Download - Big Data and Loyalty Disruption

Big Data

Loyalty disruption

Stephane Baizeau Senior Vice President Digital Catalina International

XVI edizione del Convegno Osservatorio Fedeltà Università di Parma, 21 Ottobre 2016

Volume of data is doubling every 2 years


We help retailers and brands to acquire, retain and

maximize loyalty around the world


250 Retailers 50 000 Stores 700 Brands

http://www.google.it/imgres?imgurl=http://www.finanzalive.com/wp-content/uploads/2009/11/nestle-logo.jpg&imgrefurl=http://www.finanzalive.com/flash-news/nespresso-nestle-cialde/&usg=__oVgyt8Nn3W4gQCmwiXJZy8xhb6w=&h=300&w=300&sz=41&hl=it&start=1&um=1&itbs=1&tbnid=qOepNPMhzmM9kM:&tbnh=116&tbnw=116&prev=/images?q=logo+nestl%C3%A8&um=1&hl=it&safe=active&sa=X&rlz=1G1GGLQ_ITIT374&tbs=isch:1

http://www.google.it/imgres?imgurl=http://upload.wikimedia.org/wikipedia/it/3/39/Logo_Loacker.jpg&imgrefurl=http://it.wikipedia.org/wiki/File:Logo_Loacker.jpg&usg=__vlycb_7LkRAGZyVkRujr4Uiv3OU=&h=286&w=364&sz=64&hl=it&start=1&itbs=1&tbnid=yTNjGKqxDlkPwM:&tbnh=95&tbnw=121&prev=/images?q=logo+loacker&hl=it&safe=active&sa=G&gbv=2&tbs=isch:1

http://www.google.it/imgres?imgurl=http://www.pianetadonna.it/images/redazionali/logo_galbusera.gif&imgrefurl=http://www.pianetadonna.it/partner/galbusera.html&usg=__ZECVAGG3kP6NC5m3J7_aBmjsNnE=&h=164&w=263&sz=13&hl=it&start=3&um=1&itbs=1&tbnid=yD_Fp6zlfove9M:&tbnh=70&tbnw=112&prev=/images?q=logo+galbusera&um=1&hl=it&safe=active&rlz=1G1GGLQ_ITIT374&tbs=isch:1

http://www.google.it/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&ved=0CAcQjRw&url=http://logosindex.com/D/Danone-logo/&ei=-qo_VYrIKMjXsAXYh4HwBA&bvm=bv.91665533,d.b2w&psig=AFQjCNFq_lpY3jn79uR4e7l7gWdlvGO3fA&ust=1430322249396252

http://www.chefaro.it/

http://www.google.it/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&ved=0CAcQjRw&url=http://lilinhaangel.com/2012/06/review-alpro-milk-and-desserts/&ei=P60_VcWxEsLusAWDo4GQDw&bvm=bv.91665533,d.b2w&psig=AFQjCNFIm6KxOeVU7FLpuovKiVrafty6Ng&ust=1430322861126353

http://www.google.it/imgres?imgurl=http://www.clockworkproductions.ie/wp/wp-content/Pernod-Ricard-logo.jpg&imgrefurl=http://www.clockworkproductions.ie/wp/?attachment_id=125&usg=__GU_bw4uxItfwnw1cgq7DryuXWKo=&h=296&w=604&sz=74&hl=it&start=1&um=1&itbs=1&tbnid=iXPdPuMhFyGhTM:&tbnh=66&tbnw=135&prev=/images?q=logo+pernod+ricard&um=1&hl=it&safe=active&rlz=1G1GGLQ_ITIT374&tbs=isch:1

http://www.mondelezinternational.it/

http://www.google.it/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&ved=0CAcQjRw&url=http://www.gsitalo.org/hero-italia-pedala-con-la-g-s-italo/&ei=GKs_Vc7yKoHHsAXW84DgBQ&bvm=bv.91665533,d.b2w&psig=AFQjCNGIWZ5gxkvTa4x4W1D0Z78nzLA1yQ&ust=1430322325812364

http://www.decoindustrie.it/index.php

Source: which.co.uk

Loyalty scheme are mainly transactional

Loyalty

Card

Points per £1 in

the

supermarket

What's a point worth

in store?

What do I

save per

£100

spent?

How many points will I

get from using the

card on other

services?

Tesco Clubcard

1 1p £1

It depends, but 0.5 for

Tesco fuel and 0.25 for

credit card spend

Sainsbury's Nectar

1 0.5p 50p

It depends, but

1 per litre of fuel at

Sainsbury's

Morrisons

Match& More

5 0.1 50p

10 for a litre of fuel

at Morrisons

petrol stations

My

Waitrose

No points but

rewards

instead

Rewards include free tea and

coffee and money off when you

buy newspapers

n/a n/a


Targeting is a major way to stimulate loyalty scheme

Identify an eligible audience selected by behavior, for a specific media

campaign based on a business need/objective.

Jill

Premium Shopper during the last year

Lives close to the store

Retailer Request: Please

target shoppers who

have decreased

frequency in the last 3

months

Selection Criteria:

• Currently active across

store

• Total Audience in

Target: 0.5MM

Available

Shoppers Selected Shoppers

Targeting Request Shopper Selection Offer Delivery

• Eligible shoppers receive

the targeted offer

• Distribution reporting and

Control vs. control group

analysis, showing

incremental sales

generated


Digital is opening

new

opportunities


Introduction of real-time personalization’s model

Needs for flexible, continually adaptive models to predict consumer needs

and match them with personalized offer contents


Case1: Driving consumer to store


Case 2: Engage consumer with the brand


Case 3: Optimise ad’s efficiency


BuyerVision

Case 3: Optimise ad’s efficiency


More data

New type of data

In real-time