webinar on-demand: top 10 predictions for building loyalty with tomorrow’s consumer
TRANSCRIPT
What do marketers do?
On the surface…
Attract On the surface…
Attract Convert
Attract Convert Retain
Attract Convert Retain
…but underneath
Attract Convert Retain
PurchaseSubscribe
TrialEnroll
Engage RepurchaseRenew
UpgradeReward
Und
erst
and
Attract
Communicate
…but underneath
A tale of two paths
Computing
Loyalty
2020
1623
1793
1837
1872
1890
1891
1982
1981
1983
1992
1996
1993
1995
1989
1991
A tale of convergence
Computing2003
Loyalty2003
TREND #1
Real Time
2003
2003
• On the plane – the door shuts and you have earned the points to spend in flight
• In store – a receipt prints to bring you back in
TREND #2REAL-TIME ENGAGEMENT
Poll Question #1Are your existing systems
capable of real time interactions?
TREND #3
Big Data
2009Recharge now
for 10%discount?
Confirm No Thanks
• Real-time understanding
• Real-time action to influence in the moment
• Deliver hyper-personal experiences
• Maxiumum power of influence
TREND #4EVENT-DRIVEN INTERACTIONS
• Morning posts to influence breakfast decisions
• Seasonal offers like summer fitness specials
• Surprise and delight on birthdays
TREND #5TIME-BASED POSTING
TREND #6
Social
2010
• Facebook = 12% of time online
• Most valuable customers –those with highest lifetime referral value (LRV)
• Rewarding advocacy – Tweeting– Posting– Reviewing– Liking– True reach (social influence)
TREND #7SOCIAL GRAPH
Poll Question #2Is social part of your loyalty
strategy in the next 12 months?
TREND #8
Mobile
2012• Check-in
• Location-based offers
• Context-based offers
Poll Question #3Is mobile part of your loyalty
strategy in the next 12 months?
TREND #9
Payments
“A little bit of the right information just alittle beforehand – whether it is a couple ofseconds, minutes, or hours – is morevaluable than all of the information in theworld six months after the fact… this is thetwo-second advantage.”
Vivek Ranadivé, TIBCO Founder and CEO
LoyaltyComputing
2020
TREND #10
Serendipity
Offers looking for people
High InventoryPast purchase historyOffer 20% discount
6PM Time-Based Decision40% chance of purchaseOffer 10% discount
Baby Formula in HistoryOffer Buy 2 get 1 free
35oC Outside12PMOffer 15% off Sports Drink
Detected Close-ByHigh Value CustomerLast Visit 45 days ago
45% DiscountFavourite BrandValid for next 2 hours
Check-In @ YourStore in the next 30 mins with 5 friendsand receive 50% off!!
Check-In @ YourStore in the next 30 mins with 5 friendsand receive 50% off!!
Check-In @ YourStore in the next 30 mins with 5 friendsand receive 50% off!!
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