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Weight Watchers Customer Loyalty

DEARE 2 Customer Loyalty 2011/2012 It is estimated that in 2011, more than 2 billion loyalty program memberships existed in the US, up 16% from the nearly 1.8 billion counted in the 2008 census. Loyalty program memberships increased, despite a sluggish U.S. GDP growth rate of 2.8 in 201o, indicating that many industry players favored loyalty programs as providing a competitive edge. ACTUAL Many industry players who saw loyalty as a to compete ACTIVE PARTICIPATION 8.4 PROGRAMS PARTICIPATED IN 1/3 18 PROGRAMS BILLION AVERAGE U.S. HOUSEHOLD 54% OF $48 BILLION ARE NOT REDEEMED Loyalty Program Memberships INACTIVE MEMBERSHIPS (Defined as no engagement within a 12 month period) $48 $16 16* BILLION INCREASE FROM 2008 CENSUSS Total Rewards, Points and Miles - earned BILLION Unused Rewards, Despite a lagging 2.8% U.S. GDP growth Points and Miles Activity Is Improving The Great Recession More are committed to their favorite chains and brands The Great Recession cut both ways for loyalty marketing. For some industries, like Financial Services, Airline and Hotel, which saw little or flat growth, the Drug Store and Specialty Retail industries saw unprecedented growth. due to the benefits they receive from loyalty programs. 38% 44% 46% 50% 109% 50% 2006 2008 2011 2008 2006 2008 Favorite Chains and Brands As a percentage, the level of activity is improving - members are active in 46% of their Specialty Retailers Recorded 50% growth since 2008 and The Drug Store Industry Saw growth of 33% since 2008 (primarily programs - up from 44% activity in 2008 and 38% in 2006, which could indicate an increasing consumer understanding of loyalty programs in which they are enrolled. 109% growth since 2006. (Growth due to use of advancements in which indicates not only an increase of loyalty technology and resulting data enhanced programs available but also a focus on the ability to deliver relevant offers). using LPs as a competitive edge and "Source: Colloquy 2011 differentiator. Loyalty 360 Quick Poll In a Loyalty 360 Quick Poll, members were asked what had the largest positive impact on their customer loyalty/retention efforts. Social Media Statistics* Mobile 40% of all social media users access from their mobile device facebook 800,000,000 Facebook users worldwide 37.5% - facebook 1 in every 6 minutes spent online is at Facebook Social Media (37,5%) I Customer Analytics (37.5%) I Rewards Programs (25%) twitter 1,750,000,000 Tweets every week O Employee Engagement (0%) O Mobile Strategies (0%) foursquare 2,000,000 Foursquare check-ins per day 37.5% Linked in 1,000,000 new Linked members every week 25% You Tube 3,000,000,000 YouTube videos viewed every day *Source: Aimia and Carison Marketing, 2011 2011 Trends Experience - Marketers understood that loyalty is not just a program; it's a strategic business goal. While points programs have been around for quite some time, building true loyalty is based on a customer's total experience. Relevancy - Customers want loyalty programs "Moment" Marketing - Mobile and location to be relevant. Personally relevant deals are the second most frequently chosen reason for spending more with a company; 48% of people mentioned this in research by Ipsos Mori and The Logic Group. based marketing reaching customers at the moment - wherever they are and whatever they're doing. 2012 Trends $4 The only way to achieve loyalty is through deeper engagement. Loyalty programs are seen as critical elements of "life cycle management." Harnessing the power of recommendations and referrals. Starbucks is among a handful of companies that have leveraged mobile phones to take a loyalty an elite level. Marketers will work to glean intelligence from social media feedback. Capitalize on new digital channels to stimulate customer conversations and new relationships; use tangible incentives to attract followers. program Customer experience - is about understanding the customer and integrating that knowledge into your loyalty program. Mobile coupons will go mainstream. Juniper Research forecasts that total redemption value of mobile coupons worldwide will be more than $43 billion by 2016, representing an increase from $5.4 billion in 2011.* It's about WOM and Social Media - social personalization will be on the rise. Mobile digital markets will mark a shift in retail payments. The Opportunities; Facebook pages and geo-location to smart tags and mobile apps, create great opportunities to engage loyal customers - without thinking about the customer first, these solutions can just create noise and possibly loyalty erosion.** SOLOMO (social, local, mobile) value of transactions estimated to be $240 billion in 2011 (Juniper Research) - predicted to triple over the next five years. Transferring 1:1 personalization offline to digital channels. Measuring ROI in the digital world/Segmentation- Analytics. Sources: "Loyalty 360. "Ecopreneur

Weight Watchers Customer Loyalty

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Outlined the basic steps describing a customer loyalty use case scenario for a concept pitch.

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