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Loyalty Disruption? Lo scenario del Loyalty Marketing

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La presentazione della Prof.ssa Ziliani dell'Osservatorio Fedeltà sullo Scenario 2016 del Loyalty Marketing alla XVI Edizione del Convegno Osservatorio Fedeltà "Loyalty Disruption: Emotion, Big Data & New Players", tenutosi venerdì 21 ottobre 2016.

Publicada em: Marketing
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Loyalty Disruption? Lo scenario del Loyalty Marketing

  1. 1. Loyalty Disruption? Lo scenario del Loyalty Marketing Cristina Ziliani XVI ConvegnoOsservatorio FedeltàUniversità di Parma 21 ottobre 2016
  2. 2. OSSERVATORIOFEDELTÀ UNIVERSITÀDEGLISTUDIDIPARMA disruption [dis-ruhp-shuh] dal latino «dis-rumpere» «disruptive technologies»
  3. 3. OSSERVATORIOFEDELTÀ UNIVERSITÀDEGLISTUDIDIPARMA Il Loyalty Marketing è… la “disruption” del Marketing
  4. 4. OSSERVATORIOFEDELTÀ UNIVERSITÀDEGLISTUDIDIPARMA
  5. 5. OSSERVATORIOFEDELTÀ UNIVERSITÀDEGLISTUDIDIPARMA Dunkin' Brands shares jump as loyalty program hits milestone Monday, 22 Aug 2016 | 4:33 PM ETCNBC.com Ron Antonelli | Bloomberg | Getty Images Dunkin' Donuts Shares of Dunkin' Brands rose nearly 2 percent on Monday after the company revealed that its loyalty program had reached a new milestone. This Is Why Starbucks Might Not Be the Best Stock to Buy Right Now 21st April 2016
  6. 6. OSSERVATORIOFEDELTÀ UNIVERSITÀDEGLISTUDIDIPARMA Come la Loyalty ha cambiato il Marketing L’orientamento alla Retention Nuove misure di successo customer based La raccolta sistematica di dati individuali di cliente (DB) L’adozione diffusa di strumenti di CRM I programmi fedeltà
  7. 7. OSSERVATORIOFEDELTÀ UNIVERSITÀDEGLISTUDIDIPARMA Disruption nel Loyalty Marketing
  8. 8. OSSERVATORIOFEDELTÀ UNIVERSITÀDEGLISTUDIDIPARMA gamification appspromotion aggregators mobile social media coalitions CRM promozioni mirate/ comarketing carte fedeltà retail cobranded credit cardsfrequent flyer programs trading stamps branded currencies walletswearable devices Fonte: Osservatorio Fedeltà UniPR
  9. 9. OSSERVATORIOFEDELTÀ UNIVERSITÀDEGLISTUDIDIPARMA RETAIL LP BRAND LP COALITIONS LP DEI SITI DI E-COMMERCE MOBILE REWARDS APPS CASH/DISCOUNT PLATFORMS ONLINE SUBSCRIPTION-BASED MODELS BRANDED CURRENCY LOYALTY WALLETS PAYMENT WALLETS .....WALLETS time disruptive Fonte: Osservatorio Fedeltà UniPR
  10. 10. OSSERVATORIOFEDELTÀ UNIVERSITÀDEGLISTUDIDIPARMA apps coup ons payments gaming Fonte: Osservatorio Fedeltà UniPR Nel 2020 80% utenti Internet accederà da mobile; 60% di loro tramite smartphone (Forrester) Digital Revolution Social e Mobile
  11. 11. OSSERVATORIOFEDELTÀ UNIVERSITÀDEGLISTUDIDIPARMA RETAIL LP BRAND LP COALITIONS LP DEI SITI DI E-COMMERCE MOBILE REWARDS APPS CASH/DISCOUNT PLATFORMS ONLINE SUBSCRIPTION-BASED MODELS BRANDED CURRENCY LOYALTY WALLETS PAYMENT WALLETS .....WALLETS time disruptive Fonte: Osservatorio Fedeltà UniPR
  12. 12. OSSERVATORIOFEDELTÀ UNIVERSITÀDEGLISTUDIDIPARMA I programmi loyalty diventano mobile e social
  13. 13. OSSERVATORIOFEDELTÀ UNIVERSITÀDEGLISTUDIDIPARMA 93% dei loyalty program premia ancora solo per gli acquisti fatti Fonte: Capgemini 2016
  14. 14. OSSERVATORIOFEDELTÀ UNIVERSITÀDEGLISTUDIDIPARMA I programmi loyalty fanno partnership coi nuovi player
  15. 15. OSSERVATORIOFEDELTÀ UNIVERSITÀDEGLISTUDIDIPARMA Partnership con i nuovi players Doppio pricing su Expedia: standard rate e «riservato ai membri del loyalty program», ma visibile a tutti …è necessario sviluppare una strategia di pricing su Amazon e Google e…
  16. 16. OSSERVATORIOFEDELTÀ UNIVERSITÀDEGLISTUDIDIPARMA I programmi loyalty e gli strumenti di price promotion convergono
  17. 17. OSSERVATORIOFEDELTÀ UNIVERSITÀDEGLISTUDIDIPARMA Target’s Cartwheel “The idea is to appeal to coupon driven and reward driven shoppers”
  18. 18. OSSERVATORIOFEDELTÀ UNIVERSITÀDEGLISTUDIDIPARMA Fonte: Urban Airship Research – USA e UK Il 54% degli smartphone users l’ha usato almeno una volta per attività "extra pagamento”
  19. 19. OSSERVATORIOFEDELTÀ UNIVERSITÀDEGLISTUDIDIPARMA Gli strumenti loyalty e il pagamento convergono
  20. 20. OSSERVATORIOFEDELTÀ UNIVERSITÀDEGLISTUDIDIPARMA Con un unico “scan” si mostra la ricetta, si paga, si accumulano i punti del programma loyalty Extra Care di CVS e si deducono i coupon Seamless savings at checkout When we say fast savings at checkout, we mean really fast. That’s because Kohl’s Pay can automatically redeem offers, Kohl’s Cash® and your Yes2You Rewards® that you’ve saved in your Wallet Old Navy ha introdotto le casse dedicate per chi paga mobile, per aumentare comodità e velocità
  21. 21. OSSERVATORIOFEDELTÀ UNIVERSITÀDEGLISTUDIDIPARMA Payments industry Disruption Tecnologie: smartphones tokenisation of card details NFC readers standards biometric authentication … Nuovi entranti: device manufacturers tech companies retailers telco startups …
  22. 22. OSSERVATORIOFEDELTÀ UNIVERSITÀDEGLISTUDIDIPARMA I leader Amazon: in browser payment Starbucks: in-app payments Paypal e Alipay: online wallet Apple Pay: mobile wallet  Alibaba partner di KFC per dare sconti riservati ai clienti che usano Alipay  Samsung parnter di Alibaba per permettere agli utilizzatori di Samsung Pay app di pagare con Alipay  Baidu - il Google cinese - offre l’1% di cashback per l’uso del proprio mobile wallet
  23. 23. OSSERVATORIOFEDELTÀ UNIVERSITÀDEGLISTUDIDIPARMA New blockchain-based rewards network to disrupt the loyalty industry September 26, 2016 BitScan has launched an ICO to raise money for development on its Incent project, an initiative aiming to provide blockchain-based loyalty rewards program for merchants. The ICO began on October 1, 2016
  24. 24. OSSERVATORIOFEDELTÀ UNIVERSITÀDEGLISTUDIDIPARMA Lyle & Scott unveils bPay contactless payment jacket The digital wallet is in the cuff of this cool weather wearable
  25. 25. OSSERVATORIOFEDELTÀ UNIVERSITÀDEGLISTUDIDIPARMA In questo scenario di grande cambiamento….
  26. 26. OSSERVATORIOFEDELTÀ UNIVERSITÀDEGLISTUDIDIPARMA Ricerca Osservatorio 2016: Gestire i touchpoint in ottica di Customer Experience
  27. 27. OSSERVATORIOFEDELTÀ UNIVERSITÀDEGLISTUDIDIPARMA Customer Experience “Lo snodarsi delle risposte sensoriali, affettive, cognitive, comportamentali e relazionali di un individuo ad un brand o azienda…che si produce attraverso una serie di contatti con i touchpoint del brand/azienda nelle fasi pre, durante e post acquisto, in confronto continuo con le contemporanee esperienze che l’individuo realizza nel proprio ambiente” (Homburg et al. 2015)
  28. 28. OSSERVATORIOFEDELTÀ UNIVERSITÀDEGLISTUDIDIPARMA Dopo la Disruption: una nuova era Marketing Mix e CRM non sono più separati: si stanno fondendo in un nuovo unico approccio Il Customer Experience Management L’obiettivo finale è la fedeltà La cultura su cui si fonda è guardare le cose dal punto di vista della reazione del cliente (esperienza) Si realizza attraverso processi di disegno non del prodotto ma delle esperienze del cliente Che si concretizza nel disegno di touchpoints che siano: Connessi Coerenti Sensibili al contesto Che raccontano il brand theme Richiede innovazione organizzativa per la condivisione e lo sfruttamento dell’insight e alleanze esterne
  29. 29. OSSERVATORIOFEDELTÀ UNIVERSITÀDEGLISTUDIDIPARMA Digital mind…analogue heart

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