Smart Button Background Information

1. Smart Button
Smart Technology. Smart Marketing. Smart Solutions.

2. Connect with Your Customers.
Get Results.
Smart Button is a hosted, web-based loyalty platform that provides you
with the technology required for implementing and managing a successful
loyalty and rewards program. Credit Card
Analytics Transactions
(Visa, Mastercard)
The platform enables you to capture, track and profile in-depth information Survey Family and
about your customer across multiple transactions and touch points and Responses Friends
provides a comprehensive insight into valuable information that can help
you build real one-to-one relationships with the most important asset of
your business - your customer. Admission Clubs and
(Ticketmaster,
Paciolan) Descriptors
Smart Button delivers the most robust, cost effective loyalty marketing platform
on the market. Built to be infinitely scalable and client (or partner) directed, the
Your View of Your
Smart Button Loyalty Platform currently supports millions of patrons at hundreds Customer
of companies. Retail
Concessions
Purchases
Loyalty creates a bond with your customers.
Creating this relationship requires a complete understanding of your customers
and what drives their behavior. The starting point is always customers and the
data collected from them. Priceless customer information can be found in Promotions
Web Site
and
multiple locations throughout your organization whether you realize it or not. Portal Customer Touch Points - Incentives
Such touch points for customer data include existing customer databases, web The quot;Stickyquot; Factor
site interaction, kiosks, mobile handheld devices, surveys, POS activity and
third-party demographic data. All of this information can be used to identify your Kiosk Host
customers and target them with precision accuracy. Station
A comprehensive analysis of your customers and their behavior will allow you to
Rewards
identify and prioritize your business needs, determine the behavior required to Direct Mail and
meet those needs, profile high-value and high-growth potential customers and Privileges
Rewards
utilize behavioral motivators that will appeal to those customers. Email
Store
smartbutton.com

3. What Do We Do?
Smart Button Helps You Achieve Your Loyalty Program Goals
In a traditional loyalty program, there are typically five primary goals that give the program a reason for existence.
Whether it is enrollment, customer activation, customer retention, maximize wallet share of customer or customer reactivation; the motive remains the same for you -
invest in your customers, build relationships and drive revenue back you your organization. At Smart Button, we understand what it takes to achieve these goals and
provide you with the features needed to accomplish this every step of the way.
smartbutton.com

4. Implementing a Successful Loyalty Program
is all in the Process
most? What offers are the most enticing? What rewards are most valuable?
For your program to fully capture your customer’s loyalty and convert this into Using such information can be incredibly valuable in tweaking your program
revenue growth and profitability, keep in mind five important elements in
creating a new program: along the way and useful as a means of providing your customers with what
really matters most to them.
No Smoke & Mirrors - The goal of your program should be clear. Customers
need to understand what’s expected from them and how they can benefit. In Communication - Talk to your customer base often with information and offers
other words, there can be no “smoke and mirrors.” The program must be simple that make sense. Personalization is the key – talk to them not at them. Send
and easily understandable. birthday greetings. Thank them for attending their first event of the season.
Introduce them to sponsor perks. Provide a sneak preview of special members
Value, Value and More Value - The rewards offered to your customer base must only news before it reaches the masses. Remind them of the benefits of
have a perceived value. Rewards offered to your customer base can be a membership.
combination of hard and soft benefits but in theory all should have a strong
value associated with them in order to keep customers coming back for more.
Customers really need to become emotionally invested in your program and feel
as if they are being rewarded, they are a valued, have access and are being
recognized. If not, the rewards will not become their goal and customers will
lose interest in your program. Find out what customers really want. Create
survey questions with the help of Smart Button and ask your customers what
they value most.
Rewards within Reach - The rewards of any customer loyalty program must be
obtainable. The structure of your points and rewards system should be
established in a tiered fashion in order to provide your program members with
an opportunity to receive the perks and rewards associated with membership in
your loyalty program. Random instant rewards keep the program exciting and
interesting.
Keep it Fresh - Create survey questions with the help of Smart Button and ask
your customers what really matters to them. What giveaways appeal to them
smartbutton.com

5. Great Brands Retain More Customers
with Smart Button.
Even a simple survey question provides you with insight into your
Creating a successful loyalty that works for your organization and customers. Create survey questions with the help of Smart Button and ask
your customers what really matters to them. What giveaways appeal to
your customers requires careful planning and execution. them most? What offers are the most enticing? What rewards are most
valuable? Using such information can be incredibly valuable in tweaking
While it is difficult to dispute the benefits of attempting to do something your program along the way and useful as a means of providing your
good for customers, there are some tried and true practices that cannot be customers with what really matters most to them.
ignored. Without these practices even the most well-intended customer
loyalty program could fail to meet internal expectations, external Smart Button provides you with the features needed to keep your
expectations or both. Before kicking off any customer loyalty program, program successful and your customers happy and fully engaged in your
there are four critical factors an organization needs to consider for a loyalty program:
and rewards program to be successful: ๏ Choice Rewards
1. Fresh and Appealing ๏ Instant Rewards
2. 1-to-1 Focus ๏ Forced Rewards
3. Communication ๏ Coupon Promotions
4. Technology Integration ๏ One-Time Promotions
๏ Club-based Promotions
๏ Group-based Promotions
๏ Club-based Birthday Promotions
Fresh and Appealing ๏ Group-based Birthday Promotions
๏ Raffle Promotions
Ever been to a restaurant that never changes its specials? They quickly cease ๏ Choice Words and Phrase Promotions
being “special”. They have no draw, no power to engage or delight, and they ๏ Friends and Family Promotion
fail to provide reasons to come back to that restaurant. ๏ Survey Questions
๏ Trivia Questions
Loyalty programs are no different – they need to be constantly refreshed in order ๏ Message Boards
to have the power to engage. Using standardized discounts for standardized ๏ Web-site Portal
rewards may work fine at first but unless you as marketer can provide constant ๏ Portal Tab Customization by Group and Survey Response
reasons to be delighted and fully engaged with your product via you rewards ๏ Targeted Coupons Issued via Portal or Kiosks
program, staleness set in quickly and you rapidly lose the power of loyalty.
Customers will move on.
smartbutton.com

6. 1-to-1 Focus
1-to-1 Focus
In Loyalty, one size does not fit all. Many loyalty programs fail to precisely Build rankings within your program and provide a rewards structure for each
target and segment their customers, both in terms of demographics, interests, level enabling your patrons to aspire to reach the next level.
rewards and offers. Instead, they may offer “discounts” which only erodes
margin and doesn’t guarantee customer loyalty. Club-based promotion to
Issue targeted coupons to Club-based promotion to all
Cigar and Wine Club
online shopping club women in PA, NJ, MD and
members within certain zip
An effective Loyalty solution will offer: members in the a certain
codes to promote an
DE, 21+ to promote quot;Ladies
metro area. Night Out.quot;
๏ Club-based promotions, rewards, communications and offers upcoming Cigar Event.
๏ Rewards targeted towards customer interests
๏ Tiering capabilities
๏ Flexible point engine
Cigar
๏ Built-in business intelligence
๏ Segmentation capabilities that offer value-added incentives, offers and
communications relevant to a customer’s lifestyle, interests and/or club
Spending Levels
status. Segmentation by member, rewards, coupon and transaction.
๏ Transparency for customers, so they can view and understand how points Online Shopping
Gender
State
Age
City
are earned, what rewards are available (including limited offers,
Zip
promotions, raffles, etc. The program must be simple and easy to
understand. Sports
๏ Customer access to their standing in the program: account access,
account history, points earned, points available, points redeemed, account
transactions, rewards available, program news and information.
Wine
For example, the chart shown indicates how our grouping and segmentation
tools can segment groups of individuals and target them with the
right message, at the right time thus increasing response rates.
One-time promotion (Big Targeted email campaign
Group and segment your patrons according to transaction-based behavior, Screen TV Super Bowl with targeted coupon offer Club-based promotions and
Sweepstakes) with Phillips to customers geographic offers to customers within
demographics, survey responses and more. to members 18+ in the area to support sponsor certain groups.
Sports Club. participation.
smartbutton.com

7. Communication
Communication
Having the ability to effectively communicate to customers and for
customers to communicate with you is a critical component for an effective
Loyalty program. Customers need to be kept engaged.
Communications should be clear, frequent and relevant. Deliver targeted,
personalized messages to specific customer groups, using Smart Button’s
powerful grouping engine.
Communications should highlight the value of rewards and incentives that
you offer to your customers. Use all communication channels that exist to
reinforce the program’s message and benefits. Smart Button provides you
with the tools to effectively maintain a constant communication flow
between you and your customers.
Many options existing when communicating with your customer base.
Customers need to be engaged in your program.
Smart Button provides you with the ability to do that on an ongoing basis:
๏CRM features ๏ Special “members only”
๏Web-site portal events and activities
๏Survey questions ๏ Blog
๏Trivia questions ๏ Instant winner promotion
๏Choice words and phrases ๏ E-newsletter
๏Targeted coupons ๏ Built in promotions
๏Flexible point engine ๏ Birthday greetings
๏Bulk email capabilities/campaigns ๏ Feedback mechanism
๏Direct mail postcard with offer ๏ Kiosk with audio and video
๏Message boards ๏Targeted offers
smartbutton.com
302.283.0200 - 800.611.2265

8. Technology Integration
Technology Integration ๏ Creates a customer database using information collected from multiple
transaction-based touch points
Too often companies will embark on a Loyalty program without fully ๏ Identify and understand your customer – Ability to capture information
considering the demands the program will place on them technologically. If you that provides insight into your customers’ interests, demographics and
have a brick and mortar component, then the ability to have technology transaction history
presence at your store/facility/venue is crucial. ๏ Measure, analyze and improve efforts – provide detailed analytics
enabling you to measure promotions, identify trends and make group
Smart Button is a hosted, web-based loyalty platform that provides you with the comparisons
technology required for implementing and managing a successful loyalty and ๏ Instant access to your data 24/7
rewards program. ๏ CRM Plus – Capture demographic and transaction-based behavior across
multiple touch points, track customer transaction behavior and use
The Smart Button platform enables you to capture, track and profile in-depth information collected to generate targeted communications, offers and
information about your customer across multiple transactions and touch points incentives
and provides comprehensive insight into valuable information that can help you ๏ Simplified program management with self-service features that you deploy
build real one-to-one relationships with the most important asset of your yourself within seconds to minutes. Example: Run analytics reports in
business – your customers. seconds, set up a promotion in 30 seconds, add a reward in 30 seconds
๏ Plan, implement, evaluate and improve by tracking patterns – recency,
Interface with multiple transaction-based systems in and outside your frequency and monetary value
organization and at sponsor locations. Kiosk and handheld capabilities. ๏ Improve profitability – Higher ROI, increased lifetime value
๏ Engage sponsors and foster sponsor relationships - Share costs, add value
Get to know who your customers really are by building an accurate profile to program
of your customer base. Customer information is collected with multiple
customer touch points throughout your venue and even beyond its borders
at locations like off-site sponsor events. You can even collect information
from your customers through the web site portal. Contact Information
Smart Button 302.283.0200
Smart Button simplifies a loyalty platform for your business 300 Creek View Road 800.611.2265
Suite 202 sales@smartbutton.com
Newark, DE 19711 smartbutton.com
๏ Minimize time to implement and launch program
๏ Reduce costs with secure, hosted, web-based application
smartbutton.com