Harlequin's MyRewards Program: One Year Building Brand Ambassadors - Tech Forum 2016 - Lucy Scinocca
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Transcript of Harlequin's MyRewards Program: One Year Building Brand Ambassadors - Tech Forum 2016 - Lucy Scinocca
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One year later ….
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The First Harlequin published in Winnipeg in 1949
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Harlequin is Baskin Robbins of Romance
Over 17 different Romance Series
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Today, great reading entertainment for women
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The Harlequin Reader
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The Harlequin Reader is a Woman’s
World Reader Has tradiLonal values and believes in
happy endings
Focuses on Family, Faith and her Community
Tends to have an occupaLon that is
aid or community focused
She is opLmisLc and helpful to a fault
Mean Age: 47
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She reads 2.3 books each month
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Loyalty Programs Improve Customer RetenLon & Customer Spending
Reward program members are 70
percent more likely to be word-‐of-‐
mouth champions than the general
populaLon. (Colloquy)
Consumers spend 46% more with companies that offer loyalty
programs (Loyalty Leaders)
5-‐10% li[ in customer retenLon
and customer spending is consistently achieved with
Loyalty programs (Colloquy)
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Keep customers shopping wherever they prefer to shop
Increase number of purchases made
wherever they prefer to shop
Help customers find new Harlequin books
wherever they prefer to shop
Acquire new
Harlequin readers
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Strategy
Program Features
Tech Requirements
Design
Customer centric approach
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I want to be adventurous in my reading but I don’t want to waste my Lme.
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Personalized book recommendaLons
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I buy my Harlequins wherever I
can.
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Receipt Scanning
Physical Store Online / Device
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My life is busy... Some days I
barely have Lme to stop and catch my breath.
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Mobile
• Upload receipts anyLme
• ParLcipate in earning acLviLes on the go
• Redeem rewards wherever you are
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I want to know more about my favorite author or series.
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Weekly Book Challenges
Members can earn bonus points each week for watching a video, answering a
survey, visiLng a page, tweeLng.
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Technical Side How did the magic happen?
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External Loyalty Plaform Provider
Harlequin IT
Web Development
Customer Mobile / Computer
Through a series of API calls & data imports
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Our most important tool
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Lessons Learned
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More work involved than you think
What we originally thought What actually happened
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New features – Test, Test and Retest Some More
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Details, Details – Document each one
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What’s Next?
Add online book
repository &
Harness data
Chapter 4