One  year  later  ….  

2  

The  First  Harlequin  published  in  Winnipeg  in  1949  

3  

Harlequin  is  Baskin  Robbins  of  Romance  

Over  17  different  Romance  Series  

4  

Today,  great  reading  entertainment  for  women  

The  Harlequin  Reader  

5  

The  Harlequin  Reader  is  a  Woman’s  

World  Reader    Has  tradiLonal  values  and  believes  in  

happy  endings    

Focuses  on  Family,  Faith  and  her  Community  

 Tends  to  have  an  occupaLon  that  is  

aid  or  community  focused    

She  is  opLmisLc  and  helpful  to  a  fault    

Mean  Age:  47      

She  reads  2.3  books  each  month  

Loyalty  Programs  Improve  Customer  RetenLon  &  Customer  Spending  

Reward  program  members  are  70  

percent  more  likely  to  be  word-­‐of-­‐

mouth  champions  than  the  general  

populaLon.  (Colloquy)  

Consumers  spend  46%  more  with  companies  that  offer  loyalty  

programs  (Loyalty  Leaders)  

5-­‐10%  li[  in  customer  retenLon  

and  customer  spending  is  consistently  achieved  with  

Loyalty  programs  (Colloquy)  

7  

Keep  customers  shopping  wherever  they  prefer  to  shop  

Increase  number  of  purchases  made  

wherever  they  prefer  to  shop  

Help  customers  find  new  Harlequin  books  

wherever  they  prefer  to  shop  

Acquire  new  

Harlequin  readers  

Strategy  

Program  Features  

Tech  Requirements  

Design  

Customer  centric  approach    

I  want  to  be  adventurous  in  my  reading  but  I  don’t  want  to  waste  my  Lme.  

12  

Personalized  book  recommendaLons  

I  buy  my  Harlequins  wherever  I  

can.  

Receipt  Scanning  

Physical  Store   Online  /  Device  

My  life  is  busy...  Some  days  I  

barely  have  Lme  to  stop  and  catch  my  breath.  

Mobile  

•  Upload  receipts  anyLme  

•  ParLcipate  in  earning  acLviLes  on  the  go  

•  Redeem  rewards  wherever  you  are  

I  want  to  know  more  about  my  favorite  author  or  series.  

Weekly  Book  Challenges  

Members  can  earn  bonus  points  each  week  for  watching  a  video,  answering  a  

survey,  visiLng  a  page,  tweeLng.  

Technical  Side    How  did  the  magic  happen?  

External  Loyalty  Plaform  Provider  

Harlequin  IT    

Web  Development  

Customer    Mobile  /  Computer  

Through  a  series  of  API  calls  &  data  imports  

Our  most  important  tool    

Lessons  Learned  

More  work  involved  than  you  think  

What  we  originally  thought   What  actually  happened  

New  features  –  Test,  Test  and  Retest  Some  More  

Details,  Details  –  Document  each  one  

What’s  Next?  

Add  online  book  

repository  &    

Harness  data  

Chapter 4