presentation

Our owners
Coop Sweden
Introduction of cash reward for spent & where do we go
next
Agenda
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Coop Sweden
Loyalty program today
Partners
What’s next?
Customers believe Coop
is worth a detour
Our Customer promise
Vår värld
Together with you, for you.
Success factors
The Base
Grunden
Triangle
Consumer
Position
Culture
Profitability
Three areas we set to own - to be imbued
with being members owned
Format
Loyalty program
EVM
Pris & Kategori
Kommunikation
Mervärde
Families with
children
Sustainability
What we are = Owned by members
Coop Medmera
The program’s journey
The Kooperativa
Förbundet (KF)
was founded.
1899
Member cash
back gradually
abolished
1920
3% Receipts
cash back
1988: Test of
new member
card.
1970-2000
1993:
The MedMera plastic
card is launched
Voucher cost
470 million SEK
2009
1996:
MedMera Program
is launched
2010
1st December
Launch of a new
program
MedMera KPI’s 2012
Members
Ca 3,300 000
Active households
Ca 2,600 000 (52% of all Swedish households)
New households (2011)
162 284
Store visits
Ca 12,2 million/month
Total Sales
38 Billion
Turnover Partners
ca 3 Billion
Key elements of the program
Progressive
scale 1-4%
1% additional
payment
reward
Monthly
earnings
1% at partners
and exclusive
offers
Cash!
More than one billion SEK in members
payout in 2012
•
Uneven distribution of cash back – few has
much, many has little
 1,4 million has under SEK 25
 80 000 has more than SEK 500
•
The majority of our customers us their cash
back in our stores
•
The case is primarily used on their next
purchase after the deposit
•
App 20% save their cash back for later use
Partners
Cash redemption
on everyday life…
Food,
mortgages
and petrol…
New
mobile, bus
pass,
bike…
Insurance,
nanny,
interest
rates,
cleaning…
Cable,
bigger
bed…
…and silver lining
in life.
Our partner model
Program partners
Program part ners
Brand partners
Brand partners
Campaign partners
Campaign part ners
Long term partnership.
Full integration with the
program, earn and burn.
Long term partners with
highly attractive offers in
Coops market channels.
Burn only.
Short term partners with
attractive member offers.
Focus:
Delivering value to
our members
Focus:
High end, exclusive offers.
Strengthen the Coop
brand
Focus:
Strong offers based on
key segment, season
etc.
A pic of our partners
What’s next?
Effect of the program has reached it’s peak
Turnover development
- ix vs. same month YA
108
106
104
102
100
98
96
Maj -11
Juni -11
Juli -11
Aug -11
Setp -11
Okt -11
Mest
Livsmedel
Grocery
acc to(HUI)
HUI
Nov -11
Dec -11
Jan -12
Feb -12
Coop
inklusive
Coop
total ÅB*
Mars -12
April -12
Maj -12
Juni -12
Juli -12
Aug -12
Sweden’s best loyalty program which
strengthens Coops brand, offers financial
value for our members and makes the
program profitable
Objective
Make the program profitable and increase Coop's loyalty with focus to;
• Grow and develop ”the right” members
• Recruitment of families with children
• Drive members up the loyalty ladder
• Drive sales on product level
• Drive development of Share of Wallet combined with prioritized lifestyle segments
• Strengthen relationship to the Coop brand
• Reply to competitor action
To win in our competitive market we need
to build real loyalty
Today
Version 2.0
Loyalty program 2.0
Cash back on
product level
Progressive
scale 1-4%
New loyalty
triggers
1% additional
payment
reward
New financial
services and
partners
Monthly
earnings
New customer
interfaces
1% at partners
and exclusive
offers
One-2-one
Cash!
Thank you!