4. 1 Make It Personal
• The magic of coupons 2.0 lies in EXPERIENCE. A range of
opportunities exist to create an strong brand experience within the
coupon conversion
• Consumers will get a double rush when a coupon is offered as both a
reward for a positive action as well as validation of work-well-done
• Coupons should be rewards, not entitlements
Brand Personal
Loyalty
Connection Fulfillment
5. 2 Make Them Earn It
• Combining fun gaming elements like
challenges and badges with your
rewards is a great way to engage
and entice your customers
• Games are an excellent technique to
keep customers of all demographics
interested, engaged and eager to
repeat the experience
• Did you know? The average social
gamer is a 43-year-old woman
6. 3 Tie it to a Larger Purpose
• Wallet Activism
• Today’s new generation of shoppers
are motivated by the “triple bottom
line” (goods and services that offer
financial competitive
advantage, social equity and the
confirmation of corporate
citizenship)
• A slamming 92 percent of moms
today want to buy a product that
supports a cause
• Transforming a coupon into a true
indicator of social accomplishment
for completing an action for the
greater good makes the coupon an
7. 4 Make it SUPER Easy
• 47 percent of consumers redeemed
digital coupons in 2011
• Offer your consumer a highly
relevant coupon that will make their
lives easier, and redemption rates
will follow
8.
9. Blissmo
Top 3 Tactics Used to
Drive Customer Loyalty:
1. Make a brand promise. Then deliver
on it.
2. Treat customers like friends.
3. Don't go stale.
11. Our Digital Evolution
LEVERAGING REWARDING
OWNED & SHARED INTERACTIONS
ASSETS TO DRIVE &
CONVERSION TRANSACTIONS
CREATING ENABLING
ENGAGING TECHNOLOGY TO
DIGITAL DELIVER
EXPERIENCES SCALABLE
PRECISION
12. Driving Value
18.4 million $36 million
#1 Beverage members & growing In incremental
Website in the U.S. consumption
270 million 15% YOY increase
emails sent in 2011 in Brand Favorability
150+ partners 7 million monthly
& 400 programs visits &
activated in 2011 9 billion
impressions in 2011
30% of all K-12 Actively engaging our
schools Social
registered community
12% visits 15 brands
via mobile - up from participating
3% one year ago in program
13. Key Strategies
EQUITABLE VALUE EXCHANGE TO ACHIEVE
MARKETING OBJECTIVES
SOLVE A
BETTER USE DATA TO BE
CONSUMER
CONNECTIVITY MORE RELEVANT
NEED
16. Programs to date
100,000
August 2010: eBay Box
~24,000
September 2011: Common Threads
October 2010: Instant Sale
~85,000
January 2010: Recyclebank Partnership
~120,000
March 2009: Hearst Partnership, 30 Days of Green
~100,000
17. Who our GT members are
Enrollment in eBay Average Customer
Top Buyers eBay Top Rated Sellers
Rewards Program Lifetime Value
2.3x 5.6x
5.5x
$89
Active US eGT Active US eGT Active US eGT Active US eGT
buyers members buyers members buyers members buyers members
eBay Inc confidential 17
18. Driving Customer Loyalty
1 Know the limits of what your customers are willing to do (eg eBay Box)
Don’t underestimate the power of cash – or good timing (eg eBay
2 Instant Sale)
Make sure you know your audience; test and learn along the way
3 to drive continuous improvement (eg RecycleBank)
1) Make a brand promise. Then deliver on it. The days of trying to be everything to everyone are over - especially if you're just starting out. It's about understanding who your customer is, what problem they face, promising them you are THE company to solve that problem, and then delivering on that promise. Do that, and you'll have loyal customers. 2) Treat customers like friends. Consumers have no real relationships with traditional CPG brands; they're more often 'brand lazy', not 'brand loyal', and buy what they buy because it's what they've been buying - often times because there are few options to choose from. That's changing FAST so if you want to earn & keep customers you have to be vulnerable & honest at times, you have to keep in touch with them, you have to tell them who you are and why you do what you do - and you have to listen to what they have to say. Basically, treat them as you would a friend (if you do, they might even Like you on Facebook). 3) Don't go stale. The world is a changing - fast - and your customers are being presented with competitive product options everyday. If you've got them to choose you at checkout, yay! - celebrate the win, but remember you have to keep them excited and engaged. Extend the honeymoon period of the relationship by innovating a participatory marketing campaign, or by introducing a new flavor they might like, or by designing better packaging that better serves their needs. Show them you're here to serve them and their needs and consumers will reward you with their loyalty.