John ReynoldsCRM Marketing ManagerRestaurant.com

Gsummit 2013

We wanted to blaze our own trail We have an unconventional business model,

so we needed an unconventional loyalty program

Our products are always discounted – no need to add another currency

We knew an “earn and burn” points system wasn’t right for us

Determined Objectives

Lifetime valueFrequency of engagementBreadth (or depth) of engagement

• Offer Rewards for a variety of desired behaviorsSocial or other engagementShoppingPurchasingCreating or consuming content

• Gamification works for us because: Unconventional business model,

needed an unconventional loyalty program

Our products are always discounted – no need to add another currency

An “earn and burn” points system wasn’t right for us

• Points, levels, badges, and missions Points are earned for all actions and

allow you to level up Earn badges for accomplishing

one-time or repeatable actions Accomplish missions by earning a

collection of badges Levels are a recognition of point

accumulation achievements

Earn “Surprise & Delight” rewards for level achievement

• Communicate actions – throughout the site; pop-up messages, activity feeds, leaderboards

• EARLY WINSPositive feedback – fun works!The cream rises to the top1.8MM badges earned in first three

months of the program

Points need to have some tangible meaning

Marketing and communication efforts around program are key

Multi-session tracking is important for awareness and instant gratification

Community has to be in your face; Leaderboards, etc.