1 TM POWERING THE GROWTH OF YOUR GROWTH BUSINESS The importance of developing a loyalty programme and strategy that focuses on creating sustainable behavioural change with your customers has never been greater. Companies the world over are realising this and getting on board to maximise their share of wallet.
2 2 CONTENTS About Smart Trade International Our clients Your unique requirements What we do What we offer - Coalition Programmes What we offer - Customised Programmes Full suite of Marketing Services Our partners view What they say Find out more Loyalty programmes globally In today s often crowded marketplace it is becoming increasingly difficult for businesses to standout. To build lasting, profitable relationships with customers, businesses are increasingly looking to loyalty programme providers to help them enhance and capitalise on customer relationships. The right loyalty programme provider can help any business successfully drive growth and profits, even in an increasingly competitive global marketplace. We believe in helping companies craft, implement and operate world class loyalty marketing solutions. Loyalty programmes should be grounded in the quality of their strategy, execution, management, and companion marketing communications. Wherever you are on the globe, to guarantee the success of your loyalty programme you need to find a provider with an excellent track record of growing businesses
3 Smart Trade International knows loyalty The founders of Smart Trade International Ltd (STIL) with many years experience in the marketing arena, saw the need to launch and develop an organisation that has at its core a thorough understanding of customers and their needs. At STIL we know loyalty, and as a specialist business to business loyalty programme provider we understand how to help businesses attract, retain and grow customers. Our integrated end-to-end loyalty and marketing offerings have earned the trust and support of our clients for one simple reason: they work. STIL currently facilitate B2B solutions for over 1200 businesses including Toyota, Ford, Meridian, Caltex, Deloitte and Bunnings plus many more small to medium sized enterprises. 3 About Smart Trade International STIL was formed in 1997 as a specialist business to business loyalty programme facilitator. With offices in New Zealand and Australia, we work with blue chip organisations and household brands to enhance customer loyalty and power business growth. Our organisation has specialists in consulting, implementation and account management services helping us to deliver customised and coalition loyalty programmes plus a range of marketing solutions optimised for our clients industry, business environment and model.
4 4 Our vast experience has played a pivotal role in helping our clients reach for their full potential. With our help, businesses are able to build a lasting relationship with their customers. We are committed to working with our clients to build a winning loyalty solution that: Increases market share in competitive markets Reduces churn and creates customer lock-in beyond the standard value proposition of the product or service Creates the incentive to upsell OUR Identifies and extends the lifetime value of their most profitable customers Enhances the customer experience to create loyalty and brand advocacy. CLIENTS
5 INTERNATIONAL BRANDS NATIONAL BRANDS 5 * * * * * * *at participating branches
6 YOUR UNIQUE REQUIREMENTS Clients of STIL enter into a lasting partnership and experience first-hand the ingenuity of our services. We work with our clients at length to understand their goals, their customers, challenges and successes. Our ability to understand the detail of your business allows us to deliver a loyalty solution to power growth and value. 6
7 What we do We partner with you to achieve the following three outcomes for your business. It is these outcomes that will consistently realise sustained success from our working partnership. 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 that they would like to change, they wanted to improve how they retained customers, 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 reward 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 alternative businesses. It s 5-7 times cheaper to keep a customer than to find a new one Harvard Business Review Attract new customers In today s world it s not enough to just have competitive pricing, quality products and good service. The customer wants to know what s in it for them. They want something that comes without strings attached and 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 and, where appropriate, can 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 trade with you and generate value. 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 Smart-Trade programme Grow customers overall Our programmes work like a silent salesperson while you are not in front of your customers. Once a customer has either received a reward or is focused on the dream, results clearly generate changes in behaviour of over 30%, this is measured and documented. Results 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 that all important purchasing decision. By growing a personal attachment to their reward programmes, customers feel more positive about trading with your business. Recently we released a new tyre to the market and offered a points incentive if they purchased a set of these tyres. We set a realistic target for sales of these tyres and found at the end of the month we had exceeded our expectation 3 fold. A fantastic result and the only promotion was introducing the product and running the Smart-Trade points programme Graeme Mead Sales and Marketing Manager Tyreline NZ 7 Dave Gullen Sales Manager Carpet Court
8 What we We offer both coalition and customised loyalty programmes. We will work with you to understand which programme best suits your business s needs. Coalition programmes 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. STIL s 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. O Here s an introduction to our customer coalition businesses: 8 Smart-Trade New Zealand The Smart-Trade Rewards Programme has experienced resounding success in the New Zealand market utilising multiple preferred suppliers rewarding a community of interest. This type of coalition programme provides significant cost savings across the board and more comprehensive business intelligence for business communications/marketing. Our shining stars are programmes in the agriculture, building and construction sectors. We have successfully integrated the Smart-Trade programme into these sectors by aligning with quality brands, with strong business processes and ethics. This has enabled both programmes to become an integral part of their marketing solution. The programme provides for preferred suppliers to incentivise their customers with a wide range of rewards tailored to suit the individual. All points earned from the many contributing programme partners are pooled into one account which can then be used to redeem for rewards by requesting any reward that they want. GetGenuine New Zealand GetGenuine provides the automotive industry with a loyalty/rewards programme designed specifically to reward the purchasing of genuine parts. There are 28 automotive brands participating in the programme. The programme now has 92% industry brand/ franchise participation and 99% trade customer participation. Trade customers earn reward points for their spend on genuine parts from participating dealers as long as their account is kept current. The programme also provides a unique business intelligence platform, capturing large volumes of data, presented through a visually engaging web platform. This allows business partners to utilise this information for effective market insight, growth strategy and business reporting. Ford New Zealand have grown their aftersales parts business by 116% in five years. This has been achieved through a well defined and implemented engagement strategy.
9 OFFER FFER 9 GetGenuine Australia GetGenuine Australia has partnered with Qantas Frequent Flyer to provide the automotive industry with a loyalty programme designed specifically to reward trade customers for purchasing genuine parts. The industry has historically been over priced and not customer friendly. Having addressed these practices there is a compelling reason to add extra value to win back lost market share with a market leading coalition programme such as Qantas Frequent Flyer. This has been a huge success with programme growth of over 50% in year one. Eligible trade customer representatives earn Qantas Frequent Flyer points for every dollar spent on genuine parts. Business intelligence data is collected and utilised for effective market insights and business reporting. Intelligent Rewards Intelligent Rewards has been specifically designed to assist New Zealand educational facilities to extend their budgets through support from key New Zealand Business Suppliers. Early Childcare Centres, Primary and Secondary Schools, Tertiary and Private Education providers can now all earn reward points directly attributed to their business spend with participating Business Partners. The points earned by the educational facilities can then be used for anything from new technology, sports equipment or even special event designed uniforms. There are circa 3,000 education facilities as members receiving points from business suppliers in that sector. Performance Rewards Performance Rewards is a programme designed to drive positive behaviour within an organisation. This programme ideally suits sales driven organisations with a desire to monitor and reward sales staff for achieving pre determined KPIs. The programme visually displays and tracks team member performances for both the management team and sales force. All KPI s represented as part of the programme can be tailored to suit a company s specific requirements.
10 What we OFFER CUSTOMISED programmes The decision on whether your business best suits a coalition programme or a programme that s customised to meet your specific requirements, will be worked through at first interview stage. We would then design, build and operate every component of the loyalty programme from strategy and data analytics through to call centres and sourcing, delivering rewards to your customers. Here are just a few examples of customised programmes run by STIL on behalf of other businesses. AUSTRALIA NEW ZEALAND 10 STIL has provided the planning, infrastructure and support for the Power Farming loyalty programme; PFG Rewards. The customer analysis conclusively established Virgin Australia s Velocity Rewards programme as the most favourable option which has enabled Power Farming customers to earn Velocity frequently flyer points through their purchases. Leveraging off their rewards programme information is now helping them achieve their businesses objectives through a growing, satisfied, loyal customer base. All Stars is an Industry first developed for Mercedes Benz to incentivise front line sales and service staff to achieve specific KPI s. Our ability to provide a visually engaging web platform, where all programme members can monitor their performance against KPI s, and complete reward fulfilment with the click of a button, means the programme continues to be very successful. In particular, the programme provides a strong incentive to sales people to upsell Mercedes product and services when dealing with new and existing customers. Having a very successful programme Get Genuine in the market place, that has the majority of the larger Panel industry customers on board, made it an easy decision for Valspar to want to join this coalition programme. By creating Valspar Rewards they are able to utilise their own brand, and the benefits that come with that, plus marketing to a very engaged audience. This is a unique programme that we designed especially for New Zealand Window Shades. Employees of retailers selling NZ Window Shade products are provided with an incentive to offer their brands in a subtle way that ensures firstly, the customer gets the right advice and secondly, their product is offered in the mix if it suits. This has been a great success in keeping NZWS products, that are premium brands, top of mind when customers are being offered advice at purchase. A long standing programme that continues to out perform its target ROI.
11 FULL SUITE OFl LOYALTY MARKETING SERVICES A range of marketing services complement our world class suite of loyalty programmes. These tools leverage off of the power of the information generated in our loyalty databases and assist businesses in achieving growth targets. Strategies can be formulated based on customer behaviour and segmented marketing will target the right customers with messages that resonate to change buying behaviour. 11ARKETING 11 Our marketing services include: We can help you reach out to your customer with the right messages to get the desired reaction through a mix of marketing services tailored to fit your unique requirements. 1. Member contact. Contact management strategy is developed for all members to ensure maximum engagement. All data is mined to create relevant messaging and offers 2. E-shop. Our websites allow your customers through personalised access codes to redeem rewards simply online. A comprehensive range of rewards including Dream Rewards are available to your customers. If we haven t got a reward your customer wants, we ll source it.* 3. Rewards Catalogue. All customers receive a summer and winter rewards catalogue packed with the latest and greatest reward products from leading brands and suppliers. 4. Marketing. Our team of marketing specialists can place product or service promotions in front of a targeted list of prospective or existing customers. Whether you have a new product or service you wish to promote we can design and facilitate a successful marketing campaign delivering real, tangible results. All results can be provided in a report and we can guide you through your report findings, enabling you to find new and exciting growth opportunities 5. Direct Marketing. We also offer a full range of direct mail services to target the right customers with your offer. * Conditions apply
12 12 OUR PARTNERS VIEW
13 what they say 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, especially as the programme has only been in place for a little over 12 months. Once members have redeemed points, their earning behaviour increases as they appreciate the benefits of the Qantas Frequent Flyer programme. Qantas Frequent Flyer Manager Business Development 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 a great Return on Investment through the Get Genuine Get Rewards programme. FORD Sales Manager 13 Ford New Zealand Fixed Operations Manager In a recent trial customer acquisition campaign Meridian Energy approached businesses and converted 37% into Meridian customers thanks to Smart Trade. Our normal conversion rate is far lower. MERIDIAN ENERGY Business Development Manager All in all, a database/ loyalty component to our sales and marketing mix we would struggle to do without. Waikato Milking Systems Managing Director
14 14 ORE INFO FIND OUT MORE stil.co.nz
15 contact TALK TO US TODAY New Zealand office Smart Trade International Limited 9 Sloper Avenue, Frankton Hamilton 3204 P E Australian Office Smart Trade Australia Pty Limited Suite 3, Level 2, 45 Montgomery Street Kogarah Sydney NSW 2217 P E 15 For more information about STIL visit