maureen mcdonagh - optimising relationships with incentive publishers
DESCRIPTION
Europe 2010TRANSCRIPT
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Loyalty
Maureen McDonagh, Head of E-Commerce
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Groupe Aeroplan
60% ownership 75% ownership
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Nectar is the UK’s largest loyalty programme with over 50% of UK households
Partners LMG
Nectar Business
Plus over 450 online retailers on eStores
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Access to the largest UK customer base through multiple channels
1.7m contacts per year
200m+ sent per year
26m+ per year with 20m variants 1.5m+ sent per year
>1.5m detailed surveys
Contact CentreStatement Mailings Coalition Mailings
Member SurveysDigital Nectar.com
>60% registrations online
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CRM Infrastructure
5
5
Dynamic customer targeting
Select customers from any chart
Move customers between reports
Segment by behaviour bands
Refine selections interactively
Export ids for use in campaigns
Campaign management
Offer optimization
• Build and manage campaigns intuitively
• Schedule and re-use• Highly scalable
• Maintain offer repository• Analyse response rates across campaigns for optimal
choice• Select best offers for each
customer from all available
Media channels
Paper & Digital CRM Online ResearchCoupons at till Coupon Statement Digital Channels
Post-campaign analytics
• Automated, large scale production of campaign performance analytics
• Online request and delivery system• Analysis across campaign, channel, offer
and customer type
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Consumer Connect
ONLINE USAGE
BEHAVIOUR INSIGHTS
via Y! internal data
OFFLINE PURCHASE BEHAVIOUR
INSIGHTS via Nectar loyalty
card data
A SERVICE ENABLING ADVERTISERS TO REACH HIGHLY QUALIFIED CONSUMERS AT SCALE THEN MEASURE THE IMPACT OF THAT ONLINE ADVERTISING EXPENDITURE
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Consumer Connect helps brands…
• Drive offline sales with online marketing to your most valuable consumer
• Improve ROI with enhanced targeting and technology
• Measure online impact on offline sales to meet customer accountability
• Provide a scalable solution that maximises reach of key consumers
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Nectar Search powered by Yahoo!
• Yahoo! is the only search engine provider to offer consumers the chance to collect loyalty points for everyday online searches
• Card holders download the toolbar from nectar.com and collect up to 50 Nectar points a month - one Nectar point for every two searches made
• A user’s online journey is truly rewarding by collecting Nectar points at the start of their online purchase journey as well as at the point of purchase
• Toolbar incorporates dual functionality; search online and collect points and give visibility of where they can collect even more Nectar points should they go on to make a purchase online
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Y! app
Merchants that opt-in to the toolbar will have exclusive access to feature on the Nectar Y! app
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Super CRM: One-to-one, multi-channel, trigger-based marketing
• Full one-to-one targeting
• Same messages and offers across all channels
• Seamless linking between email, mobile and website
• Trigger-based offers
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Any questions?