Loyalty breaks 
the vicious circle of 
price wars. Including E-Commerce.

1. Gala GPeC 2013

2. “Online-ul este o platformă de comunicare.”
Iulian Padurariu

3. “Online-ul este o platformă de comunicare.”
Iulian Padurariu

5. Cum am putea
dresa o focă?

6. Cum am putea
dresa o focă?

9. “
operant conditioning
stimulus-response
Skinner
discriminative stimulus
primary and secondary reinforcement
least reinforcing scenario
variable and non-variable reinforcement

10. Make a FUN experience when FOCA
does what you want
Don’t give any feedback when they don’t

11. “Online-ul este o platformă de comunicare.”
FEEDBACK
&
FEEDBACK BRIDGE

13. FOCUS on mini-outcomes
•
that precede,
•
predict,
•
lead to the “big outcome”

14. “Treat every visitor engagement with a
button, link, form, and scroll bar
as a micro-conversion, a mini-outcome
leading to the desired big-outcome.”

15. “Treat every visitor engagement with a
button, link, form, and scroll bar
as a micro-conversion, a mini-outcome
leading to the desired big-outcome.”

16. Every click should be
rewarded.

18. Begin Gentle

19. YOU ARE NOT

20. Built a relationship of trust
with your visitor
•
Start with “EASY FUN”
•
Reward curiosity
•
Surprise

21. Do you have?
•
Introductory video?
•
Landing on a page with helpful resources/links?
•
An online calculator?
•
Viewing high-res images of your products?

23. Getting harder.
SLOWLY.

28. We just covered
Foundational Planning

30. Foundational planning
•
Loyalty technology and/or services
•
Data collection, management and analysis tools
•
Process and people to support execution

31. Time to next stage:
6 - 12 months

32. Programmatic
Alignment

33. Key steps
•
Establish test-and-learn process.
•
Refine strategy, data processes and program
design.
•
Build test and control groups for testing and
measurement.

34. Time to next stage:
1 - 2 years

35. Intelligent
integration and
automation

36. Invest in innovation
•
identifying new technologies, capabilities, and
processes
•
sharpen customer understanding
•
build out real-time capabilities, and incorporate
social data to refine offer management, targeting
and relevance.

37. “Loyalty breaks
the vicious circle of
price wars.”

38. “Loyalty breaks
the vicious circle of
price wars.”

39. THANKS
read more here and here