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Weight Watchers Customer Loyalty - Part 2

DEARE 2 Pilot Learning Objectives Subscriber Behavior Program Operations • Propensity to engage in specific program activities and • Maximum frequency of data transfer/reporting • Updating subscriber reward points • Reward fulfillment capabilities and timing • Auto communications achievement of milestones • Impact on retention of increasing participation • Preference for a variety of rewards/gifts Target Segments • Program Target: •Monthly Pass (MP) Subscribers in selected region •Online Subscribers (regional or straight nth select) • Focus on early tenure to both MP and Online subscribers • Test with 5,000 subscribers over a one-month period • Quantities selected to ensure statistical significance at 95% MONTHLY PASS EARLY MONTLY PASS TENURE- ONLINE SUBSCRIBERS 5,00095 SUBSCRIBERS CONFIDENCE confidence level Program Structure: Process Promote Enroll Validate Follow Up Go to the program microsite URL or use link in email. Provide information Email(s) Validate and assign a PURL Update PURL daily with (Personal URL). personal progress and Receives a pop-up content. Send reminder and including name, address, confirmation. Send encouragement emails. phone, and email address welcome email which Check "Yes, I want to contains link to PURL. participate." Select a program username and password. Program Structure: Participation and Fulfillment Track Redeem Participate • Participant earns rewards for Enrolling, Weigh In, • Certificate redemption is done via the PURL • Monthly Pass Customers print out coupon; • Go to PURL and log-on using selected username and password • Displays "real-time" progress • Shows progress to date and behaviors Point Tracking and Visiting PURL • Enroll, Weigh In 1 time, Point Track 5 consecutive Online customers receive a code to order days, Visit PURL 1-$X · Enroll, Weigh In 2nd time, Point Track another 5 online necessary to get to first reward • Certificates are good for purchases at • Site provides hints and ideas for staying on centers or online (based on membership type) consecutive days, Visit Purl 2nd time - $X • Behaviors are tracked and progress updated daily track and achieving success Communications Deliverable Timing Key Messages • Introduce new "Rewards" Program • How to Enroll • Overview of Mechanics • ww understands the importance of ongoing effort and motivation to weight loss • There are proven behaviors and lifestyle changes that are Launch Email June crucial to reaching goals and success • Everyone wants extra motivation and recognition; WW will reward for achieving/accomplishing proven behaviors • Confirm Enrollment • Details of Program Mechanics • Getting Started/Motivation Tips Promotion Period PURL Upon Enrollment Email • Progress Report with Progress to Date • Working on specific behavior(s) based on progress to date • Motivational Tips, Games, Information Rewards Redemption Weekly upon Enrollment PURL * Email $4 • Final results • Detailed Redemption Instructions • Thanks for Participating and Recap of Accomplishments Email Upon Redemption End of Program PURL Fulfillment **

Weight Watchers Customer Loyalty - Part 2

shared by somethingdigitalNYC on Jan 31
Outlined the basic steps describing a customer loyalty use case scenario for a concept pitch.


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