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WinbyloyaltyprogramexcellenceMay2015DiscussiondocumentCONFIDENTIALANDPROPRIETARYAnyuseofthismaterialwithoutspecificpermissionofMcKinseyCompanyisstrictlyprohibitedLoyaltyprogramdesignandCLMdiagnosis
UnderstandingofPHHSbusinesstodayThegameofloyaltyprogram:casestudiesProgramsign-upContents
HighlevelmetricscomparisonWesampled100Kcustomersandtheirlast2years’transactionhistorytoanalyzePHHS’businesstodaySamplingprocessFulldatasetduringlast2.5years#ofcustomers:7.6M#ofbills:30.7MTotalsales1:2.4BFulldatasetduringlast2years#ofcustomers:6.2M#ofbills:23.1MTotalsales:1.8BPeriod1(Apr2013–Mar2014)Period2(Apr2014–Mar2015)100KsampleTakelasttwoyearsoftransactions(Apr2013–Mar2015)Randomlysample100Kcustomersandtakealltransactionsassociated1Salesiscalculatedbasedongross_bill_amountfieldfrombillleveldatafromCapillary2Excludedcustomerswithonlynon-productpurchasesorallpurchaseswerereturnedSOURCE:PHHSdataprovidedbyCapillaryFulldatasetduringlast2yearsAveragesalespercustomers(RMB/customers)Average#ofbillspercustomers(#)Averageticketsize(RMB)100Ksampleduringlast2years#ofcustomers:99.1K2#ofbills:367.9KTotalsales:29.4MPeriod1(Apr2013–Mar2014)Period2(Apr2014–Mar2015)Baseforallanalysesinthisdocument2962953.73.779.879.0
PHHS’businessisdrivenmainlybypurchasefrequency,withtop30%customersrepresent~70%ofthesalesDecileAnnualsalesspendshare%totalAverage
basket
sizeRMB/bill89788785868065523284Salesper
customerRMB/year41691267190144112745533242Purchase
frequencyBills/
year4.71.23.12.21.71.41.11.01.02.9Overall10.0%101.4%92.3%83.1%73.7%64.6%55.9%47.9%311.0%217.2%142.9%Restof1stdecile
(6th-10thpercentiles)Top4and5%
(4thand5thpercentiles)Top2and3%
(2nd-3rdpercentiles)Top1%
(1stpercentile)13.8%7.8%11.0%10.3%921,
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