mega event 2014 - addressing the points balance spectrum
TRANSCRIPT
Proud sponsors of Mega Event 2014
Proud sponsors of Mega Event 2014
JAMES BERRY
Addressing the Points Balance Spectrum – Converting Interaction into Profit
A COLLINSON GROUP COMPANYMega Event 18th-19th November 2014
The Situation
13 trillion unused points world wide
Competitive landscape is changing
77% of program members influenced by reward program when they shop
A COLLINSON GROUP COMPANYMega Event 18th-19th November 2014
Member Profile
POINTSBALANCE
High
Medium
Low
POINTSBALANCE
High
Medium
Low
PASSIVEACCUMULATORS
ACTIVEPARTICIPATORS
A COLLINSON GROUP COMPANYMega Event 18th-19th November 2014
Addressing the challenge
POINTSBALANCE
High
Medium
Low
POINTSBALANCE
High
Medium
Low
PASSIVEACCUMULATORS
ACTIVEPARTICIPATORS
A COLLINSON GROUP COMPANYMega Event 18th-19th November 2014
Consider the variety of members
Geography
Individual
Points balance
Brand fit
38% of travel program members in the middle east want to redeem by smartphoneThat’s twice the number of other regions
86% of respondents want more choice of rewards
20% of respondents said they’d spend more if they were sent
relevant offers but 50% said they don’t hear from the program very
often
59% of respondents want more rewards that are not from the
brand’s own range
Context
A COLLINSON GROUP COMPANYMega Event 18th-19th November 2014
Responding to context
Give your members the opportunity to
interact with category selection, wishlists, auctions
Let them interact how they want to with
multiple touch-points reflecting the same user
experience
Benefit from an increase in interaction to move accumulators
to participators
Extend range of content – but align
to your brand
The highest ranked suggestion for improvement in travel reward programs was the ability to select categories to receive rewards on
Context
A COLLINSON GROUP COMPANYMega Event 18th-19th November 2014
Preferred method of redemption ContextContext
A COLLINSON GROUP COMPANYMega Event 18th-19th November 2014
“Responding” to preference… Context
A COLLINSON GROUP COMPANYMega Event 18th-19th November 2014
Leveraging options
Types of Content
Points & CashPartners
Exchange rate
Range of content
Control
A COLLINSON GROUP COMPANYMega Event 18th-19th November 2014
Use the levers available effectively
Content rangePoint to cash
ratioExchange rate Partnerships Content type
High value
Low value
Increase
Decrease
High points value
Low points value
Increase volume
Decrease volume
Offer gift cards
Don’t Offer gift cards
Control
A COLLINSON GROUP COMPANYMega Event 18th-19th November 2014
Content & value planning Control
A COLLINSON GROUP COMPANYMega Event 18th-19th November 2014
Maximising activity
Only 39% say they get regular communications from their program
20% say they’d spend more if they got sent relevant offers
83% want to get rewards more easily
77% were happy to input to possible improvements
Clear opportunity to generate increased
interaction
Convert
A COLLINSON GROUP COMPANYMega Event 18th-19th November 2014
Factors that influence
Understand behaviours
Create the right offers
Optimise the experience Communicate regularly
Convert
A COLLINSON GROUP COMPANYMega Event 18th-19th November 2014
Create the right offers Convert
A COLLINSON GROUP COMPANYMega Event 18th-19th November 2014
Communicate Regularly Convert
A COLLINSON GROUP COMPANYMega Event 18th-19th November 2014
Pro-active communication Convert
A COLLINSON GROUP COMPANYMega Event 18th-19th November 2014
Use the levers available effectively
Content rangePoint to cash
ratioExchange rate Partnerships Content type
High value
Low value
Increase
Decrease
High points value
Low points value
Increase volume
Decrease volume
Offer gift cards
Don’t Offer gift cards
Convert
A COLLINSON GROUP COMPANYMega Event 18th-19th November 2014
Continuous assessment & evolution
123 HoundsditchLondonEC3A 7BU
A COLLINSON GROUP COMPANY
collinsonlatitude.comcollinsongroup.com
THANK YOU
Proud sponsors of Mega Event 2014