Mobile and Digital Innovation in Loyalty

MOBILE AND DIGITAL INNOVATION IN LOYALTY Paul Martin CIO, APAC

“Companies need to realize that the power in the Data Exchange Economy rests with the customer. To be successful, companies must think

about what they can do for the customer, not to the customer, with each personalized communication, experience and offer.”

- David Johnston, Group COO, Aimia

THE DATA EXCHANGE ECONOMY

3

LOYALTY AND TECHNOLOGY

CUSTOMER DRIVEN LOYALTY NETWORK

POST- PURCHASE AWARENESS

PURCHASE RESEARCH

PRE- PURCHASE

5 Mobile and Digital Innovation in Loyalty

CUSTOMER VIEW OF LOYALTY


MOSTWILLINGTOSHARE LEASTWILLINGTOSHARE

82% E-MailAddress 44% Onlinepurchases

82% Name 43% IncomeLevel

81% Na?onality 28% WebHistory

BUT BRANDS ARE NOT HOLDING UP THEIR PART OF THE DEAL Only 8% of consumers feel as though they are actually receiving better offers as a result of sharing their details.

92%

8%

Sources: Aimia Loyalty Lens Report, 2015; Aimia CMO Global Loyalty Survey, 2014; Accenture; Forrester; Oracle.

PROGRAM VIEW OF LOYALTY

Do we provide customers with an exciting engaging

and enriching proposition?

Do we responsibly use the data we

have to make the experience relevant?

Can we give customers a broader experience and learn

more about them? RELEVANCE BY

DESIGN

Capture customer data & build the base

Use rapid analytics of data to increase the value of

interactions

Increase the size of the

customer base and the

richness of the data


Design Compelling Customer Program

Design Highly

Relevant Interactions

Design Broader

Customer & Data

Partnerships

WHY PROGRAMS NEED TO BE ADAPTIVE

Increased Competitive

Marketing Noise

Increase in breadth of channels & touch points

Interactions Beyond

Transactions

More complexity, competition and data to manage

Opportunity to use richer, bigger data to make your marketing more relevant and cut

through the noise

The digital world is noisy…..


% OF MILLENIALS WHO LIKE THE ABILITY TO COMPLETE TASKS VIA AN APP

TECHNOLOGY DRIVERS MOBILE IS A WAY OF LIFE FOR MILLENNIALS

72%Procure

71%Billing

67%RegularUpdates

65%FlagIssues

62%AdvanceNo?ce

60%Advice



% OF MILLENIALS WHO LIKE THE ABILITY TO COMPLETE TASKS VIA AN APP

TECHNOLOGY INHIBITORS SHARE, DON’T PUSH

66%Loca?onBased

55%LBS

enhancebrand

48%LBS

personal

56%Opt-outofpushLBS

56%RarelyAct



AIMIA SOLUTIONS

AIMIA AT A GLANCE

2

3

Proprietary Loyalty

Loyalty Analytics

Aimia provides loyalty services to clients (services model)

Aimia provides data analytics for coalition and external clients

Aimia runs programs for clients including:

Aimia analyzes data for clients including:

Coalition Loyalty

Aimia runs its own coalition programs

(fully or partially owned)

Aimia runs fully and partially owned programs: 1


REAL-TIME INTEGRATION AND INTERACTIONS

ECOMMERCE

POS OMNI-CHANNEL

PAYMENTNETWORK

SOCIAL


DATA DRIVEN INTERACTIONS


TECHNOLOGY TO CREATE BUSINESS OPPORTUNITIES

Inac?vitytriggersacampaign

Eventslistsaregenerated

automa?cally

Firstpurchasetriggers

welcomeemail


BRINGING IT ALL TOGETHER TO MAP CUSTOMER JOURNEY TO DESIRED BEHAVIOURS

Understand the role of CRM in achieving commercial goals, and identify CRM specific objectives

Based on prior experience, industry best practice and behavioral science select an appropriate campaign strategy

In this case the objective is to increase spend. The high spend, high engagement group has previously shown the strongest response

An affordable but impactful treatment is designed for the campaigns to get the maximum response rate and sales impact

The AIMIA Communications Platform (ACP) is deployed for a scalable and automated execution. AIMIA’s Offer Engine is used for personalized messaging

Campaign Execution

Customer Insights Treatment

Objectives & Strategy

Objec?ve:ShortTermIncreaseSalesQ1

Strategy:UseCondi6onalPointsIncen6ves

CustomerInsights:Iden6fyhighpoten6alandhigh

spendcustomers

Treatment:Spend$XincategoryYtoget200Points

Execu?on:Deploysixtestcampaignsusingmul6ple

channels

1. Select journey interaction to be designed and executed

2. Apply the framework at a campaign level


BEST PRACTICES AND LOYALTY STRATEGIES

BENEFITS

TargetedCampaigns

IncenJvizedSurveys


InteracJonBonusPoints


CHALLENGES AND PITFALLS OF PERSONAL DATA PROTECTION LEGISLATION

Consent Only collect, use of disclose personal data when an individual has given his/her consent.

Purpose Limitation You may not require the collection of data beyond what is reasonable to provide the product of service

Notification Individuals should be notified of the purpose of data collection on or before the collection of personal data

Openness Make information about your data protection policies, practices and complaints process available on request.

Transfer Limitation Transfer personal data to another country only according to the requirements prescribed under the regulations

Retention Cease retention of personal data or remove means it can be associated with individuals when it is no longer necessary for business or legal reasons

Protection Make security arrangements to protect the personal data that you possess or control to prevent unauthorized access, collection, use, disclosure, or similar risks.

FocusforDataIntermediariesandCloudSoluJons


Access & Correction Upon request, the personal data of and individual and how it was used should be provided. You are also required to correct any error or omission upon request


AIMIA PUTS THE CUSTOMER FIRST … WITH CORPORATE T.A.C.T. DATA VALUES

CONTROL TRUST

ADDED VALUE

Customers have information on what is collected, from where and for what purpose

Customers understand there is a value exchange

through recognition, rewards & offers

Comes from confidence that data held securely and used in mutually

agreed way

TRANSPARENCY

Customers have control over what

they provide, how it is used and how it is

shared


CREATING A VALUABLE LOYALTY PROGRAM REQUIRES A DIGITAL TECHNOLOGY PLATFORM

78%ofmarke?ng

execu?vesbelievethatcorporatemarke?ngwillundergoafundamentaltransforma?onoverthenextfiveyearsbecauseofanaly?cs,digitalandmobiletechnologies

Only62%ofrespondentsbelievetheir

companycurrentlyprovidesagood

customerexperience

Value Drivers for a Loyalty Platform Average Score (1=not important; 2=nice to have; 3=important; 4=critical)

3.2

3.5

3.2

3.2

3.4

3.1

Interact with the customers in my loyalty program across all channels (e.g. call center, web, mobile, social, POS),

including earn and redemption

Engage my customers beyond the point of sale and across the complete purchase cycle (e.g. peer reviews)

Generate real-time reports on the performance of my loyalty programs

Have a third-party provider host and manage the platform so I don’t need to worry about setup, infrastructure and maintenance

Access a platform that is easy to use by anyone in my organization (not requiring IT knowledge/extensive training)

Have basic campaign and/or analytics functionality directly from the platform



Data has to be protected everywhere. Network security, firewalls and encryption are necessary but not sufficient. Every layer needs to be controlled, starting from the mobile (and even wearables) device.

MILLENNIALS SHARE MORE BUT SECURITY MATTERS

“Start with the assumption that mobile and data mobility

is the point of origin.”

“68% of consumers rank their data as valuable and 31% rank

it as highly valuable. More than 55% will share their

personal information to get better offers and rewards”



Q&A


Security,64% Work,

53%

Social/Chat,52%

Finance,51%

Travel/Maps,46%

ONE LAST THING…


APPS THAT MILLENIALS CONSIDER A MUST HAVE … AND WILLING TO PAY FOR


THANK YOU Paul Martin

CIO, APAC

[email protected] aimia.com/loyaltylens

Mobile and Digital Innovation in Loyalty

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