Vend The Future Of Loyalty - Simon Rowles

Simon Rowles: AimiaTwitter @simonrowles1

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Spend per customer per year in this category

Transactions per customer per year in this category

WHY LOYALTY?SOME CUSTOMERS ARE WORTH (A LOT) MORE THAN OTHERS

HALLENSTEINS | GLASSONS | PORTMANS | DOTTI | PETER ALEXANDER | JUST JEANS | POSTIE PLUS | EZIBUY | JACQUI-E | STORM | JAY JAYS

PROBLEM : THE RISE OF THE DELETIST CONSUMER

Unfollow brands on Social channels

Close accountsDelete apps

As a direct result of poorly targeted communications -

AIMIA: THE DIGITAL LOYALTY SURVEY

71 % 73 %60 %

HOW?VALUE DRIVEN ENGAGEMENT IS THE FUTURE OF LOYALTY

1980s

OMNI-CHANNEL ENGAGEMENT

Rewarding transactions

and interactions across channels with

relevant offers

STAMPS & BOOKS

Accumulated over time in exchange for

merchandise to reward cash

payment

ELECTRONIC POINTS

Point and mile programs to track and retain most frequent

customers

POS & PAYMENT CARDS

Branded credit cards track broad wallet of

transactions with improved benefits

2003 20131890s 2015 & BEYOND

VALUE-DRIVEN ENGAGEMENTReal-time dynamic segmentation and

hyper-personalized experiences

Optimize the relevance, convenience and value of your customers’ experiences in real-time.

EFFECTIVE CUSTOMER LOYALTYESTABLISH A LEARNING RELATIONSHIP TO REDUCE OPERATIONAL FRICTION – ESSENTIALLY MAKING IT EASIER FOR CUSTOMERS TO CHOOSE YOU

“I like that brand and the brand recognized me as a

valuable customer with unique needs”

“I am offered a range of service benefits tailored to

my needs”

PERSONALISATION

CUSTOMER SERVICE

RELATIONSHIP“I am (just) rewarded

for buying that brand.”

REWARDS

Transaction Interaction

THE WORLD IS CHANGINGIn today’s environment, interactions with brands are as important as transactions

and span the purchase cycle

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Loyalty is changing as it now means wherever you go and whenever you want it.

• Dollars first

• Data finds the best customers

• Death before discounting

Keep one step ahead