Direxions Credentials 2017 - interdirectnetwork.com won in the last three years @2017 Direxions 10th Loyalty Summit, 2017: Direxions won the Best channel loyalty program in the country
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DirexionsCredentials 2017
www.direxions.com
@2017 Direxions
Who we areStrategic partners. ROI driven. Challenge the status quo
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We are Direxions
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Industry leader since 1989 in Direct, Relationship and Loyalty Marketing and CRM solutions with long running blue chip clients
Conceptualized over 100 loyalty and CRM programs
Only marketing services company in India with an ISO certification for its processes
Independent company, not part of any advertising network
120 CRM professionals across 5 offices
Mumbai • Delhi • Kolkata • Bangalore
South Africa
Member of the InterDirect Network, with access to 33 markets
@2017 Direxions
• PG in Humanities - St. Stephen’s College, Delhi Univ.
• Was Partner at India Value Fund Advisors.
• Led the Unilever’s food business in India and UK
• Director for the Adam’s confectionery division of Warner Lambert India,
• Founder of CapAlephAdvisors India Private Limited.
• MSc (Statistics)- Mumbai Univ
• Currently Vice Chairman of InterDirect Network
• Was President of LoyaltyOne India
• Judge at Cannes Lions, Loyalty Summit 2017
• Media Planning at Everest Advtg, O&M
Board of DirectorsFocused. Open minded. Nimble.
@2017 Direxions
Leena Basrur, CMD
George ThomasIndependent Director
Kaustubh NabarDirector
Avinash ParanjapeIndependent Director
• Fellowship from IIM-A and a Master’s in Economics, and a Bachelor’s in Statistics.
• Three decades of corporate experience at Madura Garments, Starcom Worldwide, RPG Enterprises, Indian Seamless Securities Ltd and Citicorp Securities, Telco Ltd. (now Tata Motors Ltd
• Director at Spak Orgochem (India) Pvt. Ltd,
• Advisor to various SME firms on strategic issues.
Director-Technology, analytics, Digital.• VJTI, IIM
Bangalore• Barclays Bank• Citibank• HSBC
Direxions South Africa
5@2017 Direxions
Awards won in the last three years
@2017 Direxions
10th Loyalty Summit, 2017: Direxions won the Best channel loyalty program in the country for its work on Perfetti.
9th and 8th Loyalty Summit: Our Client, Van Heusen won in the category “Retail Sector – Single/Specialty format”, twice in a row, honoring groundbreaking innovations in loyalty programs that are designed to enhance the consumer experience. Direxions has been Program Managers for Van Heusen Diva and Power Club since 2012.
In 2012, our work with Samsung Mobile on Samsung Shikhar- Channel Partner Loyalty Program – won the International Loyalty Innovation Award at the COLLOQUY Loyalty Awards.
What we doStrategic partners. ROI driven. Challenge the status quo
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Loyalty and CRM initiatives For Customer, Channel and influencers
Customer engagement
Be interested in what they are saying
Be interesting so they say something about you
Direxions spans this spectrum
On the bedrock of data profiling, transactions, conversation, actionable insights
Driven by insights. Fuelled by results.
Campaign management
Loyalty programs
CRM/ Relationship Marketing
Digital and Mobile marketing
Customer engagement/ dialogue
Events and promotions
Leads and sales management
Marketing analytics
Marketing Database managementCustomer service
Brand loyalty
Research and insight
Marketing asset management
Marketing workflows
Trendspotting
Training and skills dev.
Customers
Channel
Employees
Influencers
Acquisition
Retention
Relationship
@2017 Direxions
Creating powerful relationship brandsListen. Interpret. Converse
Targeted and response driven communication
Translating customer insights into program differentiators
Engaging the audience to drive brand preference and advocacy
Direct & Integrated Marketing
Loyalty Programs
Relationship Marketing
@2017 Direxions
What we doWe are in the Business of Conversations. In the post-listening era. Whether it be with our clients, customers, channels or influencers.
We involve people, encourage impactful conversations and continually apply knowledge to grow successful, meaningful relationships.
We are the data-hub and insights engine for all conversations, with digital at the heart.
We have built a strong reputation for producing engaging and effective content, targeting hearts and brains.
We translate our expertise across domains into meaningful strategies that deliver results
@2017 Direxions
What we doWe are the data-hub and insights engine for all conversations, with digital at the heart.
We have built a strong reputation for producing engaging and effective content, targeting hearts and brains.
We translate our expertise across domains into meaningful strategies that deliver results
We benefit from individual experience and co-creation, not from silos or hierarchies.
@2017 Direxions
Roles we playDecoding the customer maze
@2017 Direxions
Strategic consultantsExpert consulting. Insightful. Compelling engagements
We guide you through the customer marketing maze
Senior team with the most in-depth experience in the field in IndiaOver 100 loyalty and CRM programs conceptualized Consulting solutions include loyalty program design and audit, metrics tracking and diagnostics for customer loyalty
Building enduring and profitable relationship brands
@2017 Direxions
Building relationship brands – partnering clientsColgate Dentists 24 years
Intel-DST-CII IRIS Science fair 14 years
BPCL’s PetroBonus ™ 14 years
ICICI Bank’s HighRise & Rising Star 14 years
Jet Privilege 6 years
HUL Vijeta and Unistar 7 years
Samsung 5 years
Kaya CRM and Kaya Smiles 9 years
The continuity factor
@2017 Direxions
Data and Analytics specialistsIdentify. Test. Titrate.
Power of insights Power some of India’s foremost and robust loyalty programs like Kaya Smiles, Van Heusen’s Diva among others
Members who have not bought My Fit before & non-discount seekers
High discount seeker PAN India targeted with redemption campaign
Store communication
@2017 Direxions
Communication SpecialistsIncisive. Response oriented. Inspiring
Build relationship brandsUsing data insights to inspire dialogue and actionDrive response ( from 4% to ever best of 80%)Testing communication to establish what works
@2017 Direxions
InteractiveInvolve. Integrate. Instantly
Media agnostic Create engaging experiences CEM- Customer engagement marketing
ICICI Bank goes digital from points statement, campaign communication, tracking, rewards redemption
Castrol’s ‘best of waste’ Winning entries
@2017 Direxions
ImplementationProcess driven. Efficient. Collaborative
Execute strategies with quality processes and back end operations
ISO 9001: 2008 certifiedData center operations for data entry, cleanup, MIS, personalization etc. Incentives and couponing through the mobile technologiesEvents and promotions handlingMember helpdesk operations
@2017 Direxions
Our ClientsForward thinking. Believe in outsourcing to experts.
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Our Current Clients
@2017 Direxions
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Customer Loyalty
@2017 Direxions
Channel Loyalty
@2017 Direxions
Influencer Engagement
@2017 Direxions
Leaders in LoyaltySharp on Strategy. Dedicated in implementation.
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Our experience in Loyalty Programs - 1Auto/ Petroleum retail
PetroBonus smart card program*SmartFleet smart card program for transporters*SmartFleet Corporate for corporates*Castrol Anmol Ratn for dealers*Castrol program for mechanics*Apollo Tyres Trucker loyalty program**Emarat : UAE**
FinanceHDFC LifeAxis MFBajaj Capital**Kotak Mutual FundBNP ParibasDeutsche BankTATA AIG General Insurance for agentsICICI Home loans loyalty program for DMAs*ICICI Bank Auto Loans program for DMAsICICI Prudential Lifestyle Rewards Club for agentsPrudential ICICI AMC for customers**Reliance Money**
FMCG/CPGBritannia*Marico*Emami*Unilever Vijeta for wholesalers, Unilever Unistar for StockistsP&GNestle Club One, CDZ, Sunrise*GSK Samrat for dealers*Colgate Dil-Se for wholesalersColgate Dentist program*Cadbury – Milan & UdaanITC **
Retail Levi’sAllen SollyVan Heusen*Shoppers Stop FCCTrent (Westside)In&Out Program for convenience storesUnilever: Lakme Beauty ParloursKaya Skin Clinic*
*Ongoing assignments **Consultancy assignments
@2017 Direxions
Our experience in Loyalty Programs - 2Travel & Hospitality
British Airways Executive ClubJet Airways Jet PrivilegeOberoi HotelsTaj Hotels InnerCircleLeela HotelsCleartrip
TelecomTata Photon LeagueIdeaIqara Broadband customer loyalty program**Idea Cellular**BPL Mobile**CISCO ResellersMotorola resellersNokia sales**
Employee/Community ProgramsMastek employee programMicrosoft student program**
ElectronicsSamsung- Shikhar, Pinnacle LGNokia
LogisticsDHLFedExtrasAll Cargo
@2017 Direxions
*Ongoing assignments **Consultancy assignments
Our experience in Loyalty Programs - 3Entertainment, Media &
PublishingABP*Star TVConde Nast IndiaTimes Now
HealthCareWings Pharma*SyngentaRanbaxyNovartisGuthy RenkerPfizer Dolonex patient programFitness First
CharityUNICEFSave the Children
Décor and ConstructionHindwareAmbuja Cements – channel loyalty program- Ambuja Aasman, SaarthiLegrandDLFLafargeBirla Cements*
OthersIRIS (Initiative in Research and Innovation in Science)Home Shop 18Barbie Friends ClubLakme Maximum & YouRaymonds influencer programWitco Luggage**
@2017 Direxions
*Ongoing assignments **Consultancy assignments
Direxions’ role in building relationship brands- Customers
@2017 Direxions
Direxions’ role in building relationship brands- Channel
@2017 Direxions
Direxions’ role in building relationship brands- Influencers
@2017 Direxions
Approach to loyaltyStrategic. Customer Focus
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Direxions’ Approach to Loyalty and its role in each phase
Strategic consulting, Program features listing, Evaluation & recommendations
Implementation partner, Project manager to launch
Launching the program, Internal alignment, Program marketingOperations management,
Program marketing, Campaign development, Relationship marketing
High involvement of Senior management with Direxions Consulting team
Planning and Operational team
Deeply operationalCritical to success of onboarding
Critical to developing the relationship brandOngoing management, and periodic reviews
@2017 Direxions
Concept Definition
Program Development
Program Launch
Program Operations
Our capabilities
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Awards & Partnership processesDevelopmentSourcing & closingContract managementRequisition & fulfillment
Identity ManagementProgram CollateralNewsletter editorialOffers & eventsPrint & ProductionWeb development
Contact ManagementCampaign ManagementCampaign documentation
Tracking data analysisResponse data analysisRedemption analysis External surveys & researchCompetitive scan
Program conceptualizationRelationship strategyTechnology scanCampaign development
@2017 Direxions
Strategic Processes Account
ManagementAwards &
Partnerships Creatives Account Planning
Development of program processes & manualsRedemptionsStatementingMember interactionRecruitmentTraining, Motivation Housekeeping
Internal communication & training programs
Understand data, data storeFormulate analysis planAnalysisDynamic framing of business rulesWork out data gapsInterpretation & recommendations
Cost controlsLiability accountingInfrastructureLegal & contracts
Loyalty hostingData transfers & loadingQuery/report fulfillment & file extractsArchiving & backupsTechnical servicesProgram data management Outputs
@2017 Direxions
Data Center
Data Analytics Service Center Training Finance &
Accounting
Our Technology, assets and platforms
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Our Data Offering
140 mn Transactions processed annually
12 mn Customer profiles maintained
1000
3 mn Pages for personalization capacity
CLEAN
Data sets extracted for segmented campaigns
CATALOGUE ENRICH REFRESH MONITOR
@2017 Direxions
DATA MGMT TECH DEV ANALYTICS
ORACLE DBMS
SQL
PHPJAVA
WORDPRESSJAVASCRIPT
HTML 5
R Platform
TABLEAUEXCEL
@2017 Direxions
Direxions Analytics
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Direxions Analytics offeringsDirexions brings the power of insight and data driven marketing to the design and implementation of one-to-one customer engagement and loyalty programs. Direxions has considerable expertise in designing and implementing loyalty programs targeted at customers, channel partners and employees. Our expertise spans several verticals some of which are FMCG (CPG), retail, Petrol and lubricants, Banking, Cement and building materials, IT, Pharma, apparel, consumer durables, hospitality etc. Our service offering consists of the following:
Loyalty Program Design/ AuditData Marts and Data management servicesBasic and Advanced Data AnalyticsCustomer segmentation in the FMCG/retail space
@2017 Direxions
Data Centre and Analytics capabilities
Data Management
• Extraction, transformation and load
• Data Cleaning• Build and
maintain data mart
• Data integration and transformation
• Transition existing reports
• Create standard and adhoc reports
• Automating MIS reports
• Interactive dashboards
• Executive summary by consolidating multiple reports
Reporting and MIS • Rigorous analysis of data to identify underlying patterns
• Trend analysis• Segmentation• Hypothesis
validation based on results of data analysis
• Deep dive analysis and diagnosis to help in decision making
Data Analysis • Development of viable mathematical and statistical models
• Validate and refine these models
• Track the models
• Refine
Advanced AnalysisBusiness problem
Actionable insights and
solutions
Descriptive
Predictive
Use of statistics
Complete analytical solution
Prescriptive
Inquisitive
@2017 Direxions
Analytics tools
FEV/GRACE- Segmentation Tool
FEV vs GROWTH Matrix
Dealer/Market Matrix
Brand Potential Matrix
Shopping basket mapping
Program Design
Program Reviews &
Strategic inputs
Program Avataars
FEV/GRACE- Segmentation Tool
FEV vs GROWTH Matrix
Dealer/Market Matrix
Brand Potential Matrix
Shopping basket mapping
@2017 Direxions
Why work with DirexionsWe pride ourselves on our pro-active approach and the ability to offer innovative solutions
We work with our clients as one marketing team, helping to determine strategic direction and the design the right levers for engagement
We passionately believe in what we do but never forget to have fun while we do it tactical direction
We combine technology, analytics, strategy, creative execution and real people, enabling conversations that forge more meaningful relationships between brands and customers over time.
And relationships that nurture a stronger brand affinity and motivate word-of-mouth brand advocacy. The result of which is ultimately measurable.
@2017 Direxions
Thank You
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