Beyond Loyalty Marketing:
How to Drive Recession-Weary Consumers Back
to Your Brand
October 12, 2010
Panelists
Stef Erik Anderson
Vice President, Loyalty and Rewards
SunTrust Bank
Michelle Killi
Gift Card Marketing Manager, Business to
Business
Lowe’s
Scott Wall
Vice President, National Sales
AMC Theatres
Jim Douglass
Chief Executive Officer
Vesdia Corporation
Retail Purchasing Trends
• Value is in
o “Be smart when you spend” replaced “spend now” messaging
• Consumers that buy most products on sale
o 48% in 2006
o 55% in 2009*
• 84% of consumers claim to be more discount-driven than they were three to five
years ago.**
* NPD Group Survey April 2010
** America’s Research Group, Consumer Spending Update, Mid-2009
Partnership Marketing
• Definition
o When two or more businesses collaborate to deliver an enhanced value proposition to a
customer
• Types of Partnership Marketing
o Product – combined products that address customer needs
o Marketing – brand affiliations, cross promotions, complementary products
• In the Context of Loyalty
o Extend “Burn” participation to include “Earn” participation
o Offer a “reward” to highly engaged shoppers
o Leverage trusted affinity and existing marketing channels
o Engage and influence consumer shopping behavior
o Without having to discount your prices
One Example – Partnership Marketing
Key factors
Earn points with our partners • Marketing strategy & support
Redeem points
• Engagement marketing
• Reporting, data & analytics
1 point/dollar 2 points/dollar • Reward processing & billing
• Performance & financial reporting
• Reach 5 million engaged shoppers 8X
times per year • Target marketing
• Motivate them to shop • Confidential, secure data storage
• Reward them with Sun points
Leverage loyalty programs to influence consumer shopping behavior and sell gift cards
Discussion
Questions & Answers