John Reynolds - Creating Loyalty in Restaurant Consumers: The Gamification Case Study

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description

Restaurant.com is the largest source of dining deals in the nation. Despite the huge inventory of amazing offers, the company needed a way to create, sustain and socialize customer loyalty. So they turned to gamification with amazing results. Along the way, Restaurant.com learned some of the best -- and worst -- ways to create customer loyalty with gamification, and CRM Manager, John Reynolds will share those insights in this exciting session.

Transcript of John Reynolds - Creating Loyalty in Restaurant Consumers: The Gamification Case Study

Page 1: John Reynolds - Creating Loyalty in Restaurant Consumers: The Gamification Case Study
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John ReynoldsCRM Marketing ManagerRestaurant.com

Gsummit 2013

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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

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Determined Objectives

Lifetime valueFrequency of engagementBreadth (or depth) of engagement

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

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• 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

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• 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

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Earn “Surprise & Delight” rewards for level achievement

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

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

months of the program

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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.