MultiChannel Loyalty for Everyone

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Multi-Channel Loyalty for Everyone
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Loyalty Lab Introduction

• Founded in 2003
• Based in San Francisco
• Provides Loyalty as a Service
• Exclusively to retailers, including many national
  chains and online leaders
• Mark H Goldstein, CEO
• Former CEO of Bluelight.com (now Kmart/Sears),
  CEO of Impulse Buy Network (purchased by Inktomi).

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Loyalty Is Step 3

• Step 1 You Need Great Product
• Step 2 You Need a Great Merchandising
  Proposition
• Step 3 You Can Proceed to Loyalty.

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Loyalty Is Your Spiritual Connection To Your Best
Shoppers
Its about what makes you really connect and what
differentiates your store from the other 100s of
merchant choices
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Loyalty Is About Sharing The Love With Your Best
Customers
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Loyalty 1-2-3

• Find out who they are
• Points or other tracking mechanisms
• Make them feel special
• Surprise and Delights
• Vary experience throughout life cycle
• You get a customer for life
• If you do it right, retention, frequency, and
  spending all improve

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Loyalty Tacticsyou never know which ones will
work

• Reward points
• Dollar discounts
• Percent discounts
• Free product awards
• Triggered personalized emails
• Integrated sweepstakes
• Electronic rebates
• Affinity clubs
• Best customer tiers

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The Pioneers in Loyalty
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The Trendsetters in Loyalty
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Loyalty Now Appearing at a Merchant Near You!
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Good Loyalty StrategyIts about 4 things

• Uniqueness
• Dont be like everyone else, find your Hook
• Immediacy
• Tell them you love them in real-time!
• Consistency
• Tell it to them everywhere, anyhow
• Relevancy
• Speak to them about their interests, desires,
  dreams

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Uniqueness

• Find your Hook what makes your program unique
• Leverage your knowledge of who your best
  customers are and what they want
• Connect on an emotional level
• Look within your company to give them something
  they cant get anywhere else
• A little extra effort here pays off big

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Immediacy

• Real-time responses to behavior
• Instantacknowledgement of transactions and
  points
• Instantawards acknowledgements/redemptions
• Instanttargeted offers based on customer
  identity, delivered in the POS or basket
• Instantprogram triggers new offers, invitations
  based on what the shopper is doing right now
• Instantinfo at your CSRs fingertips!

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Consistency

• Consistent messages and offers are difficult but
  necessary
• Difficult because they require a consolidated,
  multi-channel database
• Necessary because customers do not differentiate
  between touchpoints
• Shoppers see the same messages and offers
  regardless of where they interact
• Online ? Email ? Website ? Call Center ?
  In-Store POS

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Relevancy

• Use what you know to say the right thing
• Show your customers you are listening and
  responding
• Scoring mechanisms prioritize messages and offers
• Set up your rules and let your systems do the
  work
• Whats most important is delivered first in
  real-time
• Get your message in when they are most receptive

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What You Need to Share the Love

• Loyalty program management
• Your program hook
• Real time interaction
• Consolidated customer data
• Integrated email and messaging
• Relevancy scoring

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Thank You!
For more information contact Mark H Goldstein,
CEO mark_at_loyaltylab.com