CRM Loyalty Program Report (Feb 2014) - 31-03-14

1

CRM Loyalty ProgramMonthly ToplineUpdated up to Feb 2014

Prepared for

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2

1 Highlights and recommendations

2 Recruitment

3 Enrollment

4 Redemption

5 End of Circle

CONTENT

3

HIGHLIGHTS & RECOMMENDATION

4

Gift Level 1

Gift Level 2

Gift Level 3

Gift Level 4

# of Members Redeeming Gift

Avg Code/ Member

# of Code Enrollment

# of Members Sending Codes

# of New MembersREGISTRATION

ENROLLMENT

REDEMPTION19%

21%

26%

34%

4,369

5.8

38,000

9,650

1,879

+ 7 pts

+ 10 pts

+ 15 pts

- 31 pts

+ 935%

+ 1.8 pt

+ 141%

+ 79%

+ 24%

Feb ‘14 vs. YA

- 25%

vs. Target

Summary of KPI

+ 3 pts

+ 2 pts

- 2pts

- 3 pts

+ 108%

+ 0.6pt

- 15%

- 23%

- 1%

vs. MA

5

Key Highlights

Registration: Able to arrest the down trend and stable at a lower level than the target. NC continues to be a weak link in HCMC.

Enrollment: Less members to send codes which can be result of:- Smaller bank of active members.- Higher average number of codes sent by each members per month which leads to less frequent enrollment.- More bigger pack size which helps to delay repurchase and

enrollment.Overall, potential sale contribution from members in loyalty program (LP) is shrinking. Improvement and expansion should be an area of action for LP.

Redemption: Significantly increases. Gifts with higher value remain the top choice, however there is tendency of shifting to lower value items.

6

Recommendations

Differentiate the LP further. In addition to the hard benefits, consider to add on soft benefits in the redemption system which help to strengthen emotional relationship with the members and to create a more competitive advantage for the brand.

As loyalty relationship is also about feedback, consider to conduct a frequent contacts with members to gain a holistic view on:- Overall evaluation toward the process of registration, enrollment

and redemption, point system, relevancy and appealing of gifts, areas of improvement, etc.

- Barriers to participate in the program.

Improve NC performance in HCMC

7

REGISTRATION

8

F '13 M '13 A '13 M '13 J '13 J '13 A '13 S '13 O '13 N '13 D '13 J '14 F '140

1,000

2,000

3,000

4,000

1,403

2,599 2,408 2,308 2,372 2,6683,032 2,833 2,962 2,859

2,553

1,903 1,887

Hanoi & ...

Registration Enrollment Redemption End Circle

New Member - TotalNumber of new members trending down and stable at low level in the last 2 months, esp. in HCM and in non-NC channel.

F '13

M '1

3

A '1

3

M '1

3

J '13

J '13

A '1

3

S '1

3

O '1

3

N '1

3

D '1

3

J '14

F '14

470 702

933 1,185

Hanoi HCMC

F '13

M '1

3

A '1

3

M '1

3

J '13

J '13

A '1

3

S '1

3

O '1

3

N '1

3

D '1

3

J '14

F '14

161436

1,242 1,451

NC Non-NC

Target:2,500

TOTAL

9

F '1

3M

'13

A '1

3M

'13

J '13

J '13

A '1

3S

'13

O '1

3N

'13

D '1

3J '

14F

'14

-

500

1,000

1,500

2,000

2,500

470 702

Hanoi


New Members - by CityIn HCMC, NC contribution to the recruitment process is relatively low and should be improved

F '13

M '1

3

A '1

3

M '1

3

J '13

J '13

A '1

3

S '1

3

O '1

3

N '1

3

D '1

3

J '14

F '14

0

500

1000

1500

2000

282

420

NC Non-NC

Target: 800

F '1

3M

'13

A '1

3M

'13

J '13

J '13

A '1

3S

'13

O '1

3N

'13

D '1

3J '

14F

'14

-

500

1,000

1,500

2,000

2,500

933 1,185

HCMC

F '13

M '1

3

A '1

3

M '1

3

J '13

J '13

A '1

3

S '1

3

O '1

3

N '1

3

D '1

3

J '14

F '14

0

500

1000

1500

2000

154

1031

NC Non-NC

Target: 1700

Hanoi HCM

10

F '13 M '13 A '13 M '13 J '13 J '13 A '13 S '13 O '13 N '13 D '13 J '14 F '14 -

10,000

20,000

30,000

40,000

50,000

60,000

23,494 25,117 26,412 27,537 28,162 29,031 30,968 30,927 32,227 32,202 32,660 31,571 29,024

14,532 15,360 16,503 17,703 19,456 21,271 13,894 16,768 18,559 21,491 23,654 26,693 31,161 38,026 40,477

42,915 45,240 47,618 50,302

44,862 47,695

50,786 53,693

56,314 58,264 60,185

Cumlative active members to date Cumulative in-active members to date


Cumulative Active Members - TotalCumulative active members has dropped recently

TOTAL

11

F '1

3 MA

'13 M

J '13

J '13

A '1

3S

'13 O

N '1

3 DJ '

14F

'14

-

10,000

20,000

30,000

40,000

8,255 9,240

10,136 15,867

18,391

25,107

Cumlative active members to dateCumulative in-active members to dateTotal recruited


Cumulative Active Members - By City… Similarly seen in both cities

Hanoi

F '1

3 MA

'13 M

J '13

J '13

A '1

3S

'13 O

N '1

3 DJ '

14F

'14

-

10,000

20,000

30,000

40,000

15,239 19,784

4,247

15,294

19,486

35,078

Cumlative active members to dateCumulative in-active members to dateTotal recruited

HCM

12

ENROLLMENT

13

F '13 M '13 A '13 M '13 J '13 J '13 A '13 S '13 O '13 N '13 D '13 J '14 F '14 -

5,000

10,000

15,000

20,000

25,000

30,000

35,000

5,396

12,486

7,723

11,819 10,181 10,244

12,121 8,631

12,480 9,272 9,920

12,550 9,650

23,494 25,117

26,412 27,537 28,162 29,031 30,968 30,927

32,227 32,202 32,660 31,571 29,024

Members sending codes Cumlative active members to date


F '13 M '13 A '13 M '13 J '13 J '13 A '13 S '13 O '13 N '13 D '13 J '14 F '140%

20%

40%

60%

80%

23%

50%29%

43% 36% 35% 39%28%

39%29% 30% 40% 33%

Retention (Members sending codes / Accumulative active members to date)

Members Sending Codes & Retention - TotalLess members sending codes in Feb’14. One of the causes is smaller bank of active members.

TOTAL

14

S '1

3

O '1

3

N '1

3

D '1

3

J '1

4

F '1

4 -

5,000

10,000

15,000

20,000

25,000

2,423 3,278 2,686 2,717 3,415 2,558

10,431 10,799 10,661 10,728 10,344 9,240

Member sending codesCumlative active members to date

Registration Enrollment Redemption End CircleS

'13

O '1

3

N '1

3

D '1

3

J '1

4

F '1

4

0%20%40%60%80%

23% 30% 25% 25% 33% 28%

Retention

Members Sending Codes & Retention - By City… happening in both cities

S '1

3

O '1

3

N '1

3

D '1

3

J '1

4

F '1

4

-

5,000

10,000

15,000

20,000

25,000

6,208

9,202 6,586 7,203

9,135 7,092

20,496 21,428 21,541 21,932 21,227

19,784

Member sending codesCumlative active members to date

S '1

3

O '1

3

N '1

3

D '1

3

J '1

4

F '1

4

0%20%40%60%80%

30%43%

31% 33%43% 36%

Retention

Hanoi HCM

F '13 M '13 A '13 M '13 J '13 J '13 A '13 S '13 O '13 N '13 D '13 J '14 F '14 -

10,000

20,000

30,000

40,000

50,000

60,000

0

2

4

6

8

10

12

14

15,751

50,103

21,465

37,499

29,399 34,337

45,272

28,076

44,419

31,162 36,805

44,954

38,000

4.0

5.7

3.94.4 4.0

4.75.3

4.65.1 4.7

5.3 5.25.8

Total product code enrollment Avg number of code per member

Product Code Enrollment - All SKUs - TotalOver the long term, participants tend to accumulate more codes to send at once. This partly leads to recent less monthly enrollment.


Cumulative Code Enrollment: 672,368

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TOTAL

16

Product Code Enrollment - All SKUs - By City… especially in HCM. Participants in HCM recently increase from 5 to 6 codes per months. Hanoi remains sending 4 codes.


S '13 O '13 N '13 D '13 J '14 F '14 -

10,000

20,000

30,000

40,000

50,000

0

2

4

6

8

10

12

14

6,685 10,119 8,288 8,725 10,496

7,688

3.43.9 3.9 4.0 3.9 3.9

Total product code enrollmentAvg number of code per member

218,558

S '13 O '13 N '13 D '13 J '14 F '14 -

10,000

20,000

30,000

40,000

50,000

0

2

4

6

8

10

12

14

21,391

34,300

22,874

28,080

34,458 30,312

5.05.5

5.05.7 5.7

6.4

Total product code enrollmentAvg number of code per member

Cumulative Code Enrollment: 453,810Cumulative Code Enrollment:

Hanoi HCM

17

Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Feb-14 BTD

6,090 20,556 8,272 14,805 11,673 13,986 18,406 11,247 19,282 12,257 15,493 20,519 17,554 262,525

5,491 15,626 7,391 12,573 9,588 10,706 14,190 9,639 14,123 11,328 13,065 13,994 10,814 221,604

2,762 9,628 3,577 6,707 5,054 6,366 8,985 4,658 7,392 4,604 5,343 7,482 7,002 118,710

645 2,189 1,056 1,543 1,465 1,541 1,787 1,143 1,821 1,459 1,460 1,504 1,243 34,302 763 2,104 1,169 1,871 1,619 1,738 1,904 1,389 1,801 1,514 1,444 1,455 1,387 35,227

EFMM A+ vani 900g

EFMM A+ choco 900g

EFG A+ 4_900g

EFG A+ 3 _900g

EFG A+ 3_1.8kg

Feb '13 Mar '13 Apr '13 May '13 Jun '13 Jul '13 Aug '13 Sep '13 Oct '13 Nov '13 Dec '13 Jan '14 Feb '14 BTD

38.7% 41.0% 38.5% 39.5% 39.7% 40.7% 40.7% 40.1% 43.4% 39.3% 42.1% 45.6% 46.2%39.0%

34.9% 31.2% 34.4% 33.5% 32.6% 31.2% 31.3% 34.3% 31.8% 36.4% 35.5% 31.1% 28.5%33.0%

17.5% 19.2% 16.7% 17.9% 17.2% 18.5% 19.8% 16.6% 16.6% 14.8% 14.5% 16.6% 18.4% 17.7%

4.1% 4.4% 4.9% 4.1% 5.0% 4.5% 3.9% 4.1% 4.1% 4.7% 4.0% 3.3% 3.3%5.1%

4.8% 4.2% 5.4% 5.0% 5.5% 5.1% 4.2% 4.9% 4.1% 4.9% 3.9% 3.2% 3.7% 5.2%

EFMM A+ vani 900g

EFMM A+ choco 900g

EFG A+ 4_900g

EFG A+ 3 _900g

EFG A+ 3_1.8kg

Registration Enrollment Redemption End CirleTOTAL

Count

%

Product Code Enrollment - By SKUs - TotalMembers recently purchase more of bigger pack size, hence, they might delay their repurchase & code enrollment.

18

Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Feb-14 BTD

24.2% 27.6% 26.4% 25.0% 27.4% 29.4% 24.8%

43.1% 40.5% 41.9% 45.1% 43.6% 39.3%40.1%

18.3% 17.7% 16.8% 16.9% 18.1% 18.9%18.4%

7.7% 8.4% 8.9% 7.9% 6.6% 7.2% 9.3%

6.7% 5.7% 6.0% 5.1% 4.2% 5.1% 7.4%

EFMM A+ vani 900g

EFMM A+ choco 900g

EFG A+ 4_900g

EFG A+ 3 _900g

EFG A+ 3_1.8kg

Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Feb-14 BTD

45.0% 48.1% 44.0% 47.4% 51.2% 50.4% 45.9%

31.6% 29.2% 34.4% 32.5% 27.3% 25.7%29.5%

16.1% 16.3% 14.0% 13.8% 16.2% 18.3% 17.3%

2.9% 2.8% 3.2% 2.7% 2.4% 2.3%3.1%

4.4% 3.6% 4.4% 3.6% 2.9% 3.3% 4.2%

Hanoi HCM


Product Code Enrollment - By SKUs - By City… similarly seen in both cities

19

F '13 M '13 A '13 M '13 J '13 J '13 A '13 S '13 O '13 N '13 D '13 J '14 F '140

1,000

2,000

3,000

4,000

5,000

6,000

1,820

5,888

2,478

4,359

3,4234,027

5,307

3,277

5,308

3,618

4,359

5,457

4,630

Sale Volume converted from Code enrollment (# of boxes)


F '13 M '13 A '13 M '13 J '13 J '13 A '13 S '13 O '13 N '13 D '13 J '14 F '140%

20%

40%

60%

80%

100%

25%

66%

30%

52%39% 42%

52%

30%44%

29% 37%

% Potential sale contribution

Code Enrollment Converting to Sale - All SKUs - TotalPotential sale contribution from loyalty program is shrinking. Need to improve and expand the program.

Accumulative Sale Volume: 77,917 Boxes

TOTAL

TBC

20

S '13 O '13 N '13 D '13 J '14 F '14 -

1,000

2,000

3,000

4,000

5,000

692 1,076 874 910 1,115

830

Sale Volume (# of boxes)


S '13 O '13 N '13 D '13 J '14 F '140%

20%

40%

60%

80%

100%

0% 0% 0% 0% 0% 0%


…


S '13 O '13 N '13 D '13 J '14 F '14 -

1,000

2,000

3,000

4,000

5,000

2,585

4,232

2,746

3,449

4,342 3,800

Sale Volume (# of boxes)

S '13 O '13 N '13 D '13 J '14 F '140%

20%

40%

60%

80%

100%

42%52%

30%44%

29%37%



Hanoi HCM

Code Enrollment Converting to Sale - All SKUs - By City

TBC

23

REDEMPTION

24

F '13 M '13 A '13 M '13 J '13 J '13 A '13 S '13 O '13 N '13 D '13 J '14 F '14 -

2,000

4,000

6,000

8,000

10,000

422

3,134

1,362 2,136 2,228

3,501

8,164

1,234 1,593 1,507 1,702 2,105

4,369

Total Hanoi & HCM

Redemption - TotalRedemption in Feb ‘14 significantly increases

Cumulative Redemption: 36,126 times

TOTAL


25Feb '13 Mar '13 Apr '13 May '13 Jun '13 Jul '13 Aug '13 Sep '13 Oct '13 Nov '13 Dec '13 Jan '14 Feb '14 BTD

12% 11% 13% 10% 13% 17%25% 20% 19% 18% 17% 16% 19% 18%

11% 8%13% 13% 12%

16%

23%22% 19% 16% 14% 19%

21% 17%11% 20%

32%28% 26%

29%

26%24% 25%

24% 26%28%

26%24%

65% 61%

42% 48% 49%38%

25%34% 37% 42% 43% 37% 34% 40%

Feb '13 Mar '13 Apr '13 May '13 Jun '13 Jul '13 Aug '13 Sep '13 Oct '13 Nov '13 Dec '13 Jan '14 Feb '14 BTD

52 340 181 219 282 589 2,068 247 299 277 290 347 828 6,671

46 262 176 285 277

565

1,909 267 306 245 243 391 926 6,093 48 632

436 602 581

1,008

2,116 300 400

357 441 587

1,129 8,840

276 1,900 569 1,030 1,088

1,339 2,071

420 588 628 728 780 1,486 14,522

Level1 Level2 Level3 Level4TOTAL

Gift Redemption - By Level - TotalGifts with higher value are preferable, however there is tendency of shifting to lower value items.

Count

%


26

Total2

Hanoi3

HCM4

775

117

658

710

74

636

685

105

580

596

105

491

490

128

362

444

42

402

338

98

240

330

47

283

TOTAL

Hanoi

HCM


Gift Redemption - in Feb’14In Feb’s 14, members in HCM redeem more of higher value items whereas Hanoian prefer usable & educational items over toys across value ranges.

Total

Hanoi

HCM

18%

16%

18%

16%

10%

17%

16%

15%

16%

14%

15%

13%

11%

18%

10%

10%

6%

11%

8%

14%

7%

8%

7%

8%

TOTAL

Hanoi

HCM

Count

%

28

END of CIRCLE

Member Enough Point vs. Active Member (Aug’13 - Feb ‘14)

Hanoi HCM All

39%63% 52%

61%37% 48%

All

>=20pts <20pts

MEMBER

All Total >=20Pts <20Pts

Hanoi

22,568

8,907

13,661

HCM

27,203

17,073

10,130

Total

49,771

25,980

23,791

Hanoi HCM All

29%58% 44%

71%42% 56%

NC

>=20pts <20pts

NC Total >=20Pts <20Pts

Hanoi

3,781

1,095

2,686

HCM

4,136

2,395

1,741

Total

7,917

3,490

4,427


HCMC has more members with +20pts than Hanoi.

29

30

Aug '13 Sep '13 Oct '13 Nov '13 Dec '13 Jan '14 Feb '140%

10%

20%

30%

40%

50%

60%

70%

80%

40% 41% 38%42%

38% 36% 32%

61%66%

70%74%

68% 68%61%

51%57% 60% 63%

58% 56% 50%

Hanoi HCM All

% Member Enough Point - by Month

Aug ’13 Sep ’13 Oct ’13 Nov ’13 Dec ‘13 Jan ‘14 Feb ‘14Hanoi 17,803 791 613 670 676 846 1,169 HCM 18,565 1,486 1,368 1,311 1,298 1,359 1,816 Total 36,368 2,277 1,981 1,981 1,974 2,205 2,985

MEMBER


Over time, there are less members with enough points. In other words, members are more active in gift redemption.

31

Aug '13 Sep '13 Oct '13 Nov '13 Dec '13 Jan '14 Feb '140%

10%

20%

30%

40%

50%

60%

70%

28%

37%

29% 32%28% 27% 26%

57%61% 61% 61% 59% 58%

54%

46% 48% 48%43% 43%

39% 37%

Hanoi HCM All

% Member From NC Enough Point - by MonthMEMBER


Aug ’13 Sep ’13 Oct ’13 Nov ’13 Dec ‘13 Jan ‘14 Feb ‘14Hanoi 1,575 361 198 266 349 423 609 HCM 2,369 336 295 185 322 265 364 Total 3,944 697 493 451 671 688 973

… more so amongst those from NC channel, probably due to better guidance from PG

32

Aug '13 Sep '13 Oct '13 Nov '13 Dec '13 Jan '14 Feb '14 BTD

67%

87% 85% 82% 82% 84% 82%70%

86% 91% 90% 89% 88% 88% 88% 87%79%

90% 89% 88% 86% 87% 87%81%

Hanoi HCM All

Redemption Rate of Member Enough PointREDEEM


Aug ’13 Sep ’13 Oct ’13 Nov ’13 Dec ‘13 Jan ‘14 Feb ‘14 Grand TotalHanoi 7,132 323 234 281 257 301 379 8,907 HCM 11,254 974 955 966 887 924 1,113 17,073 Total 18,386 1,297 1,189 1,247 1,144 1,225 1,492 25,980

Redemption rate is consistently high over time

33


83% 84%78% 81% 79% 81% 80% 81%

88% 87% 86% 90% 90% 89% 84% 88%86% 86% 84% 86% 86% 85% 82% 86%

Hanoi HCM All


Redemption Rate of Member From NC Enough PointREDEEM

Aug ’13 Sep ’13 Oct ’13 Nov ’13 Dec ‘13 Jan ‘14 Feb ‘14 Grand TotalHanoi 448 133 58 84 98 113 161 1,095 HCM 1,359 204 180 112 190 153 197 2,395 Total 1,807 337 238 196 288 266 358 3,490

Similarly with those from NC channel


23%25%

21%

17% 16%14%

4%

20%

41%38% 37%

33%

27%

20%

6%

35%36% 34% 33%29%

24%

18%

5%

31%

Hanoi HCM All

ENROLL Member Keep Enrolling to Next Circle


Aug ’13 Sep ’13 Oct ’13 Nov ’13 Dec ‘13 Jan ‘14 Feb ‘14 Grand TotalHanoi 4,088 440 347 405 382 435 537 6,634

HCM 9,722 1,107 1,079 1,087 1,005 1,044 1,228 16,272

Total

13,810 1,547 1,426 1,492 1,387 1,479 1,765 22,906

Member retention to next circle is low

34


21% 20%

24%

16% 15%12%

3%

16%

37%

29%

37%

25% 25%

14%

5%

30%33%

25%

33%

20% 21%

13%

4%

24%

Hanoi HCM All

ENROLL Member From NC Keep Enrolling to Next Circle


Aug ’13 Sep ’13 Oct ’13 Nov ’13 Dec ‘13 Jan ‘14 Feb ‘14 Grand Total

Hanoi

424 183 95 129 155 168 259 1,413

HCM 1,182 230 201 130 217 168 230 2,358

Total 1,606 413 296 259 372 336 489 3,771

Similarly with those from NC channel

35

MJ; 100

Prem NMJ; 150

BM; 200

Non_Premimum; 250

MJ; 40

Prem NMJ; 30

BM; 20

Non_Premimum; 10100 MJ users

Retention 40/(100-20)

Retention

T1 (first call when baby’s DOB in stage) T2 (last call when baby’s DOB in stage)

Introduction to Retention at End Circle

Base on Interaction Plan for members who have 2 successful calls in stage (1 call at the start of stage and 1 call at the end of stage)

Excl. Breast milk

RETENTION

36

37

Result - At End of Feb’14

Stage0 Stage1 Stage2 Stage3

83%92% 95% 93%

64%76%

88%81%

LP Non_Loyalty

RETENTION


Loyalty program improves consumer loyalty

38

Hanoi HCM Grand Total

66%

78%73%

62%55% 58%

LP Non-LP

Retention from S0 to S3RETENTION


Thank you!

CRM Loyalty Program Report (Feb 2014) - 31-03-14

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Transcript of CRM Loyalty Program Report (Feb 2014) - 31-03-14