1. Driving greater customer loyalty:
Exploring approaches from non-telco sectors
Alexander Meili
Planning Director Europe
ICLP

2. Content
• About ICLP
• Research – external view
• Customer lifecycle – internal view
• Best practice examples
• Conclusion and take aways

3. Content
• About ICLP
• Research – external view
• Customer lifecycle – internal view
• Best practice examples
• Conclusion and take aways

4. Who we are
 ICLP = International Customer Loyalty Programmes
 A full-service loyalty marketing agency with a global presence
 25 years of experience in loyalty marketing
 LATITUDE
 innovative products/solutions delivering incremental revenue to clients

5. Definitions: Loyalty Marketing & Loyalty Programmes
Customer
Using customer data and
proposition:
insight to generate
• Reward
an incremental shift in
• Recognition
behaviour
• Benefits
Loyalty Programme (memberships, points/tiers, rules)

6. Content
• About ICLP
• Research – external view
• Customer lifecycle – internal view
• Best practice examples
• Conclusion and take aways

7. Programme saturation levels in Europe
Very saturated Saturated
Saturated
market
Programmes per adult
consumer (average)
4.5
© ICLP research 2011

8. Ranking: biggest loyalty programmes in Europe
• Sainsbury’s Nectar • Carrefour Carte Fidelité • Fidati (Esselunga)
• Boots Advantage Card • S’Miles • Il Gigante
• Tesco Clubcard • Cartes Intermarché • Nectar Italy
• British Airways Executive Club • Carte Auchan • Carta Viaggio (Trenitalia)
• Airmiles • Carte Leclerq • Mille Miglia (Alitalia)
• Waterstones • Air France Flying Blue • Agos
• Ikea Family • Carte Super U • Findomestic
• Diamond Club (bmi) • Ikea Family • You and Agip Membercard
• Costa Card • Carte Fnac • Sidis Card
• Ladbrokes • Club Total (Total) • Carta Club (Supermercati)
Programme ubiquity or survival of the fittest?
• Travel Club (Airmiles) • Payback • Migros Cumulus
• Repsol YPF • Lufthansa Miles & More • Coop Supercard
• El Corte Inglés • Deutschland Card • Interior Plus Karte
• Carrefour • Ikea family • PKZ Insider
• Iberia • BSW Bonusclub • Bonuscard (Jelmoli)
• Vips Club • Bahncard (Deutsche Bahn) • Pluscard (Globus)
• Club AVE (AVE train) • Shell Clubsmart • UBS Keyclub
• Sol Melia MaS • Douglas Club • A la carte (Möbel Pfister)
• NH Hoteles • Airberlin (Top Bonus) • Myone (Manor)
© ICLP research 2011

9. Ranking: biggest loyalty programmes in Europe
Distribution of biggest loyalty programmes in Europe according to sector (units)
• Sainsbury’s Nectar • Carrefour Carte Fidelité • Fidati (Esselunga)
• Boots Advantage Card • S’Miles • Il Gigante
• Tesco clubcard • Cartes Intermarché • Nectar Italy
• British airways Exec. Club • Carte Auchan • Carta Viaggio (Trenitalia)
• Airmiles • Carte Leclerq • Mille Miglia (Alitalia)
75%
• Waterstones • Air France Flying Blue • Agos
• Ikea Family • Carte Super U • Findomestic
• Diamond Club (bmi) • Ikea Family • You and Agip Membercard
• Costa Card • Carte Fnac • Sidis Card
• Ladbrokes • Club Total (Total) • Carta Club (Supermercati)
• Travel Club (Airmiles) • Payback • Migros Cumulus
• Repsol YPF • Lufthansa Miles & More • Coop Supercard
• El Corte Inglés • Deutschland Card • Interior Plus Karte
• Carrefour • Ikea family • PKZ Insider
• Iberia • BSW Bonusclub • Bonuscard (Jelmoli)
• Vips Club • Bahncard (Deutsche Bahn) • Pluscard (Globus)
• Club AVE (AVE train) • Shell Clubsmart • UBS Keyclub
• Sol Melia MaS • Douglas Club • A la carte (Möbel Pfister)
• NH Hoteles • Airberlin (Top Bonus) • Myone (Manor)
© ICLP research 2011

10. What about the telco sector?

11. Telcos with a loyalty programme
Low penetration of loyalty programmes … with significant regional
within telco operators… differences
Based on
Telcos with points incentives
a loyalty programme loyalty programme
25%
60%
© ICLP benchmark 2011

12. Why a programme is not the only option?
Contract / subscription business
(long term)
other
„No“ POS possibilities
to connect
Post payment
with
Customer Data customers
(already available)
Note: Pre-paid business or ‘PAYG’ is following a different rationale, with other segment characteristics

13. Similarities to other industries
Retail Travel Finance Coalition Media Insurance
Contract / subscription
business (long term)
„No“ POS
Post payment
Customer Data
(already available)

14. What kind of incentive / benefit would you expect?
Different sector – Discounts
Different customer expectation?
Vouchers (purchase)
Points/miles
Special events
VIP service
Products and services
Others
No incentive

15. Attractiveness of incentive/industry sector (top 3)
Retail Insuran. Banking Airlines Hotels Media Telco
Discounts
Vouchers (purchase)
Points / Miles
Special Events
VIP Service
Products and Services
Others
No Incentive
ICLP market survey in DACH region, 2011

16. Content
• About ICLP
• Research – external view
• Customer lifecycle – internal view
• Best practice examples
• Conclusion and take aways

17. The customer lifecycle
Acquisition Up - and X-Sell Retain / Hold Churn prevention
(introduction stage) (entry stage) (maturity stage) (decline stage)
Focus
Customer value
srg
Customer lifetime

18. Content
• About ICLP
• Research – external view
• Customer lifecycle – internal view
• Best practice examples
• Conclusion and take aways

19. Example 1 – SIXT Car Rental
Segmentation – sign up for the cards most relevant to you
Sixt cards
Sixt Express Card Sixt Corporate Card for Sixt Ladies Card profit from Sixt Gold Card customers
for all Sixt customers corporate customers your partner's corporate rate. renting more than 5 times
per year

20. Example 2 – VISA International
Up-sell promotion on
transactions(!) made
Mechanic:
• Online sales promotional tool that
rewards customers for credit card
purchases made
Reward:
• Tokens are issued to participants for
each qualifying purchase made
• Matching tokens can be redeemed
against a prize

21. Example 3 – Air Berlin
Protect share of wallet –
“My route”
• Do you fly a certain route on a regular
basis?
• double award miles when you fly your
favourite route within Europe - both ways.
• This makes collecting miles twice as much
fun – and you reach your award goal even
faster.
• Idea based on telco marketing
(‘my favourites’)
* Winner of the Loyalty Innovation award – Loyalty Awards 2010

22. Example 4 – Amex Selects
Leverage the power of partners (‘show your card and save’)
• Exclusive partner offers to American Express card members
• Advantage of a special price at selected partners in travel, leisure, dining and shopping
offers from around the world

23. Example 5 – Fid’ Allianz Insurance
• Full fledged loyalty
programme set up to
‘fight attrition efficiently’.
• Unlike other industries,
customer seniority is
rewarded.

24. Content
• About ICLP
• Research – external view
• Customer lifecycle – internal view
• Best practice examples
• Conclusion and take aways

25. Take Aways
External view: know the market (across the industry)
• You are not alone
• Your customers are the same as the members of Miles&More, Avis, Allianz…
Internal view: manage the customer lifecycle
• It‘s about segmentation, emotion and experiences
Explore approaches from other industries
• It‘s not about copying
• it‘s about making great ideas smarter and adapting to own needs

26. Q&A

27. Your contact at ICLP
Alexander Meili
Planning Director Europe
Tel +41 44 533 30 41
alexander.meili@iclployalty.com
twitter @ICLP_loyalty