fiona heffernan an post ‘getting personal with irish consumers’

Fiona HeffernanAn Post

‘Getting Personal With Irish

Consumers’

If you want to buy loyalty…

… buy a dog

3 points15 points

50 points

The Virtuous Cycle

Learn and Earn

“I cannot ever imagine leaving Manchester United,” he said. “I am in the perfect situation. My relationship with the club is perfect.

…… fast forward to a better offer; Carlos is kissing a new crest. 

Carlos Tevez on Loyalty

If you want to earn loyalty….

… stay tuned!

15 Years on, and still in love…with data.

Love Letters

Top Channels: Increasing Loyalty1. Direct Mail2. Email3. TV4. Newspapers5. Radio

Sending the message

Post Email

80%

33%

Receive Reward Preference

93% 76%

Did you know?

85% of Irish Adults are members of a loyalty

scheme.

The top 3 most favoured sectors for

loyalty are…

Grocery 64%

Clothing 50%

Gas/Elec 48%

Women LOVE loyalty cards

o 5+ cards 45%

o 4 cards 13%

o 3 cards 22%

35%

o 5+ cards 20%

o 4 cards 19%

o 3 cards 18%

37%

Women just can’t get enough of loyalty programmes

Build points quickly

Get discounts

o I get good rewards 73%o I get vouchers for products 61%o Points build up quickly 49%o Points earned can be used on any purchase 40%

So which ones are being used?

3 points15 points

50 points

Q

The loyalty Halo Effect

The Loyalty Halo Effect: Controlled Redemption

Recruit

Analyse and Value Segment

Reward Accordingly

Customer funnel…

Retain

Reward

Bottom 10% customer drain pipe

If you don’t love them set them free.

Let customers who are costing you money go,

and eat up your competitor’s budgets

Retain

Reward

Ensure your top value customers are receiving rewards

LOYALTY PROGRAMME

Social Media

High RedemptionLow Redemption

Mobile Apps SMS Email Website Post

47%

*Very likely / likely to redeem

33%

28%

23%

50%

70%

Low Value Mid Value high Value

ListenAnalyseValue SegmentBusiness CaseChannel MixMonitor

The Loyalty check list

• Bought loyalty is not sustainable, it must be earned

• Direct your spend where it matters

• Redemption is not an unknown

Questions?Email: Fiona.Heffernan@anpost.ie

Send me a letter: Fiona Heffernan, D01 F5P2