presentation by Angela Sanfilippo, CMO, Punchtab (@punchtab) at #RLTM Realtime Marketing Lab, October 14, 2013 at The Altman Building, NYC.

1. 1
HI. WE’RE PUNCHTAB.
Today’s Speaker:
ANGELA SANFILIPPO, CMO
@ANGELA_SANFILIP | @PUNCHTAB

2. 2
THE YOUSENDIT STORY
We learned that a consumer is 2.5x more likely to convert
when engaged on multiple channels.
number of touchpoints
(and will stay loyal basically forever)
2

3. POWERING OMNI-CHANNEL LOYALTY
PROGRAMS FOR TODAY’S LEADING BRANDS
2011
22
5.2M
30+
17,000
3
40+
PUNCHTAB IS BORN
TOTAL FUNDING
LOYALTY PROGRAMS
SUPPORTED LANGUAGES
PARTNERS & INTEGRATIONS
# OF ACTIONS WE CAN TRACK & REWARD

4. 4

5. 5
*
we help brands
build
relationships with
their customers

6. OMNI-CHANNEL LOYALTY
& ENGAGEMENT PLATFORM
Web
Email
Social
Mobile
Increase frequency,
online engagement,
UGC & content
consumption
Increase subscribers
& engagement. Track
& reward opens,
clicks & forwarding to
friends.
Drive fans, followers
and reward social
sharing, check-ins,
pins & Instagram
uploads
Increase app
downloads & usage;
engagement on m-site
& mobile activities.
Integrated geotargeting.
6
Commerce
Increase purchase
frequency, spend &
overall customer value
in-store, via 3rd party
retailers and online.
Our omni-channel loyalty platform allows you to track & reward key behaviors & deliver consistent
& personalized experience across digital, CRM, social, mobile and in-store.

7. 7
STRATEGIC PARTNERS AND INTEGRATIONS
7

8. REWARD USERS TO DRIVE THE RIGHT BEHAVIORS
CONNECTING
DRIVING TRAFFIC
•
•
•
•
•
•
•
• Share pages/content on Facebook or
LinkedIn, Twitter, Pinterest, Google+
• Add to Facebook Timeline
Becoming a Fan
Following You
Subscribing to email updates
Signing up for SMS Alerts
Downloading mobile app
Signing-up for something (creating an account)
Syncing social accounts
ENGAGING
•
•
•
•
•
•
•
•
•
•
•
•
•
•
Opening, clicking, forwarding email
Visiting your site every day
Viewing a page
Searching your site
Downloading a file/document
Uploading or submitting something
Commenting, answering, replying
Voting, Completing Polls and Surveys
Watching and Sharing Videos
Tweeting and RT from Twitter
Foursquare or Facebook Check-ins
Uploading Photos to Instagram
Clicking or viewing something (such as
visiting your YouTube channel)
Mobile app usage (reward specific actions,
logging in, referrals, etc.)
CONFIDENTIAL
REFERRING FRIENDS
•
•
•
Friends who click (drives traffic)
Friends who join (drives sign-ups)
Friends who buy (convert)
PURCHASING
•
•
•
•
•
Receipt scanning (online or via mobile)
UPC or special promotion codes
QR codes
eCommerce and POS integration
Referred purchases
CUSTOM ACTIONS
•
•
•
Reward “on_click” (clicking on
something),
Reward “on_load” actions (ability to
reward variety of actions when the page
loads - such as confirmation page)
Reward “on_submit”(rewards
submission of any type of form)
8

9. 9
Connected Consumers
Value Conscious Mindset
Local & Global
Competition
Perceived Differentiation
Direct to Consumer
Source: RIS News

10. 10
CONSUMERS WANT REWARDS PROGRAMS
38% percent of the Hispanic Market credit
loyalty programs as the reason they choose one
brand or company over another.4
51% of Men indicated they would actively*
engage in a loyalty program. 3
78% of Millennials are more likely to choose a
brand that offers a loyalty or rewards program
over a brand that doesn’t offer one.1
81% of Mom’s Indicated they are likely to buy
and engage more if rewarded as part of a
loyalty program. 2
*Active engagement includes things like writing reviews, sharing your experience with a store or product, or
choosing to purchase from one retailer/brand over another because of point earning opportunities.
1 “Born
This Way: The US Millennial Loyalty Survey,” Aimia, November 2011.
“Scoring Points With Mom: The Secret To Engaging Moms to Try, Buy and Share,” PunchTab,
April 2013.
3 PunchTab Survey of 604 Men Ages 18-60, July 2013,
4 Colloquy, “The New Champion Customers: Measuring Word-of-Mouth Activity Among Reward Program
Members.” 2009.
2
38%
Hispanics
51%
Men
78%
Millennials
81%
Moms

11. 11
Groceries/Household Products
WHAT TYPES OF LOYALTY PROGRAMS ARE YOU INTERESTED IN?
MEN > 60
62%
MEN 45-60
57%
MEN 30-44
49%
16%
25%
29%
16% 15%
55%
12% 21% 12%
Wine/Beer/Spirits
Home Improvement
38%
Consumer Electronics
Personal Care/OTC Healthcare Products
20%
31%
41%
22%
26%
54%
25%
15%
21%
44%
Health and Fitness
Cosmetics/Beauty Products
33%
26%
40%
18%
29%
40%
28%
16%
24%
43%
Clothing/Accessories
Travel
MEN 18-29
40%
30%
16%
46%
19%
36%
33%
30%
20%
22%
Financial Services
39%
Entertainment
Outdoor Recreation
Casual Dining
WOMEN > 60
68%
WOMEN 45-60
62%
WOMEN 30-44
65%
WOMEN 18-29
54%
17%
20%
30%
28%
23%
26%
Source: PunchTab; 2013 n=1599
13%
23%
24%
20%
38%
20%
37%
21%
24%
18%
40%
35%
33%
33%
26%
33%
42%
43%
42%
43%
50%
48%
6%
49%
55%
10%
34%
53%
43%
28%
4%
9%
12%
11%
44%
46%
46%
43%
12%
12%
46%
43%

12. 12
IT’S TIME TO EVOLVE
TRADITIONAL LOYALTY PROGRAMS
FALL SHORT
Reward top spenders not loyal
customers
NEXT GENERATION LOYALTY
PROGRAMS
•
Reward behaviors
-
Optimized to increase purchase
frequency
•
Don’t reward behaviors that lead to
purchase
•
Haven’t caught up to digital, social
& mobile
•
That lead to purchase in addition to purchasing
Designed to increase frequency…
-
…of engagement, WOM AND purchase
Designed to drive retention
-
By rewarding continued brand engagement that keeps
the brand top-of-mind and drives brand affinity
Moving towards omni-channel
experience
-
Acquire, engage, activate and reward online, on social,
on mobile, in-store, across communication channels
The number of active loyalty members declined 4.3% between 2010 and 2012. #OmniChannelLoyalty
Source: Bulking Up: The 2013 COLLOQUY Loyalty Census, COLLOQUY. June 2013.

13. 13
4 REASONS WHY OMNI-CHANNEL WORKS
1
2
It’s a mechanism
for identifying &
tracking consumer
engagement.
It’s a practical
framework for
sustaining a personal
relationship.
•
•
Collect contact and
profile data.
Merge social profiles
& behaviors with
purchase behaviors
& preferences
•
•
•
Ongoing reason to
communicate and keep
brand top of mind.
Data & insights provide for
more personalized
experiences.
Give consumers more
chances and choices for
brand engagement by
extending to additional
channels/touchpoints.
3
It allows you to
identify the “why
behind the buy”.
• Identify attributes of
most valuable consumers
and use to find lookalikes.
• Identify profile &
engagement triggers
• Focus on what matters:
Optimize messaging &
marketing based on
channels, engagement
methods that drive sales.
4
It’s an opportunity
to create a fair
“value exchange”.
•
•
Get out of the
“coupon” loop and
identify ways to
reward consumers for
meaningful
engagement.
Focus rewards
program on
rewarding the right
behaviors with the
right incentives that
deliver value to both
consumer and brand.

14. 14
1
IT’S A MECHANISM FOR
IDENTIFYING & TRACKING
CONSUMER ENGAGEMENT.

15. DUCK TAPE DUCK CLUB
WEBSITE
FACEBOOK
MOBILE
OFFLINE
15
IN-STORE

16. *
IDENTIFY CONSUMERS
*
16
CAPTURE EXPLICIT DATA

17. *
17
TRACK IMPLICIT BEHAVIORS
Brands don’t have to reward all behaviors in order
to track them.

18. 18
2
IT’S A PRACTICAL
FRAMEWORK FOR BUILDING
PERSONAL RELATIONSHIPS

19. 19
Fully engaged consumers
are 23% more profitable
than average customers,
while actively
disengaged consumers
cost 13%.”
2013 Financial Performance Report Growth Strategies: Unlocking the
power of the consumer,” PWC. 2013.

20. *
20
BUILD ONGOING DIALOGUE
MEMBERS WANT TO HEAR FROM YOU
94% of loyalty members want
communication from their loyalty
program.1
3X increase in member satisfaction
when loyalty programs offer
relevant, tailored and timely
communication.1
85% of loyalty members have not
received any communication since
they signed up.2
1
2
“The 2013 Maritz Loyalty Report,” US Edition, Maritz, May 2013
ACI Worldwide Study, Wakefield Research, March 2011

21. TRANSACTIONAL
PROMOTIONAL
Simple, educational & keeps program top of
mind. Ability to embed personalized offers &
recommendations.
EXPIRY REMINDER
Target by location, purchase behavior,
frequency, activity, other custom attributes.
BIRTHDAY
MONTHLY
STATEMENT
SURPRISE & DELIGHT
(Special offers, member only benefits )
(Embed specific calls to action)
PERSONALIZED
EMAIL
COMMUNICATION
REDEMPTION
CONFIRMATION
BONUS EARNING
(Highlight opportunities to engages)
GETTING STARTED
(Onboarding cadence)
WELCOME
(Define interests, benchmark behaviors)
21
ACTIVITY BASED
(Proximity to next reward, recency,
,incomplete actions)
SPECIAL PROMOTIONS

22. *
22
CREATE PERSONALIZED EXPERIENCES
*
DELIVER TIMELY MOBILE NOTIFICATIONS
Deliver geo-targeted messages based on retailer,
proximity to retail location and consumer preferences
via push notification or SMS.

23. *
23
RECEIPT SCANNING: THE NEW FRONTIER
1.
REWARD PURCHASES: Drive traffic and volume
life without POS or retail integration.
2.
IDENTIFY SHOPPER BEHAVIORS: Identify where
they shop, purchase patterns by retailer (buy
diapers at WalMart but baby food from Krogers)
and spend by category.
3.
IDENTIFY CROSS PORTFOLIO OPPORTUNITIES:
Identify competitive products in their basket and
offer relevant information and offers.

24. 24
3
OMNI-CHANNEL LOYALTY
PROGRAMS ALLOW YOU TO
IDENTIFY THE “WHY” BEHIND
THE BUY

25. *
GET TO KNOW YOUR CUSTOMERS
25

26. 26
*
MEMBER SEGMENTS
Drill into key attributes for specific
segments and compare against all
loyalty members to identify
specific characteristics unique to
that segment including:
• Demographics
• Purchase Behavior
• Engagement Types
• Top Brands & Interests
• Channel & Device Usage

27. 27
IDENTIFY AND ACTIVATE YOUR AUDIENCE
1. MOST ACTIVE/LEAST ACTIVE:
Know who your most active users
are and leverage engagement
strategies to activate inactive
members.
2. MOST REACH: Understand the
size of your member’s social
networks. Leverage engagement
strategies to activate members
who haven’t shared on social.
3. MOST TRAFFIC: Understand
which members are driving the
most reach and resulting
inbound traffic.
Segment your audience for different engagement & activation
strategies
2
4. MOST INFLUENTIAL: Identify
members whose engagement is
driving new members and new
purchases.

28. 28

29. 29
4
IT’S AN OPPORTUNITY TO
CREATE A “FAIR VALUE
EXCHANGE”

30. 30
1. STATUS: Offer consumers an
opportunity to increase their
member status for additional
perks.
2. ACCESS: Early access to new
products, opportunity to provide
direct feedback or influence
future products.
3. RECOGNITION: Publicly
recognize members for their
contributions.
3. EXPERIENCES: Give members
opportunities to participate in
unique experiences that increase
brand affinity.
4. MONETARY: Leverage partner
offers, provide special offers or
promotions that drive trial and
increase share of wallet/basket,
or provide rewards your
audience would be attracted to.
3

31. 31
THE CMO IMPERATIVE:
UMBRELLA LOYALTY PROGRAMS & HOUSEHOLD LOYALTY
86% of millennial women and 71% of millennial men indicated that they are more likely to
purchase more clothing items or other types of items (e.g., bedding or home furnishings)
from fashion brands; or switch from a competitor’s products in order to earn rewards in a
fashion brand’s loyalty program. (Source: PunchTab, October 2013)

32. 32
04
DRIVE ENGAGEMENT
DELIVER CONSISTENT EXPERIENCE
Increase consumer engagement across
channels and consumer segments.
Leverage loyalty program as the “glue” that delivers
relevance across all customer touch-points.
CAPTURE CONSUMER INSIGHTS
DELIVER VALUE, NOT JUST OFFERS
Track consumer behavior and build consumer
profiles & gain strategic insights.
Reward behaviors that drive business value
with rewards that consumers value.
INCREASE FREQUENCY/SPEND
TEST, LEARN & EXPAND
Increase share of wallet.
Start with loyalty campaign or ongoing “activations”,
start with single product, brand or channel. Learn,
iterate and extend where it matters.

33. 33
THANKS!
BEST PRACTICES
ADDITIONAL RESOURCES
For the latest tips, tricks and
trends in engagement
marketing, visit
www.getmoreengagement.co
m
Visit http://punchtab.com/
Follow us @MoreEngagement
and @PunchTab
[RESEARCH] Digitally
Engaged Moms. The
secret to getting moms
to try, buy and share.
[RESEARCH] The Hispanic
Market and the new
Loyalty Program Journey.
[WHITEPAPER] The Top 5
Online Mommy
Personas.