This document discusses a loyalty program called Family Rewards for Philips. It proposes testing email subject lines and content to maximize registration for the program. Initial tests showed registration increased by 45% with personalized subject lines. The full launch achieved a 39% open rate and 12% click through rate. Boosters were then sent to increase profile completion and coupon redemption rates. The document concludes by outlining an engagement plan with timelines and KPIs to keep customers engaged over time.
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New Approach to Loyatly
1. Refreshing approach to Loyalty
Family rewards study case
DMAS – 23 Feb 2010
Gregory.birge@f5dc.com +65 9111 6849 WWW.F5DC.COM
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3. ✗ ✗ ✗
Data Rewards Points Systems
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4. WWW.F5DC.COM
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5. Do you really need my birthday date ? Do you really need my first name ?
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6. ✗ ✗ ✗
6
Design
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Emails
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Products
8. Is about Engaged over Through
Consumers Time Multiple Touch points
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9. Supporting pillars
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11. VIDEO
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12. House and Families
Consumer perspective Philips perspective
Individual Relationship Large Product Portfolio
Family Engagement Irregular Purchase Cycle
One pool of benefits Cross Sales / Up sales
Registration incentive
Direct rebate on next
product purchase
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13. Make the consumer life easy
Relevant communication with consumers
Design Around You Easy To Experience Advanced
Complex hidden mechanics to achieve simplicity
Reaching personal Clear offer and
Console / Dashboard
communication benefits
Leverage your current Measurements of all
Team engagement
relationship with us actions
Testing and maximizing
Tracking and Learning Front end / back end
contacts
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14. Easy to experience
First Philips purchase Enroll and register the Choose a product to Redemption at
product redeem Experience Showroom
Purchase Philips product Enroll , complete your profile Pre selected list of product Collection at Philips
Showroom
Eligible for Family Rewards Register your product Direct rebate based on his
point level
Browse and discover
product , offer, news Points can be shared
Product redeemed at Philips
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15. Designed around you
Website Variables
History
Interest
Points
Sense and Simplicity
Design,
Benefits, Offers, News Products
My account…
15
17. Advanced
Growing the relationship
Profile Based History Based Event Based
Engagement email based on source of
Database
Past Product purchase
Adoption stage of the program
Testing communication
Measurement and Learning
Marketing and feedback platform
Feedbacks and opinion with
Engagement Platform
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18. How do we measure success ?
Long Term relationship
Sales Impact
NPS
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19. Concretely for the first three months
Interest Activation Engagement
JOIN USE ACTIVE
Number of Members # Registered Products Redemption of Coupon
# Completed profiles
20. In less than 20 days vs Q1 target
INTEREST INTEREST ACTIVATION
members Total Page Views of Philips.com.sg Registered products
128%
64.28%
31.22%
Members Target end Q1 Visit Target end Q1 Target end Q1
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21. $0*
External Communication
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22. Sequence of events
GO Creative Test Launch Booster
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23. One Shot to make it right
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24. Test of eDM Before deployment
Test subject line on 10% sample
Apply best result on remaining 90% to
maximize result
Total Philips Database
4 different target audience
118,318
3 different headers
10%
25. One invitation : 4 key messages
1 THEME
1 CREATIVE
CUSTOMIZATION MESSAGE
Product Warranty Club Philips Generic Generic no info
8,500 17,500 36,000 54,000
Product registered Name Name No Name
Name Member of Club Philips
Info
Customization
Register product Activation of the account Register now Register now
Product mention Benefits driven Simple Invitation with name
First Name Club Philips reward
Number of Points New Loyalty program
Loyalty
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26. One invitation : 4 key messages
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27. Test invitation
Family Picture : Concept alignment
Clear CTA : Register Now for the new program
Personalized message based on Target Audience
4 key messages linked to the program
CTA Reminder
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28. Testing headers to avoid SPAM
80% of all emails received are considered as SPAM
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29. Maximizing the edM headers
Target Group 1
Target Group 2
Target Group 3
Target Group 4
Test Header 1 Test Header 2 Test Header 3
Generate envy to be part of the program Emphasize the immediate rebate offer Create Loyalty , long term relation
Theme Objectives
as being part of a family Trigger value for money concept Generate values based on the program
Family Concept Instant gratification Program based
Special Invitation Just for Get Instant $50 Savings Register Your Philips
Text
You – with Products for Exclusive
Join the Philips Family Today! Philips Family Rewards Benefits!
30. Test result CTR varied by 45% max
Eligible Warranty 14.3% CTR Lift of + 38.8%
Product Focus
Register Your Philips Products for Exclusive Benefits!
Special Invitation for You. Join the Philips Family Today!
Club Philips
Loyalty Focus 15.7% CTR Lift of +1.3%
Special Invitation for You. Join the Philips Family Today!
OCDB With
First Name 14.6% CTR
Reward Focus
Lift of +37.7%
Special Invitation for You. Join the Philips Family Today!
Extract Philips Database OCDB Without
First Name 7% CTR Lift of +45.8%
10k
31. Results
Creative Test
3 Headers
4 Target Groups
3664
YTD Target 3418
3134
Delivered 8,324
Open 32.33% 18%
CTR 13.38% * 5%
Members 438
Total 530 (inc 92)
530
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32. Final invitation
Eligible Warranty
Product Focus
Register Your Philips Products for Exclusive Benefits!
Special Invitation for You. Join the Philips Family Today!
Club Philips
Loyalty Focus
Special Invitation for You. Join the Philips Family Today!
OCDB With
First Name
Reward Focus
Special Invitation for You. Join the Philips Family Today!
OCDB Without
First Name
33. Results
Creative Test Launch
3 Headers Selected Headers
4 Target Groups 4 target Groups
Targeted message
3,664 3664
YTD Target YTD 3418
Delivered 8,324 Delivered 74,660
Open 32.33% 18% Open 39.22%
CTR 10,72%* 5% CTR 11.62%
Members 438 Members 3,134
Total 530 (inc 92) Total 3,664
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34. Lift based on choice of successful test
Lift from Test
+13.4% +20.1% +6.5%
Total CTR from eDM
20.00% 18.50%
18.00%
16.00% 15.40%
14.00%
13.40% 13.20%
12.40%
11.50%
12.00%
10.00% 10% test
8.00% 90% Blast
6.00%
4.00%
2.00%
0.00%
Warranty Club Philips OCDB First name
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35. edM campaign efficiency measurement
x 2.3
Family Rewards
39.22% x 4.1
Philips Average
18% Family Rewards
Philips Average 2.8%
11.6%
Open Rate Click Through Rate
36. Next ?
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37. 1st thing to do to increase Members
First Communication # Register
STOP
Booster
Address that audience specifically
Focus on the Stopping point (where)
Address their specific need
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38. In our case
First Communication # Register
3,336
43% members 57% members
with non did not use their
complete profile first coupon
Booster 1 Booster 2
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39. Booster one : Incomplete Profile
Strong Header : One stop Away from $50
Clear CTA : Reinforce above Header
Familiar Visual : Ease the opening
Conditions : What is missing and how to get it
Personal Greeting and text
Identical key benefits
Updated CTA in line with overall message
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40. Booster two: Enjoy your direct saving
Strong Header : Rebate driven
Clear CTA : Reinforce above Header
Familiar Visual : Ease the opening
Conditions : Explain the availability of the coupon
Personal Greeting and text
Strong focus on the saving (top left corner)
3 concrete proposal based on profile / best purchase
Product Example
Saving example
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41. Results
Creative Test Launch Registration Booster Engagement Booster
3 Headers Selected Headers Profile not completed Use your benefits
4 Target Groups 4 target Groups 1 Message 1 message
Targeted message
YTD Target YTD YTD YTD
Delivered 8,324 Delivered 74,660 Delivered 1,459 Delivered 1,877
Open 32.33% 18% Open 39.22% Open 74.81% Open 84.28%
CTR 13.38% * 5% CTR 11.62% CTR 59.3% CTR 43.26%
Members 438 Members 3,134 Profile 19
284
completed =50%
Total 530 (inc 92) Total 3,664 Coupon
total
Total 3,664
coupons
* Inc
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42. Start of event driven Communication
Take benefits of potential CNY purchase
CTA based on Program mechanics
Conditions : Re Explain the registration and benefits
Personal Greeting and text
3 concrete proposal based on profile / best purchase
Product Example
Benefits based on registration
Family concept reminder
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43. Short Term engagement plan
Day 1 Day 3 Day 10 Day 17 Day 24 Day 31 Day 38 Day 45 Day 52 Day 59 Day 66
Enrollment Register past Drive Referral of Get feedback
confirmation 3 months product friends
purchases sales
Visit Family $50 Cash Drive $50 cash
Rewards redemption products redemption
website sales
Enroll family $50 cash
members redemption
Features enhancement Updated Engagement Modules Deployment
1 to 1 Multi Channel environment
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44. Conclusion
Is about Engaged over Through
Consumers Time Multiple Touch points
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45. Next Steps
Launch + Concept ✔ Financial Success
Careful planning of Customer Journey
Driven by Customer Benefits
Extensive testing of communication
Simple, Clear and Honest
Customized Engagement See You in Q4 10
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46. www.philips.com.sg
www.familyrewards.philips.com.sg
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