Loyalty Personalisation & Segmentation

From Segmentation to Personalization Making Marketing Matter 2019

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www.snipp.com Fostering brand loyalty is the end goal of all marketing efforts. Keeping customers coming back to your brand – despite the dizzying array of options open to them – comes down to treating each customer as a valued individual, with their own unique behaviors and personal preferences. While this may have seemed a tall order in the past, nowadays, technology makes this kind of intimate relationship not only possible… but expected. With Netﬂix and Amazon offering up highly customized recommendations based on every historical interaction with their platforms, customers today anticipate the same level of familiarity from other services. In this era of relevance, it is incumbent on brands to go the extra mile in order to understand their customers and tailor offers to their speciﬁc needs. This is where data-based segmentation and advances in personalization technology come into play. In order to help our brand and agency partners get up to speed on where segmentation and personalization are expected to lead marketing in 2019 and beyond, we’ve put together a primer on the key trends to follow.

www.snipp.com 1 KEY STATS

PERSONALIZATION CAN CUSTOMERS ARE WILLING TO FOSTER LOYALTY AND ALTER TRADE THEIR PERSONAL BUYER BEHAVIOR DATA IN EXPECTATION OF PERSONALIZED OFFERS 91% of consumers are more likely to shop with brands that recognize, remember, and provide them with relevant offers and 67% of Millennial and Gen X shoppers recommendations.¹ would give retailers and brands more information about themselves to gain access to a more 53% of Millennial and Gen X shoppers say personalized shopping experience.5 personalization would help a brand earn their loyalty.² 62% of consumers expect companies to send personalized offers or discounts based on 50%* of customers say they’ve left a items they’ve already purchased.6 brand to which they were loyal to go to a competitor that is better at meeting their needs.³ 90% of consumers are okay with brands knowing more about them if it helps deliver a 48% of consumers have left a brand’s more rewarding and satisfying shopping website and purchased from a competitor due to experience.7 a poorly personalized experience.4

BRANDS ARE MAKING 75% of enterprises using personalization PERSONALIZATION A technologies like AI and machine learning MARKETING AND DIGITAL report enhanced customer satisfaction by more than 10%.9 PRIORITY 94% percent of marketers are focusing on 84% of marketing organizations have been data analytics, personalization technologies and implementing or expanding AI and machine 10 customer proﬁle management to deliver learning towards marketing efforts. personalized customer experiences.8

* Approximate values www.snipp.com 2 THE MARKETER’S JOURNEY From segmentation to personalization

Segmentation and Personalization are often used interchangeably, since both attempt to customize an individual’s experience with a brand. But while segmentation involves grouping customers into smaller buckets in order to extract certain similarities, personalization is all about the individual. It doesn’t matter what segment they belong to because messages are being tailored just to them.

SEGMENTATION PERSONALISATION

Using segmentation, a brand might divide its With personalization, advanced analytics can customer database by gender and age, so that go beyond even micro-segments to create each segment would receive a promotional individual customer data hubs that integrate message with broadly relevant offers. This basic every interaction – across all touchpoints – so level of segmentation, however, is not sufficient that the content of a promotional message anymore - which is why many brands use data would be tailored to the individual customer’s analytics to create ‘micro-segments’ based on unique profile, and would be specifically relevant attributes like lifestyle, interests, attitudes, to them. purchase behavior, search behavior, buyer stage and much more. Marketers can then design experiences that are more highly relevant to customers in each micro-segment.

Although it may seem like brands could simply skip to the good stuff, and focus entirely on personalization initiatives, the reality is that marketers need both. It’s necessary to start with segmentation because it helps identify the different types of customers to target – for example, new customers versus established customers, or happy customers versus customers that need additional nurturing – based on their order frequency, order value and purchase history for example. Customer segmentation also provides useful data that can help structure a loyalty program to ensure the widest beneﬁts to members. Ultimately, however, in order to drive up customer engagement and loyalty, brands have to explore personalization initiatives like these:

Home cycling brand Peloton analyzes its Language app Duolingo tracks customer customer database to determine the ideal behavior to send daily personalized email length of new ﬁtness videos to create, and to reminders to practice, helping users make the make personalized ride recommendations to most of the program and ﬁnd value in the app. users. www.snipp.com 3 KEY TRENDS

When it comes to segmentation, 1behavior matters more than Getting through to today’s consumer requires more Build Branddemographics Advocacy Among Influencers via than traditional advertising or incentives. They can Value-AddedCategorizing Incentives people brandsby generation that rely – onMillennial, effectivelyMedia block giant pop-up Sky is ads, going tune beyond out branded a simple influencersGen (celebrityX, Gen Z –or onlynot!) tells as channelus so much partners about information,recommendation and navigate engine competing for content discounts by targeting and to expandthem, engagement especially andsince reach the agehave ranges to ensure can be extremely broad. In this age of hyper relevance, deals customers’like seasoned moods. pros. UsingWith all machine the tools learning available to that their incentives are tailored to attract and targeting using broad demographic parameters to influenceextract a intelligence consumer’s from buying customers’ decisions, viewing the one and maintain their interest. Some tried and tested device data, Sky is looking to serve content no longer suffices. In response, the Boston that matters most – still – is a recommendation. methods include: according to a user's mood at the time, instead Consulting Group has segmented US millennials For brands who are a step removed from their end of simply what they have watched recently. CONTESTSinto 6& distinctSWEEPSTAKES groups based In order on to their attract attitudes customer, an enthusiastic recommendation can be and maintainand behaviors, participation from of ‘Hip-ennials’ influencers asto ‘Anti-Millen- a key differentiator. Channel partners wield a lot of advocates,nials’. fun Another contests behavioral and sweepstakes segmentation can be is used influence in being able to provide that enthusiastic useful motivationby Netflix, tools.which Data targets captured people through by taste the based thumbs up – and cultivating a strong connection entry andon redemptiontheir viewing process preferences. can then Amazon be used does the same with products, and YouTube with video, in with them can lead to their being vital marketing for future personalized interactions. order to offer up customers relevant content, advocates.Brands So how are do alreadybrands go aboutaiming fostering for the Exclusiveregardless Access Building of what aa sensedemographic of exclusivity categorization kind of‘hyper loyalty that personalization’ would lead a channel or partner to among wouldinfluencer-advocates have prompted. incentivizes their become an advocate? They can start by uncovering2 continued support. This can be done by providing individualization the consumers inside their B2B partners, and, as them early access to unreleased content, samples Hyper-personalization leverages Big Data to with B2C efforts, by offering personalized of new products, or entry into brand events closed deliver a tailor-made experience in real time to interactions, rewards and recognition. perfectly match a customer’s immediate need. to publicUK access. retailer Sainsbury’s adopted a For example, a customer shopping online would Special hyper-personalizationDiscounts By making campaign available specialto deliver receive offers related to their browsing history, discountsrelevant or product messaging offerings to customersonly to as they real-time special prices for items they may have influencer-advocates,shopped. Micro-location brands can data cultivate was used their to left in their shopping cart, or recommendations enthusiasticrecognize support when – and a customer allowing wasthem outside, to share based on items bought in physical store these perksentering with or their walking chosen around followers/family a store to trigger locations and every other touchpoint. Such members/friends,offers. Time can and be store a huge data motivator made sure for that hyper-personalization relies on the right mix of offers were appropriate to the time of day and to their continued advocacy! technology and infrastructure, including current store inventory. It could also identify implementing multichannel options that store customers shopping at a competitor store to customer information across all online and email them a win-back offer to Sainsbury’s. offline channels, enabling shoppers to have a 51% of customers said the campaign made seamless shopping experience regardless of them more likely to shop at Sainsbury’s, and which touchpoint they choose to use. 96% said they would like it to continue.

www.snipp.com 4 The rise of zero-party data 3The data scandals of the past few years have understand their requirements. But in this era of prompted a new age of privacy. Consumers distrust, ‘zero-party data’ which keeps increasingly want brands to require consent ownership of this kind of data in the hands of before using personal data for targeted the customer, is gaining prominence. The onus marketing by a 2:1 margin. Traditional will therefore be on brands to provide real value personalization strategies rely on compiling a to consumers in order to encourage them to data-heavy personal proﬁle of a customer that willingly part with their data. includes their purchase behavior, click-stream paths, search terms, and other indicators to

www.snipp.com 5 4AI and machine learning will 5An Alexa (or Siri) for every democratize personalization website Cost and technical barriers to personalization Natural language processing (NLP) has enabled are lower than ever, making it available not just search engines like Google to track what type of to brand behemoths like Netflix and Amazon. content consumers are most interested in, and Artificial intelligence – and in particular, to create contextual results based on their machine learning – has changed the game for location and previous search history. It also marketers in recent years. Digital platforms informs chatbots and AI-based assistants like powered by AI take on the burden of complex Alexa and Siri. In the coming years, progress is data analysis with ease, and by being able to also expected in Natural Language Generation process such vast amounts of data in real-time, (NLG), and in the field of automated content these technologies facilitate the creation and generation. More and more websites are using analysis of customer segments so diverse and automatic text generation to provide targeted narrow that they effectively become content, and NLG can similarly be put to use by individualized: the holy grail of personalization. marketers to provide more dynamic, personalized promotional content tailored to each individual. Using these tools, online retailers can easily adapt content in real-time, and update their catalogs to respond to the latest sales data or to promote last-minute or seasonal campaigns. www.snipp.com 6 KEY ISSUES

While most brands have already adopted some Data is a huge pain point basic level of personalized marketing, the reality is that personalizing at scale is a huge In an ideal world, marketers would be able to Have Clearly Defined Business Objectives An challenge, especially for businesses that cater to performancesimply pull of upparticipants, a unified customer calculates profile, their one effectivelarge B2B volumes incentive of customers. program must Some be of these promotionthat compiled bonuses data and from sends every them conceivable their rebates. well-definedchallenges up front, include: with clear targets in mind. touchpoint (online, mobile and physical), and be Brands that deal with many different kinds of Createcertain Incentive that the Structures profile would That be absolutelyOffer channel partners may have to narrow the scope of Rewardsup-to-the at All moment. Levels But An poor incentive data qualityprogram and lack of integration often get in the way of their incentiveThere’s programs, a significant focusing on digital those partners needs to offer enough value to channel partners to personalization efforts. Marketers are housing that offer the most value overall. Rewards should be trust deficit get their attention.customer Ifdata, the programon average, is point-based in four different structured with this group in mind, in order to better with rewards accruing over time, then these points Digital trust remains a critical barrier to enabling systems, making it incredibly difficult to deploy influence their performance. Specific, measureable, need to accrue at rates fast enough to keep personalized experiences. With the EU General personalized experiences across channels. data-drivenData Protection program indicatorsRegulation will (GDPR) help in now in play, program participants excited about their progress monitoring the success of the program – and in toward the rewards they want. Many programs as well as similar legislation like California’s There’s a fine line between tweakingData it Privacydown the Law, line. harvesting personal data has have found success with multi-tiered rewards a whole new set of challenges. These develop- structures,convenient in which theand first-tier creepy target can be Identifyments Data mean Requirements the future of &personalization Sources The will be easilyAs attained technologies – offering such motivation as artificial to intelligence, continue most basedvital component on trust, and in designing for that, businessesan incentive have alongmachine the path. learning The highest and digital tier targets assistants can bebecome set some ways to go in convincing their customers: program is data – data on who each channel at a morepoint hitsophisticated only by an andelite mainstream,few. 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www.snipp.com 7 RECOMMENDATIONS

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Using this data, Snipp tracks the one rewardrecommendationshas package seen 60%and over subsequent active time. engagement rewards ofcan qualifying physicians, with an average sales lift of 25% www.snipp.com attributable to the loyalty program. 8 Invest in loyalty programs to engage customers Brands need to invest in creating a unified data view of customers across all channels, in-store or online, mobile or social. But 55% of marketers don’t feel they have sufficient data Bavarian Inn needed to build an enhanced and insights for effective personalization. customer experience, glean data from separate Retailers now have to compete for a customer’s locations, and identify and incentivize high data by making their experiences as personal performing guests. Snipp guided the evolution of and enjoyable as possible. Loyalty programs can Bavarian Inn’s loyalty program, “Bavarian Inn be a useful mechanism for this, because not Perks Club”, which integrated 3 different POS only do they encourage consumers to willingly into one platform, and automated previously share their information, they go a long way manual processes for both Bavarian Inn and its towards fostering a long term emotional customers. Bavarian Inn Perks Club also connection between brand and consumer. leverages SnippCheck, allowing members to earn points simply by uploading their receipt at 306% higher lifetime value is found with the point of purchase. consumers that have an emotional connection to a brand.

77% of consumers say loyalty programs make them more likely to stay with brands.

87% of loyalty program members say they f’real foods leveraged SnippLoyalty Enhanced are open to sharing private data in order to to create “f’real perks”, a mobile-ﬁrst loyalty receive access to personalized rewards or program powered by a core receipt processing engagements. engine. Consumers simply submit their purchase receipts to earn points, and they can also earn even more with engagements such as registration, proﬁle updates, login activities, watching videos, and social sharing.

www.snipp.com 9 Make interactions friction-free Today's consumers expect, if not a truly personalized experience, then at the very least a frictionless, effortless one across all channels and touch points. Everyone’s familiar with the ease of ordering via amazon and are accustomed to one-touch service delivery. Customers want such ease from all their interactions with brands, whether via mobile, website or an app. Those that require one more step than necessary will ﬁnd themselves falling behind.

Yves Saint Laurent integrated Snipp’s receipt validation technology into their ongoing loyalty program to ease the process of points redemption. Consumers simply upload their receipts through the YSL loyalty site, which Snipp validates via its SnippCheck API, making it seamless and simple for consumers to earn Snipp developed a similar solution for Clinique, points for purchase. where its loyalty program members could earn rewards points on purchases by simply uploaded their receipts. Snipp’s API then awards loyalty points via an integration with the website.

www.snipp.com 10 REFERENCES

https://newsroom.accenture.com/news/widening-gap-between-consumer-expectations-and-reality-in-personalization-signals-warning-for-brands-accenture-interactiv e-research-finds.htm http://retailmenot.mediaroom.com/2018-06-05-Household-Enthusiasts-The-Shopper-Retailers-Cant-Afford-to-Ignore https://inmoment.wpengine.com/blog/earning-and-destroying-customer-loyalty-retail-cx-trends-you-need-to-know/ https://www.marketingdive.com/news/state-of-marketing-personalization-is-getting-worse-accenture-finds/522806/ http://retailmenot.mediaroom.com/2018-06-05-Household-Enthusiasts-The-Shopper-Retailers-Cant-Afford-to-Ignore https://econsultancy.com/12-stats-that-prove-why-personalisation-is-so-important/ https://www.episerver.com/about/news/press-room/pressreleases/study-nine-in-10-consumers-are-comfortable-with-brands-knowing-more-about-them-to-get-a-bet ter-online-shopping-experience/ https://martechtoday.com/new-era-personalization-hyper-connected-customer-experience-209529/amp https://www.forbes.com/sites/louiscolumbus/2018/02/25/10-ways-machine-learning-is-revolutionizing-marketing/#3f6343955bb6 https://www.forbes.com/sites/louiscolumbus/2018/02/25/10-ways-machine-learning-is-revolutionizing-marketing/#5be0fb865bb6 https://martechtoday.com/new-era-personalization-hyper-connected-customer-experience-209529/amp https://www.forbes.com/sites/louiscolumbus/2018/02/25/10-ways-machine-learning-is-revolutionizing-marketing/#3f6343955bb6 https://www.forbes.com/sites/louiscolumbus/2018/02/25/10-ways-machine-learning-is-revolutionizing-marketing/#5be0fb865bb6 https://www.pure360.com/segmentation-vs-personalisation/ https://www.towerdata.com/blog/email-marketing-personalization-brand-experience https://www.businessinsider.com/ai-marketing-report-2018-3?IR=T https://www.bcg.com/en-in/publications/2012/millennial-consumer.aspx https://www.businessinsider.com/ai-marketing-report-2018-3?IR=T https://www.capgemini.com/consulting-fr/wp-content/uploads/sites/31/2017/08/hyperpersonnalisation_vs_segmentation_english_05-01-2017.pdf https://www.marketingweek.com/2018/11/23/sainsburys-marketing-ultra-personlised/ https://globenewswire.com/news-release/2018/05/14/1501640/0/en/New-Survey-Reveals-Consumer-Conflict-between-Privacy-and-Personalization.html https://www.wayin.com/resources/forrester-report-predictions-2019/ https://www.wayin.com/blog/2019-digital-marketing-predictions/ https://www.computerworlduk.com/data/how-sky-is-looking-recommend-movies-according-your-mood-3673839/ https://thenextweb.com/contributors/2019/01/12/personalized-marketing-will-be-huge-in-2019/ https://www.cmswire.com/digital-experience/personalized-marketing-where-we-are-at-2018/ https://eugdpr.org/ https://www.computerworlduk.com/data/how-sky-is-looking-recommend-movies-according-your-mood-3673839/ https://thenextweb.com/contributors/2019/01/12/personalized-marketing-will-be-huge-in-2019/ https://www.cmswire.com/digital-experience/personalized-marketing-where-we-are-at-2018/ https://hbr.org/2018/07/what-you-need-to-know-about-californias-new-data-privacy-law https://www.marketingdive.com/news/71-of-consumers-worry-about-brands-handling-of-personal-data-study-finds/523417/ https://www.marketingweek.com/2018/05/25/despite-gdpr-consumers-dont-understand-how-brands-use-data/ https://newsroom.accenture.com/news/widening-gap-between-consumer-expectations-and-reality-in-personalization-signals-warning-for-brands-accenture-interactiv e-research-finds.htm https://www.cmswire.com/digital-experience/personalized-marketing-where-we-are-at-2018/ http://retailmenot.mediaroom.com/2018-06-05-Household-Enthusiasts-The-Shopper-Retailers-Cant-Afford-to-Ignore https://www.shopify.com/retail/hyper-personalization-4-retail-examples https://www.evergage.com/resources/ebooks/trends-in-personalization-survey-report/ https://www.prnewswire.com/news-releases/new-retail-study-shows-marketers-under-leverage-emotional-connection-300720049.html https://www.bondinsights.com/the-loyalty-report-2018-press-release/ https://www.bondinsights.com/the-loyalty-report-2018-press-release/

www.snipp.com 11 Snipp is a global loyalty and promotions company with a singular focus: to develop disruptive engagement platforms that generate insights and drive sales. Our solutions include shopper marketing promotions, loyalty, rewards, rebates and data analytics, all of which are seamlessly integrated to provide a one-stop marketing technology platform. We also provide the services and expertise to design, execute and promote client programs. SnippCheck, our receipt processing engine, is the market leader for receipt-based purchase validation; SnippLoyalty is the only uniﬁed loyalty solution in the market for CPG brands. Snipp has powered hundreds of programs for Fortune 1000 brands and world-class agencies and partners.

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