1.
Jon Parise
Head of Customer Marketing
Kabbage, Inc.
Heather Harmon
Public Relations Manager
Manta
Ivan Matkovic
CEO & Founder
Spendgo
• How
to
define
customer
loyalty
• Why
it’s
important
• How
to
do
it
right
• Customer
loyalty
success
stories
• Choosing
the
right
program
• Using
mobile
loyalty
apps
• Tools
for
loyalty
• How
to
highlight
your
brand
• Measurement
Meet the speakers…
YOUR
MODERATOR:
Andres
Thomas,
Customer
Success
at
Kabbage

2.
Jon Parise
Head of Customer Marketing
Kabbage, Inc.

3.
To kick this off…
Why are you loyal?
How do you define your loyalty? ?
Think of 2-3 businesses or brands that
you would say you are loyal to.

4.
I’m loyal to two very different
businesses for very different reasons.

5.
Why should a customer be
loyal to your business?
Hint:
It
should
not
only
be
because
of
your
loyalty
program.

6.
The average American belongs to 22 loyalty
programs – and are active in only 9!
Source:
Colloquy
2013
Loyalty
Census

7.
But this doesn’t mean that you
shouldn’t have a loyalty program!
It means you should develop a
loyalty program with purpose.

8.
What is a loyalty program?
Loyalty marketing means
recognizing that customers are
different and acting accordingly.
You Already Do This!
Your loyalty program, is
simply a structure that allows
these tactics to scale.

9.
Customer & business benefits
Good
for
the
customer…
• Value
beyond
the
purchase
• Hard
benefits
that
save
money
• SoD
benefits
that
make
the
customer
experience
even
beGer
• Increased
recogniIon,
appreciaIon
and
validaIon
Good
for
the
business…
• Enables
opt-­‐in
and
acIvates
customers
• Leverages
data
to
inform
key
business
decisions
• Provides
clear
path
to
customer
and
drives
behavior

10.
Develop the right program
Right
Structure
Right
Delivery
Right
Economics
Is
it
valuable
to
the
customer?
Does
it
go
beyond
transacIons?
Does
it
elevate
the
customer
experience?
Is
it
easy
for
customers
to
parIcipate?
Does
it
enhance
what
you
already
do?
Is
it
flexible?
Does
it
allow
for
growth?
Is
it
measurable?
Does
it
drive
incremental
revenue
and
ROI?
+ +

11.
Heather Harmon
Public Relations Manager
Manta

12.
Loyalty success stories

13.
Because it costs more to gain new customers than retain existing customers, we
felt it was important to implement a customer rewards program to make our
existing customers feel appreciated.”
– Richard Foote, CEO, Oregon Crepe Company

14.
The customer
rewards
program at our
salon is
designed to
both create and
reward a loyal
customer base,
and it’s
working!”
- Ronnie Taylor,
Ronnie T’s
Spalon

15.
The digital nature of the program makes it easy for customers to spread the
word about my company online and they are motivated to do so. As a result
Viralprint.com grew 7 to 8 percent in revenue.”
- Doug Sleeth, Viralprint International Wholesale, Warner Robins, GA

16.
My existing customers
are crucial to my
business’ success, so I
created a pilot
customer loyalty
program to reward
them last year. The
program opened my
eyes to how much
revenue an effective
customer loyalty
program could
generate for my
business.”
– Kurt Danskin, Office
Remote Control

17.
What type of program is right for you?

18.
Ivan Matkovic
CEO & Founder
Spendgo

19.
Mobile done right
48%
Mobile email
open rate
30%
SMS opt-in
78%
Facebook
mobile usage

20.
Not just apps
110+
members/store
in 6 months VS 2,000+
members/store
in 6 months

21.
You have tools
+ more
Mobile
Apps
Payments Online
Ordering
Social Email
Text
Messaging
POS
buy
Hi!

22.
Highlight your brand
POP
In-­‐store
touchscreen
Desktop
sign-­‐up
Email
Mobile
sign-­‐up
Receipt
Content
Sub-­‐total:
$4.87
Tax
(8.5%)
Total:
$4.87
******************************
*****
Jamba
Insider
Rewards
You
have
points!
Scan
the
QR
code,
to
claim
your
points
and
get
$3
off.

23.
Measure everything
Employees
Locations
Loyalty Program
Campaigns
Compare Result

24.
Transaction data is essential
Location
Order type
Grilled
Munster
(415)
555
-­‐
2196
TO-­‐GO
S
Lemonade
1.50
eCoupon
5.00
***********************************************************
************
You’ve
earned
points!
Scan
the
QR
code
to
log
in
and
view
your
reward
progress.
Host:
Jordan
B.
9/17/2014
Grilled
Cheese
$6.50
S
Tomato
Soup
1.00
Mac
n
Cheese
4.50
Arugula
Salad
5.00
Balsamic
SoD
Drink
1.25
Diet
Coke
Sub-­‐total:
14.75
Tax
(8.5%)
1.25
Time
Line-item
Coupon
Tender type
San
Francisco,
CA
5:36
PM
Total
16.00
Gi_
Card
16.00
Spend amount

25.
Spendgonomics

26.
Get more marketing tips
Visit Kabbage.com to learn more

27.
Thank you, from Kabbage
Visit Kabbage.com to learn more