4. OUR APPROACH
The evolu on of the loyalty strategy was to deliver dynamic and real- me
messages by email, the content of which was driven dynamically by a member’s
individual recency and frequency of engagement with the program. These
engagement prompts were triggered emails that either tailored offers specific to
latency or reinforced frequency. The objec ves were to acknowledge and reward
good behavior and re-kindle behavior to help s mulate engagement. Member
Engagement communica ons were enabled by three key elements:
5. 1.
Adap ve Loyalty Marke ng Engine and targe ng algorithms — by leveraging this
powerful communica on engine, Maritz’ Adap ve Loyalty Marke ng Pla orm, we
were able to develop and deliver triggered real- me one-to-one communica ons
in accordance with member behavior data and member preferences. The pla orm
monitors member behavior data in real me with triggered email messages
deployed to members according to a complex set of business rules and targe ng
parameters (including demographics, member value, points balance, recency
of ac vity, etc.), and content priority matrices — all aligned and relevant to the
member’s individual lifecycle stage.
6. 2.
Segmenta on Model — we created and refined a customer segmenta on model
to measure the extent to which members are engaged with each of the core
elements of the SCENE program value proposi on. Nine engagement segments
emerged, the insights from which improved targe ng and customiza on of member
communica ons, specifically with the objec ves of driving member ac vity
across movie-going frequency, concession spend and payment card usage. The
segmenta on model directed an increased focus on the “Bankers” and “Movie Buff ”
segments to drive further program engagement, while ensuring reten on of the
most highly engaged segment.
SCOTIA
3.
Op mized Bonus Offers — mul ple champion-challenger tests were implemented
to iden fy the op mal bonus amount and structure for each member segment.
Rigorous control-group methodology was implemented to ensure li and ROI could
accurately be measured.
8. This is your
Grandfather’s brand of loyalty.
LIKE HE NEVER IMAGINED
That personal rela onship that felt real and authen c in every interac on is what characterized the first rela onship
between a business owner and a truly valued customer. It’s the founda on of a life-long commitment that lived up
to the expecta ons of each gree ng, conversa on and par ng saluta on — un l next me.
A true recogni on of the way people relate to one another as human beings — not just as customers — is s ll the
fodder for loyalty today. The company we keep will always say a lot about who we are. Now, more than ever, we
need that bond pronounced in the brands and businesses we choose to deal with.
With progressive strategies, enabled by de ly capable technology and a sensi ve approach to communica ons, we can
build a rela onship your Grandfather would be proud of. This is the new loyalty, the next genera on of rela onship.