Ascendant Loyalty Marketing

Ascendant Loyalty (www.ascendantloyalty.com) is a global consulting firm that is laser-focused on helping clients keep profitable customers coming back. We provide precisely what clients need by asking the right questions borne of experience across the full spectrum of industry types: Retail, Specialty Retail, Pure Play E-commerce, Casino, Entertainment, Hospitality and more. Our global team of experts help customer-centric companies efficiently and effectively improve customer value growth and retention. We strategically pinpoint unique opportunities at competitive advantage, and customize a loyalty program design/strategy and operating model solution to precisely meet enterprise goals and objectives for BtoC, BtoB and BtoBtoC business models.

Co-Founder and Partner

DAS Loyalty Consulting, LLC

There is no one with greater experience, expertise and associated skill set in the field of customer loyalty and digital experience driven by innovative technology solutions than David Slavick.  David is recognized on a global scale for building, managing teams and implementing best in category customer-centric programs.  Programs that are digitally optimized, operationally sound, and most importantly highly accountable to achieve defined business metrics in tough competitive sectors.

President

Deloitte Digital

Providing strategic consulting to valued clients seeking to solve for business challenges as well as innovate existing digital programs to lift key metrics and drive improved customer experience.  True customer-centricity comes from data and the signals it provides at a unique 1:1 level.  Deloitte Consulting provides true end-to-end solutions that provide sustainable competitive advantage on a global basis.

Deloitte Digital, Senior Manager

Accenture

Leading large scale customer centric consulting engagements for Interactive/Digital practice on a global basis.  My team's help B2C brands address gaps, solve technology challenges, improve the value and efficacy of data to drive personalization and ultimately lift key business metrics through seamless digital engagement.  

As Global Lead on Retail, Financial Services, QSR/Casual Dining and Fuel/Energy assignments framing and executing innovative strategies/tactics with strong incremental lift results.  Responsible for business development - growth from existing clients and opening doors/engagement for origination deals.

Areas of expertise and specialization include:

* CRM/Loyalty - program business case, in-depth financials, program design, offer management and execution, operations, customer experience, partnerships, monetization of data and credit card integration

* Customer Personalization - customer segmentation strategy, multi-channel engagement based on preferences and predictive analysis, contact and servicing strategies, promotional strategies

* Technology Transformation - build vs. buy analysis, multi-year roadmaps, organizational structure, RFI/RFP development, negotiation, migration, integration and change management

* In-depth Analytics - embracing big data to drive marketing, merchandising, partner participation, lift customer lifetime value and predictive analytics plus new approaches to segmentation including Customer Genome theory

* Digital Engagement - mobile, social, community, real-time dialogue in-store, online and through channels of preference 

Accenture Interactive helps CMOs and marketing organizations drive superior performance through relevance at scale. We offer a comprehensive suite of analytics, consulting and technology to drive up marketing performance, drive down the cost per interaction and create relevant consumer experiences on a massive scale.

Senior Manager, Accenture Interactive: Strategy, Loyalty, Innovation

FTD Companies, Inc.

Manage team of 6 professionals in creative development and offer management for all forms of channel execution: email, mobile, direct mail, social and online communications.  Own and lead data analysis to drive key performance metrics from identified customer value segments.  P&L responsibility for CRM/Loyalty.  Drive Innovation to positively impact Retention, Loyalty and NPS as well as significantly contribute to OIBIDA lift.

Director, Retention and Loyalty

Customer Communications Group

Customer Communications Group is a leading-edge customer relationship marketing agency focused on loyalty, retention and 1:1 marketing.  CCG's mission is to help its clients improve their bottomline informed by data insights by nurturing valued customer relationships and strengthening customer loyalty to ultimately lift ROI.  Contact me if you need help with program design, communications strategy/development, social planning/integration and technology/infrastructure challenges.

VP, Retail Consulting & Business Development

Sears Holdings Management Corporation

Responsible for enterprise-wide 1:1 marketing programs to drive customer response, lift satisfaction and overall profitable return on investment.  Designed, built and managed the ShopYourWayRewards program - considered by worldwide panel of experts to be the best enterprise-wide program in the world with over 100 million members.  Managed cross- functional team of professionals dedicated to supporting the needs of the merchant organization by providing insight on newly identified customer behavior in order to drive offer management and in-store feature/display decisions.  Managed Craftsman Club program focused on brand avid tools/lawn & garden customers.  Built digital plans, social and websites to support SYWR and Craftsman Club.

Director, Customer Loyalty & Innovation

American Eagle Outfitters

Responsible for team of outstanding professionals managing direct to consumer communications, e-mail, mobile and affinity marketing efforts.  Launched AE All-Access Pass program, re-staged AE private label credit and VISA co-brand.  Managed gift card business with exceptional growth in b-to-b sales.  Migrated consumer dbase in-house from outsource solution and applied sophisticated methodologies to improve overall productivity of 1:1 efforts with exceptional results in business performance/comp/ROI.

Senior Director, CRM

Catuity Inc.

Real-time loyalty program provider with sophisticated solution servicing such leading-edge companies as VISA USA and Target Corporation.

Director, Retail

Epsilon/Frequency Marketing/Colloquy Consulting

Worldwide leader in loyalty program design, technology/ platform and agency services supporting big box retail, restaurants, hospitality and credit card marketing innovators.

Director, Business Development & Program Strategy

Ascendant Loyalty is a CRM/Loyalty consulting firm that provides highly precise and accountable consulting services to customer-centric omni-channel clients.  Go to: www.ascendantloyalty.com 

Our clients speak to how flexible, passionate and professional we are in delivering strong price/value for engagements we support.

Specialties: Assessing CRM/Loyalty technology infrastructure, determine strengths, weaknesses, and gaps to then solve for limitations and constraints in 1:1 relationship marketing.  E-commerce optimization leveraging the most advanced solutions to drive profitable margin on goods sold, lift conversion and overall satisfaction with site experience.  Strategic planning and analysis to drive incremental profitable return on investment from valued customer segments. Deliver practical recommendations that are targeted to customer personas and their journeys. Promotion development and management to support high value, highly satisfying consumer events with precision. Agile project management disciplines to meet/exceed development timelines while achieving outstanding go to market results - from POC to Pilot to National or Global launch.

Ascendant Loyalty Marketing is often asked to support financial modeling, business case development, attribution analysis, MROI and ROAS analysis.  The attached article is but a starting point, but worth a quick read.  If you are challenged with your business performance, especially measuring lift from customer-centric efforts - reach out using our Contact Page.

David Slavick

ROI Guidelines in Retail and Best Practices to Lift ROI

Why don't loyalty programs deliver satisfactory Return on Investment?  Love to hear your thoughts on the below!

Feedback from consumers surveyed is precisely aligned with what we all hear time and again when asking what benefits they wish to receive in return for their patronage. ROI must EXCEED the investment in the program to deliver true incremental lift.  Let alone companies create business case/ROI models and then don't update comparing projection to actual YoY.  We build models that are both predictive and support C-Suite challenges and especially sharp CFOs!

A program built on points/rewards plus discounts is simply a transactional relationship that has little chance of driving incremental lift in today's cost-conscious economy. Rational plus Emotional or Experiential benefits that are differentiated by member value segment so that you drive upward value migration is but one key component to program design. However, a design with 4-5 published tiers looks good on paper, but is not practical. Make it easy to understand, easy to play and worth referring friends and family to join/participate.

The primary challenge today is lack of imagination, innovation, progressive roadmap for program evolution fueled by constant commitment to listening to both members, store personnel, field sales personnel, your business partners (internal and external) and more. A program with too many exceptions, disappointing rules, limitations and lack of customer choice/flexibility will always fail to achieve optimum ROI.

Programs that are 100% driven by a credit card issuer value proposition are limiting business success – give real value to shoppers regardless of tender and yes give much more to those who pay with preferred co-brand. Likewise, a program that has a weak value proposition overall provides LESS than 5% in hard + soft benefits is not worth paying attention to and will likewise not deliver satisfactory ROI. All of this is known, documented from over 25 years of observation and practice in the field via Ascendant Loyalty Marketing

Today, more and more MarTech partners are indeed providing the capability to enable timely action-based rules, logic, machine learning and AI driven decisioning to respond to real and predictive behavior in order to influence conversion, lift average ticket, improve recency and more. RetailWire Antavo Loyalty Cloud PwC

retailwire.com

What’s Holding Back ROI for Loyalty Programs?

As a leader at your company focused on customer retention and growth, here is a nice "basic" piece from Bloomreach that just hit my in-box.  There is much more that goes into building customer loyalty - it actually does rely on a vision for what is truly meaningful to your valued customers - how your brand helps them to live a good life.  Indeed BRAND and how loyalty "fits" within the brand's mission is key to what your program should stand for.  Take advantage of what you have today, leverage your strengths - product, price, service, selection as differentiated benefits.  Want to learn more, reach out to us via our Contact Page Ascendant Loyalty Marketing

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