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The Impact of
Incentives on
Loyalty and
Measurement
ACT International Conference
Indian Wells, CA
Sep 1, 2010
Rick Steele
NuRide, Inc.
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Incentives Are Often Used for Direct Acquisition
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But How Does this Make Existing Customers Feel?
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Sometimes an Indirect Approach Works Better
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So be sure to give yourself a good name …
because people spread the word
FAST
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How fast?
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9
“Do what you do so
well that they will
… bring their
friends.”
- WALT DISNEY
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So how can you
delight your current
customers?
… with
loyalty-based
incentives
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Loyalty Marketing is Not New
• 1.8 billion people are enrolled in loyalty programs
• Average U.S. household is enrolled in 14.1 loyalty/rewards programs
• Top U.S. loyalty programs by industry– Financial Services 422 million
– Airline 277.4 million
– Specialty Retail 191.3 million
– Hotel 161.8 million
– Grocery 153.3 million
– Mass Merchants 124.8 million
– Casino/Gaming 106 million
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Benefits of Loyalty Marketing for TDM
• Delight your current customers
• Attract new customers with referrals
• Collect valuable data for measurement and reporting
• Grow your database, resulting in more matches
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Found one Thanks for match, bye!
Rewards! I’ll stick around
Constantly grow your database
Need match
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NuRide Demonstration
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58% joined because of rewards
48% previously drove to work alone
Attracted SOV Commuters
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83% share rides “more” or “much more”
56% of active members have been active > 1 yr
Retained Active Commuters
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30% of new members in 2009
came from referral links and they were …
45% more active than non-referrals
And They Recruited Their Friends
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Loyalty-Based Incentives Work
• Reward and delight your current customers
• Measure results by making rewards contingent upon reporting
• Grow your database by …
1. retaining current customers and
2. acquiring new ones via referrals at no cost to you!
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The 3rd largest county in the world