Эффективное партнерство и оптимизация затрат в...
DESCRIPTION
Рафал Бжоска (Rafał Brzoska)CEO, Integer.pl Group (Integer.pl, InPost Nowoczesna Poczta, InPost Finanse, InMobile, Paczkomaty 24/7, InFlavo, Integer.ua, InPost Logistyka), ПольшаTRANSCRIPT
Levering on partnershipsand cost optimisation in loyalty programmes …& not only
Direct Marketing Days 2011
Introduction
Defining business challenges
Successful campaigns – models
Levering on partnerships and cost optimization
Results
Cooperation possibilities in Ukraine
Agenda
Largest private postal group in Poland
30% of unaddressed mail
10.5% of addressed mail
entering e-commerce
Part of Integer.pl Capital Group
Stock-listed on Warsaw Stock Exchange
WMA winner for Growth (2010), Innovation & e-comerce Category (2011)
141 mln addressed items compared to 74.84 mln in 2009
InPost – challengers from Poland
2011
Social mail
Transactional mail
Direct Mail
Parcels
Less mail is being
sent
To deliver the revenue we all need to optimise loyalty programs’ concepts
+ 100 000
- 75 000
Acquisition
Churn
Fill holes – remove reasons
for leaving
CLM - life time value
Build loyalty – provide Incentives for staying
Rationalise costs
of retention
Optimise payback
on existing tools
Source: Mobile Operator from EU, 2010
Involve partnersto finance your
efforts
6
Well known wonder of loyalty programs
1. PVD = Precived Value of Discount
Points based program has that
benefit obvious but all other „gifts”
should create higher value too.
Create benefits that can not be
purchased at all – those are the most
appreciated.
Points scheme: cost-efficient reward
Leverage of Points Example:
Customer perceives 5% discount through the program, while actual cost of the discount is not even 25% of that!
1000 Euro
PVD = 5%
Real cost of award is 1.2%
Points programs are cost-effective
customer incentives
through the leverage that they offer. In many cases,
cost of the incentive is only
25% of the Perceived
Value of Discount (PVD).
7
WIN ON SOMEONES ELSE FIGHT
Let others pay for building loyalty to your brand
Tesco financies the program through its partners
Do it rightrelevence, response,
revenue
How much you need to spend to invite the customer to dance with you?
Customer ProfileStatus: Registered with Top Up DirectSegment: High value Gold & Platinum customersTested: Varying amounts to increase TUD usage the use of emotional bonding messages
Thank You Message Included
response
10% back 31%
20% back 35%
50% back 39%
41%
52%
65%
NO Thank You Message
response
10% back 30%
20% back 49%
50% back 33%
60%
63%
60%
Top up by 20 €
Top up by 20 €
Top up by 10 €and get:
Top up by 20 €and get:
10 20
Source: test campaign resutls executed in Western European mobile operator in 2009
How to rationalise costs of retention further?
13
Perfect service for building extended loyalty
EasyPack
Cost saving pick-up point of program awards
Additional opportunity for interaction with customer
Collect customer data
Ask questions, get feedback
Execute member get member promotions
420 machines in Poland
Self-service pick-up points for collecting and sending parcels
SMS / email notification about the parcel in the machine
800 machines in total in Poland
User and producer of the machines
Shortly new machines for Estonian Post
5 new countries in 2011
SizeNumbe
r of boxes
Max dimensions
(in cm)
Size A 32 8 x 38 x 64 cm
Size B 3219 x 38 x 64
cm
Size C 1241 x 38 x 64
cm
easyPack will be available in Ukraine from August 2011
Starting from Kiev
591 billion euros – world e-Retail spend in 2010 > 2 billion internet users 585 million Facebook users 50% of them logged in on any given day 28% check their Facebook on smartphone before
getting out of bed Brands are now thinking how to monetize
Facebook 58% of Japanese used mobile phone to browse
internet at least monthly
Increasing role of e-, m- and f-commerce
Source: IMR World, Socialbakers.com, Asia-Pacific Technographics Survey
30% of revenues to come from non-mail
Hybrid Mail
E-invoicing and Mobile Payments
MVNO – free access to internet via phoneeasyPack
24/7
E-shops on Facebook
81% conversion rateThe best member get member concept in social media
InPost LOVE
Sending „Love letter” using
hybrid mail linked with
Pick up a friend to give a
present
Friends to choose easyPack
24/7 for collecting their
present
15.000 new users
Paczkobranie – „Parcel-
rooming” Paczkobranie – „Parcel-rooming”
Pick up the box and win the physical
award from our e-commerce partners
Award collection from Paczkomaty
24/7
Interesting awards from our partners
~ 200.000 fans on Facebook
Paczkobranie – “Parcel-sweeping” Pick the right box and win a prize
from one of our e-commerce partners
Best social media campaign in 2010
in PolandStart 299 fans
End of 11th edition 184 515 fans
„Parcel-rooming” – engaging
partners
700% growth of easyPack 24/7 delivery – over 600 participants
Results – Morele.net customers soft roll out
Communication channels of sms competition:On-line activities: banners + subpageE-mailingsPosts and graphics on facebook.pl
E-mailing statistics:Database 75 245Unique opens 9685 – 13%Unique click 1808 – 2,5 %
Results:Over 600 participants received a special gift-device
Fanbook – discount offers from partners
57 offers from different e-stores segments
Total value of discount 400 Euro
Reference LIVE – use business partners to promote your service
25
EasyPack for customer in PL – case study– 3 months after roll out statistics
We are the only operator in the world that offers that service!
View2surf technology
We can push away cost of building loyalty
from your company!
Free minutes for shopping
Effective differentiator: a customer receives free minutes for shopping exchengable for SMS
Free minutes for the full shopping basket,
Free minutes for buying selected items,
Free minutes for buying products of the selected suppliers.
An innovative loyalty tool
Ads co-financed by the suppliers
Full-screen ads
Sms message „visit the nearest store, and you’ll get a ….% discount”
Link to website http://www.promocje.pl
MMS message
photo/image with the link and reference to details
Constant customer contact
ResultsThe results are based on „free
minutes for shopping” model and v2s advertising
15% bigger market basket when using „free minutes for shopping” comparing to the average base (during the survey customers declare more than 50%),
10% - increase for selected products in targeted marketing promotions
over 100% higher rate of viewing mobile ads using view2surf technology,
a satisfaction rate for full-screen mobile ads is high
Additional effects
Increased customer loyalty – a cost effective and self-funding loyalty program supports Club Card
A simple communication tool that can be used in FMCG products sales.
An efficient customer communication tool when using geo-location technology.
Target Market Segmentation
Mass Market Mass Customize
Micro-Marketing Channel Optimized
Benefits of Better Customer Management
51%
76%
49%
36%
60%
45%
39%
45%
37%
Return on Marketing Investment
Customer Retention Rate
Customer Acqusition Rate
Multi Channel Optimized
Rules-basedCampaign Execution
Spread-sheet Data-marts
CRM/SFA Front/Back Integration
Business Intelligence
Real-time Integration
Percent Co’s Reporting > 15%
Performance by Benchmark
Grouping
Technology Enablers
Lagging
Norm
Best in Class
Source: Aberdeen Group, US Market 2009
Thank you for your attention
Results Churn Reduction : -20% is
realistic Proximus (B): -25% T-Mobile (NL): -20% Plus GSM (PL): -25% Orange (PL): -20% (postpaid), -60%
(prepaid)
Cross- and Up-selling : +5% is feasible Proximus (B): +7% T-Mobile (NL): +4% Plus GSM (PL): +4% Orange (PL): 25%-35% higher ARPU
Cost efficient client behaviour : T-Mobile : members use online-billing more frequently Plus GSM : members opt for direct debit twice as often Orenge Profit : members use direct debit 3x as often as non-
members
Benchmarks and experiences with results of points programs throughout Europe.
35
RFM analysisrecency, frequency, monetary value
RATIONAL SURFACE(customer)
EMOTIONAL SURFACE(customer)
TACTIC GOALS
STRATEGIC GOALS
Rewards and benefits in Loyalty ProgramBulid based on the best practices
RATIONALSURFACE(customer)
EMOTIONAL SURFACE(customer)
TACTIC GOALS
STRATEGIC GOALS
Rewards and benefits sheme
First parcel sent bonus Early pick up bonus (>6h)
Birthday sms greetings
Member-gets-member bonus
Birthday email bonus
Suprise&delight competitions
5th order bonus
Welcome bonus for joining
2
39
OBJECTIVEPromote new Neostrada package
TIMINGJan-MarOFFER
Free Installation500 Bonus pointsTARGET
Families with children having highdial-up volume.
X-sell
OBJECTIVERetain churn-sensitive Customers
TIMINGOngoingOFFER
Renew your contract and get500 Bonus points
TARGETHigh value customer that are2 months before end of contract.
Retention
OBJECTIVEWin customers for new store
TIMINGMayOFFER
Double points during Mayopening month
TARGETAll members living within 5 kmfrom new store location.
Acquisition
OBJECTIVEWin back lapsers
TIMINGOngoingOFFERFree oil change on your first(re-)visit to BP + survey WHY?TARGETAll members who had high freq. &value for BP, but have not visitedBP for more than 3 monthsWin-back
recencyfrequency
monetary value
OBJECTIVEIncrease life insurance premiums
TIMINGJulOFFER
Triple points on increase in life insurance premiums
TARGETHigh income, middle aged existingpolicy holders with low/avg current premiumsUpsell
income
Age
policy value
OBJECTIVEPromote internet banking
TIMINGSeptOFFER250 points for switching to internet bankingTARGETExisting Lukas customers whodo not use internet banking yet buthave NeostradaSteer behavior
Lukas customersNeostrada users
recencyfrequency
monetary value
Own partnermarketing toolsusing program
as ‘support’
Targeted
Communication preferencesValue
ProfileHistory
…Nowak family
Newsletter
PROGRAM COMMUNICATION CALENDAR
PROGRAM TOOLS
WWW
SMS
DM
Newsletter
DecNovOctSepAugJulJunMayAprMarFebJan
WWW
SMS
DM
Newsletter
DecNovOctSepAugJulJunMayAprMarFebJan
Points Promo Coupons Events
ALL
•Free oil change @ BP
Trackingresponse
ROI Reporting
income
Age
policy value
income
Age
policy value
Pekao customersNeostrada users Pekao customersNeostrada users
•Double points @ Carrefour
•Coupon 3 months trial internet
•Contract renewal bonus from mobile op.
PartnerBusiness objectives
Win backRetention
AcquisitionCross-sell
Up-sellCreate needs
Educate