John Bradshaw Head of Marketing - OpenRoom · 2019. 3. 13. · John Bradshaw Head of Marketing. 2...
Transcript of John Bradshaw Head of Marketing - OpenRoom · 2019. 3. 13. · John Bradshaw Head of Marketing. 2...
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John Bradshaw
Head of Marketing
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RETAIL IS THE ULTIMATE DEMOCRACY
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THE ONLY WAY TO GET LOYALTY IS TO BE THE BEST AT WHAT YOU DO
CUSTOMERS HAVE A LOT OF CHOICES
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YOU CANT AFFORD TO BUY
YOUR CUSTOMERS LOYALTY
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SO WHAT’S THE POINT?
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A little more
loyalty (maybe)
The right to
communicate
Customer data
through time
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MAYBE BEING PART OF
A LOYALTY ECOSYSTEM
GETS YOU INTO THE
CONSIDERATION SET?
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PEOPLE LIKE RELEVANT
COMMUNICATIONS
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1. A relevant deal probably can get you to change behavior
A RELEVANT DEAL CAN PROBABLY
GET YOU TO CHANGE BEHAVIOR
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2 GROUPS OF BUYERS
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LIGHT BUYERS
GET ONE MORE SHOPGET ONE MORE SHOP FROM
YOUR LIGHT BUYERS
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1. Pitfall to avoid: Don’t be your best to your worst customersITS EASY TO GET
IT WRONG
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1. Our key learning: Personal discounts
1. If you can give to the customers something they really value, there will be plenty of upside to share between Partners, suppliers and retailers
OUR KEY LEARNING:
PERSONAL DISCOUNTS
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John Bradshaw
Head of Marketing