Liquid Barcodes

Resources

‘What I Know for Sure’ on Loyalty – Victor Paterno, 7-Eleven Philippines

Paula Thomas, Former Chief Content Officer, Liquid Barcodes

04/03/2018

This article with Victor Paterno, President and CEO 7-Eleven, Philippines was originally published in Global Convenience Store Focus.

Victor Paterno

Very few brands can claim to have 2 million customers shopping with them everyday, so there are fascinating lessons in loyalty for convenience retailers worldwide from the incredible success that 7-Eleven has achieved in the Philippines. As the number one convenience brand in a country of over 100 million people, 7-Eleven enjoys 72% market share through the more than 2,000 stores they operate. Speaking recently at the NACS Convenience Summit Asia, Victor Paterno, CEO and President of 7-Eleven Philippines, discussed his views on the role of loyalty in convenience so we in Liquid Barcodes were delighted to talk to him and get his perspective on building loyalty in Asia.

A key question we ask in these articles is ‘What Do You Know For Sure’ about loyalty. The simplicity of the question allows us capture key insights that are useful for others in the industry. When I asked what Paterno knows ‘for sure’, he is clear that his loyalty programme creates the ‘digital connection to customers’ – an essential link between online and offline channels. That’s 90% the reason that his programme exists. Paterno is clear that the acquisition cost of driving programme membership is high, but as the customer is already in the store, it’s ‘much cheaper’ than relying on external digital communication channels such as social media.

In order to achieve this digital connection, Paterno is embracing technology and the early seeds of the digital infrastructure in 7Eleven in the Philippines were planted almost five years ago in 2013. From glass scanners, to in-store kiosks and a fully online POS, plus the development of comprehensive digital loyalty solutions, Paterno sold rewards cards to an impressive 7 million people, with more than 500,000 already using the mobile app which was launched in 2016. The loyalty programme is called Cliqq Rewards and while the app version is free, physical rewards cards are charged a nominal fee of approx. 20 US cents. Card-based members can be contacted via SMS messages but this is both intrusive and expensive to use, so the app is the real focus for the business – offering direct communication channels with members and also housing the entire eco-system of loyalty partnerships including suppliers, eCommerce merchants and complementary loyalty programmes. As an emerging market, Paterno noted that not all smartphones have sufficient space to house many apps, so app download decisions really have to be earned.

In order to achieve this essential digital connection to customers, the Cliqq Rewards programme combines best practice loyalty and gamification techniques to drive engagement. Paterno outlined several key loyalty success principles which include simplicity and a compelling offer, supported by staff in stores continually reminding customers to join and scan.

Four best-practice features of Cliqq Rewards that drive loyalty and engagement include:

i) Simplicity of sign-up. Instead of creating customer ID or card numbers, across all channels the Cliqq Rewards programme uses the customers phone number as the unique identifier.

ii) Instant gratification: for example, the minute the customer engages on Messenger (one-click button), they are rewarded with 200MB free wifi in any 7-Eleven store.

iii) Flexibility: The Cliqq Rewards programme is built as a currency that other retailers can buy for their customers. 7-Eleven products also provide low-cost reward options that are easily accessible and universally appealing.

iv) Rewards: For merchants, loyalty programmes are created to drive customer behaviour, for customers, it’s all about the rewards. 7-Eleven offers a relatively rich reward value of 2% in points, and is also developing conversion of points to store credit in response to customer’s demands.

By contrast, one initiative that hasn’t worked as well as expected is the loyalty platform integration for Cliqq Rewards with Facebook Messenger. Although it should be very useful given the penetration of Facebook, surprisingly, this development has not been as useful or effective as expected – an experience Paterno says is shared by many brands that have experimented with messenger bots, so this is a caution for other programmes considering adopting the channel.

store

Measuring Success:

As expected, the key performance indicator that 7-Eleven monitors and measures is the penetration of its transactions that are ‘carded’ – either digitally or physically. Given the small transaction amounts being spent, especially in emerging markets, this behaviour is more difficult to drive than in larger format stores and Paterno admits the current penetration is lower than he would like. In larger spend grocery stores, market penetration is estimated in the 60-80% range, however convenience stores rarely achieve even 40%.

A Vision for Loyalty

Paterno believes that 100% of customers can be recognised and rewarded using the latest technology, but their trust will first have to be earned. Innovative solutions such as facial recognition are compelling to business owners in any retail environment as the application is truly universal and it is already used extensively in countries like China where privacy laws are lax. It is also prevalent and an accepted technology for international border control in many countries, however it has yet to the trialed extensively in the convenience/retail sector – until now.

Paterno’s colleagues in 7-Eleven in Thailand just this month announced trials of facial recognition technology in all 11,000 stores – a truly ground-breaking project in terms of sheer scale of adoption by one company, so Paterno is excited about that project’s potential. However in the current climate of questionable privacy policies and data protection by the giants of social media considerable delays are likely before this technology is implemented in the Philippines or 7-Eleven stores elsewhere.

Future Focus:

Paterno’s vision is built on the importance of selling ‘more than just a little bit’ to customers, creating physical retail solutions for eCommerce merchants that leverage the power of 7-Eleven’s distribution and logistics capabilities and combines them with the marketing permissions earned by building an engaging loyalty programme at scale.

No other retailer has the footprint needed to offer retail collection services to merchants and consumers who increasingly shop online but need to get the product home. Using their loyalty insights, expertise and platform, Paterno is creating a powerful solution that eliminates the need for expensive lockers and allows his customers the added convenience of shopping online while saving the cost of delivery.

It’s a masterful stroke and it’s truly on-brand for this retailer that continues to define and drive the convenience sector. With their relentless focus on satisfying customer’s needs whether online or offline, powered by a digital database to deliver insights and rewards, I have no doubt that 7-Eleven will continue to thrive with their innovative services and solutions that benefit consumers, partners and the business alike.

About Us:

Liquid Barcodes is a leading global loyalty and digital marketing technology company specialized for the convenience store and foodservice industries. Our proprietary cloud-based technology platform allow retailers to create and manage their digital marketing campaigns with a proprietary process we call the “customer connection cycle’ to engage, promote and reward customers activities in real-time across digital and media channels.

How we do it:

We have developed the most advanced loyalty and digital marketing technology platform specifically for convenience store and foodservice retailers globally.

Retailers use our self-service dashboard to create and manage loyalty driven marketing campaigns that increase purchases with their existing customers, as well as effectively target and acquire new customers through partners or paid media channels.

One core component of live loyalty is gamification. We have gamified branding, loyalty and promotions. We believe this approach is essential in order to get customers’ attention and ultimately truly engage them with repeatable actions thereby winning their loyalty.

Check out some of our exciting/proven results here:

www.LiquidBarcodes.com

About Me:

Paula Thomas

Chief Content Officer, Liquid Barcodes and Independent Loyalty Consultant

With over twenty-five years marketing experience, I specialise in loyalty marketing consulting, managing consumer loyalty propositions, strategy and operations. In addition to working with Liquid Barcodes, my clients have included Telefonica O2, Three Mobile, Electric Ireland, Allied Irish Bank and The Entertainer, as well as Avios – the global points currency for some of the world’s top airlines. I am also a judge for the Loyalty Magazine Awards. 

—————————————————————————————–


Blog post

Han-Dee Hugo’s Summer Promotion Shifts Into High Gear

Han-Dee Hugo’s Jeep giveaway attracts 20,000 new loyalty members during summer campaign. Han-Dee Hugo’s, a division of Sampson-Bladen Oil Company based in Clinton, NC, surprised themselves with a larger-than-expected following for its summer 2024 Jeep Wrangler giveaway for loyalty mobile app users. In June, Han-Dee Hugo’s debuted its new loyalty mobile app, collaborating with many […]

Blog post

Achieve Infinite Customer Loyalty

7 Key Components to Operating a Successful Loyalty Program Using proven loyalty techniques, retailers can attract customers, enhance their experiences, and encourage repeat visits. We developed a practical framework to help retailers structure their work on improving all three areas, we call it The Customer Connection Cycle” The Liquid Barcodes Customer Connection Cycle is our […]

Blog post

Car Wash Subscriptions = Guaranteed Revenue

Subscription programs offer customers a frictionless solution that guarantees recurring revenue. 

Blog post

Car Wash Subscriptions Clean Up With Guaranteed Retailer Revenue

Car wash subscription programs offer customers a frictionless and contactless solution, ensuring recurring revenue for retailers. 

Blog post

Cheers to Beers: Old Irish Pub Rewards for Frequent Customers

European restaurant chain Old Irish Pub rewards customers with digital stamps for buying drinks, offers games and more! 

Blog post

Lessons in Loyalty: Customer Connection Cycle

The Liquid Barcodes Customer Connection Cycle Explains Six Key Components to Operating a Successful Loyalty Program

Blog post

Increasing Customer Engagement With Loyalty Programs

From basic discounts, points, and perks, to more advanced strategies like subscriptions and mobile payments, loyalty programs allow retailers to compete in today’s fast-paced retail landscape.

Blog post

An Introduction to Subscription Programs

Subscription programs ensure recurring revenue by recruiting customers and enhancing the overall foodservice offer Subscription is a big buzzword referring to any recurring or prepaid program that is delivered or available on a regular basis. 

Blog post

What Is C-StorePay?

Liquid Barcodes’ proprietary C-StorePay makes paying for fuel, in-store merchandise, and subscription programs convenient for customers, reduces credit card fees for retailers, and integrates easily into existing loyalty programs Announced in October 2022, the revolutionary Liquid Barcodes C-StorePay product rose to the top of retailers’ 2022 wish lists at the NACS Show, even achieving a […]

Liquid Barcodes

Put a rocket under your loyalty program

With our loyalty platform, we help design and operate world-class, tailor-made subscription and reward programs that make sure your customers always come back.

Book a Demo →

We are trusted by global brands.

Convenience retailers all over the world have engaged and rewarded consumers with our tailor-made loyalty programs.

To our case studies →

Liquid Barcodes
Liquid Barcodes
Liquid Barcodes
Liquid Barcodes

Convenience retailers all over the world have engaged and rewarded consumers with our tailor-made loyalty programs.

To our case studies →

Liquid Barcodes
Liquid Barcodes
Liquid Barcodes
Liquid Barcodes
istan

Situs Judi Togel Slot Online Terpercaya Indonesia

slot pulsa

situs judi slot online

togel slot casino online

istana slot online

istanaslot

Situs Judi Slot Deposit Pulsa

judi slot gacor terpercaya

istana slot

istana slot situs slot

ISTANASLOT

judi slot online gacor

judi slot online gacor

slot deposit pulsa

istanaimpian slot online

agen togel casino

judi live casino

agen togel casino

gangster4d

uno prediksi

prediksi togel istanaimpian

slot online gacor 2023

raja situs judi slot

slot online terbaik 2023

Daftar Slot Online Gacor 2023

Situs Judi Slot Demo Pragmatic

slot deposit dana Terbaru 2023

istanaslot

slot dana

https://blog.libero.it/wp/slotdana/2023/05/19/agen-judi-slot-deposit-dana/

https://platform.blocks.ase.ro/blog/index.php?entryid=26210

https://b.hatena.ne.jp/istanaslotgacor2022/

https://b.hatena.ne.jp/istanaslotgacor2022/bookmark?page=2

https://b.hatena.ne.jp/istanaslotgacor2022/bookmark?page=3

https://b.hatena.ne.jp/istanaslotgacor2022/bookmark?page=4

https://t.me/s/togelslot88gacor

https://t.me/s/situsslot

https://telegram.me/s/situsslot

https://medium.com/@gulaiayam8899

https://medium.com/@gulaiayam8899/about

https://medium.com/@gulaiayam8899/berita-terkini-seputar-slot-gacor-dan-togel-online-69848fa6e114

https://medium.com/@gulaiayam8899/rahasia-kesuksesan-dalam-permainan-slot-9a0664549e1b

https://medium.com/@gulaiayam8899/rtp-slot-gacor-auto-sultan-7e23ec9e7afb

https://medium.com/@gulaiayam8899/misteri-slot-gacor-bb02b74acd18

https://social.msdn.microsoft.com/Profile/istana-slot-777
https://www.behance.net/helmipaten
https://telegra.ph/IstanaSlot-Tempat-Terbaik-untuk-Pengalaman-Perjudian-Online-yang-Seru-10-20
https://gab.com/istanaslotgacor
https://onlinegamblingworld.my-free.website/s/cdn/?https://livechat-istanaslot.xyz/
https://www.provenexpert.com/istanaslots/
https://link.space/@istanaslot777
https://t.me/s/situsslot
http://forum.blockmango.com/topic/53367/link-alternatif-login-istanaslot-daftar-dan-gabung-segera
https://istanaslots.contently.com/
https://500px.com/p/istanaslots
https://myspace.com/istanaslots
https://medium.com/@erlinapaten777/istanaslot-situs-judi-slot-online-terbaik-dan-terpercaya-di-tahun-2023-ae10feac6088
https://medium.com/@erlinapaten777
http://istanaslots.idea.informer.com/
https://replit.com/@erlinapaten777
https://replit.com/@istanaslot777
https://istanaslotgacor.hashnode.dev/link-alternatif-login-istanaslot
http://193.140.229.56:3000/istanaslots/istanaslot/issues/1
https://dribbble.com/istanaslots/shots
http://193.140.229.56:3000/istanaslots
https://dribbble.com/istanaslots/about
https://ko-fi.com/istanaslots
https://ko-fi.com/istanaslots/gallery
https://disqus.com/by/istanaslots/about/
https://bbs.now.qq.com/?5951916
https://potofu.me/istanaslots
https://lit.link/en/istanaslots
https://www.blogger.com/profile/13732575843288704588
https://fae.disability.illinois.edu/summary/18b7ac547f835b20/rc/
https://nowewyrazy.uw.edu.pl/profil/istanaslots
https://hub.docker.com/r/istanaslots/link-resmi-istanaslot
https://app.simplenote.com/p/7qTCNx
https://www.tripadvisor.com.vn/Profile/Traveler55768473195
https://www.scoop.it/topic/istanaslots
https://withkoji.com/@istanaslot
https://www.bahamaslocal.com/userprofile/1/258137/istanaslots.html
https://justpaste.it/u/istanagacor
https://justpaste.it/6trpi
https://www.pinterest.com/erlinapaten777/
https://git.disroot.org/istanaslots
https://speakerdeck.com/erlinapaten
https://www.walkscore.com/people/114255253064/istanaslots
https://letterboxd.com/istanaslots/
https://beacons.ai/istanaslots
https://www.maliweb.net/author/istanaslot
https://artmight.com/user/profile/2986114
https://myopportunity.com/en/profile/istana-slots/nw
https://www.empowher.com/users/istanaslot7777
https://www.insanelymac.com/forum/profile/2676453-istanaslots/?tab=field_core_pfield_13
https://trello.com/u/erlinaaja/activity
https://about.me/istana-slots
https://cs.astronomy.com/members/istanaslots/default.aspx
https://istanaslotgacor.zohosites.com/
https://issuu.com/istanaslots
https://issuu.com/istanaslots/docs/link_alternatif_login_istanaslot.docx
https://profile.hatena.ne.jp/erlinapaten777/
https://www.linkcentre.com/profile/istanaslos/
https://www.producthunt.com/@istanaslots
https://medium.com/@helmipaten777
https://medium.com/@helmipaten777/istanaslot-terobosan-terbaru-dalam-dunia-slot-online-di-2023-70bd6f25465f
https://heylink.me/ISTANASLOT.COM/
https://joy.bio/istana-gacor
https://solo.to/istana-gacor
https://mylink.la/istanaslots
https://s.id/1WhHE
https://s.id/1WhHO
https://s.id/1WhHX
https://s.id/1WhI3
https://www.wattpad.com/user/istanaslots
https://gratis-4156611.jouwweb.nl/
http://uid.me/istanaslots
https://linkfly.to/51107uVV4AW
https://www.divephotoguide.com/user/istanaslots
https://mez.ink/istanaslots
https://desty.page/istanaslot
https://magic.ly/istanaslots
https://bit.ly/4667NBw
https://bit.ly/47oiujP
https://bit.ly/3Sv5PaG
https://bit.ly/472wu33
https://bit.ly/3sqCjrY
https://bit.ly/49F2fB5
https://gab.com/istanagacorslot
https://social.msdn.microsoft.com/Profile/istanagacorslot
https://profile.ameba.jp/ameba/helmipaten
https://ameblo.jp/helmipaten/entry-12828152988.html
https://giphy.com/channel/istanagacorslot
https://tinyurl.com/istanaslots
https://tinyurl.com/mr2zhnxe
https://tinyurl.com/2ft2dwae
https://tinyurl.com/ms7ujhbe
https://tinyurl.com/2w5ndtb4
https://tinyurl.com/46d5czk2
https://tinyurl.com/td6fkahm
https://www.twitch.tv/istanagacorslot
https://telegra.ph/Link-Alternatif-Situs-Resmi-Pragmatic-Play-11-11
https://glitch.com/@erlinapaten777
https://istanagacor777.weebly.com/
https://6548934d557e4.site123.me/
https://band.us/band/93104459/intro
https://istanagacor.onepage.website/
https://plaza.rakuten.co.jp/istanagacor88/diary/202311240000/
https://profile.ameba.jp/ameba/istanagacor
https://social.msdn.microsoft.com/Profile/istanaslot888
https://istanagacor.vercel.app/
https://istanaslotgacor.wixsite.com/istana-slot
https://social.msdn.microsoft.com/Profile/istanagacorslot
istana slot
istanaslot
https://istanagacor.bloggersdelight.dk/
https://www.zillow.com/profile/istana3com
https://www.zillow.com/profile/helmipaten777
https://telegram.me/s/situsslot
https://istana-slot-gacor.pages.dev/
https://gangsterslot.pages.dev/
Situs Togel Toto 4D https://istana-slots.blogspot.com/ https://sohibslot.makeweb.co/ http://3.107.67.170/ https://istanaslot.vzy.io/ https://medium.com/@helmipaten777/about https://medium.com/@sohibslot777/about https://sites.google.com/view/sohibslot/ https://sites.google.com/view/istanaslots/ https://sohib3.odoo.com/ https://istanaxplay.medium.com/about https://www.tumblr.com/cabehijau https://istanaslot.vzy.io/ https://www.anobii.com/en/015dc2515fd5aec6ad/profile/activity https://visual.ly/users/sohibslot777/portfolio https://rentry.co/mnes7s5t https://rentry.co/slot-online-2024 https://istanaslotofficial.medium.com/about https://cutt.ly/meozcUaw https://cutt.ly/Ieozc9W8 https://cutt.ly/Teozc688 https://cutt.ly/GeozvyZf https://cutt.ly/FeozvpGX https://event.i3l.ac.id/ https://event.i3l.ac.id/summercamp/slot777/