Selected Experience in Marketing

Assisted a leading supermarket chain to develop a loyalty program for customers. Key aspects included database marketing, account administration, and redemption facilities.

Assisted a global US-based small business equipment manufacturer to develop a card-based loyalty program for their European markets. Initial effort is to establish a program for the UK market. Project includes developing product concept, assessing market interest, evaluating market entry options, and business case development. Reviewed operations, organizational structure, and financial data to generate activity based unit costs for the card processing client's product portfolio. Worked with management to determine key cost drivers of products and services, operational improvement opportunities and proper cost roll-ups between company divisions. Commerce One services equipped the client with a cost and pricing methodology that facilitates superior cost reduction and revenue improvement.

Assisted a global electronics company to develop a product concept for a credit card loyalty program for its European customer base. Study included an assessment of its customer requirements by geographic market and an assessment of the potential attractiveness of various product features.

Assisted a consumer products company with the design and implementation of its loyalty programs including the selection and contract negotiation with its co-brand card provider. Prepared pro-forma financials and analyses of alternative proposals from financial institutions.

A motor vehicle manufacturer / distributor was considering implementing a loyalty program across its product and service offerings Australia-wide in order to increase customer retention and provide additional value to customers. EDC was commissioned to review the alternative structures available for a loyalty program, and provide recommendations on which structure would be most appropriate for the client. EDC conducted primary and secondary research on alternative loyalty program structures across several industries in multiple countries. The alternatives were assessed and prioritized according to the client’s requirements, and a financial analysis of the recommended option was provided.

Identified the drivers of loyalty for each of the client’s main constituents and a new market segmentation approach. Developed loyalty case studies to identify best practices in loyalty and developed a loyalty framework for application to client's business.