Next Generation Ecommerce Loyalty Program
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Transcript of Next Generation Ecommerce Loyalty Program
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Ecommerce Loyalty:
Next Generation Program
February 27, 2013
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Agenda
• Objectives• Building Loyalty• Loyalty Ecosystem• Requirements “Wish List”• Functionality / Platform Mapping• Project Plan
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Objectives
Awareness
CommerceEngagement
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Superior Customer Experience
Redefining Value
Objectives
Awareness
• Social Sharing• Extend Reach• Brand Credibility• Referrals
Engagement
• Brand Ambassadors• Content Generation• Discussions• Knowledge Transfer
Commerce
• Retention• Frequency• CLV• AOV
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Building Customer Loyalty
Best Ways Companies Can Build Consumer Loyalty According to US Internet Users, March 2012
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Building Customer Loyalty
How Customers Show Loyalty to Brands, March 2012(%)
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Loyalty Ecosystem
• Initial Observations– No One System Does It All
– Pick Separate Best of Breed Platforms & Integrate• Create a Requirements List• Decision Based on Requirement Scoring
– Lots of Feature / Functionality Crossover• Platforms with Different Functions do similar “things”
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Loyalty Ecosystem
– Loyalty Program = Additional Functionality• Reviews & Community Part of a Comprehensive Solution
– Phased Integration / Rollout• Start with Easiest -> Complex• Fast Tracked Integration by Holiday Season
– Need Resource to Manage Program• Lots of engagement, moderation and curation required
– Integration Across Platforms Must Have• Including Magento
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Commerce
Engagement
Awareness
Loyalty Ecosystem
Badging
Reward Points
SocialReach
Product Reviews
Contests
Behavioral Analytics
Exclusive Offers
Personalization
Social Integration
Gamification
Behavioral Segmentation
Community
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Requirements “Wish List”
Awareness
Social Reach
Social Integration
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Requirements “Wish List”
• Social Integration– Top Social Media Venues
• Facebook • Twitter• Google +• Pinterest
– Core Loyalty Functionality Extended • Interaction Gamification• Contests / Prizes
Social Integration
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Requirements “Wish List”
– Access to Facebook Open Graph• Provides Analytics• Demographics • Segmentation
Social Integration
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Requirements “Wish List”
• Social Reach– Sharing & Commenting– Push Content from: Website <-> Social Media– User Content Sharing
Social Reach
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Engagement
Requirements “Wish List”
Badging
Reward Points
Contests
Behavioral Analytics
Personalization
Gamification
Community
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Requirements “Wish List”
Reward Points• Reward Points
– Custom Point Rules by:• SKUs / Product • Category• Customer Account Type• Tiers
– Social Interactions• Liking, Pinning, etc.• Content Sharing• Voting / Contest
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Requirements “Wish List”
Reward Points– Onsite Behavior
• Social Media Liking, Pinning, etc.• Signing Up for Newsletter• Creating Account• Rating/Reviewing Product• Voting Contest• Refer a Friend• Contests / Prizes
– Administration• Reporting Balances & Expiration• Add / Delete Points Individual Account / Groups
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Requirements “Wish List”
Reward Points– Redemption
• Exclude Products / Categories• Maximum Redemption Rate Per Transaction• Set Tiered Redemption Values• Partial Cash / Point Payment
– Customer Dashboard• Exclude Products / Categories• Set Tiered Redemption Values• Balance Notification (email)• Expiration Notification (onsite / email)
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Requirements “Wish List”
Gamification
• Gamification– Reward Points and/or Badge Points
• Games, Contests & Challenges• Polls & Surveys• Onsite & Social Interactions• Combine All to Create “Missions”
– A workflow of Reward / Badge Point Activities
– Leaderboard• Top Point Earners• Badges / Status Earned• Voting Contest
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Requirements “Wish List”
Gamification– User Profile Page (Public / Private)
• Latest Interactions (Activity, Posts, etc)• Badge Level• Points Balances (Private)• Next Level Report
– Achievement Levels & Rewards• Badge Levels• Reward Achievement with Rewards (points, products, etc.)
– Anti-Gaming Mechanics• Restrict / Set Limits Reward / Badge Points
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Requirements “Wish List”
Personalization
• Personalization– Discounts / Incentives
• Customized Based on Reward & Badge Points– Example Double Points for Elites
– Product Recommendations• Sales History• Brand Preferences• Navigational Behavior
– Messaging• Unique Messaging On & Off Site Based on Profile
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Requirements “Wish List”
Badging
• Badging– Basic Community Game Mechanics
– Distinct Expertise Type / Level• Example: Corals, Fish, etc
– Customizable Naming Conventions• Based on Expertise
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Requirements “Wish List”
Behavioral Analytics
• Behavioral Analytics– Segmentation Reporting
• Behavior• Purchasing
– Engagement Reporting• Activity • Referrals
– Retention Reporting• Customer Lifetime Value
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Requirements “Wish List”
Giveaways
• Giveaways– Sweepstakes
• Prizes Given Away by Chance– Example: Win Your Order
– Contests• Involve an Element of Skill
– Example: Trivia, Video Submissions
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Requirements “Wish List”
Community
• Community– Interactive Dialogue - Q & A
• Ask question?• Share an idea• Report a problem
– Granular Moderation & Review• Individual comments, postings, threads
– SEO Friendly Content• Non-iFramed• Crawlable
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Requirements “Wish List”
Community
– Gamify Interaction• Give points and/or badges for participating• Share an idea• Report a problem
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Requirements “Wish List”
CommerceProduct Reviews
Exclusive OffersBehavioral Segmentation
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Requirements “Wish List”
ProductReviews
• Product Reviews– Product Pros/Cons
• Group Across All Reviews• Predefined / Default Set• Customers Can Add
– Customer Profiles• Allow Customer to Define Experience
– Novice, Intermediate, Expert – Customized Experience Levels Appropriate for Reefing
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Requirements “Wish List”
ProductReviews– Ratings Distribution Chart
• Show Distribution of 5 star, 4 star , 3 star, etc
– Moderation• Hold for Review & Approval• 3rd Party Review / Moderation for Authenticity
– Rich Snippets (RDF)• Integrate with Shopping Feeds• Markup Embedded in Pages
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Requirements “Wish List”
Behavioral Segmentation
• Behavioral Segmentation– Recency, Frequency, Monetary (RFM)
• Analyze Customers• Report on Best / Worst Customers
– Triggers Based on Engagement & Purchasing– Create “Rules” to Reward / Incentivize Customers
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Requirements “Wish List”
Exclusive Offers
• Exclusive Offers / Discounts– Reward Engagement
– Incentive Repeat Purchases
– Upsell and Cross-sell
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Revisiting Objectives
Awareness
CommerceEngagement
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Commerce
EngagementAwareness
Loyalty Ecosystem
Badging
Reward Points
SocialSharing
Product Reviews
Contests
Behavioral Analytics
Exclusive Offers
Personalization
Social Integration
Gamification
Behavioral Segmentation
Community
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Loyalty Ecosystem
Badging
Reward Points
SocialSharingProduct
Reviews
Contests
Behavioral Analytics
Exclusive Offers
Personalization
Social Integration
GamificationBehavioral
Segmentation
Community
How is the Functionality Platformed?
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Grouping Functionality
Badging
Reward Points
SocialSharing
Product Reviews
Contests
Behavioral Analytics
Exclusive Offers
Personalization
Social Integration
Gamification
Behavioral Segmentation
Community
Community Loyalty
Reviews
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Application Topology
Community Loyalty Reviews
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• GetSatisfaction• UserVoice• BazaarVoice• SuggestionBox• TurnTo
Prospective Solutions
Community Loyalty Reviews
• 500Friends• Badgeville• SocialAnnex• CrowdTwist• NextBee• PunchTab• BunchBall
* Acquired by BazaarVoice
• PowerReviews*• Reziew• SocialInterface• Yotpo
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Project Plan
Activity Due Date
Identify Requirements 3/15
Develop Project Presentation 3/22
Present to Marketing Team & Add Feedback 3/29
Present to Leadership Team & Add Feedback 4/12
Evaluate & Recommend Platform Solution 5/3
Create Phased Implementation Schedule 5/10
Implement Phase 1 - Reviews 5/31
Launch Phase 1 - Reviews 6/14
Implement Phase 2 - Community 7/31
Launch Phase 2 - Community 8/16
Implement Phase 3 - Loyalty TBD
Launch Phase 3 - Loyalty TBD
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Wrap Up
Questions?
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Preliminary Recommendation
TurnTo 500Friends PowerReviews