Next Generation Ecommerce Loyalty Program
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Next Generation Ecommerce Loyalty Program
- 1. Ecommerce Loyalty: Next Generation Program February 27, 2013
- 2. Agenda • • • • • • Objectives Building Loyalty Loyalty Ecosystem Requirements “Wish List” Functionality / Platform Mapping Project Plan
- 4. Objectives Awareness • • • • Social Sharing Extend Reach Brand Credibility Referrals Engagement • • • • Brand Ambassadors Content Generation Discussions Knowledge Transfer Commerce • • • • Retention Frequency CLV AOV Superior Customer Experience Redefining Value
- 5. Building Customer Loyalty Best Ways Companies Can Build Consumer Loyalty According to US Internet Users, March 2012
- 6. Building Customer Loyalty How Customers Show Loyalty to Brands, March 2012 (%)
- 7. Loyalty Ecosystem • Initial Observations – No One System Does It All – Pick Separate Best of Breed Platforms & Integrate • Create a Requirements List • Decision Based on Requirement Scoring – Lots of Feature / Functionality Crossover • Platforms with Different Functions do similar “things”
- 8. Loyalty Ecosystem – Loyalty Program = Additional Functionality • Reviews & Community Part of a Comprehensive Solution – Phased Integration / Rollout • Start with Easiest -> Complex • Fast Tracked Integration by Holiday Season – Need Resource to Manage Program • Lots of engagement, moderation and curation required – Integration Across Platforms Must Have • Including Magento
- 10. Requirements “Wish List” Social Integration Awareness Social Reach
- 11. Requirements “Wish List” • Social Integration – Top Social Media Venues • • • • Facebook Twitter Google + Pinterest – Core Loyalty Functionality Extended • Interaction Gamification • Contests / Prizes Social Integration
- 12. Requirements “Wish List” – Access to Facebook Open Graph • Provides Analytics • Demographics • Segmentation Social Integration
- 13. Requirements “Wish List” • Social Reach – Sharing & Commenting – Push Content from: Website <-> Social Media – User Content Sharing Social Reach
- 14. Requirements “Wish List” Community Reward Points Behavioral Analytics Gamification Engagement Contests Personalization Badging
- 15. Requirements “Wish List” • Reward Points – Custom Point Rules by: • • • • SKUs / Product Category Customer Account Type Tiers – Social Interactions • Liking, Pinning, etc. • Content Sharing • Voting / Contest Reward Points
- 16. Requirements “Wish List” – Onsite Behavior • • • • • • • Social Media Liking, Pinning, etc. Signing Up for Newsletter Creating Account Rating/Reviewing Product Voting Contest Refer a Friend Contests / Prizes – Administration • • Reporting Balances & Expiration Add / Delete Points Individual Account / Groups Reward Points
- 17. Requirements “Wish List” – Redemption • • • • Exclude Products / Categories Maximum Redemption Rate Per Transaction Set Tiered Redemption Values Partial Cash / Point Payment – Customer Dashboard • • • • Exclude Products / Categories Set Tiered Redemption Values Balance Notification (email) Expiration Notification (onsite / email) Reward Points
- 18. Requirements “Wish List” • Gamification – Reward Points and/or Badge Points • • • • Games, Contests & Challenges Polls & Surveys Onsite & Social Interactions Combine All to Create “Missions” – A workflow of Reward / Badge Point Activities – Leaderboard • Top Point Earners • Badges / Status Earned • Voting Contest Gamification
- 19. Requirements “Wish List” – User Profile Page (Public / Private) • • • • Gamification Latest Interactions (Activity, Posts, etc) Badge Level Points Balances (Private) Next Level Report – Achievement Levels & Rewards • Badge Levels • Reward Achievement with Rewards (points, products, etc.) – Anti-Gaming Mechanics • Restrict / Set Limits Reward / Badge Points
- 20. Requirements “Wish List” • Personalization – Discounts / Incentives • Customized Based on Reward & Badge Points – Example Double Points for Elites – Product Recommendations • Sales History • Brand Preferences • Navigational Behavior – Messaging • Unique Messaging On & Off Site Based on Profile Personalization
- 21. Requirements “Wish List” • Badging – Basic Community Game Mechanics – Distinct Expertise Type / Level • Example: Corals, Fish, etc – Customizable Naming Conventions • Based on Expertise Badging
- 22. Requirements “Wish List” • Behavioral Analytics – Segmentation Reporting • Behavior • Purchasing – Engagement Reporting • Activity • Referrals – Retention Reporting • Customer Lifetime Value Behavioral Analytics
- 23. Requirements “Wish List” • Giveaways – Sweepstakes • Prizes Given Away by Chance – Example: Win Your Order – Contests • Involve an Element of Skill – Example: Trivia, Video Submissions Giveaways
- 24. Requirements “Wish List” • Community – Interactive Dialogue - Q & A • Ask question? • Share an idea • Report a problem – Granular Moderation & Review • Individual comments, postings, threads – SEO Friendly Content • Non-iFramed • Crawlable Community
- 25. Requirements “Wish List” – Gamify Interaction • Give points and/or badges for participating • Share an idea • Report a problem Community
- 26. Requirements “Wish List” Product Reviews Commerce Behavioral Segmentation Exclusive Offers
- 27. Requirements “Wish List” • Product Reviews – Product Pros/Cons • Group Across All Reviews • Predefined / Default Set • Customers Can Add – Customer Profiles • Allow Customer to Define Experience – Novice, Intermediate, Expert – Customized Experience Levels Appropriate for Reefing Product Reviews
- 28. Requirements “Wish List” – Ratings Distribution Chart • Show Distribution of 5 star, 4 star , 3 star, etc – Moderation • Hold for Review & Approval • 3rd Party Review / Moderation for Authenticity – Rich Snippets (RDF) • Integrate with Shopping Feeds • Markup Embedded in Pages Product Reviews
- 29. Requirements “Wish List” • Behavioral Segmentation Behavioral Segmentation – Recency, Frequency, Monetary (RFM) • Analyze Customers • Report on Best / Worst Customers – Triggers Based on Engagement & Purchasing – Create “Rules” to Reward / Incentivize Customers
- 30. Requirements “Wish List” • Exclusive Offers / Discounts – Reward Engagement – Incentive Repeat Purchases – Upsell and Cross-sell Exclusive Offers
- 33. Loyalty Ecosystem How is the Functionality Platformed? Reward Points Community Product Reviews Social Sharing Behavioral Analytics Gamification Behavioral Segmentation Exclusive Offers Personalization Contests Badging Social Integration
- 37. Project Plan Activity Due Date Identify Requirements 3/15 Develop Project Presentation 3/22 Present to Marketing Team & Add Feedback 3/29 Present to Leadership Team & Add Feedback 4/12 Evaluate & Recommend Platform Solution 5/3 Create Phased Implementation Schedule 5/10 Implement Phase 1 - Reviews 5/31 Launch Phase 1 - Reviews 6/14 Implement Phase 2 - Community 7/31 Launch Phase 2 - Community 8/16 Implement Phase 3 - Loyalty TBD Launch Phase 3 - Loyalty TBD
Notas del editor
- Loyalty EcosystemFeatures & Functionality that Create the Preferred Reefer ProgramEssentially, representative of our Preferred Reefer requirements
- Revisit our preferred reefer objectives
- Our Preferred Reefer requirements
- Loyalty EcosystemFeatures & Functionality that Create the Preferred Reefer Program
- Loyalty EcosystemFeatures & Functionality that Create the Preferred Reefer Program
- Loyalty EcosystemFeatures & Functionality that Create the Preferred Reefer Program
- Loyalty EcosystemFeatures & Functionality that Create the Preferred Reefer Program
- Loyalty EcosystemFeatures & Functionality that Create the Preferred Reefer Program
- Loyalty EcosystemFeatures & Functionality that Create the Preferred Reefer Program
- Loyalty EcosystemFeatures & Functionality that Create the Preferred Reefer Program