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Your Loyalty Program: Time to Refresh




                                                                          The key To a
                                                                          successful
                                                                          l o y a lT y p r o g r a m
                                                                          i s u n d e r s Ta n d i n g
                                                                          T h aT i T n e e d s
                                                                          conTinual care
                                                                          and nurTuring.




It seems that everybody            much-lauded debut, but it’s                 Jump to the
has a loyalty program              all too frequent that we see                bottom line.
                                   programs that were launched,
these days.                                                                    there’s customer response and
                                   put on a shelf and not given
some were created years ago                                                    then there’s bottom line num-
                                   much more thought. the key
and don’t look a day older than                                                bers. every year, it’s important
                                   to a successful loyalty program             to scrutinize all the elements
the day they were rolled out.
                                   is understanding that it needs              of your loyalty program. this
others have undergone dramatic
                                   continual care and nurturing.               list serves as a starting point in
facelifts. so how do you know
                                   measuring customer response                 honing in on what the numbers
when the time is right to make
some changes? Let a heavy          and opinion, not only after an              are telling you:
dose of customer insight influ-    initial launch, but throughout the
                                                                               > Are your redemption rates
ence your strategy along with an   life of the program helps keep
                                                                                 trickling in or staying strong?
open mind and the best refine-     you on top of what your program
                                                                               > Which departments are
ments will present themselves      participants want and need. At
                                                                                 customers redeeming?
loud and clear.                    the heart of all loyalty programs
                                                                               > Are enrollment rates slowing
                                   is the creation of a relationship
examine program                    between you and your customer.
                                                                                 or on the rise?

response over time.                Keep that dialogue going and                > Are new members migrating up?
It seems so obvious that you       the response you receive will               > How are your response rates?
should look at how your program    help guide every aspect of your             > Is the program getting the
is being received long after its   refinement strategies.                        ROI forecasted?




||                                    ©2010 Customer InsIght group, InC. ph: 303.422.9758 www.CustomerInsIghtgroup.Com
communications, and a con-
s i n c e l o y a lT y p r o g r a m s a r e b e c o m i n g s o c o m m o n -       tinuously nurtured strategy that
place, iT’s imporTanT To be diligenT in keeping                                      keeps the program topmost in
y o u r s f r e s h a n d r e l e v a n T.                                           customers minds. one of its
                                                                                     more notable refinements is
                                                                                     how the program now uses the
 Is your CFO concerned about            was reinvented again into Crown             information it has gleaned from
  the impact on profit margin?           Rewards. with the name change               its various customer segments
 What are the changes in the            came a new tiered loyalty pro-              to tailor messaging and offers
  competition and marketplace?           gram with a fresh set of rewards            specific to each segment —
                                         and ways to earn them. the new              ultimately making the message
 Do you have new services
                                         program is strategically focused            even more relevant to each
  and/or products that impact
                                         on getting customers to move                customer and in turn, their
  the program?
                                         up and earn more rewards.                   membership more valuable.
                                         program benefits are designed
my, how                                                                              Best Buy Reward Zone
                                         to increase basket size by
you’ve changed.                          giving customers bonus points               Launched in 2003, Best Buy’s
some of the most successful              for purchasing three or more                Reward Zone has since made its
programs started very differently        cards, drive shopping frequency             own transformations. After solic-
than they are today. By respond-         through new monthly member                  iting feedback from customers,
ing to changing customer needs,          offers and rewarding high-value             they dropped the $9.99 enroll-
shifts in business climate and           platinum customers with more                ment fee, made it easier for
new inroads from competition,            points and rewards.                         members to use the web, and
loyalty programs succeed in                                                          simplified the way customers
remaining fresh, relevant and            DICK’S Sporting Goods                       receive exclusive offers, deals
profitable. here’s a quick look          Sports a New Look                           and reward certificates by e-mail
at how some popular retail pro-          recreation retailer Dick's                  or by accessing myrewardZone.
grams have evolved.                      sporting goods has featured                 com. As an example, Best Buy
                                         their ScoreCard Rewards pro-                offered up a never-before-seen
Hallmark Gold Crown                      gram for years with a stable                perk for program members
Becomes Crown Rewards
                                         rewards structure that has                  – exclusive access to The Police
In 1994 the Hallmark Gold                remained unchanged over time.               Live in Concert tickets. this
Crown program debuted, a fre-            what has changed, thanks to                 unique benefit was right on
quent-buyer reward program               insight from current customers,             target for their entertainment-
for customers at selected                are its enhanced benefits, a                savvy member base and rang
hallmark retail stores. two              fresh new look to the program               true to their program’s goal
years later, the hallmark stores         that’s supported across all                 of maximizing their members’
participating in the reward pro-         print, electronic and in-store              entertainment lifestyle.
gram were rebranded under
the Hallmark Gold Crown name
through a $100 million remod-            one of iTs more noTable refinemenTs is how The
eling program in which stores            program now uses The informaTion iT has gleaned
were revamped with a fresh               from iTs various cusTomer segmenTs To Tailor
look. then more recently, the            m e s s a g i n g a n d o f f e r s s p e c i f i c T o e a c h s e g m e n T.
Hallmark Gold Crown program




||                                          ©2010 Customer InsIght group, InC. ph: 303.422.9758 www.CustomerInsIghtgroup.Com
It’s not the destination                  loyalty programs are becoming                maintain the attitude that you’re
                                          so commonplace, it’s impor-                  on a journey of continuous test-
— it’s the journey.
                                          tant to be diligent in keeping               ing and refinement to constantly
the key to optimizing program             yours fresh and relevant. use                improve the customer experi-
performance is to keep an open            customer feedback as well as                 ence and build profitable cus-
mind and be willing to try some-          purchase behavior to test, refine            tomer relationships.
thing new and different. since            strategy and freshen creative.




                            sallie burneTT                                     c u s T o m e r i n s i g h T g r o u p, i n c .
                            strategist. leader. innovator.
                                                                               Customer Insight Group is a strategic
                            With over 20 years’ experience in                  marketing company that uses customer
                            strategic marketing, sales management              information to help its clients engage in
                            and customer relationship management,              successful and profitable long-term rela-
                            Customer Insight Group founder Sallie              tionships with each and every customer.
                            Burnett has built her vanguard reputation          It provides marketing strategy, customer
                            by crafting solid customer-centric strate-         research, data analysis, program develop-
                            gies that drive bottom-line success for            ment, implementation and refinement
                            her clients. Renowned for her out-of-the-          of customer-centric programs including:
Sallie Burnett              box thinking and wealth of experience,             loyalty, social media, customer engage-
president, Ceo              she’s been sought out by many of the               ment, retention, win-back and new
Customer Insight group
                            nation’s top companies to engage, keep             customer acquisition.
twitter.com/sallieburnett
                            and grow their customer relationships at
                            every point along their customer relation-
                            ship journey. Her insight results in better
                            aligned sales, service and marketing,
                            while generating the greatest return on
                            investment based on the voice and value
                                                                               671 Secrest Circle
                                                                                   1
                            of the customer.                                   Arvada, CO 80007
                                                                               ph: 303.422.9758
                                                                               www.customerinsightgroup.com
                                                                               info@customerinsightgroup.com
Customer relationships — engage.Keep.grow.                                     twitter.com/internethowto




||                                            ©2010 Customer InsIght group, InC. ph: 303.422.9758 www.CustomerInsIghtgroup.Com

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Loyalty Program: Time for a Refresh

  • 1. Your Loyalty Program: Time to Refresh The key To a successful l o y a lT y p r o g r a m i s u n d e r s Ta n d i n g T h aT i T n e e d s conTinual care and nurTuring. It seems that everybody much-lauded debut, but it’s Jump to the has a loyalty program all too frequent that we see bottom line. programs that were launched, these days. there’s customer response and put on a shelf and not given some were created years ago then there’s bottom line num- much more thought. the key and don’t look a day older than bers. every year, it’s important to a successful loyalty program to scrutinize all the elements the day they were rolled out. is understanding that it needs of your loyalty program. this others have undergone dramatic continual care and nurturing. list serves as a starting point in facelifts. so how do you know measuring customer response honing in on what the numbers when the time is right to make some changes? Let a heavy and opinion, not only after an are telling you: dose of customer insight influ- initial launch, but throughout the > Are your redemption rates ence your strategy along with an life of the program helps keep trickling in or staying strong? open mind and the best refine- you on top of what your program > Which departments are ments will present themselves participants want and need. At customers redeeming? loud and clear. the heart of all loyalty programs > Are enrollment rates slowing is the creation of a relationship examine program between you and your customer. or on the rise? response over time. Keep that dialogue going and > Are new members migrating up? It seems so obvious that you the response you receive will > How are your response rates? should look at how your program help guide every aspect of your > Is the program getting the is being received long after its refinement strategies. ROI forecasted? || ©2010 Customer InsIght group, InC. ph: 303.422.9758 www.CustomerInsIghtgroup.Com
  • 2. communications, and a con- s i n c e l o y a lT y p r o g r a m s a r e b e c o m i n g s o c o m m o n - tinuously nurtured strategy that place, iT’s imporTanT To be diligenT in keeping keeps the program topmost in y o u r s f r e s h a n d r e l e v a n T. customers minds. one of its more notable refinements is how the program now uses the Is your CFO concerned about was reinvented again into Crown information it has gleaned from the impact on profit margin? Rewards. with the name change its various customer segments What are the changes in the came a new tiered loyalty pro- to tailor messaging and offers competition and marketplace? gram with a fresh set of rewards specific to each segment — and ways to earn them. the new ultimately making the message Do you have new services program is strategically focused even more relevant to each and/or products that impact on getting customers to move customer and in turn, their the program? up and earn more rewards. membership more valuable. program benefits are designed my, how Best Buy Reward Zone to increase basket size by you’ve changed. giving customers bonus points Launched in 2003, Best Buy’s some of the most successful for purchasing three or more Reward Zone has since made its programs started very differently cards, drive shopping frequency own transformations. After solic- than they are today. By respond- through new monthly member iting feedback from customers, ing to changing customer needs, offers and rewarding high-value they dropped the $9.99 enroll- shifts in business climate and platinum customers with more ment fee, made it easier for new inroads from competition, points and rewards. members to use the web, and loyalty programs succeed in simplified the way customers remaining fresh, relevant and DICK’S Sporting Goods receive exclusive offers, deals profitable. here’s a quick look Sports a New Look and reward certificates by e-mail at how some popular retail pro- recreation retailer Dick's or by accessing myrewardZone. grams have evolved. sporting goods has featured com. As an example, Best Buy their ScoreCard Rewards pro- offered up a never-before-seen Hallmark Gold Crown gram for years with a stable perk for program members Becomes Crown Rewards rewards structure that has – exclusive access to The Police In 1994 the Hallmark Gold remained unchanged over time. Live in Concert tickets. this Crown program debuted, a fre- what has changed, thanks to unique benefit was right on quent-buyer reward program insight from current customers, target for their entertainment- for customers at selected are its enhanced benefits, a savvy member base and rang hallmark retail stores. two fresh new look to the program true to their program’s goal years later, the hallmark stores that’s supported across all of maximizing their members’ participating in the reward pro- print, electronic and in-store entertainment lifestyle. gram were rebranded under the Hallmark Gold Crown name through a $100 million remod- one of iTs more noTable refinemenTs is how The eling program in which stores program now uses The informaTion iT has gleaned were revamped with a fresh from iTs various cusTomer segmenTs To Tailor look. then more recently, the m e s s a g i n g a n d o f f e r s s p e c i f i c T o e a c h s e g m e n T. Hallmark Gold Crown program || ©2010 Customer InsIght group, InC. ph: 303.422.9758 www.CustomerInsIghtgroup.Com
  • 3. It’s not the destination loyalty programs are becoming maintain the attitude that you’re so commonplace, it’s impor- on a journey of continuous test- — it’s the journey. tant to be diligent in keeping ing and refinement to constantly the key to optimizing program yours fresh and relevant. use improve the customer experi- performance is to keep an open customer feedback as well as ence and build profitable cus- mind and be willing to try some- purchase behavior to test, refine tomer relationships. thing new and different. since strategy and freshen creative. sallie burneTT c u s T o m e r i n s i g h T g r o u p, i n c . strategist. leader. innovator. Customer Insight Group is a strategic With over 20 years’ experience in marketing company that uses customer strategic marketing, sales management information to help its clients engage in and customer relationship management, successful and profitable long-term rela- Customer Insight Group founder Sallie tionships with each and every customer. Burnett has built her vanguard reputation It provides marketing strategy, customer by crafting solid customer-centric strate- research, data analysis, program develop- gies that drive bottom-line success for ment, implementation and refinement her clients. Renowned for her out-of-the- of customer-centric programs including: Sallie Burnett box thinking and wealth of experience, loyalty, social media, customer engage- president, Ceo she’s been sought out by many of the ment, retention, win-back and new Customer Insight group nation’s top companies to engage, keep customer acquisition. twitter.com/sallieburnett and grow their customer relationships at every point along their customer relation- ship journey. Her insight results in better aligned sales, service and marketing, while generating the greatest return on investment based on the voice and value 671 Secrest Circle 1 of the customer. Arvada, CO 80007 ph: 303.422.9758 www.customerinsightgroup.com info@customerinsightgroup.com Customer relationships — engage.Keep.grow. twitter.com/internethowto || ©2010 Customer InsIght group, InC. ph: 303.422.9758 www.CustomerInsIghtgroup.Com