets your exact requirements, which means more flexibility for you. 3. Reports can be further diced using the filters on the side and top panels to provide different views of the same report.
Store Analysis
Churn Analysis
Campaign Analysis
Customer Value Category analysis Top 20 / 30 / 50 customer vs their contribution Yearly comparision on customers, revenue & average revenue Alerts on above yearly comparison analysis Top/Bottom Customer performance report Supporting data report for Communication / Transactional Summary
25
26
Further drill down on various brackets (i.e. Freq, Store Visit, Customer Value)
Enrollment vs Repeat churn analysis Repeat vs Enrollment churn analysis
28
100.0
Rs 118.70
% of Metro shoppers Product buying SIMPLY ORGANIC CHNKY VEGETABLE 0.26 SIMPLY ORGANIC LENTIL&PARSLEY 0.18 DUCHY ORIG TOMATO&ROSEMARY SOU 0.08 "DUCHY ORIGINALS CELERIAC LEE 0.07 DUCHY ROASTED ROOT VEG SOUP 60 0.08 SO TOMATO & BASIL SOUP 0.32 SO CARROT & CORINADER SOUP 0.25 SO LEEK & POTATO SOUP 0.10
Rank 39 45 60 67 62 37 41 56
Loyalty : % of Category spend on the SKU Rank 29.3 2 23.6 5 25.0 3 24.1 4 21.7 16 20.8 22 21.1 19 16.2 46
AWP Rs of JMetro Shoppers Rs 5.31 Rs 4.93 Rs 4.26 Rs 4.43 Rs 3.83 Rs 2.90 Rs 2.54 Rs 2.13
Rank 1 2 6 5 11 32 39 51
30
31
Capture Customer Info & profiles Analyze Data for new initiatives Track Customer Behaviour
Manageability of campaigns 500 to 5mn or more members with the flexibility to run multiple reward programs simultaneously
LOYALTY ENGINE
LISA Modules
Member Management
Transaction Management
Points Management
LISA Modules
Catalogue Management
Redemption Management
Communication Management
LISA Modules
Product Management
Phase 2
3
Drive referrals by creating positive experiences
Dig deeper using Data Analytics to know which segment has given the maximum references and how many got converted Launch the referral program and create more points and rewards earning opportunities for the members
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Engagement program for 50000 existing subscribers 1500 Enrolled Members (3% of total existing base) in the engagement program Identify the best customers using data analytics and launch a referral program for them
Enrolled Members
Best Customers
MLM Model
Assumptions: Mobile number / emailid provided by Referrer will remain same Business process remains same (600 on level one, 120 on level two and 24 on level three.)
Recommendations
Members can choose to participate in either one of these or 2 of these or all of these multipliers to give referrals
All the referrals must be unique across the multipliers A member can refer 15 of his/her friends if he/she participates in all 3 referral schemes
Points Multiplier
These referrals will be value based referrals Each member will be allowed to give maximum of 5 referrals Depending on the value MTS gets out of these referrals on conversion, members will be given 10% of total value generated in the form of points The payout will be multiplied with number of conversions e.g. if out of 5 only one gets converted then only 10% will be given out, if 2 gets converted then 20%, if 3 gets converted then 30% and so on The payout will also be according to the tier a member belongs to
Gold Converted
Existing Customer Referred Customer 1 Referred Customer 2 Referred Customer 3 Referred Customer 4 Referred Customer 5 Total Points
Silver Converted Existing Customer Referred Customer 1 Referred Customer 2 Referred Customer 3 Referred Customer 4 Referred Customer 5 Total Points X X X
Value {1599*10%}
160 X X X 160 320
Points (5%)
8 X X X 8 16
Rewards Multiplier
These referrals will be volume based referrals Each member will be allowed to give maximum of 5 referrals Depending on number of conversions, members will be given exciting reward items The reward value will get multiplied with number of conversions e.g. if out of 5 only one gets converted then only a cross pen will be given out, if 2 gets converted then a higher value reward, if 3 gets converted then even higher value reward and so on The reward value will be equal across all tiers
Milestone Multiplier
These referrals will be milestone based referrals e.g. if a member has 500 points and he aspires to get to 700 points to redeem his favorite watch then all he needs to do is give referrals and on conversion he gets fixed points Each member will be allowed to give maximum of 5 referrals Depending on number of conversions, members will be given fixed points The point payout will get multiplied with number of conversions e.g. if out of 5 only one gets converted then only 50 points will be given out, if 2 gets converted then 100 points, if 3 gets converted then 150 points and so on The milestone value will be fixed across all tiers More earning opportunities without spending a single rupee
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Process
Process
Thank You!
For more information, you can get in touch with: <Neha Mahajan>at <neha.mahajan@edenred.com>