New Generation of Customer Engagement
The Bottom Line
Cycle My City Rewards is built specifically for bicycle retailers like you.
• We are a community program, not just a loyalty program – Become the hub of your local cycling community and turn loyal customers into brand ambassadors.
• Get in at the low rate of $15 per month, plus GST. Develop your community and you can even get it for free!
• We’re building something special, with location-based customer communications (contact the right customers at the perfect time and the perfect place), cycling community and event tools, and more.
• 76% of Gen-Y’s are more likely to pick a brand with a program like this than one without. Be that brand and build those customers into your community!
• Our development will be guided by your experience – we’re local and we care about local shops.
• Register at www.cmcrewards.com and we’ll get in touch to discuss setting you up.
Cycle My City Rewards More Than Just a New Generation of Loyalty
We believe that being the hub of your local cycling community is the key to your growth. By being the place to go for goods, services, information and activities; by maximising your relevance in your local region, you’ll attract more customers more often, and we think you’ll have more fun doing it too! CmC Rewards starts a new generation of customer engagement tailored specifically for the retail bicycle industry. Loyalty isn’t a consequence of simply being rewarded, it isn’t something you can buy, and programs that try to do just that ultimately encourage a race to the bottom in a world where online retailers can undercut bricks and mortar stores with relative ease. Loyalty is built, with each customer interaction, by bringing those customers into the store’s community and turning them into brand ambassadors who will do your marketing for you. CmC Rewards is really a community program, designed to address issues currently facing retailers.
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CmC Rewards starts by giving customers a reason to come back to your store, giving you the opportunity to start building them into your community. But we’re not stopping there; we’re building the tools you need to contact customers at the perfect time and the perfect place with tips, event information or offers... to build appreciation, not resentment. And by using Cycle My City to organise your store rides (giving customers even more reasons to visit your store and get more people riding) you’ll be able to reward them for participating in your community. You’ll even be able to recruit other local businesses to join your community, such as the local cafe offering your customers free coffee, or your energy food supplier trialling new flavours with your customers. You don’t have to be the only one rewarding your customers anymore!
But isn’t all that expensive?
Not at all... In fact it’s only $15 a month plus GST when paying for a year up front, and it will stay that way for 2 years for those who register now (that’s probably less than you’d spend just on cards under traditional loyalty programs). You see, by definition a new
generation is young and we’re still building. Right now we can provide you a loyalty reward program much like any other (but completely digital, so no cards to pay for), and we don’t think anyone should have to pay much for that! But, by getting on board now you can be a part of the solution, not just a passive taker of the technology offered. Plus, by getting on board now you’ll be rewarded too, with a blackout window preventing your nearest competitors joining up during that window, so you can get a head start at becoming your local cycling hub. As we complete testing and roll out advanced features you’ll have the option to upgrade to one of our other affordable subscription tiers so that you only pay for what you want.
You’d rather pay less?
Ok, how about for free? Just set up a group on www.CycleMyCity.com and we’ll credit your subscription by $1 for each new member that joins your group that month, and by $5 if you coordinate 2 group ride events during the month, up to $15 per month for the first year.
Why do I even need to build community Here are just two of the many compelling stats from Loyalty360.com and Aimia.com:
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Loyal customers are 70% more likely to engage in positive word of mount than the
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general population. Simply bring your customers into your community and they’ll do some of the marketing for you, bringing you new customers that you wouldn’t otherwise meet and reducing the marketing cost to do it.
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76% of Gen-Y’s are more likely to pick a brand with a loyalty program than one without. Be that brand!
What can I use now?
months after their bike purchase or personally inviting them to the store ride.
Let’s take a look at what you can use right now. Cycle My City Rewards is a community program.
And why is that good... Well, for starters you can get this for free, but here are a few more benefits:
CmC Rewards is simple to use A simple online portal lets you allocate loyalty points and process customer loyalty rewards (discount vouchers and free service vouchers). Customers can easily check their points balance and available rewards through their customer portal. New customers are registered during the transaction process, no fuss, and we can even roll over your current customer database into the CmC Rewards program for you. CmC Rewards provides all the key functions you’d expect to get up and running quickly You can offer loyalty reward points on each purchase and also issue a free bicycle service with the purchase of each new bike. The default is 1 point per dollar spent and to reward your customers with a $50 discount voucher for every 1,000 points, but we can customise this for your individual needs. And if your customer is driving too hard a bargain, feel free to agree to a sale that excludes points, simply don’t process that transaction in the portal. CmC Rewards has no ongoing consumable costs It’s all online, so there is no need to pay for loyalty membership cards (and no need for your customers to stuff another one in their wallet) or gift vouchers. Of course you’ll have your internet access costs, but you’re paying for that anyway. CmC Rewards embraces a tiered loyalty model Not all customers are equal and being able to target those differences allows you to remain relevant when communicating with customers. With a tiered model your best customers rise to the top of the program, but you could also benefit from building a campaign to customers based on other criteria. For example, give your best customers the best reward by inviting them to your stock-take sale ahead of everyone else, so they can get the best deals, or tempt infrequent visitors back with a chance to win a door prize, or get new cyclists more involved in your community by offering them a maintenance workshop discount a few
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Rewards are more effective than discounts as they encourage customers to return to attain the next reward, or the next loyalty tier, and then return to your store to use the reward. Customers also tend to spend more than the face value of their reward voucher. Getting a customer back to the store is absolutely key, and it generates more sales than just competing for one-off transactions on the basis of discounting.
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Digital means no more fussing with registering users and assigning card numbers, replacing lost cards, or searching your database when a customer leaves their card at home. Users are registered simply with their e-mail address during the reward point allocation process and receive an e-mail to complete their registration and set their password themselves later. Return customers are identified with their e-mail address, or by scanning a barcode on their phone.
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Being able to selectively target communications to different customer groups means that you can be more relevant to all of them. To build your community you need to get the right messages to the right customers at the right time, and not annoy those that don’t want to hear about it. This feature will be available when our customer mobile app launches.
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How do I get started?
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Just register at www.cmcrewards.com and we’ll get in touch to discuss setting you up. Remember to be the first to register in your state or territory!
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You’ll also need an internet connection and internet browser at your point of sale to access the online portal.
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To scan a customer’s barcode from their app/mobile browser you’ll also need a scanner that can read from a screen. Alternatively you can process their points with their e-mail address.
So, what’s next?
We have a long list of great features that we’re working on and will develop with your individual preferences in mind: Customer mobile app – the CmC Rewards mobile app for your customers will give them easy access to their profile, status and available rewards. It will even let them know if a reward is about to expire. It also makes it easier for you to scan their details at the point of sale. Geo-fencing – by integrating geo-fencing into the customer app you can have the ability to message your customers at the right 6
place and at the right time to build your community. Imagine knowing when your customers are at the local race or charity event and inviting them to visit your event tent! What if you could message your customers as they drove to work, suggesting they drop in on the way home for your spot sale! Or how about recommending a great cafe or lunch spot near the end of a long ride! Now you can really add value to your customer’s day by setting up ‘virtual fences’ that trigger actions based on rules you define when the customer enters that zone. You can even set up geo-fences around your own shop to see who attends your product launch or event. Remember, 50% of customers are likely to respond to a location based offer, a stat that rises to 75% for customers under 35! Don’t worry, we know your customer’s pri-
vacy is important and we respect that, they can always opt out, but why would they if you deliver timely and useful information? Experiential Rewards – Don’t limit yourself to rewarding your customers with discounts. Customers who get experiential rewards are 30% more likely to become brand advocates than customers receiving discounts. Reward them with invitations to product trials, say by getting road cyclists to a MTB park on your new range of bikes, or a behind the scenes tour of the nearby pro cycling race. Reporting – we’re working on improved customer reports, segmenting your customers on various criteria including transaction frequency, average value and time since last transaction as well as by tier, location and other criteria. This leads to custom mailing lists to send out offers or variants to your newsletters. Point of Sale integration – tying CmC Rewards into your PoS system simplifies the transaction process and greatly enhances the customer segmentation/reporting available to us. You’ll be able to identify customers based on fine grained criteria, such as only those who bought energy foods, or those that bought a high end bike 2-3 years ago. You could even exclude customers who just bought a bike when advertising your new bike sale – they are not likely to buy another
one and probably won’t appreciate hearing that they should have waited a few weeks... Cycling Activity Integration – You’ll be able to reward your customers who actually cycle, not just those that shop. By integrating CmC Rewards with the Cycle My City cycle tracking website you will be able to see who attends your shop rides, choose to reward participation in store events with small point rewards, or give discounted store jerseys to customers that ride the most to get your brand maximum exposure. Partner integration – Link your store account to your local cafes, and other partners. Your local cafe can offer a free coffee to a percentage of your customers cycling past. That’s a nice surprise for your customer and could bring the whole peloton in to the cafe, so it’s good for everyone. Optional minimum transaction numbers to attain each loyalty tier – Your best customers aren’t the ones that paid $12,000 for a bike 2 years ago and never came back. Reserve your top tier for customers who are genuinely loyal and come back time and time again. Gift Vouchers – manage your gift certificates electronically, saving you cost and hassle. You’ll see exactly who has vouchers and how much is outstanding.