:

2013

2014

index

"There is only one boss. The customer. And he can fire everybody in the company from the chairman down, simply by spending his money somewhere else."

( Sam walton )

1900-1960 1960-1990 1990-2010

-

- 2010

THE AGE OF MORE

- -

CB - " RFM-

- - RFM + -

- +

/ -

- , .

.

(customer experience)

(customer loyalty)

LOYALTY

...

75%

-2.3

)80%(

36%

: + 9/2011

45%

45%

60%

50%

40%

60%

:

?

LTV

70%

64%

34%

32%

26%

20%

18%

14%

10%

10%

2% Base: 50 loyalty program marketers, Source: Q3 2012North America Loyalty Benchmark online survey

, ?

?

...

GBK

BIL

BIL

350 98

11

168 571

2,000,000

SMS

68%

26%

22%

10%

46%

38%

36%

28%

44%

40%

2%

2%

2%

8%

4%

4%

4%

6%

12%

10%

Base: 50 loyalty program marketers, Source: Q3 2012North America Loyalty Benchmark online survey

NORDSTROM

WWW

-

'

"" ) (

92%

82%

64%

54%

54%

48%

30%

28%

46%

32%

40%

4%

6%

12%

14%

2%

2%

2%

6%

6%

4%

4%

12%

- 80%

Base: 50 loyalty program marketers, Source: Q3 2012North America Loyalty Benchmark online survey

,

,

Experience

Experience

Experience

'

http://www.youtube.com/watch?v=2lXh2n0aPyw

,

59%46%

3 4 - )(

.

27%73%

.

-

10%

18%

58% 58%

56%

50%

" 1 5,

?"

2013?

2014MARKETING WORLD

TRENDS

stop thinking programs, thinkexperience instead

.

:(