Let's Talk Loyalty
#504: Moët Hennessy, part of LVMH Shares Clos19 Loyalty Insights
Description
The episode discusses the importance of loyalty programs in the retail industry, highlighting the experiences of Anais and Erin. It explores the Quon19 and Cloud 19 loyalty programs by Moet Hennessy, focusing on their strategies to encourage customer exploration and emotional loyalty. The challenges and successes of launching loyalty programs in different countries are also discussed, along with insights on improving loyalty strategies through competitor research and global rollout potential.
Insights
Loyalty Programs Drive Brand Connections
Loyalty programs in the retail industry are crucial for targeting specific customer segments and building brand connections.
Continuous Learning in Loyalty Marketing
The podcast discussion underscores the significance of continuous learning in loyalty marketing to stay ahead in a competitive market.
Incentives for Customer Exploration
The key to successful loyalty programs lies in providing incentives for customers to explore and discover new products rather than relying on discounts.
Enhancing Emotional Loyalty
The Cloud 19 loyalty program is expanding rewards into more experiential offerings to enhance emotional loyalty.
Challenges of Marketing Alcohol Responsibly
Challenges in marketing alcohol responsibly include avoiding incentives to purchase or party, as well as navigating laws like the 'Evance Law' in France.
Building Strong Teams for Loyalty Programs
Building a strong team and convincing the entire business to support the loyalty program is crucial.
Effective Communication in Loyalty Marketing
Effective communication, both internally and externally, plays a significant role in driving emotional loyalty.
Innovative Experiences for Customers
Erin envisions innovative experiences for Clo 19 customers, potentially involving AI and virtual vineyard tours.
Learning from Competitor Loyalty Programs
Evaluate loyalty programs from a professional perspective and learn from them to improve your own strategies.
Global Rollout Potential for Loyalty Programs
Consider global rollout potential for brands and stay updated on industry trends for continuous growth.
Chapters
- Loyalty Programs in Retail
- Quon19 Loyalty Program
- Cloud 19 Loyalty Program
- Launching Loyalty Programs
- Improving Loyalty Strategies
Loyalty Programs in Retail
00:05 - 08:12
- Loyalty programs in the retail industry are crucial for targeting specific customer segments and building brand connections.
- Anais and Erin share their experiences with loyalty programs, emphasizing the importance of understanding customer behavior and preferences.
- Erin's journey into loyalty management involved self-education through courses, books, and research, highlighting the complexity and evolution of loyalty strategies.
- The podcast discussion underscores the significance of continuous learning in loyalty marketing to stay ahead in a competitive market.
Quon19 Loyalty Program
07:43 - 22:51
- The podcast features a discussion on the Clo 19 loyalty program by Moet Hennessy, part of LVMH, a luxury brand operating globally.
- Anais shares her admiration for a local grocery store loyalty program in Paris that offers unique products to try and encourages customers to step out of their comfort zone.
- Erin praises supermarket loyalty programs for their member-only pricing and convenience, as well as the Lego Inside Tour community for its engaging and personalized approach to loyalty.
- Quon19 is a portfolio website selling brands from Moet Hennessy, offering a loyalty program rewarding customers with points for shopping directly.
- The loyalty program allows customers to earn points based on their spending, which can be redeemed for various products like champagne stoppers or magnum of vodka.
- Challenges in marketing alcohol responsibly include avoiding incentives to purchase or party, as well as navigating laws like the 'Evance Law' in France.
- The loyalty strategy at Quon19 focuses on encouraging customers to try new products from the diverse brand portfolio without relying on discounts.
- The key to successful loyalty programs lies in providing incentives for customers to explore and discover new products rather than relying on discounts.
Cloud 19 Loyalty Program
22:25 - 30:28
- The loyalty program offers birthday gifts, first anniversary surprises, and handwritten notes to members.
- The program is expanding rewards into more experiential offerings to enhance emotional loyalty.
- Physical events like tastings create a sense of community among members.
- Cloud 19 loyalty program was launched in October 2020 in France and later expanded to Germany and the UK in April 2023.
- Key achievements include addressing customer points claims promptly and observing strong engagement from an internal tech lead who made additional purchases for loyalty points.
Launching Loyalty Programs
30:03 - 37:20
- Erin discusses the challenges and successes of launching loyalty programs in different countries.
- Building a strong team and convincing the entire business to support the loyalty program is crucial.
- Effective communication, both internally and externally, plays a significant role in driving emotional loyalty.
- Nace emphasizes the importance of putting oneself in the customer's shoes when launching loyalty initiatives.
- Erin envisions innovative experiences for Clo 19 customers, potentially involving AI and virtual vineyard tours.
Improving Loyalty Strategies
36:54 - 41:11
- Broaden competitor research by looking at loyalty programs across all industries, not just direct competitors.
- Pay attention to how other industries handle customer data and loyalty, like the airline sector's approach to environmental concerns.
- Evaluate loyalty programs from a professional perspective and learn from them to improve your own strategies.
- Consider global rollout potential for brands and stay updated on industry trends for continuous growth.