john reynolds - creating loyalty in restaurant consumers: the gamification case study
DESCRIPTION
Restaurant.com is the largest source of dining deals in the nation. Despite the huge inventory of amazing offers, the company needed a way to create, sustain and socialize customer loyalty. So they turned to gamification with amazing results. Along the way, Restaurant.com learned some of the best -- and worst -- ways to create customer loyalty with gamification, and CRM Manager, John Reynolds will share those insights in this exciting session.TRANSCRIPT
![Page 1: John Reynolds - Creating Loyalty in Restaurant Consumers: The Gamification Case Study](https://reader036.vdocument.in/reader036/viewer/2022062708/558cb8a8d8b42a1e5d8b467a/html5/thumbnails/1.jpg)
![Page 2: John Reynolds - Creating Loyalty in Restaurant Consumers: The Gamification Case Study](https://reader036.vdocument.in/reader036/viewer/2022062708/558cb8a8d8b42a1e5d8b467a/html5/thumbnails/2.jpg)
John ReynoldsCRM Marketing ManagerRestaurant.com
Gsummit 2013
![Page 3: John Reynolds - Creating Loyalty in Restaurant Consumers: The Gamification Case Study](https://reader036.vdocument.in/reader036/viewer/2022062708/558cb8a8d8b42a1e5d8b467a/html5/thumbnails/3.jpg)
We wanted to blaze our own trail We have an unconventional business model,
so we needed an unconventional loyalty program
Our products are always discounted – no need to add another currency
We knew an “earn and burn” points system wasn’t right for us
![Page 4: John Reynolds - Creating Loyalty in Restaurant Consumers: The Gamification Case Study](https://reader036.vdocument.in/reader036/viewer/2022062708/558cb8a8d8b42a1e5d8b467a/html5/thumbnails/4.jpg)
Determined Objectives
Lifetime valueFrequency of engagementBreadth (or depth) of engagement
![Page 5: John Reynolds - Creating Loyalty in Restaurant Consumers: The Gamification Case Study](https://reader036.vdocument.in/reader036/viewer/2022062708/558cb8a8d8b42a1e5d8b467a/html5/thumbnails/5.jpg)
• Offer Rewards for a variety of desired behaviorsSocial or other engagementShoppingPurchasingCreating or consuming content
![Page 6: John Reynolds - Creating Loyalty in Restaurant Consumers: The Gamification Case Study](https://reader036.vdocument.in/reader036/viewer/2022062708/558cb8a8d8b42a1e5d8b467a/html5/thumbnails/6.jpg)
• Gamification works for us because: Unconventional business model,
needed an unconventional loyalty program
Our products are always discounted – no need to add another currency
An “earn and burn” points system wasn’t right for us
![Page 7: John Reynolds - Creating Loyalty in Restaurant Consumers: The Gamification Case Study](https://reader036.vdocument.in/reader036/viewer/2022062708/558cb8a8d8b42a1e5d8b467a/html5/thumbnails/7.jpg)
• Points, levels, badges, and missions Points are earned for all actions and
allow you to level up Earn badges for accomplishing
one-time or repeatable actions Accomplish missions by earning a
collection of badges Levels are a recognition of point
accumulation achievements
![Page 8: John Reynolds - Creating Loyalty in Restaurant Consumers: The Gamification Case Study](https://reader036.vdocument.in/reader036/viewer/2022062708/558cb8a8d8b42a1e5d8b467a/html5/thumbnails/8.jpg)
Earn “Surprise & Delight” rewards for level achievement
• Communicate actions – throughout the site; pop-up messages, activity feeds, leaderboards
![Page 9: John Reynolds - Creating Loyalty in Restaurant Consumers: The Gamification Case Study](https://reader036.vdocument.in/reader036/viewer/2022062708/558cb8a8d8b42a1e5d8b467a/html5/thumbnails/9.jpg)
• EARLY WINSPositive feedback – fun works!The cream rises to the top1.8MM badges earned in first three
months of the program
![Page 10: John Reynolds - Creating Loyalty in Restaurant Consumers: The Gamification Case Study](https://reader036.vdocument.in/reader036/viewer/2022062708/558cb8a8d8b42a1e5d8b467a/html5/thumbnails/10.jpg)
Points need to have some tangible meaning
Marketing and communication efforts around program are key
Multi-session tracking is important for awareness and instant gratification
Community has to be in your face; Leaderboards, etc.