Reimagining Customer Loyalty 29 SEP 2014 Click to add text

Click to add text
Reimagining Customer Loyalty
29 SEP 2014
Fiona Llewellyn (Director of IT – NBTY Europe)
1
NBTYClick
Europe
– Who
to add
textwe are
 Europe's leading retailer of Vitamins, Minerals and Herbal Supplements
 Over 80 Years in Health Supplement Industry
NBTY
Europe
– Our
Click
to add
textworld
 Video of Store (TBD Fiona)
NBTY
Europe
– Loyalty
Click
to add
text Programs
Holland & Barrett UK
– Rewards for Life
4 points earned per £1
Holland & Barrett IE
– Rewards for Life
GNC UK –
Train to Gain
4 points earned per €1
15 points earned per £1
Quarterly Reward Coupon issuance: 100 points = £1 / €1
Earn points / Redeem coupons across all channels
Enrol / Activate across all channels
Bonus point promotions / Exclusive offers for members
Marketing offers via email, direct mail and SMS
Need
for to
transformation
Click
add text
Dec 2012
•Reached 6 M
Members
Sep 2011
RFL Launch in all
stores
Scalability of legacy system
Inflexible PoS System hampering Customer Experience at Stores
Lack of unified customer view (cards not customers)
Inability to offer flexible loyalty promotions
Lapsing customers due to inability to capture customer details in store
Inability to target offers to specific customer segments
EVOLVING LOYALTY PROGRAM
Jan 2012
•First Coupon issued
Dec 2011
•Increased Sale Benefits
•Reached 1 M Members (Redemptions)
•Increased Member
Spend
C
H
A
L
L
E
N
G
E
S
Transformation
Click to addenablers
text
NextClick
Gento
CXadd
Technology
text
Oracle Retail POS
Oracle ATG / Endeca
Mobile Applications
Enrollment
Transactions
Profile Management
E-Commerce Enrollment
Profile Management
Coupons Activation
Profile Management
Products Stores
Customer Data
Siebel Loyalty
Oracle Customer Hub
Members Program
Promotions Customer Care
Customer Unification
Data Cleansing
Siebel Marketing
Segmentation Campaigns
List Management
Oracle Applications
Loyalty Analytics
Marketing Analytics
Legacy Systems
Custom Applications
Customer Insights / Advanced Analytics
FTP
Legacy AS400
ODI
Oracle Service Bus
Responsys
Email Marketing
CX Implementation
Click to add textDifferentiators
 Enhanced engagement through real-time enrolment and activation
 Real-time points accrual and display to customers on receipt
 31 types of ‘Configurable’ loyalty promotions deployed (category,
SKU, Tiered, Spend, Time etc.) – To be grown to 45 types
 Unified customer view through Siebel Loyalty and Oracle Customer
Hub
 Personalized campaigns via customer segmentation
Loyalty
Evolution
ClickProgram
to add text
Apr 2014
•In-store activation
•Activation increasing by
70% per week
Sep 2014
•5M Activations
•T2G Launch
Feb 2013
RFL Pilot launch
on Oracle
Customer Base Impact
Sales Impact
• 40% uplift in card activations
• 6-8 % Sales uplift due to loyalty promotions
• Loyalty Penetration – 62% in sales & 53% in
transactions
• 36% increase in Voucher redemption
resulting in 10% increase in customer spend
• Active customers are 75% more profitable
• 50% of cards issued in the last year
• 11M cards issued (higher outreach)
• 2 % net positive migration in customer
value
EVOLVING LOYALTY PROGRAM
May 2014
•Deployed on all H&B stores
•Reached 10M Members
B
E
N
E
F
I
T
S
Leveraging
Click toInsights
add text– Targeted Marketing
Key Initiatives
Customer
Insights
•State of Art Loyalty
System
•Evaluate customer
Behaviour
•Enhanced promotion
capability
•Increase Customer
Experience
•Enhanced POS System
& Website
•Identify Customer
Segments
•Provide customized
offers
•Influence Annual spend
•Unified view of
Customer
•Develop strategy for
targeted promotion
•E.G Beauty Swap for
Beauty customers
Targeted
Promotion
Customer Segmentation
Offer on Beauty Products
Campaign
Evaluation
Increased Customer
Engagement
•Enhance Brand Affinity
0.06
0.05
•Increase in Coupon
Redemption Rates
(19%)
•Increase in Purchase
Rate (0.8 more order/
customer)
Purchase Rate
Pre and Post Voucher
0.04
0.03
0.02
0.01
Cherry
Pickers
Promising
Shoppers
Lapsing,
Customer
Only for Beauty
Customers
0.00
Purchase Rate 12 - 6
Months
Purchase Rate 6 Months
Middle 50% of Data
Mean
Purchase Rate Post
Voucher
Natural Growth
CX Implementation
Click to add textRoadmap
We are here
Store POS Enhancement & Rollout
Loyalty Program Platform
(Siebel)
Single View of Customer
(Oracle Customer Hub)
Loyalty Enhancements
Points Promotions Targeted Vouchers
Campaign Management
(Email)
Customer Analytics & Value
Management
Social/ Affinity Clubs
Ring fencing & Customer Journeys
Customer Service
Drive Trading Decisions (Assortment, Space Zoning,
Promotion Design etc.)
E Commerce
Consumer Engagement Application Mobile
Enterprise Business Intelligence
Omni-Channel
Phase 1 – CX Foundation
Blocks
Phase 2 – Multi Channel
Engagement
Phase 3 – CX Value
Realization
Questions?