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Wonder World ProgramG&J

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Pankaj Ramteke
Pankaj Ramteke

- The document provides analytics on a loyalty program called Wonder World for a retail store. It summarizes key member demographics and behaviors. - Over 10 lakh members are enrolled with 2.5 lakh active members who shop mostly on weekends. The highest spending members are located in northern India. - Most members are in the silver tier and points redemption is currently at 20% of points earned. A points reminder campaign is recommended to boost redemptions. - Cross-promotions with other brands like Domino's and Delhi Daredevils are suggested to acquire new members and drive loyalty program engagement and sales.

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Members on WWP 34% members repeated purchase of total loyalty members 20% is the points earn-burn ratio Sundays is the highest shopped day & Tuesday being the least Total Members enrolled are more than 10 Lakhs amongst them we have active base of 2.5 lakhs Average member basket size is Rs.1,543 68% of bill cuts are from weekends 41% members purchase in price bracket of Rs.1,000-2,499 20% members purchase in price range of Rs.2,500 to 4,999
Members Demographics Information 100% of members gave Mobile Number & City in the information section 16% of members were comfortable giving home address followed by 12% gave there names 9 to 9.5% of members gave their Gender & DOB in the information and 6% gave the kids in info Just 3% gave email address & nobody gave anniversary details
Earn & Burn of Points Analysis Total points issued till date are 69,676,425 nearly 70 cr. Redeemed points by the members till date are 13,739,833 nearly 14 cr. Earn to Burn ratio of points is 20% RECOMMENDATION Amongst the total points 85% of them are grown from shopping in last one year A points reminder campaign could take place from September till December 2015 ends up with expire of those points With current 20% redemption rate our sales may grow from points reminder with Contribution to incremental of loyalty sales
Member Base Analysis Period: 2011-2015 31% 27% 24% 13% 4% ZONE WISE MEMBERS North West East South Central North being the maximum base of member, so Delhi, Chandigarh and other northern are top contributors South and central part of India are the bottom two
Members Breakup- Loyalty Tiers Wise during 2011-2015 The top priority with 92% members chose silver membership Gold has 5% of members under them Least is 3% of total members use platinum membership MEMBER AGE-BY ENROLMENT Nearly 9% of enrolled members are of 0-1 year of age followed by 23% of age 1-2 year 24% members are of 2-3year of age group & 25% are of 3-4 year old 19% of members fall under the age group of 5 years and above
Store Cluster Analysis Category A,B,C Stores Category A Stores across following Tier I cities: Delhi Mumbai Bangalore Chennai Hyderabad Kolkata Category B Stores across following Tier II cities are 40 Category C Stores across following Tier III cities are 66 Contributions by Bill cuts 2% of contribution is from Tier I cities & 56% are from Tier II cites The Least is from Tier 3 cities i.e. is 2% By Purchase Value Contribution (Rs.) 47% of contribution is from category B i.e. Tier II cities & 39% from Tier I cities 14% of purchase value contributed is the least one i.e. from Tier III cities
Member Clusters Analysis of 2011-2015 Active Member Base Analysis Out of the total members 25% are active ones who have more than two bills in period last one year These members may be categorized into High Loyal, High Value & High conscious High loyal Member: More than or equal to 4 Visits and Bill amount exceeds the AVT (Average Member Basket Size) i.e. Rs 1,543. High value: AVT is more 7,500 and Visits are less than 4 Value Conscious : AVT is less 4,000 and Visits are also less than 4
Active Base Break up 22% 6% 13% 59% New Members High Value High loyal Value concious Active Members: Wonder World members who have shopped at least once in last 1 year (Sep, 2014 till Aug, 2015)
Slab Breakup-Sliver Tier Analysis of 2011-2015 8% 22% 17% 53% New Members Regulars Lapsers Domant Regular- less than 2 bills in last 365 days Lapser- No bill in last 180 days Dormant- No bill in last 365 days Need to focus on new customer acquisition Automated campaigns required for specifically targeting Dormant conversion to Regular
Slab Breakup-Gold Tier & Platinum 2% 29% 22% 47% GOLD New Members Regulars Lapsers Domant 1%14% 22% 63% Platinum New Members Regulars Lapsers Dormant
Recommendations Increasing Member Base in next 3-6 Months Increase Program visibility at stores Placing Wonder World Tent Card at billing counters with membership benefit details Wonder World Backlit Panel at the back of Billing POS Staff Re-training so that they can drive loyalty program at store level Push mobile app & microsite links with bonus points incentive for members > Best Quality DB > Highest Enrollments in the month > Highest Loyalty Sale Cross Promotion with other non-competing brands Currently we are adding approx.18,000 new members in the program every month Increasing mobile number tagging rate to approx. 60-70% will help adding So,50,000 new members every month in the program will be the target
Cross promotion Strategy Dominos Filtered data base of Kids in 2-10 yrs. range has 7 lakhs contacts that we need to reach In return Dominos will broadcast 25% off coupon to all transactions happening at relevant Gini & Jony stores Distribute Gini & Jony Gift vouchers to kids celebrating bday in Dominos Delhi Daredevils @20 p/ sms we can reach out to DDs approx. 12 lakh of kids data base in the range 2-10 yrs. @12.5 p/sms we can broadcast e-vouchers to their approx. 1.2 Cr data base Premium Seats for 25 Wonder World members/ match during IPL 2016 & player visit at Gini & Jony store during IPL 2016
Campaign Plan Sep-Dec 2015 Events need to be targeted during the festival period i.e. Dussehra, Diwali, Childrens Day, Christmas and New year Active member base we need to send 2 sms per month to our new members, high value members , high loyal members & Value conscious ones as well from this expected redemption is 20% to 60% Points reminder has 1 sms per month with the expected redemption rate of 50% Lapsers & Dormant members are need to be focused by sending 2 sms per month
Concluding Recommendation We can send sms on kids birthday saying #WeClelebrateWithYou and give them special burn points offer may be 1.5p = 1 points on the special day this may lead to increase redemption rate In cross promotion strategy we can give our 25 lucky Platinum and gold members G&J & Delhi Dare Devils customize cap/wrist band along with an invitation to watch the match on premium seats We can ask players to visit G&J Stores which are at prime location and make them sign T-shirts, caps etc. and then we can either auction them or run a contest only for wonder world members to win these items or run a campaign for points redemption We can run a refer and earn campaign where in we can ask our members to refer their relatives, friends and get extra bonus points which will help new members in cumulatively In cross promotion with Dominos we can give a special voucher designed for kids on every purchase of Dominos Junior JoyBox Dominos value customer on purchase of Rs.1000-2000 or more per month for kids will get a G&J Wonder WP membership and a G&J wrist watch
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Wonder World ProgramG&J

  • 1. Members on WWP 34% members repeated purchase of total loyalty members 20% is the points earn-burn ratio Sundays is the highest shopped day & Tuesday being the least Total Members enrolled are more than 10 Lakhs amongst them we have active base of 2.5 lakhs Average member basket size is Rs.1,543 68% of bill cuts are from weekends 41% members purchase in price bracket of Rs.1,000-2,499 20% members purchase in price range of Rs.2,500 to 4,999
  • 2. Members Demographics Information 100% of members gave Mobile Number & City in the information section 16% of members were comfortable giving home address followed by 12% gave there names 9 to 9.5% of members gave their Gender & DOB in the information and 6% gave the kids in info Just 3% gave email address & nobody gave anniversary details
  • 3. Earn & Burn of Points Analysis Total points issued till date are 69,676,425 nearly 70 cr. Redeemed points by the members till date are 13,739,833 nearly 14 cr. Earn to Burn ratio of points is 20% RECOMMENDATION Amongst the total points 85% of them are grown from shopping in last one year A points reminder campaign could take place from September till December 2015 ends up with expire of those points With current 20% redemption rate our sales may grow from points reminder with Contribution to incremental of loyalty sales
  • 4. Member Base Analysis Period: 2011-2015 31% 27% 24% 13% 4% ZONE WISE MEMBERS North West East South Central North being the maximum base of member, so Delhi, Chandigarh and other northern are top contributors South and central part of India are the bottom two
  • 5. Members Breakup- Loyalty Tiers Wise during 2011-2015 The top priority with 92% members chose silver membership Gold has 5% of members under them Least is 3% of total members use platinum membership MEMBER AGE-BY ENROLMENT Nearly 9% of enrolled members are of 0-1 year of age followed by 23% of age 1-2 year 24% members are of 2-3year of age group & 25% are of 3-4 year old 19% of members fall under the age group of 5 years and above
  • 6. Store Cluster Analysis Category A,B,C Stores Category A Stores across following Tier I cities: Delhi Mumbai Bangalore Chennai Hyderabad Kolkata Category B Stores across following Tier II cities are 40 Category C Stores across following Tier III cities are 66 Contributions by Bill cuts 2% of contribution is from Tier I cities & 56% are from Tier II cites The Least is from Tier 3 cities i.e. is 2% By Purchase Value Contribution (Rs.) 47% of contribution is from category B i.e. Tier II cities & 39% from Tier I cities 14% of purchase value contributed is the least one i.e. from Tier III cities
  • 7. Member Clusters Analysis of 2011-2015 Active Member Base Analysis Out of the total members 25% are active ones who have more than two bills in period last one year These members may be categorized into High Loyal, High Value & High conscious High loyal Member: More than or equal to 4 Visits and Bill amount exceeds the AVT (Average Member Basket Size) i.e. Rs 1,543. High value: AVT is more 7,500 and Visits are less than 4 Value Conscious : AVT is less 4,000 and Visits are also less than 4
  • 8. Active Base Break up 22% 6% 13% 59% New Members High Value High loyal Value concious Active Members: Wonder World members who have shopped at least once in last 1 year (Sep, 2014 till Aug, 2015)
  • 9. Slab Breakup-Sliver Tier Analysis of 2011-2015 8% 22% 17% 53% New Members Regulars Lapsers Domant Regular- less than 2 bills in last 365 days Lapser- No bill in last 180 days Dormant- No bill in last 365 days Need to focus on new customer acquisition Automated campaigns required for specifically targeting Dormant conversion to Regular
  • 10. Slab Breakup-Gold Tier & Platinum 2% 29% 22% 47% GOLD New Members Regulars Lapsers Domant 1%14% 22% 63% Platinum New Members Regulars Lapsers Dormant
  • 11. Recommendations Increasing Member Base in next 3-6 Months Increase Program visibility at stores Placing Wonder World Tent Card at billing counters with membership benefit details Wonder World Backlit Panel at the back of Billing POS Staff Re-training so that they can drive loyalty program at store level Push mobile app & microsite links with bonus points incentive for members > Best Quality DB > Highest Enrollments in the month > Highest Loyalty Sale Cross Promotion with other non-competing brands Currently we are adding approx.18,000 new members in the program every month Increasing mobile number tagging rate to approx. 60-70% will help adding So,50,000 new members every month in the program will be the target
  • 12. Cross promotion Strategy Dominos Filtered data base of Kids in 2-10 yrs. range has 7 lakhs contacts that we need to reach In return Dominos will broadcast 25% off coupon to all transactions happening at relevant Gini & Jony stores Distribute Gini & Jony Gift vouchers to kids celebrating bday in Dominos Delhi Daredevils @20 p/ sms we can reach out to DDs approx. 12 lakh of kids data base in the range 2-10 yrs. @12.5 p/sms we can broadcast e-vouchers to their approx. 1.2 Cr data base Premium Seats for 25 Wonder World members/ match during IPL 2016 & player visit at Gini & Jony store during IPL 2016
  • 13. Campaign Plan Sep-Dec 2015 Events need to be targeted during the festival period i.e. Dussehra, Diwali, Childrens Day, Christmas and New year Active member base we need to send 2 sms per month to our new members, high value members , high loyal members & Value conscious ones as well from this expected redemption is 20% to 60% Points reminder has 1 sms per month with the expected redemption rate of 50% Lapsers & Dormant members are need to be focused by sending 2 sms per month
  • 14. Concluding Recommendation We can send sms on kids birthday saying #WeClelebrateWithYou and give them special burn points offer may be 1.5p = 1 points on the special day this may lead to increase redemption rate In cross promotion strategy we can give our 25 lucky Platinum and gold members G&J & Delhi Dare Devils customize cap/wrist band along with an invitation to watch the match on premium seats We can ask players to visit G&J Stores which are at prime location and make them sign T-shirts, caps etc. and then we can either auction them or run a contest only for wonder world members to win these items or run a campaign for points redemption We can run a refer and earn campaign where in we can ask our members to refer their relatives, friends and get extra bonus points which will help new members in cumulatively In cross promotion with Dominos we can give a special voucher designed for kids on every purchase of Dominos Junior JoyBox Dominos value customer on purchase of Rs.1000-2000 or more per month for kids will get a G&J Wonder WP membership and a G&J wrist watch