Click to add text Reimagining Customer Loyalty 29 SEP 2014 Fiona Llewellyn (Director of IT – NBTY Europe) 1 NBTYClick Europe – Who to add textwe are  Europe's leading retailer of Vitamins, Minerals and Herbal Supplements  Over 80 Years in Health Supplement Industry NBTY Europe – Our Click to add textworld  Video of Store (TBD Fiona) NBTY Europe – Loyalty Click to add text Programs Holland & Barrett UK – Rewards for Life 4 points earned per £1 Holland & Barrett IE – Rewards for Life GNC UK – Train to Gain 4 points earned per €1 15 points earned per £1 Quarterly Reward Coupon issuance: 100 points = £1 / €1 Earn points / Redeem coupons across all channels Enrol / Activate across all channels Bonus point promotions / Exclusive offers for members Marketing offers via email, direct mail and SMS Need for to transformation Click add text Dec 2012 •Reached 6 M Members Sep 2011 RFL Launch in all stores Scalability of legacy system Inflexible PoS System hampering Customer Experience at Stores Lack of unified customer view (cards not customers) Inability to offer flexible loyalty promotions Lapsing customers due to inability to capture customer details in store Inability to target offers to specific customer segments EVOLVING LOYALTY PROGRAM Jan 2012 •First Coupon issued Dec 2011 •Increased Sale Benefits •Reached 1 M Members (Redemptions) •Increased Member Spend C H A L L E N G E S Transformation Click to addenablers text NextClick Gento CXadd Technology text Oracle Retail POS Oracle ATG / Endeca Mobile Applications Enrollment Transactions Profile Management E-Commerce Enrollment Profile Management Coupons Activation Profile Management Products Stores Customer Data Siebel Loyalty Oracle Customer Hub Members Program Promotions Customer Care Customer Unification Data Cleansing Siebel Marketing Segmentation Campaigns List Management Oracle Applications Loyalty Analytics Marketing Analytics Legacy Systems Custom Applications Customer Insights / Advanced Analytics FTP Legacy AS400 ODI Oracle Service Bus Responsys Email Marketing CX Implementation Click to add textDifferentiators  Enhanced engagement through real-time enrolment and activation  Real-time points accrual and display to customers on receipt  31 types of ‘Configurable’ loyalty promotions deployed (category, SKU, Tiered, Spend, Time etc.) – To be grown to 45 types  Unified customer view through Siebel Loyalty and Oracle Customer Hub  Personalized campaigns via customer segmentation Loyalty Evolution ClickProgram to add text Apr 2014 •In-store activation •Activation increasing by 70% per week Sep 2014 •5M Activations •T2G Launch Feb 2013 RFL Pilot launch on Oracle Customer Base Impact Sales Impact • 40% uplift in card activations • 6-8 % Sales uplift due to loyalty promotions • Loyalty Penetration – 62% in sales & 53% in transactions • 36% increase in Voucher redemption resulting in 10% increase in customer spend • Active customers are 75% more profitable • 50% of cards issued in the last year • 11M cards issued (higher outreach) • 2 % net positive migration in customer value EVOLVING LOYALTY PROGRAM May 2014 •Deployed on all H&B stores •Reached 10M Members B E N E F I T S Leveraging Click toInsights add text– Targeted Marketing Key Initiatives Customer Insights •State of Art Loyalty System •Evaluate customer Behaviour •Enhanced promotion capability •Increase Customer Experience •Enhanced POS System & Website •Identify Customer Segments •Provide customized offers •Influence Annual spend •Unified view of Customer •Develop strategy for targeted promotion •E.G Beauty Swap for Beauty customers Targeted Promotion Customer Segmentation Offer on Beauty Products Campaign Evaluation Increased Customer Engagement •Enhance Brand Affinity 0.06 0.05 •Increase in Coupon Redemption Rates (19%) •Increase in Purchase Rate (0.8 more order/ customer) Purchase Rate Pre and Post Voucher 0.04 0.03 0.02 0.01 Cherry Pickers Promising Shoppers Lapsing, Customer Only for Beauty Customers 0.00 Purchase Rate 12 - 6 Months Purchase Rate 6 Months Middle 50% of Data Mean Purchase Rate Post Voucher Natural Growth CX Implementation Click to add textRoadmap We are here Store POS Enhancement & Rollout Loyalty Program Platform (Siebel) Single View of Customer (Oracle Customer Hub) Loyalty Enhancements Points Promotions Targeted Vouchers Campaign Management (Email) Customer Analytics & Value Management Social/ Affinity Clubs Ring fencing & Customer Journeys Customer Service Drive Trading Decisions (Assortment, Space Zoning, Promotion Design etc.) E Commerce Consumer Engagement Application Mobile Enterprise Business Intelligence Omni-Channel Phase 1 – CX Foundation Blocks Phase 2 – Multi Channel Engagement Phase 3 – CX Value Realization Questions?