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Core - Sizing the opportunity 'Future of Loyalty' (2. Grow…
Core - Sizing the opportunity
'Future of Loyalty'
2. Grow Membership
need to identifiy incremental spend (two figures exist for JL £67pa or £25pa, no figures for WTR)
existing customers x-sell jl to waitrose
Target Segments
My JL (additional £65 million in value for being MyJL)
Become Joint Members
My Waitrose
My JLP
What is "core"?
process, systems, customers, insight
Leavers
Movers
Joiners
How we communicate
support through store
data and insight
transactions
Existing Comms
3. Increase impact of existing loyalty comms
Making them more impactful.
Message
Value by channel
EM
SMS
DM
General JL Marketing - value of opted into marketing per customer
Frequency of comms
Channel
Steve Stone
PD&A JL side, can help with this
MY JL Benefit analysis (build for Waitrose)
Frequency
Loyalty or Not
1. Increase Number of customers we can communicate with.
Need to understand current volumes
See email from Mark
Should we invest money in growing the marketable base
Email Addresses
Postal Addresses
Loyalty Permissions
New Registry process - Mike Cato
Alignment / Dependencies
Risks
Platform Operating Model
Online identity and profile
master campakgn management MCM/Salesforce
Partnership data platform PDP
Trials
Reward
Subscriptions
VIP
Wider Alignment
Partnership card and JLFS
Customer strategy
Integration with Fairway project
Core loyalty scheme scope
deliver the capabilities
Data insight and attribution
Scheme reporting
Proposition reporting
New Measures
Attribution and Rewarding / points issuance
Marketing and Comms
Branding
Campaign and marketing
Channels
Community
Stores
Service Comms
Welcome pack and Card issuance
Memebership Management
Join / leave
Profile
Permissions
Person preference / interests
My Account
Partners(?)
Households
Cards
Contact centres and support
Transition
Approach to moving members onto new scheme
Organisational and processes
Existing propositions
branding and signage change physical and digitial
decommission legacy schemes