Ecommerce Loyalty:
Next Generation Program
February 27, 2013
Agenda
• Objectives• Building Loyalty• Loyalty Ecosystem• Requirements “Wish List”• Functionality / Platform Mapping• Project Plan
Objectives
Awareness
CommerceEngagement
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
Building Customer Loyalty
Best Ways Companies Can Build Consumer Loyalty According to US Internet Users, March 2012
Building Customer Loyalty
How Customers Show Loyalty to Brands, March 2012(%)
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”
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
Commerce
Engagement
Awareness
Loyalty Ecosystem
Badging
Reward Points
SocialReach
Product Reviews
Contests
Behavioral Analytics
Exclusive Offers
Personalization
Social Integration
Gamification
Behavioral Segmentation
Community
Requirements “Wish List”
Awareness
Social Reach
Social Integration
Requirements “Wish List”
• Social Integration– Top Social Media Venues
• Facebook • Twitter• Google +• Pinterest
– Core Loyalty Functionality Extended • Interaction Gamification• Contests / Prizes
Social Integration
Requirements “Wish List”
– Access to Facebook Open Graph• Provides Analytics• Demographics • Segmentation
Social Integration
Requirements “Wish List”
• Social Reach– Sharing & Commenting– Push Content from: Website <-> Social Media– User Content Sharing
Social Reach
Engagement
Requirements “Wish List”
Badging
Reward Points
Contests
Behavioral Analytics
Personalization
Gamification
Community
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
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
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)
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
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
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
Requirements “Wish List”
Badging
• Badging– Basic Community Game Mechanics
– Distinct Expertise Type / Level• Example: Corals, Fish, etc
– Customizable Naming Conventions• Based on Expertise
Requirements “Wish List”
Behavioral Analytics
• Behavioral Analytics– Segmentation Reporting
• Behavior• Purchasing
– Engagement Reporting• Activity • Referrals
– Retention Reporting• Customer Lifetime Value
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
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
Requirements “Wish List”
Community
– Gamify Interaction• Give points and/or badges for participating• Share an idea• Report a problem
Requirements “Wish List”
CommerceProduct Reviews
Exclusive OffersBehavioral Segmentation
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
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
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
Requirements “Wish List”
Exclusive Offers
• Exclusive Offers / Discounts– Reward Engagement
– Incentive Repeat Purchases
– Upsell and Cross-sell
Revisiting Objectives
Awareness
CommerceEngagement
Commerce
EngagementAwareness
Loyalty Ecosystem
Badging
Reward Points
SocialSharing
Product Reviews
Contests
Behavioral Analytics
Exclusive Offers
Personalization
Social Integration
Gamification
Behavioral Segmentation
Community
Loyalty Ecosystem
Badging
Reward Points
SocialSharingProduct
Reviews
Contests
Behavioral Analytics
Exclusive Offers
Personalization
Social Integration
GamificationBehavioral
Segmentation
Community
How is the Functionality Platformed?
Grouping Functionality
Badging
Reward Points
SocialSharing
Product Reviews
Contests
Behavioral Analytics
Exclusive Offers
Personalization
Social Integration
Gamification
Behavioral Segmentation
Community
Community Loyalty
Reviews
Application Topology
Community Loyalty Reviews
• GetSatisfaction• UserVoice• BazaarVoice• SuggestionBox• TurnTo
Prospective Solutions
Community Loyalty Reviews
• 500Friends• Badgeville• SocialAnnex• CrowdTwist• NextBee• PunchTab• BunchBall
* Acquired by BazaarVoice
• PowerReviews*• Reziew• SocialInterface• Yotpo
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
Wrap Up
Questions?
Preliminary Recommendation
TurnTo 500Friends PowerReviews