This document discusses loyalty programs and opportunities. It notes that 75% of Europeans are members of at least one loyalty program, but many complain about irrelevant rewards or not understanding benefits. New dynamics include using social media and keeping customers engaged emotionally. The biggest opportunities are to increase fan engagement, revenue, and keep fans engaged between events through targeted content. Ultimately, loyalty means gaining more customers who spend more frequently.

1. LOYALTY
WHO DOES IT BEST. FUTURE TRENDS. THE OPPORTUNITY FOR YOU.

2. WHAT IS LOYALTY WHAT ARE THE NEW WHAT ARE THE
AND WHO DOES IT BEST? DYNAMICS OF LOYALTY? OPPORTUNITIES FOR YOU?

4. Air Berlin customers earn double miles on their favorite
or most frequently traveled route in Europe!

5. Tesco ClubCard holders claim points !
across ALL purchases in ALL Tesco outlets!

6. Voucher Cloud tells you what deals are within walking
distance at the touch of a button.!

7. Groupon makes sure you get the best deal a brand can
offer, through collective buying power.!

8. 75% OF EUROPEANS !
BUY MORE ARE MEMBERS OF AT LEAST ! GET MORE
ONE LOYALTY PROGRAM.!

9. 75% !
COMPLAIN THEY HAVE RECEIVED A REWARD OR PROMOTION !
FOR SOMETHING THEY WOULD NEVER BUY. !
82% !
ARE ENROLLED IN A LOYALTY PROGRAM THEY DON'T UNDERSTAND. !
"WHAT BENEFITS DO I GET AND WHEN DO I GET THEM?”!
85% !
OF MEMBERS REPORT THAT THEY HAVEN'T HEARD A SINGLE WORD FROM A !
LOYALTY PROGRAM SINCE THE DAY THEY SIGNED UP.!

10. OVER 80% OF CONSUMERS !
FOLLOW FEWER THAN 5 BRANDS ONLINE.!

11. My Starbucks Idea keeps customers engaged
ʻemotionallyʼ by asking their advice.!
(MORE ON LOYALTY AND SOCIAL MEDIA LATER)!

12. MOST FOLLOWED BRANDS! MOST FOLLOWED SPORTS TEAMS!

13. EMOTION IS A BIG ASSET.!
YOUR FANS ARE EMOTIONAL.!
YOU HAVE A BIG HEAD START WITH LOYALTY.!

14. AN EMOTIONAL STORY +!
1. GIVE CONSUMERS SOMETHING THEY REALLY WANT! !
2. KEEP THE REWARD SYSTEM SIMPLE !
3. USE SOCIAL MEDIA TO MAKE ACCESS AND SHARING EASY!

15. ULTIMATELY, LOYALTY MEANS…!
MORE CUSTOMERS!
SPENDING MORE!
MORE FREQUENTLY!

16. THE BIG OPPORTUNITIES FOR YOU!
INCREASE FAN ENGAGEMENT
INCREASE FAN REVENUE

17. KEEP FANS ENGAGED BETWEEN SPIKES.
CONTENT! CONTENT! CONTENT!
You need to feed fans to keep fans.!

18. TURN PASSION INTO PURCHASE.
LOUIS (AGED 8)! OSCAR (AGED 7)!
23 Euro Membership! 23 Euro Membership!
Weekly Contact! No Contact!
1,700.00 Euro ! 64.00 Euro!
The more you spend, !
the better your access to tickets.!

19. GATHER YOUR FANS

20. KEEP YOUR FANS

21. COUNT YOUR FANS

22. josh@robinsonpincus.com
robinsonpincus.blogspot.com
@robinsonpincus
Mob: +44 (0)7771 903889