#519: Loyalty Lessons ex Starbucks USA – Joy Das Gupta
Apr 4, 2024
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Joy Das Gupta, loyalty consultant from Starbucks, discusses loyalty marketing strategies, sustainability in programs, coffee rewards, evolution of loyalty, and importance of consumer behavior in loyalty programs.
Blend convenience, discovery, and familiarity for sustainable loyalty programs.
Leverage mobile payments to enhance customer experience and embrace digital trends.
Deep dives
Joy Das Gupta's Experience in Loyalty Marketing
Joy Das Gupta, an independent loyalty consultant with a vast experience in loyalty marketing, shares insights from her career, including working on innovative propositions for Starbucks. She highlights the importance of sustainability in loyalty programs, citing Grove Collaborative's environmentally focused loyalty program as an example of blending convenience, discovery, and familiarity. Joy emphasizes the need for loyalty professionals to adapt to changing consumer behaviors and trends, such as focusing on making redemption easier for customers.
Mobile Payment Innovation in Loyalty Programs
Joy Das Gupta discusses the evolution of mobile payments in loyalty programs, drawing from her experience at Starbucks. She explains how Starbucks leveraged mobile payment solutions to enhance customer experience and address common issues like checking gift card balances. By incorporating mobile payment options, Starbucks not only improved convenience for customers but also capitalized on the trend towards digital solutions in loyalty programs.
Challenges and Insights in Financial Modeling for Loyalty Programs
Joy Das Gupta delves into the complexities of financial modeling in loyalty programs, emphasizing the need for collaboration across finance, loyalty, and data analytics teams. She stresses the importance of a strong test-and-learn culture to understand consumer behavior and drive program effectiveness. Joy highlights the challenges faced by businesses in proving the incrementality of loyalty programs and offers insights into optimizing program designs.
Navigating Loyalty Program Design and Execution
Joy Das Gupta provides strategic advice on loyalty program design and execution, advocating for a consumer-centric approach rooted in data-driven insights. She cautions against deploying loyalty programs without foundational elements like CRM systems and human resources readiness. Joy encourages loyalty professionals to innovate while being mindful of their unique brand positioning and customer base, suggesting that not all businesses may benefit from a traditional loyalty program approach.
Today’s guest has an incredible career in loyalty, working for over thirteen years on many of the most exciting and innovative propositions that Starbucks now offers in the US market.
Joy Das Gupta is now an independent loyalty consultant who works for clients such as Brooks Running, and who has previously supporting brands like Coca Cola, Stanley, Black & Decker, Cisco Systems and Samsung for Merkle.
Joy caught our attention sharing valuable insights and potential pitfalls that loyalty marketing professionals need to be aware of, and she joins Loyalty TV today to share more of these.
Listen to enjoy my conversaton with Joy Das Gupta from Das Gupta Consulting LLC.
