TheDisneyStoreJapan模板.pptVIP

Membership Club More than a store Store Guest Closer Intimacy I.e. Deeper Relationship by understanding each guest. You can have even deeper relationship with Disney Magic through Disney “Club WOW!,” and the world of Disney Magic becomes even closer to you. Imagine how fun and delightful your life will become. Disney “Club WOW!” Lead Acquisition Retention In-store Leaflet Poster On-receipt Cast Out-store Leaflet Internet In-store Welcome pack Card Existing Data Welcome pack and card Member Purchase X yen Data Capture Points Rewards In-store Cast Point-check Give-away DM B-day card Seasons’ grtg w/Invitation Internet Member’s page Ｒｅｗａｒｄ Ｓｙｓｔｅｍ Guests DM Communications HQ Database Internet Communications 44 58 58 In virtually every category, a small group of high-profit consumers accounts for the vast majority of the available sales and profit in the category. Ogilvy Mather has recently completed a survey of a broad range of categories, from packaged goods to fast food to long distance calling to credit cards. It confirms what has long been know by marketers as the “Pareto Principle,” or the “20/80 rule.” In category after category, the top third of category buyers account from anywhere from 65 percent to 85 percent of category sales. Or to put it another way, the most valuable third have a “profit differential” that can be eight times greater than the middle third, and as much as twenty times greater than the bottom third. What’s more, when the size of the no-profit segment is factored in, the top third of category buyers can be a remarkably small percentage of total households. Thus the core strategy of Differential Marketing is place more marketing activity and resources against the most valuable consumers. High-profit consumers receive a greater level of loyalty-building communications than consumers in other profit segments - significantly more than if only conventional marketing practices were employed. Perhaps surprisingly, much of that add