Have you seen How To SELL Anything?

This incredible sales handbook distils an expert's lifetime of sales and marketing experience and hands it to you on a platter, in a simple, easy-to-follow format. With existing customers being the most valuable source of income for any business, this book will teach you how to increase your return business and make more profit from your most loyal customers - and even how to reduce the costs of dealing with your least profitable customers.

Get it on Amazon (Kindle/Print)

Why Sodexo's m-loyalty scheme succeeded

The Reward Tree app, which acts as a virtual loyalty card on a smartphone, was developed to meet a growing appetite among customers for discounts & promotions. So far, Reward Tree has been introduced at over 400 Sodexo-run workplaces, hospitals and university restaurants across the UK and Ireland, with two offerings being available: one for food, and one for drinks.

In addition to these loyalty offers, a news page and a feedback tool, the app has an additional 'gift stamps' feature that allows users to transfer stamps they have collected to friends as a gift, encouraging more consumers to download and use the app and ultimately drive sales.

Sodexo had previously run a number of loyalty initiatives, but had also recognised the need to adapt to newer technologies and changing consumer behaviour. Critical to the development of the new mobile loyalty programme was an understanding of how many customers were visiting their restaurants at least once a day.

Sodexo's own market research revealed that around 30% visited the restaurant at least once a day with a further 15% visiting more than once. This suggested that there was sufficient consumer demand for a loyalty scheme.

Research by the Chief Marketing Officer Council showed that two out of three mobile phone users own a smartphone, and that a smartphone loyalty scheme would indeed encourage them to use a restaurant more often.

Crucially, Sodexo measures penetration rates and mobile loyalty usage as a percentage of the total daily audience, which allows the company to monitor Reward Tree's performance against its original business goals and assumptions. So, rather than relying on market research, the company's understanding of its audience is now based on actual sales generated by the programme, measured against potential sales.

Without an understanding of total audience figures, other similar loyalty programmes would be unable to attribute usage rates to overall customer numbers. Instead, they would have to measure loyalty scheme performance against sales data or, in some cases, their social media followers.

In addition to driving sales, The Reward Tree app, developed in association with Stampfeet, provides Sodexo with consumer insight information and sales trends. Valuable as these are, it is this ability to link programme usage rates with total customer numbers which allows Sodexo to determine the programme's overall performance based on actual sales.

Have you seen How To SELL Anything?

This incredible sales handbook distils an expert's lifetime of sales and marketing experience and hands it to you on a platter, in a simple, easy-to-follow format.

With existing customers being the most valuable source of income for any business, this book will teach you how to increase your return business and make more profit from your most loyal customers - and even how to reduce the costs of dealing with your least profitable customers.

You'll learn to sell yourself, sell your products, and sell your brand on the internet, writing high-conversion landing pages, social media posts, and more. You'll start attracting customers you didn’t even know existed, and learn the top trade secrets for customer retention.

You'll become a lean, mean selling machine. See how the experts do it and learn to adapt what they've done for your own profit. You'll learn to write strong, powerful, effective sales copy, whether it's for a sales script, sales letter, flyer, insert, advert or just about anything else.

You'll learn how to sell whether you're selling by telephone, by mail, or even meeting prospects face-to-face. You'll find out how to size them up, present yourself, nail down their true needs, close the sale, and learn to tackle the tricky ones.

You'll discover the biggest secrets of successful direct mail sellers, sales letter writers, and how to segment and choose the right prospects for each campaign.

Get it on Amazon (Kindle/Print)