1. Fiona Heffernan An Post ‘Getting Personal With Irish Consumers’

2. If you want to buy loyalty… … buy a dog

3. 3 points 15 points 50 points The Virtuous Cycle Learn and Earn

4. “I cannot ever imagine leaving Manchester United,” he said. “I am in the perfect situation. My relationship with the club is perfect. …… fast forward to a better offer; Carlos is kissing a new crest. Carlos Tevez on Loyalty

5. If you want to earn loyalty…. … stay tuned!

6. 15 Years on, and still in love …with data.

7. Love Letters Top Channels: Increasing Loyalty 1. Direct Mail 2. Email 3. TV 4. Newspapers 5. Radio

8. Sending the message

9. 93%76% Did you know? 85% of Irish Adults are members of a loyalty scheme. The top 3 most favoured sectors for loyalty are… Grocery 64% Clothing 50% Gas/Elec 48% Women LOVE loyalty cards

10. o 5+ cards 45% o 4 cards 13% o 3 cards 22% 35% o 5+ cards 20% o 4 cards 19% o 3 cards 18% 37% Women just can’t get enough of loyalty programmes

12. Build points quickly Get discounts o I get good rewards 73% o I get vouchers for products 61% o Points build up quickly 49% o Points earned can be used on any purchase 40% So which ones are being used? 3 points 15 points 50 points

13. Q

15. The loyalty Halo Effect

16. The Loyalty Halo Effect: Controlled Redemption

17. Recruit Analyse and Value Segment Reward Accordingly Customer funnel…

18. Retain Reward Bottom 10% customer drain pipe If you don’t love them set them free. Let customers who are costing you money go, and eat up your competitor’s budgets

19. Retain Reward Ensure your top value customers are receiving rewards

20. LOYALTY PROGRAMME Social Media High Redemption Low Redemption Mobile Apps SMS Email Website Post 47 % *Very likely / likely to redeem 33 % 28 % 23 % 50 % 70 % Low Value Mid Value high Value

21. Listen Analyse Value Segment Business Case Channel Mix Monitor The Loyalty check list

22. Bought loyalty is not sustainable, it must be earned Direct your spend where it matters Redemption is not an unknown

23. Questions? Email: Fiona.Heffernan@anpost.ie Send me a letter: Fiona Heffernan, D01 F5P2