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A Customer-Centric Approach to Loyalty Marketing

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A Customer-Centric Approach to Loyalty Marketing STRATEGIES FOR SUCCESS: A customer-centric approach to loyalty marketing AN EXCLUSIVE RETAILWIRE WEBINAR, SPONSORED BY: Moderating Al McClain CEO, Co-founder, RetailWire Al McClain has spent 30+ years in the retail, tech, and CPG spaces. Al's career highlights include sales and management stints with Luzianne-Blue Plate Foods, Bestfoods, Red Rose Tea, and Progressive Grocer (Trade Dimensions and Retail Insights divisions). Al has also spoken extensively at industry events such as Shoptalk and for the National Grocers Association, the Institute for International Research, the Magazine Publishers Association, and the Category Management Association. He has written for publications such as Nielsen Wire, Loyalty Management and Forbes.com. About RetailWire The retail industry’s premier online discussion site. Uniquely engaging Three active, in-depth online discussions each business day Influential community Mid to top management from a variety of retail disciplines Collective thinking Sharp editorial, plus the combined expertise of over 125 RetailWire BrainTrust panelists. Today’s agenda Strategies for Success: A customer-centric approach to loyalty marketing • Bindu Gupta, Loyalty & Marketing Strategist, Comarch Panel Discussion: • Bindu Gupta, Loyalty & Marketing Strategist, Comarch • Lauren Goldberg, Principal, LSG Marketing Solutions • Liz Crawford, VP Planning, TPN Retail Audience Q&A Featured presenter Bindu Gupta Loyalty & Marketing Strategist, Comarch Bindu is a trusted advisor, subject matter expert and thought-leader who is leading the loyalty marketing consulting practice for Comarch in New York. Her focus has always been to create optimal experiences across consumer's lifecycle and ensure customer-centricity. She has been developing research and data-driven actionable marketing strategies for clients in diverse industries and driving customer engagement and ROI for over 9 years. STRATEGIES FOR SUCCESS A customer-centric approach to loyalty marketing Bindu Gupta Loyalty & Marketing Strategist IN A NUTSHELL THREE PILLARS OF SUCCESSFUL LOYALTY MARKETING CONSUMER ORGANIZATION LOYALTY 1. PSYCHOLOGY 2. CULTURE 3. STRATEGY 01 UNDERSTANDING CONSUMER PSYCHOLOGY Emotional Irrational The emotional dimension intensifies Consumers do not make decisions in times of crisis which means buying decisions are in a rational manner. also impacted. TRIO OF BUYING STATES PANIC BUYING SOCIAL BUYING FROZEN BUYING Foster Goodwill Care for Community Extend the Movement Brands cannot just talk the talk – they need to walk Brands can use their resources to bring communities Brands should provide opportunities for consumers to the walk and demonstrate what they stand for and together and create content that will help them get become part of the movement through charitable support through their actions. through uncertain times. donations and actions they can take to do their part. 02 ADOPTING A CUSTOMER-CENTRIC CULTURE WHAT IS CUSTOMER-CENTRICITY? Brand Value Strategies Customer Organization Structure Mission Statement TOP 3 WAYS TO ADOPT A CUSTOMER-CENTRIC CULTURE Be passionate about Start with what customers Break down silos to serving customers want & need and then use increase data that data to develop transparency across the relevant products and organization and provide a services 360° view of the customer 03 BUILDING A CUSTOMER-CENTRIC LOYALTY STRATEGY HOW SHOULD THE LOYALTY STRATEGY SUPPORT CUSTOMER-CENTRICITY? Understand the customer Personalize every Build a loyalty program journey to provide customer interaction focused on the seamless and emotional with the power of data & customer's needs by experiences. technology. giving them the power to choose. A GUIDE TO BUILDING CUSTOMER-CENTRIC LOYALTY PROGRAMS: 16 ACTIONABLE STRATEGIES THANK YOU Bindu Gupta Loyalty & Marketing Strategist [email protected] 917-208-2139 PANEL DISCUSSION: Customer-centric loyalty marketing Bindu Gupta Lauren Goldberg Liz Crawford Al McClain Loyalty & Marketing Principal, VP Planning, CEO, Co-founder, Strategist, Comarch LSG Marketing Solutions TPN Retail RetailWire BrainTrust panelist Lauren Goldberg Principal, LSG Marketing Solutions Lauren Goldberg has over 15 years’ experience developing customer- centric marketing programs that drive omni-channel sales for regional and national retailers. Most recently, Lauren served as a Sr. Director, Marketing for Office Depot, leading the reinvention of the retailer's national loyalty program. Lauren has also held marketing positions at RaceTrac Petroleum, Fruit of the Loom and The Sports Authority. In her past roles, she has activated sales-driving partnerships with leading consumer goods brands, such as HP, Coca-Cola and Nike, as well as sports and entertainment properties, including professional athletes & sports teams, amateur sports leagues and theme parks. BrainTrust panelist Liz Crawford VP Planning, TPN Retail Liz Crawford is the author of “The Shopper Economy” (McGraw-Hill), which won UK-based Expert Marketer Magazine’s Silver Award. She brings over 20 years in brand management and consulting experience with a concentration in innovation. Her concept and new product launch, Lysol Antibacterial Kitchen Cleaner, won the Edison Award for New Products. She has launched over a dozen new products into the CPG market. Her clients over the years have included Publix Supermarkets, Bausch & Lomb, Kimberly Clark, Safeway, MeadWestVaco, Kraft, P&G, Dannon, Johnson & Johnson, Pfizer, Nabisco, Colgate, Ford Motor, Pillsbury, and Lipton. Audience Survey PANEL DISCUSSION: Customer-centric loyalty marketing #1: The Reset The pandemic has been punishing for many brands and retailers but has also provided an unprecedented opportunity to “reset” their customer relationships. Do you see loyalty marketing changing for the better as a result of 2020’s changes at retail? If so, how? Audience Survey PANEL DISCUSSION: Customer-centric loyalty marketing #2: Consumer-direct Advantages Nike is breaking its wholesale ties with Zappos and other retailers to focus more on its consumer-direct business, and loyalty memberships are a big part of their strategy. At this time, do brands (e.g., Nike) or retailers (e.g., Zappos) have the upper hand in creating more customer-centric loyalty programs? Audience Survey PANEL DISCUSSION: Customer-centric loyalty marketing #3: In Brands We Trust Phil Rubin, CEO of rDialogue, wrote on RetailWire, “In a COVID and post-virus world, the emotional relevance of a brand is and will be intrinsically tied to trust,” citing how Amex backs up its customers when they dispute charges. Do you agree that trust has gained more currency in our current environment? What tools can loyalty programs use to better instill trust? PANEL DISCUSSION: Customer-centric loyalty marketing Bindu Gupta Lauren Goldberg Liz Crawford Al McClain Loyalty & Marketing Principal, VP Planning, CEO, Co-founder, Strategist, Comarch LSG Marketing Solutions TPN Retail RetailWire QUESTIONS FOR THE PANEL For more information Comarch: LSG Marketing Solutions: TPN Retail: Bindu Gupta Lauren Goldberg Liz Crawford [email protected] [email protected] [email protected] 917-208-2139 lsgmarketingsolutions.com tpnretail.com RetailWire: Al McClain [email protected] (561) 398-0613 Thanks for attending! Please stick around for a minute longer. Take our brief post- webinar survey. And look for this Comarch whitepaper in the follow- up email. .
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