IBM Enhanced SAP Loyalty Management Solution powered by IBM Research's advanced social analytics platform

Satisfaction – Relevance– Value Loyalty – Revenue – Profitability

Opportunity: Loyalty membership programs can drive retention, revenue, and profitability

Joins program

Shops

Uses social networks

Responds to offers

Uses mobile app

Customer Company

Launches and manages program

Tracks customer behaviour and preferences

Makes valuable offers

Drives intelligence into program

Launching great programs, though, has many challenges

Program challenges Programs are too often just “giving stuff away”

and don’t truly drive loyal behavior

Lacks good social and mobile capabilities and can’t keep up with customer channel preferences

Lacks customization and relevance to individual customers

Operational challenges Loyalty information and data difficult to use and

doesn’t provide useful insights

Program management is unnecessarily difficult, laborious and costly

Program launch is low priority for IT group, or delivered too slowly

Was quick and easyto launch

Leveraged Advanced Analyticsto drive real insights

Utilized social media andtransactional data

Was controlled by your group, requiring little IT dependence

Included a mobile consumer app

Required minimal IT investmentto start and support

What if your loyalty program…?

Instant membership card and program activation

Cloud and systems environment including Interfaces to POS and other transactional systems

Customers

Social-enabled offers and recommendations

Marketersand

analysts

Loyalty dashboard

and marketer interfaces

SAP CRM Backend

Mobility Platform

Ready-to-configure mobile consumer app

Integrated System

IBM Researchadvanced social

analytics platform

Overview

Demonstration

Social personaLilly Paterson34 years oldMarried, mother of two

Happy user of social media, active in reading and writing reviews, enjoys photography and listening to music

A petroleum retailer uses the IBM Enhanced SAP Loyalty Management Solution to grow new wallets, expand wallet share, increase loyalty, and mitigate risk by providing personalized purchase recommendations. A mobile consumer application fully integrated with the loyalty backend system has been launched.

While registering her details an instant membership card is issued

She earns extra points for sharingher social media information

Lilly Patterson downloads the mobile app to her smart phone and registers for the program

Review the loyaltypoints summary

Check purchasehistory

Check loyaltypoint history

Identify and navigateto the nearest gas station

Lilly uses her mobile device to ...

The pump display asks for additional items to be purchased. Lilly swipes the barcode of the relevant recommendation. She completes her transaction by using loyalty points or paying with the mCommerce feature of the mobile application, then she proceeds to the store to pick up her purchased items. Lilly receives the receipt on her mobile device.

IBM Research's advanced social analytics platform

mines the customer's social footprint and purchase history

to provide personalized recommendations.

While filling up gas she checks the recommendations provided by the IBM Research Engine

When Lilly arrives at the gas station...

She swipes her loyalty card or the member barcode on her mobile app

Social Network

Purchase History

Social networks(Publicly available)

Wikis Photo sharing

Blogs

100+ million

MicroblogsForums/newsgroups

120+ million

Video sharing Social media news

Aggregators

‘Owned’ media outposts‘Paid’ channel utilization

SocialSources

11

‘Earned’ media feeds ‘POE’ Performance

Social MgmtSolutions

Offer Delivery Channel >

Personalized Recommendation >

Offer Delivery Platform >

Web/Micro SitesMobile Sites

BlogsTwitter Accounts

Display AdsPaid Search

SponsorshipsAffiliate Channels

Word of MouthSocial Buzz

Viral AwarenessSentiment Analysis

Predictive AnalysisPerformance Analytics

Business AlignmentMarketing Objectives

CRMPI

MobilePlatform

The personalized mobile loyalty solution is powered by SAP software and IBM Research's advanced technologies

12

MyCokeRewards Mobile AppCoke, one of IBM’s premier clients, engaged IBM on mobile loyalty applications.

Solution

•Code Entry: Enter Coke product Codes on mobile device

•Rewards: Review and select rewards

•Offers: View and select personalized offers

Results

•Registered users: >22 million•Mobile app: 350K+ downloads•Mobile consumer connections: 75 million

13

National Rent-a-Car Mobile AppLeveraging strategy and experience design to deliver a game changing app that provides an exceptional rental experience to vault National above their competitors and is difficult to replicate

Solution

Customer Driven Innovation• Cross discipline IBM Consulting team delivers 

comprehensive solution that meets needs of customer, follows market forces, and aligns with multiple technology dependencies.

• Integrated Design and Development team worked closely with customer stakeholders to create, develop, and deploy high quality, user centric iOS and Android applications significantly faster than internal resources could manage

Results• Mobile application solution identifies 

customer’s rental journey. It anticipates and proactively provides vital information before the customer knows they need it.

• 100,000 downloads in two months after launch, with a 4+ star ratings in iOS and Android app stores.

National wanted to provide their customers with an “all in one” car rental solution that enabled easy access to their reservation engine, rewards balances, discounts, and payment information.

14

Air Canada Mobile and iPad AppsAir Canada, one of IBM’s premier clients, engaged IBM on mobile check-in, booking and notification enhancements for their mobile applications.

Solution

•Booking with payment: Search and book your flights directly on your iOS device.

•My Flights: Track all your Air Canada flights from a single location

•Check-In: Use it to access Mobile Check-In when you don’t have your flight set up in the My Flights Feature.

•Notifications: Receive flight reminders, including delay alerts.

Results

•1.5M+ downloads, 50k+ sessions per day•200 / day mobile bookings paid (on avg)•2000 / day searches for routes and fares (shopping)

15

TimmyMe Mobile AppTim Hortons wanted to create an app to make orders simpler, payment to be convenient, and overall achieve a seamless coffee experience.

Solution:

•Locator: Restaurant finder

Secure Payment/Account: Tim Card payments, including passbook integration, real time Tim Card balance, reload and access to transaction history and merge Tim Card balances.

Digitalized Coffee Experience: TimmyRun with friends and coworkers (including integration with desktop version), product menu and nutrition info.

Social & Engagement: Integrated with contests and games, check into Facebook and Tweet from the app.

Analytics & Software: Statistic tracking tags to determine what functionality is most used, in which OS etc., reduce app sizing.

Across platforms: Available on iPhone, iPad and Android.