Abdul Dezkam: Loyalty is not just for dogs. Using digital for better loyalty programs
Transcript of Abdul Dezkam: Loyalty is not just for dogs. Using digital for better loyalty programs
ENGAGE WITH SIMPLE DATA Abdul Dezkam Global CRM Manager ECCO Sko A/S
WILL A LOYALTY PROGRAM DRIVE LOYALTY?
NO
Global family owned company founded in 1963 in Bredebro, Denmark. 19.500+ employees today.
Our Shoes, bags and leather goods are sold in 88 countries at 3000+ ECCO stores and shop-in-shops, and at 14.000+ sales points around the world. +20.000.000 pairs of shoes sold in 2014.
ECCO owns and operates the entire shoemaking process – “from Cow to Shoe”.
Each pair of ECCO shoes are touched by 210 pairs of hands before reaching to the customer.
More than 350.000.000 pairs of ECCO shoes have walked the streets since 1963.
Fast facts ECCO SKO A/S
CUSTOMER DEMANDS
The speed of change - how customers engage with brands
• Drifting across multiple touch points – offline and online
• Changing opinions fast – we are all living in “Tinder”-universe (competitor is one swipe away)
• Demanding high (1:1) relevancy – not just content but timing and context (Expect to know the intention; browse, buy, review?)
• Expecting seamless omni/multi-channel experience (Product: 100 € online, but 120 € in store?)
THE EMPOWERED CUSTOMER
IS UNDERSTANDING CUSTOMER (LOYALTY) IMPORTANT?
“A 5% increase in customer retention can generate 25% - 125%
increase in business profits” (1)
“Repeat customers spend 33% more
than new customers” (2)
“Companies that prioritize The customer experience generate
50% higher profits than their competitors” (3)
“89% marketing bosses predicted that customer experience would be their primary basis for
competitive differentiation by 2017” (4)
YOUR BEST CUSTOMER IS POTENTIALLY YOUR COMPETITOR’S BEST CUSTOMER
BUSINESS AMBITIONS
The typical loyalty eco-system BUSINESS AMBITIONS
Customer insights
1:1 personalized marketing
Customer loyalty
Satisfy loyal customers
Get even more loyal customers
Categorize in tiers adv. algorithm
REWARD YOU ARE
AWESOME!!
Badge the best Re-purchase = +business results
Customer Journey
Exclusive offers enhanced
service
CHALLENGES
Building 1:1 personalized customer journeys CHALLENGES
Requires dedicated resources and organization
Lack of insight utilization and segmentation
Lack of automated processes
Lack of relevant content
SOLUTIONS
Understand your customers context – deliver outcome not just product HOW DO YOU DELIVER CUSTOMER EXPERIENCE?
You are selling Your customer is buying
KODAK films Storage of memories
Air conditioning units The right temperature
Taxi-service Get from A to B
Renting dvd/vhs movies Watch a movie and be entertained
Toothbrush Healthy mouth and white teeth
Haircuts Look great, younger, more professional or easy-to-setup
ECCO YURA Comfortable walking/hiking in mixed weather
ECCO HELSINKI Look professional at work
What are you selling? What is the outcome your customer is buying?
- Birthday present for family/friend/myself
- New job, I need formal shoes
- New school, I need new cool shoes
- My feet hurts when I walk long distance , I need comfortable shoes
- I started at gym, I need comfortable and light shoes for running
- New season, I need to look trendy and follow the newest fashion
- I bought new clothes, I need to find a matching pair of shoes
- Winter season is coming and my kids needs winter boots
- I need nice sandals for my holiday vacation in Barcelona next week
- Should I buy a pair of nice high heels for my girlfriend?
EVERY MOMENT IS A DOOR OPEN FOR YOUR BUSINESS TO CONVINCE THE CUSTOMER TO CHOOSE YOU FROM OTHER BRANDS
DISCOVER THE MICRO-MOMENTS
- Discover and (re)use Rich Content from your websites, SoMe, Production etc.
- Connect and structure your Customer Data (profile and transactions is a start)
- Feed above to your Marketing Automation or CEM Platform and define your Business Rules to deliver relevant journeys.
DO WHAT IS POSSIBLE TODAY
Requires dedicated resources and organization
Lack of insight utilization and segmentation
Lack of automated processes
Lack of relevant content
SIMPLIFY CONCEPT
Marketing Automation, Retention Strategy and Customer Journeys
(Engine)
Customer Data and Rich Content
(Fuel)
Strong and relevant journey driving customer to point of sale
(Driver)
DATA
INSIGHTS
ACTION Abdul Dezkam [email protected]
CONNECTED DATA TO UNDERSTAND THE WHOLE JOURNEY
Abdul Dezkam [email protected]
PLAN YOUR ENGAGEMENT
CASE EXAMPLE
Customer data and purchase behavior will you give you the insights to understand that now is the right time to yet again re-engage and drive a specific audience to a point of sale.
1. DEFINE GOAL
Fictional numbers for illustration purpose only
2. DEFINE AUDIENCE
Abdul Dezkam [email protected]
3. DEFINE CONTENT
ENGAGE
UNDERSTAND YOUR CUSTOMERS CONTEXT (outcome)
PUT YOUR BRAND AND PRODUCTS IN THAT CONTEXT
GET YOUR DATA RIGHT
CONNECT THE RELEVANT SOURCES OF INTERACTIONS TURN YOUR DATA INTO INSIGHTS
OBSERVE AND DISCOVER PATTERNS TURN YOUR INSIGHTS INTO ACTIONS
DEFINE GOAL - DEFINE AUDIENCE - DEFINE CONTENT > EXECUTE JOURNEYS
SUMMERIZE
DOES LOYALTY PROGRAM DRIVE LOYALTY?
NO
Loyalty program will connect your customer offline and online
See loyalty in a holistic way
Loyalty is built with small bricks in each interaction
BUT GREAT CUSTOMER EXPERIENCE DOES
ABDUL DEZKAM Global CRM Manager, ECCO Sko A/S
[email protected] Linkedin: Abdul Dezkam Twitter: abduldezkam
IS BIG DATA AND INSIGHTS THE SAME?
QUICK QUESTIONS
NO
DATA
INSIGHTS
ACTIONS