LOYALTY DASHBOARDS USER GUIDE FOR INTERNAL USE ONLY

Transcription

1 LOYALTY DASHBOARDS USER GUIDE FOR INTERNAL USE ONLY Any Questions? Please ask your Retail Support Specialist 01 March 2017

2 CONTENTS 1. Introduction 2. Security & Access 3. Report Location 4. Loyalty Customer Segmentation Definitions 5. Standard Data Definitions 6. Loyalty Summary Data Definitions 7. Visual Indicators 8. Highlights Loyalty Summary Store Example Highlights Loyalty Summary Breakdown 11. Sales Activity Report 12. Rewards Activity Report 13. Average Transaction Values by Customer Group 14. Members Contactability

3 INTRODUCTION The purpose of this report is to frequently update your store with information, highlights of the loyalty activity and sales within your store. These reports will generate monthly, and are based on a 12-month rolling year. For example: If the reporting month is October 2016 the report overview will be from November 2015 October 2016, and comparing this to the previous reporting year of October 2014 September This will also allow you to have a clear understanding of what segments require further attention and what initiatives you can implement to leverage opportunities. Loyalty Dashboards will focus on the below areas: Highlights Loyalty Summary Sales & Rewards Activity Report Average Transaction Value by Customer Group Members Contactability / DOB 1

4 SECURITY, ACCESS & LOGIN SECURITY & ACCESS: Loyalty Dashboards are available via Pharmasite, your loyalty website. Individual store users will be able to download a PDF report for your store. Download Your Store Report: 1. Log into Pharmasite using your login details. If you do not remember your login details, please contact Platinum Customer Service on Amcal Pharmasite: NOTE: We suggest that you check your internet browser and operating systems in use are compatible, if their your system does not support TLS1.1 and/or TLS1.2, they you may not be able to access the Pharmasite website.you will need to seek support from your Desktop IT Support Provider if you are experiencing issues and require any further assistance. 2

5 REPORT LOCATION 2. Click Reports on the left navigation bar 3. Click Loyalty Dashboards 4. This will bring you to a Dashboards landing page 5. Choose your Dashboards Report (i.e. September 2016) 6. Click to Download PDF 3

6 LOYALTY CUSTOMER SEGMENTATION DEFINITIONS At the end of each reporting period, all loyalty customers will be assessed and segmented based on the below criteria. Segment Criteria New Joined the program in the last 12 months Active Reactivated Lapsed Joined the program 12+ months Spent at least once during last 12 months Spent at least once in the previous months Joined the program 12+ months Spent at least once during last 12 months Has not spent in the previous months Joined the program 12+ months Spent at least once during last 12 months Has not spent in the previous months Dormant Joined the program 12+ months Has not spent in the last 12 months This assessment will be on a customer level using their home store* for reporting segmentation. Any non-home store transactions will be reported in the store where the transaction occurred. *Home Store = The store that the loyalty customer has either joined at, has been reassigned to or has chosen as their assigned store. 4

7 STANDARD DATA DEFINITIONS Metric Names Loyalty Customer Description A customer who has transacted at one or more stores and/or joined the loyalty program within the last 12 months. Loyalty Sales Spend by customers who are part of the loyalty program (excluding any ineligible prescription items*) Loyalty Transactions Transactions made by customers on eligible products, who are part of the loyalty program Transaction/Basket A transaction with one or more products Item Unique product that is part of a transaction/basket. Reward Points earned for in-store purchases Reward Value Value of the reward available: Amcal = Total Points/100 *Eligible items are products that the loyalty customer can earn points for. This excludes S2, S3 and prescription items. 5

8 LOYALTY SUMMARY DATA DEFINITIONS Metric Name Definition Formula Active Customers Total Loyalty Sales % of Customers Joined at Other Stores Spend for Customers Joined at Other Stores Total number of loyalty customers in the following segments: New Active Reactivated Customers joined at other store Total Sales made by Active rewards customers on eligible store products in the reporting period. % of customers who have spent within the last 12 months at the store, but who have joined at another store. (Customer segments include: New, Active, Reactivated and Customers joined at other store) Spend by customers who have joined at another store. (Segments: Customers joined at other store) A count of Active customers who have shopped in the last 12 months. Total amount spent by Active customers who have shopped in the last 12 months. A count of customers who have spent at the reporting store but joined at a different store, divided by: A count of Active customers. Total amount spent at the reporting store divided by: customers who have joined at another store. Avg. Customer Basket Value Average dollar value of transactions in the last 12 months. (Customer segments include: New, Active, Reactivated and Customers joined at other store) Total amount spent divided by: number of transactions Avg. No. of Items Rewards Multiplier Retention Rate Average number of items per transaction in the last 12 months. (Customer segments include: New, Active, Reactivated and Customers joined at other store) The ratio of Total Rewards Redeemed to Total Loyalty Sales with Rewards Redeemed during the reporting period. (Customer segments include: New, Active, Reactivated and Customers joined at other store) Percentage (%) of loyalty customers who shopped last year, and have come back this year. (Segments: Active, Reactivated and Lapsed) Total items divided by: number of transactions Total amount spent with redemption divided by: the sum of the value of rewards redeemed. A count of customers with a transaction in the current reporting year divided by: A count of customers with a transaction in the same time last year. 6

9 VISUAL INDICATORS Icon Meaning Positive (greater than) change VS same period last year No change (the same as) VS same period last year Negative change (less than) VS same period last year 7

10 8 HIGHLIGHTS LOYALTY SUMMARY

11 HIGHLIGHTS LOYALTY SUMMARY BREAKDOWN = POSITIVE CHANGE VS LAST YEAR = POSITIVE CHANGE VS LAST YEAR i.e. the total spend by consumers who are part of the loyalty program has risen by 40.0% = POSITIVE CHANGE VS LAST YEAR i.e. the percentage of loyalty customers who joined at another store, who are shopping in my store has risen by x.x% = POSITIVE CHANGE VS LAST YEAR i.e. the spend amount by customers who have joined at another store has risen by 15.3% i.e. the total number of loyalty customers who have spent in the last 12 months has risen by 55.8% = NEGATIVE CHANGE VS LAST YEAR i.e. the total number of loyalty customers who have spent in the last 12 months has dropped by x.x% = NEGATIVE CHANGE VS LAST YEAR i.e. the total spend by consumers who are part of the loyalty program has decreased by x.x% = NEGATIVE CHANGE VS LAST YEAR = NEGATIVE CHANGE VS LAST YEAR i.e. the spend amount by customers who have joined at another store has decreased by x.x% i.e. the percentage of loyalty customers who joined at another store, who are shopping in my store has decreased by 12% WHY THE NEGATIVE CHANGE 1. Team members are not asking consumers for their Loyalty Card 2. Team members not signing up non-loyalty customers 3. Retention Issue: Less loyalty customers shopping within the store. WAYS TO IMPROVE 1. Ensure team members are always asking customers for their Loyalty Card 2. Ensure team members are encouraging non-loyalty members to sign up to the program 3. Weekly Sign Up Challenges 4. Target consumers via Local Area Marketing 5. Incentives in-store. To increase sales, incentives with a spend threshold WHY THE NEGATIVE CHANGE 1. Consumers shopping at their home stores or other neighbouring stores. 2. Consumers previously shopped in that store as they were simply in the area i.e. Seasonal Customers: who shop in the area as this is where they are currently holidaying. 9

12 i.e. The average basket value in the last 12 months has risen by x.x% i.e. the average number of items per transactions has risen by x.x% in the last 12 months i.e. the average consumer spend with a reward is 2.9times the value of the reward. i.e. the retention rate has decreased by 64% compared to the previous reporting period i.e. The average basket value has decreased by 4.3% in the last 12 months. WHY THE NEGATIVE CHANGE 1. Consumers are no longer spending as much per transaction i.e. the average number of items per transactions has decreased by 1.3% in the last 12 months WAYS TO IMPROVE 1. Team members to encourage cross and up-selling. 2. Incentives with spend thresholds or multi-buy offers i.e. buy 2, get 1 free 3. Target consumers via LAM to encourage customers to spend more in store WHY THE NEGATIVE CHANGE 1. Consumers are not redeeming their accumulated rewards 2. Customers are redeeming points and not adding additional spend (only redeeming points) GETTING BETTER RESULTS 1. Encouraging consumers to spend more with their redemptions 2. Encouraging consumers to spend their rewards as soon as it is available (in small increments such as $5 - $10) & not allowing the redemption amount to surpass $15 QUICK NOTES The higher the Multiplier, the more profitable to the Loyalty Program. (Customers spending more money with the reward) WHY THE NEGATIVE CHANGE 1. Team members not asking customers for their Loyalty Card 2. Less consumers coming in to shop in store 3. Product ranges are no longer available or discontinued 4. Store has an issue with customer service GETTING BETTER RESULTS 1. Target lapsed customers via Local Area Marketing. 2. Retain customers with Bounce Back O ff e r s. 3. Manage loyalty customer churn with promotional activity. 10

13 SALES ACTIVITY REPORT This is a detailed breakdown by customer segmentation of loyalty performance in-store. This activity report gives you a clear understanding of which segments are impacting sales and shows opportunity to target promotions and offers going forward. Number of Unique Customers Total Spend for transactions made Avg. total spend by customer Avg. number of transactions made by customer Avg. value % of a transaction Avg. number of items in a transaction Avg. price of items in a transaction Each customer group can be targeted with offers to improve Performance. i.e. Targeting Lapsed and Reactivated Customers to come and spend within the store. i.e. Targeting Active, reactivated and lapsed customers to increase average spend i.e. Finding a way to increase basket value within the store Via Local Area Marketing, targeting Active & reactivated consumers Each group will respond differently to various offers 11

14 REWARDS ACTIVITY REPORT This activity report gives you a clear understanding of what segment type of consumers you store is able to target (if required) Number of unique customers who have rewards available Total Rewards available on customer cards (incl. customers with less than 500 points) Avg. rewards available on customer cards Total spend for transactions made during the reporting period where rewards have been redeemed The ratio between Total Loyalty Sales: Total Rewards Redeemed 12

15 AVERAGE TRANSACTION VALUES BY CUSTOMER GROUP The below charts allow you to view which groups of loyalty customers are improving in performance VS the State average STATE AVERAGE STORE AVERAGE TRANSACTION VALUE NUMBER OF CUSTOMERS Metric Names Chart Average Transaction Value State Benchmark Description Bar Average Transaction Value Line State Average Label Number of customers One chart for each Customer Loyalty Segment where spend has occurred in the last 12 months and one for all customers. Each chart shows the Average value of a transaction by month for the previous 13 months including the current reporting month for the store. Each chart shows the Average value of a transaction by month for the previous 13 months including the current reporting month for the entire state. 13

16 MEMBERS CONTACTABILITY This is a great indication of your loyalty customers within the store. This allows the member to see what would be the best segment to target using various contact methods TOTAL NUMBER OF REWARDS CUSTOMERS CONTACTABLE VIA DIRECT MAIL STATE AVERAGE NUMBER OF REWARDS CUSTOMERS CONTACTABLE VIA MOBILE NUMBER OF REWARDS CUSTOMERS CONTACTABLE VIA MOBILE TOTAL NUMBER OF REWARDS CUSTOMERS WITH A DATE OF BIRTH Metric Names Chart Marketable Mobile Marketable Mail Marketable with Date of Birth (DOB) Description Bar Bar split by Segment for each metric showing the total number of customers who meet the requirement as at the end of the reporting period. Line State Average for each metric Total number of customers who are marketable to via (based on opt in flag and data on file) Total number of customers who are marketable to via mobile (based on SMS opt in and validity flags) Total number of customers who are marketable to via Direct mail (based on Customers who have opted in to DM and have a postal mailing address on file) Total number of customers who have a DOB Disclaimer: validity is defined by the address containing symbol, and.com. This does not take into account incorrect entry of data, whether the account is still active, and deliverability. Postal mailing address validity is does not take into account incorrect entry of data and whether the address is valid. 14

17 CONTACT Need further assistance with Loyalty Dashboards? Please contact your Retail Support Specialist Need Help with Pharmasite? Please contact The Amcal Rewards Help Desk. PHONE: HOURS: Monday - Friday 8am - 5pm EST 15