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| Date post: | 13-Jan-2015 |
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Technology |
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Top CRM Programmes
Pamperswww.pampers.co.uk
Communication and benefits Free newsletter with information relevant to baby's current stage of development. Web site. Free phone line. Direct mail. The e-mail offers and newsletters are designed for the family's youngest child. Mail-in certificate requests baby's due date/birth date, parent's name, address, e-mail address and phone
number. Virtual baby book which sends reminders of check ups, immunisations and appointments. Virtual growth chart
which allows you to plot baby’s height and weight
Tesco Clubcardwww.tesco.comCommunication and benefits Customers join at point of sale or by calling the free Clubcard Helpline. To use the Web site, members must register
their account numbers at Tesco.com A Welcome Mailing, including a permanent membership card and two key fobs, is sent by post and should arrive
within four weeks of registering. No membership fee. Web site provides program details, password-protected account information, Clubcard deals, contact information,
and Clubcard registration. Free number Clubcard Helpline and email for Clubcard customer service. Quarterly Clubcard Statement mailed in February, May, August, and November. Including relevant vouchers to you
and any money off coupons that you have accumulated due to the points you’ve collected. Clubcard point balances are available via the quarterly Clubcard Statement, online, or at the bottom of the member’s
shopping receipt 1 point per pound spent, for every 150 points members receive a coupon for £1.50 to spend in store
Generates more than £100 million incremental sales every year.
Has more than 10 million members.
Access to other clubs such as Baby and Toddler Club, Wine Club, Food Club and Healthy Living Club
Bootswww.boots.comCommunication and benefits
All stores have touch-screen kiosks (Advantage Point machines) where members can swipe their card and receive a printout of special offers that are personalized to their buying history, information on new products and services, hints and tips on collecting and spending points, and current point balances.
Receipt displays current points total.
Periodic targeted offers via mail.
Web site includes all program details and terms, account balances, special offers, option to change member profile, request form for lost, stolen or damaged card, enrollment application, and contact information.
Customer Service centre available Monday through Friday, 8 a.m. to 6 p.m., and Saturday, 9 a.m. to 4 p.m.
4 points per pound and can be redeemed on up to 10,000 products in store
There are 15 million total Advantage Card holders, 10.7 million of those card members are active
The program allows Boots to introduce new products and services which customers have. As a result Boots has successfully launched health and travel insurance products.
British Airways – Executive Clubwww.britishairways.com
Communication and benefits
Account balance available via phone or Web site
Free phone number and web site for program information
Quarterly account statements
Executive Club has 5 million members worldwide
Collect BA Miles which can be used for reward flights or upgrades
Three tier membership: blue, silver, gold
Benefits include priority on waiting lists, seating preferences, meal preferences, priority check in/boarding and lounge access for gold members
American Express – Membership Rewardswww.americanexpress.co.uk
Communication and benefits
Web site provides personalization capabilities to provide Card members with relevant content and offers, customer support and education section that provides information about the Membership Rewards program.
The Web site also provides complete account access and contact information, booking for airline and hotel rooms, transfer points to frequent flyer or frequent guest programs, and access a travel certificates.
Free phone number for account access and customer service.
Monthly account statements.
Benefits include RED money, Nectar points, BA miles, money back and rewards scheme covering shopping, leisure and travel
Harley Owners Groupwww.harley-davidson.com
Communication
Hog Tales: a 40-page bi-monthly magazine that includes member pictures, information about club benefits, services, events, motorcycle racing and member travel updates.
Enthusiast, a quarterly magazine.
Local H.O.G. chapters, sponsored by Harley-Davidson dealers, allow members to meet fellow enthusiasts during monthly meetings, organized rides and fund-raising activities. These chapters offer a medium for the company to furnish updates on what's happening at Harley-Davidson, and to hold training seminars on new merchandise and event planning for chapter officers and local dealers
Rallies to "celebrate the Harley lifestyle" allow Harley-Davidson employees to interact with owners whose product improvement suggestions often have become the foundation for new motorcycle design.
Amazonwww.amazon.co.uk
Communication and benefits
Fairly regular emails, usually announcing either a sale or a new release
Personal recommendations based on previous buying behaviour which list items relevant to the customer
Customers can add items to a wish list. Details are updated if availability or price changes
Sainsbury’s – Nectarwww.sainsburys.co.uk
Communication and benefits
10.2 million Sainsbury’s customers have a Nectar card. 7.3 million of these customers used their Nectar card within the last 3 months
Nectar used their knowledge of what customers had previously bought to customise the recommendations they made to them. So ‘Try Something New Today’ became a personalised, relevant recommendation and therefore a suggestion that customers were much more likely to act on.
2 Nectar points per £1
When points have accumulated into vouchers you can redeem this money off your shopping at the till point. You can also save your Nectar points to redeem experiences such as spa breaks and cinema tickets.
Tremor (P&G)www.tremor.com
Communication & Benefits
Word of Mouth program with a panel of 450,000 mums and 250,000 teenagers (13-19 yr olds) in the US. Set up by P&G for internal use but has been rolled out for external organisations
Recruits connectors who have social network 5 to 6 times larger than normal
Panel is contacted using both online and offline
Can be used to test products prior to launch. Testing includes marketing messages, pack design, logos and new variants.
Creates a ready made market as well as a volunteer salesforce
Loyalty and advocacy effect which has been proved to affect sales by 10-30%
Bountywww.bounty.com
Communication & Benefits
Bounty has been marketing to mums (and mums to be) for nearly 50 years and has 2.4 million members while 50,000 join every month. It claims to have 95% coverage of the 750,000 births which take place annually
Partners include UK maternity hospitals and brands such as Procter & Gamble, Kimberley Clark, Unilever, Johnson & Johnson and Asda.
More than 3.4m product sample packs and 2.6m parenting guides are distributed every year. Some hospitals do not allow distribution so in-store Bounty days are organised at Boots and Mothercare
Communicate via hospital packs, mailings and website. Literature sent out to Bounty Club members includes coupons. They also produce podcasts and online competitions both of which can be used for marketing purposes
83% of mums claim receiving a sample pack influences their decision to purchase. 8 out of 10 mums use or intend to use coupons included in packs.
My Coke Rewardswww.mycokerewards.com
Communication & Benefits
• Customers make a purchase and then they must go online or via mobile and enter codes to earn their points
• This gives coke millions of consumer touchpoints
• One million codes are entered into the website everyday and consumers spend an average of 9 minutes on the website each time they visit
• 1 litre bottle of Coke equals 3 points, 24 pack of 500ml bottles equals 10 points and so on
• The customer can redeem their points on free bottles of Coke and other drinks, Coke merchandise, t-shirts etc
Orange Wednesdays
Text ‘film’ to 241 and we’ll send you your ticket*
Call 241 from your Orange phone
Go to Orange World, select ‘Film’ then ‘Orange
Wednesdays’
Customer Perks, enhancing customer relationships
Orange Wednesdays - http://orangewednesdays.orange.co.uk/
Customer Perks, enhancing customer relationships
IHG Priority Club - www.ichotelsgroup.com
IHG Priority Club
• No blackout dates on Reward Nights.
• Fastest way to Elite status.Transfer points between member accounts.
• Points never expire.
• 3,800 locations to earn and redeem. Any hotel, anywhere – even their rivals
• IHG’s Priority Club Rewards is the largest hotel loyalty scheme in the world, with over 37 million members.
Customer Perks, enhancing customer relationships
O2 Arena - http://blueroom.o2.co.uk
O2 Arena
As an O2 customer there are a number of perks to take advantage of when visiting the O2 arena
You can relax in the very funky O2 lounge during arena events just by texting a code to O2
You are then sent a barcode message to your mobile and you and 3 of your friends can relax in the coolest bar in the arena
Other perks include: 2 for 1 on hot chocolate at the Ice Disco
‘Be the DJ’ text the jukebox to have your song played in the Blueroom Bar
’45 meter long wallpaper’ – text your favourite image to O2 and have it displayed on the screens in the Blueroom Bar
Customer Perks, enhancing customer relationships
Body Shop - www.thebodyshop.co.uk
Body Shop – Love Your Body
• 10% off all your purchases for one year.
• Online access to our special Love Your Body™ events.
• A Birthday gift. Simply call into a store during your Birthday month to collect a gift up to £5 retail value.
• Rewards on your 4th qualifying purchase, choose a free gift worth up to £5 retail value.
• Rewards on your 8th qualifying purchase, choose a free gift worth up to £10 retail value.
• Exclusive cardholder offers, product updates and invitations to member events.
Customer Perks, enhancing customer relationships
Café Nero/Oi! Bagel – loyalty stamps
Loyalty Stamps
Easy and effective way to promote customer loyalty
After 9 cups of coffee at Café Nero you get your tenth one for free
Oi! Bagel run a similar programme with a card and stamps – buy 9 bagels and get your tenth for free (Oi! Bagel also offers free coffee with every purchase of a bagel)
Points mean Prizes Customer Perks
3 tiers of loyalty.
Gold/Silver/Bronze
One size fits all
Segmenting CRM
