1. Reimagining Customer Loyalty
29 SEP 2014
Fiona Llewellyn (Director of IT – NBTY Europe)

2. NBTY Europe – Who we are
Europe's leading retailer of Vitamins, Minerals and Herbal Supplements
Over 80 Years in Health Supplement Industry

3. NBTY Europe – Our world
Video of Store (TBD Fiona)

4. NBTY Europe – Loyalty Programs
Holland & Barrett UK – Rewards for Life
Holland & Barrett IE – Rewards for Life
GNC UK – Train to Gain
4 points earned per £1
4 points earned per €1
15 points earned per £1
Quarterly Reward Coupon issuance: 100 points = £1 / €1
Earn points / Redeem coupons across all channels
Enrol / Activate across all channels
Bonus point promotions / Exclusive offers for members
Marketing offers via , direct mail and SMS

5. EVOLVING LOYALTY PROGRAM
Need for transformation
Dec 2012
Reached 6 M Members
Sep 2011
RFL Launch in all stores
Dec 2011
Reached 1 M Members
Increased Member Spend
Jan 2012
First Coupon issued
Increased Sale Benefits (Redemptions)
EVOLVING LOYALTY PROGRAM
Scalability of legacy system
CHA L L ENGE S
Inflexible PoS System hampering Customer Experience at Stores
Lack of unified customer view (cards not customers)
Inability to offer flexible loyalty promotions
Lapsing customers due to inability to capture customer details in store
Inability to target offers to specific customer segments

6. The Right Technology Solution The Right Implementation Partner
Transformation enablers
The Right Technology Solution
Understand your customer
Reward, recognize and differentiate
Deliver great cross-channel customer experience
Measure and gain insights
The Right Implementation Partner
Enterprise Customer Experience Solutions
Oracle Co-Development Partner (Loyalty/Marketing)
Customer Insights and Analytics
Deep domain and delivery expertise

7. Next Gen CX Technology Oracle Retail POS Oracle ATG / Endeca
Enrollment Transactions
Profile Management
Oracle ATG / Endeca
E-Commerce Enrollment Profile Management
Mobile Applications
Coupons Activation Profile Management
Oracle Service Bus
Legacy AS400
Products Stores Customer Data
Siebel Loyalty
Members Program Promotions Customer Care
Oracle Customer Hub
Customer Unification
Data Cleansing
ODI
Siebel Marketing
Segmentation Campaigns List Management
Responsys
Marketing
FTP
Oracle Applications
Loyalty Analytics
Marketing Analytics
Legacy Systems
Customer Insights / Advanced Analytics
Custom Applications

8. CX Implementation Differentiators
Enhanced engagement through real-time enrolment and activation
Real-time points accrual and display to customers on receipt
31 types of ‘Configurable’ loyalty promotions deployed (category, SKU, Tiered, Spend, Time etc.) – To be grown to 45 types
Unified customer view through Siebel Loyalty and Oracle Customer Hub
Personalized campaigns via customer segmentation

9. EVOLVING LOYALTY PROGRAM
Loyalty Program Evolution
Sep 2014
5M Activations
T2G Launch
Feb 2013
RFL Pilot launch on Oracle
Apr 2014
In-store activation
Activation increasing by 70% per week
May 2014
Deployed on all H&B stores
Reached 10M Members
EVOLVING LOYALTY PROGRAM
Customer Base Impact
40% uplift in card activations
Active customers are 75% more profitable
50% of cards issued in the last year
11M cards issued (higher outreach)
2 % net positive migration in customer value
Sales Impact
6-8 % Sales uplift due to loyalty promotions
Loyalty Penetration – 62% in sales & 53% in transactions
36% increase in Voucher redemption resulting in 10% increase in customer spend
BENE F I T S

10. Leveraging Insights – Targeted Marketing
Customer Insights
Targeted Promotion
Increased Customer
Engagement
Campaign Evaluation
Key Initiatives
State of Art Loyalty System
Enhanced POS System & Website
Unified view of Customer
Evaluate customer Behaviour
Identify Customer Segments
Develop strategy for targeted promotion
Enhanced promotion capability
Provide customized offers
E.G Beauty Swap for Beauty customers
Increase Customer Experience
Influence Annual spend
Enhance Brand Affinity
Increase in Coupon Redemption Rates (19%)
Increase in Purchase Rate (0.8 more order/ customer)
Customer Segmentation
Offer on Beauty Products
Cherry
Pickers
Lapsing, Customer
Promising Shoppers
Only for Beauty Customers

11. CX Implementation Roadmap
We are here
Store POS Enhancement & Rollout
Loyalty Program Platform (Siebel)
Loyalty Enhancements
Points Promotions
Targeted Vouchers
Social/ Affinity Clubs
Ring fencing & Customer Journeys
Single View of Customer (Oracle Customer Hub)
Campaign Management ( )
Customer Service
Customer Analytics & Value Management
Drive Trading Decisions (Assortment, Space Zoning, Promotion Design etc.)
E Commerce
Consumer Engagement Application - Mobile
Enterprise Business Intelligence
Omni-Channel
Phase 1 – CX Foundation Blocks
Phase 2 – Multi Channel Engagement
Phase 3 – CX Value Realization

12. Questions?