SAZKA Loyalty Program

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SAZKA Loyalty Program
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OUTLINE

• SAZKA company
• SAZKA club
• SAZKA club in view of 4 P

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..ABOUT SAZKA COMPANY

• The largest lottery company in the Czech Republic
• Lottery products sold at points of sale number
  lotteries, odds betting, scratch cards
• Products sold on-line - Internet odds betting
  (poker tournaments and an e-Casino under
  preparation)
• Non-lottery products sold at points of sale GSM
  top up service, cash payments, e-payments,
  ticketing
• 6,500 points of sale located throughout the
  entire Czech Republic
• A commercial network consisting of Altura
  terminals from GTECH

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SAZKA Club
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BASIC PRINCIPLES

• The SAZKA Club is a loyalty program based on a
  point principle
• Membership is established upon the basis of
  registration
• The members have two accounts
• Points acquired during the purchase of products
  and participation in marketing events are
  credited to the Point Accounts of SAZKA Club
  members
• Money from the payment of bets is credited to the
  members Money Accounts

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Name SAŠKA Sex mare Occupation SAZKA Club
mascot Breed Mustang Stable SAZKA Age 2
Favourite sports running, ice hockey,
football Favourite food sugar
A horse-load of rewards for everybody
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INTRODUCTION PHASES FOR THE LOYALTY
PROGRAM

• The launch of the loyalty program onto the market
  3 phases
• Phase one the SAZKA Club was associated with
  Internet odds betting
• Phase two the SAZKA Club is associated with all
  of the SAZKA company's products
• Phase three the creation of a multibrand
  loyalty program - cooperation with mobile
  telephone operators, a bank - now under
  preparation

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PHASE ONE

• Launched onto the market in January 2008
• Together with a new product - Internet odds
  betting
• All functionality on the Internet -
  www.sazkatip.cz
• Customer registration resolved two steps
• Phase One target - the creation of the
  conditions for the launch of Internet odds
  betting into the market
• Player registration
• The establishment of the Money Accounts the
  online payment of odds bets
• Ensuring competitiveness in the market
• Support for earnings growth

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PHASE TWO

• Launched onto the market in October 2009
• The SAZKA Club is associated with all of the
  SAZKA 's products
• Odds betting on the Internet, numbers lotteries,
  instant lotteries scratch cards
• Non-lottery products mobile phone top up
  service, cash payments, e-payments, ticketing
• The functionality of the SAZKA Club - the
  www.klubsazka.cz portal and newly also at SAZKA
  POS
• Phase Two target - the creation of a functioning
  loyalty program with well-developed tools which
  enable
• the influencing of the offer of products
• the influencing of the demand for products
  customer purchasing behaviour
• Conditions created for the development of the
  SAZKA Club as an independent product

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SAZKA CLUB CARDS
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SAZKA CLUB CARDS

• Use the barcode
• The transition to a chip card has been prepared
• The project for the use of OCR document scanners
  has been prepared in parallel
• SAZKA Club members do not have to carry a card
• It can be used during registration the
  member's basic information is scanned name,
  surname, date of birth, identification document
  number
• It will play an important role in further
  commercial projects

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SAZKA CLUB

• Product
• Price
• POS
• Promotion

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PRODUCT

• The SAZKA Club a marketing tool
• AND
• The SAZKA Club a commercial product
• The SAZKA Club Money Account a tool which
  enables the transfer of lottery products to
  the Internet
• The registration procedure - ensures
  responsible betting in the case of the
  transfer of lottery products to the internet
• The commercial use of the registration
  procedure the registration of the members of
  sports associations (the Czech Ice Hockey
  Association, the Football Association of Bohemia
  and Moravia, and so on)

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PRICE

• Points a motivational and accounting component
• x CZK spent 1 point 1 CZK for
  further bets
• (The point can also be used to purchase
  goods and services in the SAZKA Club
  e-shop/e-auctions).
• Securing a balance between cost effectiveness and
  the customer's sensitivity to rewards.
• It enables the limitation of the general form of
  advertising and further forms of sales support.
• The savings can be targeted towards effectively
  targeted personalised communication with the
  customer via the individualisation of the offer.

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POS

• The point of sale is an important component
  of the loyalty program
• The registration procedure
• (the physical inspection of the customer
  during registration the verification of the
  identity and age of 18)
• The recharging point for the SAZKA Club
  Money account
• The SAZKA Club card

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POS
The SAZKA CLUB stands
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SALES SUPPORT

• Sales support at the point of sale
• SAZKA Club stand
• SAZKA Club Bronze Card
• SAZKA Club information brochure
• SAZKA Club business card
• Sales support on the Internet
• SAZKA Club support by means of Internet odds
  betting from www.sazkatip.cz
• Advertising banners on www.sazka.cz,
  www.sazkatip.cz
• Direct redirection from www.sazka.cz

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FURTHER INFORMATION

• More information on www.klubsazka.cz
• A detailed description of the functionality the
  SAZKA Club Statute the SAZKA Club Pricelist on
  www.klubsazka.cz (in English)
• The loyalty program functionality and application
  have been developed by ecommerce.cz, a.s.
• Contact information
• SAZKA, a.s.
• Marek Prikryl e-mail
  prikryl_at_sazka.cz
• ecommerce.cz, a.s.
• Michal Hýbl e-mail
  michal.hybl_at_ecommerce.cz

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THANK YOU FOR YOUR ATTENTION