Smart Trade Business Proposal

WE

CRAF T,

IMPLEMENT LEAD &

WORLD

CLASS LOYALTY

SOLUTIONS

“DIFFERENCE THERE’S A BIG

BETWEEN A SATISFIED

AND A LOYAL

“

CUSTOMER

CUSTOMER - Shep Hyken

We’d like to

share our loyalty story

Why Loyalty?____________________________________________ 4 Our Loyalty Coalitions_____________________________________ 6 Our Bespoke Solutions____________________________________ 8 What We Do____________________________________________ 10 Don’t Take Our Word For It_______________________________ 14 Features Of Our Platform_________________________________ 26 A Showcase In Loyalty___________________________________ 40

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WHY LOYALTY AS A

BUSINESS

STRATEGY

4

Rewarding customers for their loyalty is no longer a case of if or why, but rather a case of how and when.

A carefully crafted loyalty strategy can deliver the following outcomes for your business: Drive customer retention – Say thanks to your valued

customers and give them a reason to say no to the competition.

Get more business from customers – A way to grow share of wallet inside existing customers.

Enrich your communication strategy – A points balance allows you to send personal and relevant communications to your customers around your products, services and promotions.

Add value to your acquisition strategy and create a real

point of difference in a world of discounts and rebates.

Visualisation of your end customer – Understand

customer preferences with the data, intelligence and unique insights created through loyalty solutions.

Create an emotional connection with your customer and

realise the benefits from giving tangible rewards, which have a

much higher perceived value than cash (i.e discounts and rebates).

Proven R.O.I by utilising a business tool that does not cost you

until the customer has the desired behaviour.

5

OUR

We offer both coalition and bespoke loyalty programmes.

We work with you to understand which programme best suits your business’s needs.

LOYALTY COALITIONS Coalition loyalty programmes are highly successful the world over. By entering into a loyalty programme alongside other businesses, your customers can generate rewards from your business and other businesses that they choose to trade with. This village effect has been proven to generate a deep sense of loyalty to the programme and ultimately your business.

Smart Trade International Ltd’s (STIL) coalition loyalty experts will help your business build value from one of our existing coalition programmes, and ensure that your point of difference is always protected.

Our flagship coalition rewards programme.

The SmartTrade Rewards Programme was launched in 1997 to reward the construction and agricultural industries. We have successfully integrated the SmartTrade programme into these sectors by aligning with quality brands around a common customer database, delivering exceptional value to all stakeholders.

Our rewards programme for the automotive industry.

Launched in 2007, GetGenuine makes it easy for over 6,000 mechanic and panel repairers to turn their business spend into personal rewards by purchasing genuine parts from the most prominent vehicle manufacturers in New Zealand. GetGenuine was a world-first and now features over 31 automotive brands in New Zealand and 300 dealerships.

Supporting Education in New Zealand

Rewarding and supporting schools where they need it most.

Intelligent Rewards launched to New Zealand schools in 2009.

In association with our exclusive partners Vodafone, Meridian and Caltex, Intelligent Rewards is designed to support schools in areas they need it most.

DO YOU HAVE customers that sit across the

Construction, Automotive,

Agriculture or

Education sectors?

DO YOU HAVE customers

that could benefit from being

REWARDED by other non-competing partners of ours?

LETS TALK ABOUT

COALITION

LOYALTY.

OUR BESPOKE SOLUTIONS A bespoke loyalty programme offering incentives is a great way to drive performance across your sales channels. Strong relationships with your sales staff leads to long-term sales success.

We will work closely with your business to determine whether a coalition programme or a customised programme is best suited to your specific requirements. We will then design, build and operate every component of the loyalty programme from strategy and data analytics through to call centre services and sourcing rewards.

Customised solutions for New Zealand Window Shades.

This is a unique programme where employees of retailers selling Luxaflex and Rufflette products are provided with an incentive to strongly endorse these brands to the consumer. This long standing programme continues to deliver beyond its target ROI, by providing an exclusive point of difference in a highly competitive marketplace.

Star Rewards A customised solution for Mercedes-Benz.

Star Rewards is an industry-first programme developed for Mercedes-Benz to incentivise front line sales and service staff to achieve specific targets.

Programme members are provided with a visually engaging web platform, where they can monitor their performance against their KPI’s, and complete reward fulfilment with the click of a button.

A customised solution for Power Farming Group (PFG).

We have provided the planning, infrastructure and ongoing support for the PFG Rewards loyalty programme. Our customer analysis determined that Virgin Australia’s Velocity Frequent Flyer fulfilment platform would best suit the requirements of Power Farming’s customers. Leveraging off this platform is now helping PFG achieve their business objectives through a growing and loyal customer base.

DO YOU HAVE

a very specific requirement for

LOYALTY inside

your business?

WOULD YOU like your very

own branded

loyalty

programme?

LETS TALK ABOUT A

BESPOKE

LOYALTY

SOLUTION.

WHAT WE

DO 10

We have over 1,200 partners who reward a collective database

of over 30,000 SME’s throughout Australasia. Across all of these

partnerships there are three key pillars that are critical to our

loyalty strategy, we call these Retain, Attract and Grow.

Retain Customers Our programmes have proven to be a very effective tool in reducing the churn that inevitably

happens in all businesses. The two main reasons for this are the quality and flexibility of our reward offerings combined with targeted, relevant and personal communications to your customers.

Many of our clients received less than 100% of their customers’ business. They found themselves losing customers and in a situation where customers were putting pressure on them for better pricing. Essentially, they had customer behaviours they wanted to change and customers they wanted to retain, but weren’t sure how.

A well deployed loyalty programme has helped them to improve customer retention and ultimately made their business more successful.

Why does it work? It’s the law of reciprocity. If you give freely, that person is more inclined

to give back. In this way, a loyalty programme creates a deeper sense of customer loyalty than any product or service alone. It costs your customers nothing to participate, so they receive the benefits without incurring the costs. Our partnership conclusively provides your business with an edge over the competition, making it less likely that you will lose customers to competitors.

Attract New Customers In today’s world it is not enough to just have competitive pricing, quality products and good service.

The customer wants to know “what’s in it for me?”. They want something that comes without strings attached and that has real value. Our programmes will create that point of difference.

How? The ability to give your customer control of the choice of their reward (Dream Rewards)

can make all the difference when attracting new customers. Working with STIL to pull together a compelling offer and using our marketing tools to present the offer well has been proven to change buyer behaviour and start customers down the path of trading with your business for value rather than price. This is especially powerful when your offer is viewed as similar in value to other competing offers.

STIL has thousands of businesses (who are programme members) on its database which can, where appropriate, be targeted as “low hanging fruit” to do business with. There is a very real desire from our members to increase their points collection locations, so a well thought-out acquisition policy can have excellent results. Businesses, in partnership with STIL, utilise this tool under strict privacy conditions to target and acquire the right new customers; customers that will continue to trade with you and generate value.

Grow Customers Overall Our programmes work like a silent salesperson while you are not in front of your customers. Once a customer has received their reward, studies show changes in behaviour of over 30%. Studies also show that customers purchasing similar products, with the option of where to purchase or what credit card to use, will focus on the reward element in making their purchasing decision.

By growing a personal attachment to their rewards programme, customers feel more positive about trading with your business.

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“

Smart Trade International have become an integral part of our sales and marketing strategy for the trade customer segment of the automotive market. We continue to see strong growth, high levels of engagement and great return on investment through the GetGenuine programme.

Fixed Operations Manager

�

Ford New Zealand

15

is awesome!

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“

We collect a bunch of points from a number of our suppliers and we have used them on all kinds of rewards. From Lasik eye surgery to Fitbit’s, from fridge freezers to iPhones... all we do is ring them up and tell them what we want…simple really!!

The programme certainly keeps me loyal to my suppliers.

”

Nathan and Amy Spitzer Spitzer Construction

provides us

with a key f

o t n i po e c n e r e f f i d to our

s r o t i t e p m o c

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“

The programmes’ integration within the company has grown year by year as we continue to evolve the partnership and utilise a tool in the market that provides us with a key point of difference to our competitors.

�

Managing Director Tyreline Distributors

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“

When we recently needed to replace 37 monitors in our call centre we were able to use our reward points to purchase all of them. We have also been using points to book all of our air travel. If you are not currently part of the SmartTrade experience, I highly recommend it. The more partners you jump on board with, the more points you will receive! Simply brilliant!

Smith & Smith

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�

Simply Brilliant!

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te enuminee programeeded has exc our expectations

The

“

As a tool to opening doors in the building industry, it has been invaluable. We have seen our business multiply many fold through using the SmartTrade programme.

Sales Manager Carpet Court

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�

“

The GetGenuine programme has exceeded our expectations.

The members of the programme are some of our most engaged.

Their points earning and redemption behaviour indicates they find the programme rewarding. Once members have redeemed points, their earning behaviour increases as they appreciate the benefits of the Qantas Frequent Flyer programme. We have seen on average a 32% change in behaviour following redemption.

Business Development Manager,

�

Qantas Frequent Flyer

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“ We ’reessed!” impr “

We have been impressed with the number of our customers who regularly redeem their points and the variety and quality of goods on offer. They certainly seem to value the opportunity and no doubt our sales and collections have improved as a result.

Managing Director New Zealand Window Shades

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”

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FULL SUITE OF LOYALTY MARKETING SERVICES

We have a vast range of marketing and customer engagement services that complement our world class suite of loyalty programmes. These tools leverage off the power of the information generated in our loyalty databases and assist businesses in achieving growth. Strategies can be formulated based on customer behaviour and segmented marketing will target the right customers with messages that resonate to change buying behaviour.

r e m o t s u C Contact

Email

Marketing

Rewards Shop

26

A contact management strategy is developed for all customers to ensure maximum engagement. All data is mined to create relevant messaging and offers.

Our team can place targeted promotions in front of any selected audience. Whether you have a new product or service you wish to promote, or a stretch sales incentive targeting growth from your customer base, we can design and facilitate a successful email marketing campaign delivering real, tangible results.

Our online fulfilment platform enables your customers to enjoy a truly memorable experience when redeeming points online. A comprehensive range of rewards, including Dream Rewards (see page 32), are available to your customers. If we haven’t got the reward your customer wants, we’ll endeavour to source it.

e c n e g i l l e Int

Management

& Reporting

Direcgt

Marketin

Rewards Catalogue

One of the greatest attributes of loyalty is the capturing of unique data and insights. We provide you with intimate data on your customers, allowing us to drive targeted messaging and promotional activity that delivers results.

Outside of our half-yearly Points Statements and Rewards Catalogues, we offer a full range of direct mail initiatives to target growth, loyalty and engagement from your customers.

All customers receive a Summer and Winter Rewards Catalogue packed with the latest and greatest reward products from New Zealand’s leading brands and suppliers.

WHY YOUR CUSTOMERS WILL LOVE OUR BRAND OF LOYALTY 28

IT’S ALL ABOUT

SURPRISE & DELIGHT

It’s our job to leave a lasting impression on your customers. One of the ways we drive engagement, excitement and an emotional connection in our reward programmes is through a concept we call surprise and delight. We have an active promotions calendar including regular travel incentives and prize giveaways.

Alaskan Adventure Cruise

$12,000

Wonders of Turkey Tour

$10,000

San Francisco & Alaskan Excursion

$20,000

Dubai Experience

$8,000

Luxury Fiji Getaway

$10,000

Get me to Fiji African Safari

$8,000

$3,000

OUR PROMOTIONS HAVE SENT MEMBERS

ALL OVER THE WORLD 29

T S bE OF THE

T S E b

WHAT MORE COULD YOU WANT? Customers earn reward points by trading with SmartTrade’s partner businesses, which can be redeemed on a wide range of rewards from New Zealand’s top brands and leading suppliers. rewards-shop.co.nz

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Get any reward you want* with

CLOSE YOUR EYES AND LET YOUR IMAGINATION RUN FREE! We’ll endevour to deliver exactly what your customers have been dreaming of. rewards-shop.co.nz/dream-rewards *Terms and conditions apply.

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“ Revolvecustomer around the

your world

customers will revolve around

you

– Heather Williams

“

and MORE

Get rewards faster.

Don’t have quite enough points for your reward?

No problem! Customers can use Points + Pay to top up their redemption* and they’re away smiling. *Terms and conditions apply.

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REWARDS CATALOGUE

We deliver a Summer and Winter Catalogue to all our members (your customers) showcasing the latest technology, great brands and the most popular products from New Zealand’s leading suppliers.

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best

of the

best

37

Redemption emails

We cater for all seasons, celebrations and occasions.

Featuring products from New Zealand’s leading suppliers, our personalised redemption emails are always a hit with your customers!

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INDUSTRY PUBLICATIONS

We run a publication for the automotive industry called the Genuine Article. This is delivered to over 6,000 trade mechanics and panel shops throughout New Zealand. The Genuine Article features product specials from New Zealand’s leading automotive brands plus industry news and other supplier promotions, all geared to drive growth and engagement in the GetGenuine Rewards Programme.

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CASE STUDY Ford New Zealand wanted to grow parts sales to trade mechanics and panel shops throughout New Zealand.

We designed and implemented a campaign whereby the trade received a 20% stretch target over their prior year purchases. If they hit the target, they received triple reward points. GetGenuine delivered the entire promotion through a combination of electronic and direct mail channels to thousands of customers.

Over 42% of spending customers achieved the target.

A great result.

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“

All in all, a database/loyalty component to our sales and marketing mix we would struggle to do without.

Managing Director Waikato Milking Systems

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�

We

would o t e l strugg

do it!

Without

THE “MUCH MORE

WAY TO A CUSTOMER’S

HEART IS

THAN A

LOYALTY PROGRAMME.

MAKING CUSTOMER

EVANGELISTS IS ABOUT CREATING

“

EXPERIENCES

WORTH TALKING ABOUT.

– Valeria Maltoni

stil.co.nz