fiona heffernan an post ‘getting personal with irish consumers’
TRANSCRIPT
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
