LOYALTY PROGRAMS - 104.238.100.187104.238.100.187 › ~lslwebsite › wp-content › uploads ›...

. Acquisition . Retention . Frequency .

Loyalty Solutions LtdLoyalty Solutions Ltd

LOYALTY PROGRAMSLOYALTY PROGRAMS

“Making your Bank Card the Card of Choice”

NIGERIAN PAYMENT CARD DEVELOPMENT

A PARADIGM CHANGINGA PARADIGM CHANGING

– Infrastructure Implementations – Switching Networks

– Inter-Operability – ATM networks & POS networks

– Multi-Application

– Mastercard & Visa entry

– Interchange Fees – its impact on acquirer/issuer strategies

– Consumer Expectations

– ROI Focus

BANKS &

LOYALTY PROGRAMS

A COMPLEMENTARY RELATIONSHIP

BANKS &

LOYALTY PROGRAMS

A COMPLEMENTARY RELATIONSHIP

What are Loyalty Programs?What are Loyalty Programs?

Marketing Strategies to identify, maintain and maximizethe profit from best customers

through long-term, interactive,

value-added relationships

Marketing Strategies to identify, maintain and maximizethe profit from best customers

through long-term, interactive,

value-added relationships

Why start Loyalty Programs?Why start Loyalty Programs?

Loyalty Marketing: FactsLoyalty Marketing: Facts• It costs 7x more to acquire a new

customer than to retain an existing one

• A 5% improvement in retention rate can equal an 85% increase in NPV of the customer

• Enhances customer participation

• Generates higher usage frequency & transaction values

Loyalty Marketing: FactsLoyalty Marketing: Facts

• Lowers marketing communication costs

• Improves Customer LTV

• Enhances Cross-Sell & Up-Sell opportunities

• Provides a measurable ROI

Average LoyaltyLeader

100%85%

Average LoyaltyLeader

Loyalty Leaders: Lower Costs, Higher Growth

Growth

Customer Loyalty Mechanics

Use The Perfect Blend of Incentives

Compelling Hard Benefits

Promotional CurrenciesTangible Rewards

Price Tiering“I get my money’s worth”

Defining Soft Benefits

RecognitionPersonalization

Access“They know I’m important”

To Create The Value Proposition via..

DialogueEngage, Exchange, Evolve

Incentives, Rewards,Access, Service,etc.

Engage

Dialogue

Incentives, Rewards,Access, Service,etc.

Evolve

ExchangeChanging needs, attitudes, etc.

Relationship100101100101101010101100101101010101100101101010101100101101010101100101101010101100101101010101100101101010101100101101010101100101101010101100

Continuous Customer DevelopmentContinuous Customer Development

CustomerMember

Collaborator

Advocate

TotalRevenue

Share of customer

• Uncover drivers of current behavior• Identify obstacles to desired behavior• Blending hard and soft benefits to create the right

incentive

Loyalty Programs in Financial Services

Driving Customer Profitability in a Payment Card Environment

Increasing customer loyalty and extending the average lifetime value of customer relationships

Improving marketing efficiency through customer segmentation and target marketing

Consolidating banking relationships and cross-selling products and services such as electronic bill payment

Reducing operating costs by migration

Differentiating payment card offerings to gain a competitive advantage

ObjectivesObjectives

Creating the Value Proposition

Loyalty Program FundingLoyalty Program Funding

Build a Sustainable Economic Model based on the right mix of

OPERATING EXPENSES

• Marketing & Promotion• Application Processing • Account Set-up• Card Production & Issuance• Transaction Processing• Statement Processing• Account Servicing• Administration• Legal• Other Operating Expenses

REVENUES

• Card Membership Fees• Signature Debit Interchange

Fees• PIN Debit Interchange Fees• ATM Surcharge Fees• Foreign ATM Fees• Cost Savings• Other fees

Benefits of a Loyalty Program To an Issuing Bank

• Increased Payment card usage vs. cash/cheque

• Higher Cardholder retention rates• Lower cardholder recruitment costs• Higher cardholder recruitment rate• Provides added-value to cardholders• Can design specific marketing operations

with selected retail chains• Higher Revenue & Profit Generation

Benefits of a Loyalty Program to an Acquiring Bank

• The ability to secure or expand margins from merchants, as premiums can be charged for value-added services

• Provides a secure & lasting positive differentiation on added-value rather than ‘rate wars’

• New merchants can be recruited easier & faster

• Increases Merchant POS terminal adoption

CASE STUDYCASE STUDY

9/9/2004 2:24:32 PM 23

Banco Popular, Puerto RicoBanco Popular, Puerto Rico

The OpportunityThe Opportunity• Develop a loyalty program that incorporates all of Banco Popular’s

products and becomes the primary loyalty currency in Puerto Rico.

Acquire CustomersAcquire Customers

Grow Relationship / Incremental Sales

Retain CustomersRetain Customers

Higher Profitability

differentiate Popular in an extremely competitive environment

improve lifetime value of customers through behavior and retention

increase share-of-customer

increase effectiveness and efficiency of marketing resources

Strategic Solution - Payment CardsStrategic Solution - Payment Cards• Require customers to have a debit or credit card to develop

an easily implementable “ Earn / Spend” structure that maximizes profitability.

Point Issuing Partners

Redemption Partners

Value Proposition

LoyaltyLoyalty

Number of Relationships

Customer ProfitabilityCustomer

Profitability

Point Issuing Partners

Redemption Partners

Cost SavingsCost SavingsSources of Income

Sources of Income

Program ProfitabilityProgram

Profitability

The ResultsThe Results

50,000

100,000

150,000

200,000

Converted Budget Year 1 Actual (First 8Months)

Forecast 2003

• PREMIA exceeded the new member goal for the Year 1 by 250% and

almost reached the 5-year goal.

THANK YOUTHANK YOU

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