The document summarizes key points from the 8th FFP Loyalty Conference 2012. It identifies gaps between consumer expectations and brand delivery in loyalty programs. It discusses trends like real-time rewards, customer control and personalization, more valuable currencies, and emerging markets challenging traditional models. Examples are provided from companies like Marriott Rewards, American Express, Virgin Australia, and Wyndham Rewards that are addressing these trends. The document concludes by thanking attendees and introducing the President of ICLP Americas.

1. LEAD SPONSORS
Cross the loyalty chasm!
and inspire your audience!
!
Kevin Yeow, President, ICLP Americas!
8th FFP Loyalty Conference 2012

2. Evaluating the global loyalty landscape!
The Loyalty Chasm:!
The gap between consumers’ !
expectations and brand delivery!
8th FFP Loyalty Conference 2012

3. Key trends and findings!
Real-time rewards ! Control, choice! A more valuable ! Emerging markets!
and instant gratification.! and personalization.! and relevant currency.! are heralding the change.!
8th FFP Loyalty Conference 2012

4. Real-time rewards!
and instant gratification!
8th FFP Loyalty Conference 2012

5. Instant and real-time - a loyalty chasm!
Instant crediting , redemption, servicing.!
!
!
8th FFP Loyalty Conference 2012

6. Real-time engagement!
!
Mobile can facilitate greater instant behaviour.!
Spontaneous burn opportunities.!
8th FFP Loyalty Conference 2012

7. Real-time: Marriott Rewards!
!
“The rules on your points are officially relaxed”!
!
!
8th FFP Loyalty Conference 2012

8. Control, choice!
and personalization!
Please
add
in
the
ICLP
logo
and
you
might
feel
that
it
is
be6er
to
use
the
grey
audience
background
rather
than
this
one
so
please
feel
free
to
play!
8th FFP Loyalty Conference 2012

9. Give control to the customer!
Greater relevant targeted content / offers.!
Customized and ability to tailor.!
Valuing interaction and data provision.!
!
8th FFP Loyalty Conference 2012

10. 8th FFP Loyalty Conference 2012

11. Customer control: ChoicePlus Card, Amex!
!
“Choose which merchant you want to earn double points with” !
8th FFP Loyalty Conference 2012

12. A more valuable !
and relevant currency!
Please
add
in
the
ICLP
logo
and
you
might
feel
that
it
is
be6er
to
use
the
grey
audience
background
rather
than
this
one
so
please
feel
free
to
play!
8th FFP Loyalty Conference 2012

13. Currency value and utility – a loyalty chasm!
8th FFP Loyalty Conference 2012

14. Creating greater value and utility!
More options to redeem.!
More options to earn.!
8th FFP Loyalty Conference 2012

15. Currency value – Virgin Australia!
!
“Shop and earn with hundreds of merchants”!
!
8th FFP Loyalty Conference 2012

16. Emerging markets!
are heralding the change!
Please
add
in
the
ICLP
logo
and
you
might
feel
that
it
is
be6er
to
use
the
grey
audience
background
rather
than
this
one
so
please
feel
free
to
play!
8th FFP Loyalty Conference 2012

17. Emerging markets heralding the change!
Challenge the traditional models of loyalty. !
Higher adoption of new channels, such as social media.!
Importance of status and peer influence.!
8th FFP Loyalty Conference 2012

18. Emerging markets – Wyndham Rewards!
!
“Share your dream redemption and it could come true” !
8th FFP Loyalty Conference 2012

19. 8th FFP Loyalty Conference 2012

20. In summary!
Identified today’s gaps! The next 25 years! The new world!
These are relatively quick fixes.! More changes than ! Leveraging intelligence and !
we have seen in the past.! creativity to create loyal relationships. !
8th FFP Loyalty Conference 2012

21. LEAD SPONSORS
Thank you.!
!
!
Kevin Yeow, President, ICLP Americas!
!
kevin.yeow@iclployalty.com!
!
8th FFP Loyalty Conference 2012

22. Our Heritage
• ICLP is one of a number of marketing specialist companies that are part of the Origo
Marketing Group, division of the Collinson Group.
Origo
Marke+ng
Group
Priority
Travel
Group
Insurance
Group
PTI
Innova+ve
product
marke+ng
solu+ons
8th FFP Loyalty Conference 2012

23. Who we are
ICLP is a leading specialist loyalty marketing agency with a
25 year track record in the successful delivery of:
• Global consumer loyalty and partnership marketing
• Full service client focused agency
Global capability:
• 900+ employees
• 50 nationalities
• 16 wholly-owned offices
combining global loyalty
best practice with local
market insight &
execution
8th FFP Loyalty Conference 2012

24. ICLP Worldwide Clients
Hotel
Airline Retail IT Finance
Others
8th FFP Loyalty Conference 2012

25. Full Service CRM - ICLP
Strategy
&
Consul+ng
Call
Center
Analy+cs
&
Services
Repor+ng
Full
Service
Partnership
CRM
Communica+
Marke+ng
on
Planning
Reward
Technology
Service
(
Web,
Mobile)
8th FFP Loyalty Conference 2012

26. Hotel sector
case studies
8th FFP Loyalty Conference 2012

27. Wyndham Rewards
Challenge
• Localisation of hotel loyalty program to China market
• Increase local member acquisition
• Drive member engagement throughout the region
What we do:
• ICLP provided a strategic consultancy and program plan to
localise their frequent guest program .
• Implemented a localised earning and redemption benefits “ICLP’s
understanding
of
a
approach global
loyalty
approach
and
their
• Created a multi-lingual online member registration website to expert
knowledge
of
the
China
facilitate and increase member acquisition
• The program now enables fully localised, relevant and tailored market
was
instrumental
in
promotions and communications to its members. successfully
implemen<ng
a
• Developed a loyalty system with dual language capabilities localised
loyalty
strategy
which
• Manage and operate Wyndham Rewards call center in China delivered
membership
growth
and
franchisee
sa<sfac<on”
Results Vice
President
of
Loyalty
• 100% year on year increase in member growth since 2007. Marke+ng
• Members in China have the highest activity rates amongst all
the hotel group's markets.
• The three tier redemption strategy has increased demand for
low and medium value local non-hotel rewards.
8th FFP Loyalty Conference 2012

28. IHG
Challenge
• Adopt a more efficient approach across a EMEA
programmes
• Drive increased bookings, revenue and an improved share
of business travel from small to medium-sized corporations,
whilst continuing to support the needs of local markets.
What we do: “BusinessClub
has
provided
us
with
a
valuable
program
with
usable
member
• Develop and manage the BusinessClub program
data
capture,
allowing
greater
customer
• Delivered and managed an outsourced solution including
full program management, data insight, multi-lingual insight
and
behavioural
analysis.
ICLP’s
customer contact centre support, etc. support
from
the
design
and
planning
of
• Created the business model and monthly management the
program
through
to
the
ongoing
day-­‐
reports. to-­‐day
management
has
proven
to
be
• Launch BusinessClub B2B program in 6 markets invaluable.”
• Created highly targeted marketing campaigns to encourage
Karen
Forrest,
Business
Marke+ng
transactions, increase retention and drive revenue Manager
Europe
Results
• Significantly reduced operating and marketing costs through
the creation of a single program infrastructure.
• Revenue attributed to bookers doubled within the first year
of the program and continued to grow year-on-year for the 4
years following launch.
• Following the success of BusinessClub IHG migrated their
UK Travel Agent program to the new platform, creating
BusinessClub AGENT
8th FFP Loyalty Conference 2012

29. Mandarin Oriental
Challenge
• Develop and launch a brand new program across the hotel
group’s global network
What we do:
• Global CRM agency
• Audited all aspects of Mandarin Oriental Hotel CRM program
• Launch and ongoing development of an unpublished CRM
program for Mandarin Oriental's best customers across the
network
Results
• Systems and data sharing: significant efficiencies have been
realised through company wide sharing of systems and data
• Company wide training: delivered company wide CRM training
and implementation of best practice
• Data driven strategies: customer communication strategies
and creative solutions are now data driven
8th FFP Loyalty Conference 2012

30. Jumeirah International
Challenge
• Generate incremental revenue for Jumeirah’s Sirius
Program
• Increase member participation in the program
What we do:
• ICLP has managed Jumeirah’s Sirius Program across
the network since 1998
• Services provided included:
– Strategic consulting
– Operations
– Data management, cleaning and validation
– Communications
– Analysis
Results
• Significantly increased incremental revenue: year on
year growth of over 50%, generating significant
incremental revenue
• Increase in member participation. There has been a
significant increase in member activity and program
participation
8th FFP Loyalty Conference 2012