trade&services Create valuable relationships with your clients Comarch Loyalty Management

Transcription

1 trade&services Create valuable relationships with your clients Comarch Loyalty Management

2 Trade & Services 2 Introduction What causes customers to continue to return even if more comprehensive products and services are available more conveniently and at a lower cost? In other words what makes customers loyal to their suppliers? Comarch Loyalty Management is our comprehensive loyalty management offer. It allows companies planning to invest in a new loyalty management suite to overtake their competitors in the race for premium customers. Likewise, it enables companies already benefiting from loyalty programs to manage their programs more flexibly and with greater ease..

3 Comarch Loyalty Management 3 The crucial elements of a loyalty program include: Segmentation defining target groups for a loyalty program; Communication plan creating a mechanism for managing customer-related information (method, time and content); Promotions and rewards creating an effective strategy to reward loyal customers; Analysis assessing the effectiveness of promotions utilizing customer behavior analysis; Evaluation and conclusion estimating and evaluating promotional activities to enhance the effectiveness of future promotions. A well-developed loyalty strategy can enhance brand recognition. From a customer s perspective, companies that conduct attractive promotional campaigns designed to boost customer loyalty are on the cutting edge and, most of all, value their customers. This fact is of paramount importance for retaining existing customers, and can also attract new customers through appealing offers and superior service quality. Comarch Loyalty Management is a user-friendly set of applications with a wide range of features facilitating both standard and complex loyalty promotions. The system s designers endeavored to create a completely unconstrained tool, which will enhance customer retention and acquisition. The application is flexible, easy to use and customizable to meet the specific requirements of each particular case. Its scalable architecture ensures that the development of a loyalty program keeps pace with the growth of a company s potential. All these factors make Comarch Loyalty Management an attractive solution that is easily adjustable to meet the needs of very client, regardless of business size and type. Target Groups Loyal Customers Communication Plan Comarch Loyalty Management Increased Income Promotion, Rewards Analysis, Evalution & Conclusions Input and Output of a management campaign powered by Comarch Loyalty Management Program

4 Trade & Services 4 Beat the Competition The current market is characterized by: Intense global competition; Decreasing prices and margins; Ever-increasing customer expectations; Shrinking profits; Growing rational costs. In the current market situation, competitors are continuously cutting prices to attract customers and gain a larger market share. However, such tactics do not produce the desired outcomes. Reducing prices leads to a dramatic decrease in the quality of products and services, which in turn leads to lower levels of customer satisfaction. Customers who are dissatisfied with the quality of a purchased product will go elsewhere in search of another supplier who is able to provide a good product at a reasonable price. In these times of fierce competition, winning a new customer is several times more expensive than retaining an existing one. Considering the enormous benefits a well functioning loyalty program could bring, it is critical to choose the right tool to support the management of such a program and all of its related aspects. Comarch Loyalty Management is such a tool an affordable, state-of-the-art and flexible solution designed to support the management of loyalty programs. Implementing a loyalty program results in: Creating and maintaining positive relations constant communication with customers provides insight into their purchasing habits while creating a feeling of personalized care and attention that customers value; Increased sales the frequency of customer-initiated transactions increases; Increased customer retention existing customers remain loyal; Increased brand value creating a system to promote a company s brand while simultaneously attracting new customers and retaining existing ones. Benefiting from these results is only a matter of making the right decision to implement a loyalty program. Leave the rest to us. We will design a business model customized to the individual needs of your business and implement a solution that fully employs the assumed strategy. Bank Deposits Credit Cards Insurance Industrial Goods Distribution Real Estate Management Software Car Service Bank Guarantees 84 % 75 % 50 % 44 % 40 % 34 % 30 % 25 % Increase of client loyalty on different markets after loyalty program usage

5 Comarch Loyalty Management Key Benefits Universal Due to its modular structure and wide range of parameter options, Comarch Loyalty Management can be successfully implemented in both small and medium-sized companies as well as large corporations. The system can easily be integrated with other Comarch and third-party systems, such as: CRM systems, Cashier and payment systems, Billing systems, Logistic systems, and other IT systems. Open The system s architecture enables integration with many other external systems, which operate alongside the loyalty program. Communication between cashier systems, data warehouses, mailing systems, text message boxes and logistics systems is a standard feature of Comarch Loyalty Management. Flexible Our easy-to-use and sophisticated tool for managing promotions, rewards, participants, partners and system parameters provides loyalty program operators a wide range of possibilities. Comarch Loyalty Management is an invaluable tool for devising creative marketing activities. In addition, the system s graphical user interface and ease-of-use are suited to users possessing only rudimentary skills in the oper ation of computer applications. Efficient and Scalable The confi guration of the system evolves together with your business. The architecture supports loyalty systems of various types and sizes. Small (non-extendable) programs can also be introduced into the system, which can function in both central and central-local architectures. The introduction of local modules removes pressure from telecommunications links and makes it possible for additional opportunities to be implemented without intervention from a head offi ce. Secure Security mechanisms ensure the safety of stored data (e.g. balances, customer data, invoices, etc.) and data sent between a head offi ce and various locations. 5 Design of message communication rules Main order site gift catalogue

6 Trade & Services 6 Our experience in implementing loyalty programs for the banking and retail sectors combined with the unique architecture of Comarch Loyalty Management guarantees project success while ensuring the complete security of bank, data, and partner systems.

7 Comarch Loyalty Management Features A modular structure as well as an extended parameterization mechanism enable Comarch Loyalty Management to be implemented in any architectural or logical confi guration. The system performs any combination of the following: Communication Solutions that utilize data exchange between sites and the data center of a loyalty program in online, offl ine or in mixed modes are possible. The exchange of information can be carried out over any medium (PSTN, ISDN, GPRS and WAN) regardless of the selected mode. Customer Identification In order to identify loyalty program participants, the system supports magnetic cards, chip cards, cards with bar codes and identifi ers without physical carrier s (i.e. identifi cation carried out by an external system such as a cash register). Integration with Cashier Systems It is possible to integrate loyalty systems with a cash register system for more convenient operation and in order to increase the potential of loyalty promotions. If such integration is not desired, a special loyalty terminal, payment card terminal (EPS) or other external system can be used. Rewards Comarch Loyalty Management supports all types of loyalty rewards including prizes, services, percentage discounts and quantitative discounts (coupons). These can all be created in a special folder. The value of rewards can be defi ned in a number of ways, including as percentages of transaction values or as fi xed values in loyalty points or cash. Promotions Operators can modify loyalty programs to reward various types of customer purchasing behaviors at any given moment. Loyalty points can be awarded for transactions, purchases of particular products and other loyalty-related events (e.g. when customers join a program, complete a questionnaire, celebrate their birthday, etc.). Each defined promotion can be parameterized. 7 Promotion site new promotion design Promotion logic product quantity and time event

8 Trade & Services Architecture 8 Thanks to its architectural design, the system is wellsuited to the execution of projects of any size and on any geographical scale. The system is physically divided into a central core and satellites that are situated in various business locations. Individual system elements can be freely configured either globally or locally. This results in various configuration settings within the entire system. The following logical architecture elements are embedded in the system: Business Administration (BA) This module performs all system management functions on both the technical and business side. Its complete functionality is available through a user-friendly web interface that allows operations to be reduced to entering the appropriate parameters and selecting the required options. Central Loyalty Server The loyalty engine performs all loyalty operations (transactions performed at sites) and acts as a gateway for other applications (web portals, BA, etc). Local Application Optional software embedded in locations where loyalty transactions are executed can be part of an external application or remain autonomous. Depending on the existing architecture the local application can either be installed on a cashier system or a payment card terminal. Alternatively, the application can be separated using the database which is also utilized by the cashier system. This software can act as a standalone application and operate independent of external systems - this is sufficient to satisfy all the requirements of a loyalty system. Partner Web Application Logistic Module Reporting Engine Contact Center Business Administration Smart Analysis Tool Customer Web Application Data Warehouse Interfaces Comarch Loyalty Management modules

9 Comarch Loyalty Management Call Center Web Portal A separate application is designed for servicing loyalty program participants and users. This application is based on a central database and supports the management of orders and claims as well as the input of changes in selected parameters by designated operators. The implemented CRM functions allow for managing contact with program participants as well as tasks for technical support. The Internet browser interface makes it possible to use this feature from any location with secure Internet access. Logistic Partner Interface An additional application is used for controlling the inventory of gifts, advertising materials and loyalty cards. This application enables logistical partners to access relevant data. This web application also supports the gift ordering process. B2C Customer Web Portal In order to make the loyalty program more attractive, participants are given access to a special web portal, allowing them to control transactions, order rewards, and view promotions and reward catalogues. The portal provides many other options related to the interaction between an operator and program participants. The portal can be a part of the corporate website of the loyalty program operator or an entirely separate Internet portal. B2B Business Partner Web Portal All business partners have access to business data and program parameterization tools in a multi-partner environment using the B2B portal. In addition, this portal provides partners with advanced reporting features including multi-party clearing and invoicing. 9 Resolved issue cases Redemption history

10 Trade & Services CLM Supports Co-Branded Cards 10 The implementation of a multi-partner loyalty program is one of the best methods of gaining an advantage in the fi ght for the most desirable customers. Cooperation between retailers and banks is particularly advantageous when supported by co-branded payment cards. Such cooperation has recently gained popularity. A co-branded payment card solution features a common card and requires a partnership between a bank and a service or retail business. Telecommunications operators, gas station chains, retail chains and airlines often participate in such inter-partner programs. CLM enables the deployment of both discount campaigns and points systems, where points awarded on the basis of purchases can be redeemed for rewards. Service companies benefi t from co-branded cards as customers are more willing to turn to the services offered through the program. Credit card companies also benefi t due to the increased willingness of customers to make payments using the co-branded card. Co-branded cards bring measurable benefi ts and loyalty programs which utilize them are very popular. Customers are more willing to use a card issued by their favorite company and benefi t by doing so than to use a card issued solely by a bank or card company. Using co-branded cards, customers are also able to collect additional loyalty program points. Program points can be issued not only for transactions at retail chains participating in a given loyalty program, but can also be awarded in specifi ed amounts for any transactions made with the co-branded card. Comarch Loyalty Management fully supports the defi nition, management and operation of loyalty campaigns that take advantage of co-branded cards. This solution is becoming increasingly popular as a means for banks and merchants to improve customer retention in parallel. Advantages: prevents customers from migrating to other suppliers; decreases marketing and acquisition costs for banks and merchants; strengthens the bond between banks and customers, who are discouraged from seeking offers among competitors; provides insight into customer purchasing habits. CLM offers extensive fl exibility. Aside from co-branded payment cards, it also supports gift cards, loyalty points and cash back, chip or magnetic-strip cards from any issuer. The extensibility of our solution provides communication interfaces that allow for the creation of promotions based on traditional and internet banking transactions, as well as other external intra-corporate and B2B systems. Co-branded card Examples of co-branded BP cards

11 Comarch Loyalty Management References BP PartnerClub During the five month long implementation of this program, the Comarch Loyalty Management solution was delivered with the main goal of improving the current program. The implementation of this system resulted in essential changes in the online architecture and integration with the cash system. The Logistics Module is an application designed to monitor and manage logistics processes which support the successful execution of campaigns and promotions. It allows real-time maintenance of a campaign s stock and deliveries between a manufacturer, the central warehouse, various stock locations and third parties. To attract members and inspire loyalty, the program engages the customer through open communication channels such as a dedicated website and a call center. Comarch also built a WAN network and a system of connections to monitor and maintain the entire infrastructure. Premium Club Premium Club is the largest commercial loyalty program in Poland. Once implemented, the Comarch Loyalty Management system enabled organizing promotional campaigns by four partners simultaneously. They included: Statoil Polska a chain of petrol stations, American Restaurants a chain of Pizza Hut and KFC restaurants, the network of NFI Empik Media & Fashion stores, the Insurance Company Link 4 and the largest Polish bank - BPH Bank. Comarch Loyalty Management was launched through Premium Club in The system supports management of the loyalty program and enables defining rates for issuing loyalty points, which is categorized by partners and members of groups. Multiple promotions can function simultaneously while being flexibly defined by the operator. The system can work on-line or off-line, depending on the partner s IT infrastructure and on the terminal or cash system. Malina Loyalty Program Until recently, customer loyalty in Russia was mainly seen as something to be won over through one-time rebates rather than sustained loyalty campaigns and programs. Thanks to the forward thinking and initiation of a loyalty program named Malina, Comarch in association with Loyalty Partners Vostock, provides an opportunity to change this trend. This increasingly popular program currently boasts six partners: The Rosinter-chain of restaurants, Vympelcom a telephone operator, Ramstor a chain of supermarkets and hypermarkets, 36.6 a chain of pharmacies, BP-TNK petrol stations and Raiffeisen Bank. Current program partners are able to create a transaction database that includes participants purchasing habits and behavioral patterns thanks to a similarly-defined target group and complementary product and service offerings. The program was implemented very quickly, within a period of only 6 months. Furthermore, Comarch simultaneously implemented Comarch CallCenter, the B2C Web- Portal and the logistics application. Dialog Telecom Dialog Telecom offers an extensive range of easily available telecommunication services. Many years of experience on the telecommunication market provided Dialog Telecom with the initiative to implement a loyalty program based on Comarch Loyalty Management. In this partnership, program members receive a number of reward points based on the amount spent on Dialog services. Points can be redeemed for free minutes of telephone usage and discounts on services and gifts. Services may be available only for a limited time or indefinitely. A simulation of a promotion s results provides the ability to estimate tariff costs. Consequently, simulations such as these enable the precise planning of promotions without exposing the business to unnecessary risk. Polish Pharmaceutical Group This program was designed for a network of pharmacies belonging to Polish Pharmaceutical Group (PGF) to enhance their offer for patients, pharmacies and pharmacists. The promotional range of the loyalty program was defined in the initial stages enabling the program to meet PGF requirements. Under this program, each client earns loyalty points with each purchase. After registering the redemption process at a point of sale or via a call center, reward points can be redeemed for selected products available in any PGF Pharmacy. Every client activity is registered in the Call Center module, including questionnaires send out, coupons, etc. 11

12 Comarch Headquarters Al. Jana Pawla II 39 a Krakow Poland phone: fax: info@comarch.pl Comarch Inc. 10 W 35th Street Chicago, IL United States phone: fax: info@comarch.com Comarch Software AG Chemnitzer Str Dresden Germany phone: fax: info@comarch.de Comarch OOO Prechistenskiy Pereulok 14/ Moscow Russia phone: Poland Gdansk, Katowice Krakow, Lublin, Lodz, Poznan, Szczecin, Warsaw, Wroclaw Belgium Brussels France Lille Germany Dresden, Frankfurt/Main Lithuania Vilnius Panama Panama City Russia Moscow Slovakia Bratislava UAE Dubai Ukraine Kiev, Lviv USA Chicago, Miami Comarch is a leading Central European IT business solutions provider specializing in forging business relationships that maximize customer profitability while optimizing business and operational processes. Comarch s primary advantage lies in the vast domain of knowledge accumulated in and applied to our software products. These products incorporate highly sophisticated IT solutions for businesses in all vertical sectors. Comarch has a multinational network of offices employing over 2800 highly-experienced IT specialists in Europe, the Middle East and the Americas. ComArch Spółka Akcyjna with its registered seat in Kraków at Aleja Jana Pawła II 39A, entered in the National Court Register kept by the District Court for Kraków-Śródmieście in Kraków, the 11th Commercial Division of the National Court Register under no. KRS The share capital amounts to 7,960, zł. The share capital was fully paid, NIP Copyright Comarch All Rights Reserved. No part of this document may be reproduced in any form without the prior written consent of Comarch. Comarch reserves the right to revise this document and to make changes in the content from time to time without notice. Comarch may make improvements and/or changes to the product(s) and/or programs described in this document any time. The trademarks and service marks of Comarch are the exclusive property of Comarch, and may not be used without permission. All other marks are the property of their respective owners. EN