DirexionsCredentials 2017

www.direxions.com

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Who we areStrategic partners. ROI driven. Challenge the status quo

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We are Direxions

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Industry leader since 1989 in Direct, Relationship and Loyalty Marketing and CRM solutions with long running blue chip clients

Conceptualized over 100 loyalty and CRM programs

Only marketing services company in India with an ISO certification for its processes

Independent company, not part of any advertising network

120 CRM professionals across 5 offices

Mumbai • Delhi • Kolkata • Bangalore

South Africa

Member of the InterDirect Network, with access to 33 markets

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• PG in Humanities - St. Stephen’s College, Delhi Univ.

• Was Partner at India Value Fund Advisors.

• Led the Unilever’s food business in India and UK

• Director for the Adam’s confectionery division of Warner Lambert India,

• Founder of CapAlephAdvisors India Private Limited.

• MSc (Statistics)- Mumbai Univ

• Currently Vice Chairman of InterDirect Network

• Was President of LoyaltyOne India

• Judge at Cannes Lions, Loyalty Summit 2017

• Media Planning at Everest Advtg, O&M

Board of DirectorsFocused. Open minded. Nimble.

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Leena Basrur, CMD

George ThomasIndependent Director

Kaustubh NabarDirector

Avinash ParanjapeIndependent Director

• Fellowship from IIM-A and a Master’s in Economics, and a Bachelor’s in Statistics.

• Three decades of corporate experience at Madura Garments, Starcom Worldwide, RPG Enterprises, Indian Seamless Securities Ltd and Citicorp Securities, Telco Ltd. (now Tata Motors Ltd

• Director at Spak Orgochem (India) Pvt. Ltd,

• Advisor to various SME firms on strategic issues.

Director-Technology, analytics, Digital.• VJTI, IIM

Bangalore• Barclays Bank• Citibank• HSBC

Direxions South Africa

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Awards won in the last three years

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10th Loyalty Summit, 2017: Direxions won the Best channel loyalty program in the country for its work on Perfetti.

9th and 8th Loyalty Summit: Our Client, Van Heusen won in the category “Retail Sector – Single/Specialty format”, twice in a row, honoring groundbreaking innovations in loyalty programs that are designed to enhance the consumer experience. Direxions has been Program Managers for Van Heusen Diva and Power Club since 2012.

In 2012, our work with Samsung Mobile on Samsung Shikhar- Channel Partner Loyalty Program – won the International Loyalty Innovation Award at the COLLOQUY Loyalty Awards.

What we doStrategic partners. ROI driven. Challenge the status quo

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Loyalty and CRM initiatives For Customer, Channel and influencers

Customer engagement

Be interested in what they are saying

Be interesting so they say something about you

Direxions spans this spectrum

On the bedrock of data profiling, transactions, conversation, actionable insights

Driven by insights. Fuelled by results.

Campaign management

Loyalty programs

CRM/ Relationship Marketing

Digital and Mobile marketing

Customer engagement/ dialogue

Events and promotions

Leads and sales management

Marketing analytics

Marketing Database managementCustomer service

Brand loyalty

Research and insight

Marketing asset management

Marketing workflows

Trendspotting

Training and skills dev.

Customers

Channel

Employees

Influencers

Acquisition

Retention

Relationship

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Creating powerful relationship brandsListen. Interpret. Converse

Targeted and response driven communication

Translating customer insights into program differentiators

Engaging the audience to drive brand preference and advocacy

Direct & Integrated Marketing

Loyalty Programs

Relationship Marketing

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What we doWe are in the Business of Conversations. In the post-listening era. Whether it be with our clients, customers, channels or influencers.

We involve people, encourage impactful conversations and continually apply knowledge to grow successful, meaningful relationships.

We are the data-hub and insights engine for all conversations, with digital at the heart.

We have built a strong reputation for producing engaging and effective content, targeting hearts and brains.

We translate our expertise across domains into meaningful strategies that deliver results

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What we doWe are the data-hub and insights engine for all conversations, with digital at the heart.

We have built a strong reputation for producing engaging and effective content, targeting hearts and brains.

We translate our expertise across domains into meaningful strategies that deliver results

We benefit from individual experience and co-creation, not from silos or hierarchies.

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Roles we playDecoding the customer maze

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Strategic consultantsExpert consulting. Insightful. Compelling engagements

We guide you through the customer marketing maze

Senior team with the most in-depth experience in the field in IndiaOver 100 loyalty and CRM programs conceptualized Consulting solutions include loyalty program design and audit, metrics tracking and diagnostics for customer loyalty

Building enduring and profitable relationship brands

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Building relationship brands – partnering clientsColgate Dentists 24 years

Intel-DST-CII IRIS Science fair 14 years

BPCL’s PetroBonus ™ 14 years

ICICI Bank’s HighRise & Rising Star 14 years

Jet Privilege 6 years

HUL Vijeta and Unistar 7 years

Samsung 5 years

Kaya CRM and Kaya Smiles 9 years

The continuity factor

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Data and Analytics specialistsIdentify. Test. Titrate.

Power of insights Power some of India’s foremost and robust loyalty programs like Kaya Smiles, Van Heusen’s Diva among others

Members who have not bought My Fit before & non-discount seekers

High discount seeker PAN India targeted with redemption campaign

Store communication

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Communication SpecialistsIncisive. Response oriented. Inspiring

Build relationship brandsUsing data insights to inspire dialogue and actionDrive response ( from 4% to ever best of 80%)Testing communication to establish what works

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InteractiveInvolve. Integrate. Instantly

Media agnostic Create engaging experiences CEM- Customer engagement marketing

ICICI Bank goes digital from points statement, campaign communication, tracking, rewards redemption

Castrol’s ‘best of waste’ Winning entries

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ImplementationProcess driven. Efficient. Collaborative

Execute strategies with quality processes and back end operations

ISO 9001: 2008 certifiedData center operations for data entry, cleanup, MIS, personalization etc. Incentives and couponing through the mobile technologiesEvents and promotions handlingMember helpdesk operations

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Our ClientsForward thinking. Believe in outsourcing to experts.

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Our Current Clients

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Customer Loyalty

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Channel Loyalty

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Influencer Engagement

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Leaders in LoyaltySharp on Strategy. Dedicated in implementation.

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Our experience in Loyalty Programs - 1Auto/ Petroleum retail

PetroBonus smart card program*SmartFleet smart card program for transporters*SmartFleet Corporate for corporates*Castrol Anmol Ratn for dealers*Castrol program for mechanics*Apollo Tyres Trucker loyalty program**Emarat : UAE**

FinanceHDFC LifeAxis MFBajaj Capital**Kotak Mutual FundBNP ParibasDeutsche BankTATA AIG General Insurance for agentsICICI Home loans loyalty program for DMAs*ICICI Bank Auto Loans program for DMAsICICI Prudential Lifestyle Rewards Club for agentsPrudential ICICI AMC for customers**Reliance Money**

FMCG/CPGBritannia*Marico*Emami*Unilever Vijeta for wholesalers, Unilever Unistar for StockistsP&GNestle Club One, CDZ, Sunrise*GSK Samrat for dealers*Colgate Dil-Se for wholesalersColgate Dentist program*Cadbury – Milan & UdaanITC **

Retail Levi’sAllen SollyVan Heusen*Shoppers Stop FCCTrent (Westside)In&Out Program for convenience storesUnilever: Lakme Beauty ParloursKaya Skin Clinic*

*Ongoing assignments **Consultancy assignments

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Our experience in Loyalty Programs - 2Travel & Hospitality

British Airways Executive ClubJet Airways Jet PrivilegeOberoi HotelsTaj Hotels InnerCircleLeela HotelsCleartrip

TelecomTata Photon LeagueIdeaIqara Broadband customer loyalty program**Idea Cellular**BPL Mobile**CISCO ResellersMotorola resellersNokia sales**

Employee/Community ProgramsMastek employee programMicrosoft student program**

ElectronicsSamsung- Shikhar, Pinnacle LGNokia

LogisticsDHLFedExtrasAll Cargo

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*Ongoing assignments **Consultancy assignments

Our experience in Loyalty Programs - 3Entertainment, Media &

PublishingABP*Star TVConde Nast IndiaTimes Now

HealthCareWings Pharma*SyngentaRanbaxyNovartisGuthy RenkerPfizer Dolonex patient programFitness First

CharityUNICEFSave the Children

Décor and ConstructionHindwareAmbuja Cements – channel loyalty program- Ambuja Aasman, SaarthiLegrandDLFLafargeBirla Cements*

OthersIRIS (Initiative in Research and Innovation in Science)Home Shop 18Barbie Friends ClubLakme Maximum & YouRaymonds influencer programWitco Luggage**

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*Ongoing assignments **Consultancy assignments

Direxions’ role in building relationship brands- Customers

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Direxions’ role in building relationship brands- Channel

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Direxions’ role in building relationship brands- Influencers

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Approach to loyaltyStrategic. Customer Focus

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Direxions’ Approach to Loyalty and its role in each phase

Strategic consulting, Program features listing, Evaluation & recommendations

Implementation partner, Project manager to launch

Launching the program, Internal alignment, Program marketingOperations management,

Program marketing, Campaign development, Relationship marketing

High involvement of Senior management with Direxions Consulting team

Planning and Operational team

Deeply operationalCritical to success of onboarding

Critical to developing the relationship brandOngoing management, and periodic reviews

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Concept Definition

Program Development

Program Launch

Program Operations

Our capabilities

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Awards & Partnership processesDevelopmentSourcing & closingContract managementRequisition & fulfillment

Identity ManagementProgram CollateralNewsletter editorialOffers & eventsPrint & ProductionWeb development

Contact ManagementCampaign ManagementCampaign documentation

Tracking data analysisResponse data analysisRedemption analysis External surveys & researchCompetitive scan

Program conceptualizationRelationship strategyTechnology scanCampaign development

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Strategic Processes Account

ManagementAwards &

Partnerships Creatives Account Planning

Development of program processes & manualsRedemptionsStatementingMember interactionRecruitmentTraining, Motivation Housekeeping

Internal communication & training programs

Understand data, data storeFormulate analysis planAnalysisDynamic framing of business rulesWork out data gapsInterpretation & recommendations

Cost controlsLiability accountingInfrastructureLegal & contracts

Loyalty hostingData transfers & loadingQuery/report fulfillment & file extractsArchiving & backupsTechnical servicesProgram data management Outputs

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Data Center

Data Analytics Service Center Training Finance &

Accounting

Our Technology, assets and platforms

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Our Data Offering

140 mn Transactions processed annually

12 mn Customer profiles maintained

1000

3 mn Pages for personalization capacity

CLEAN

Data sets extracted for segmented campaigns

CATALOGUE ENRICH REFRESH MONITOR

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DATA MGMT TECH DEV ANALYTICS

ORACLE DBMS

SQL

PHPJAVA

WORDPRESSJAVASCRIPT

HTML 5

R Platform

TABLEAUEXCEL

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Direxions Analytics

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Direxions Analytics offeringsDirexions brings the power of insight and data driven marketing to the design and implementation of one-to-one customer engagement and loyalty programs. Direxions has considerable expertise in designing and implementing loyalty programs targeted at customers, channel partners and employees. Our expertise spans several verticals some of which are FMCG (CPG), retail, Petrol and lubricants, Banking, Cement and building materials, IT, Pharma, apparel, consumer durables, hospitality etc. Our service offering consists of the following:

Loyalty Program Design/ AuditData Marts and Data management servicesBasic and Advanced Data AnalyticsCustomer segmentation in the FMCG/retail space

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Data Centre and Analytics capabilities

Data Management

• Extraction, transformation and load

• Data Cleaning• Build and

maintain data mart

• Data integration and transformation

• Transition existing reports

• Create standard and adhoc reports

• Automating MIS reports

• Interactive dashboards

• Executive summary by consolidating multiple reports

Reporting and MIS • Rigorous analysis of data to identify underlying patterns

• Trend analysis• Segmentation• Hypothesis

validation based on results of data analysis

• Deep dive analysis and diagnosis to help in decision making

Data Analysis • Development of viable mathematical and statistical models

• Validate and refine these models

• Track the models

• Refine

Advanced AnalysisBusiness problem

Actionable insights and

solutions

Descriptive

Predictive

Use of statistics

Complete analytical solution

Prescriptive

Inquisitive

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Analytics tools

FEV/GRACE- Segmentation Tool

FEV vs GROWTH Matrix

Dealer/Market Matrix

Brand Potential Matrix

Shopping basket mapping

Program Design

Program Reviews &

Strategic inputs

Program Avataars

FEV/GRACE- Segmentation Tool

FEV vs GROWTH Matrix

Dealer/Market Matrix

Brand Potential Matrix

Shopping basket mapping

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Why work with DirexionsWe pride ourselves on our pro-active approach and the ability to offer innovative solutions

We work with our clients as one marketing team, helping to determine strategic direction and the design the right levers for engagement

We passionately believe in what we do but never forget to have fun while we do it tactical direction

We combine technology, analytics, strategy, creative execution and real people, enabling conversations that forge more meaningful relationships between brands and customers over time.

And relationships that nurture a stronger brand affinity and motivate word-of-mouth brand advocacy. The result of which is ultimately measurable.

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Thank You