LAUNCH EDITION Loyalty Remastered, Renewed, Reimagined —
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LAUNCH EDITION Loyalty Remastered, Renewed, Reimagined — Loyalty Programs continue to drive results for “ The Loyalty Report is our Brands, but everywhere we look, we’re reminded that change is constant. New competitors, evolving opportunity to bring the technologies and rising customer expectations are Member to the table, as putting Programs in flux and placing constraints Loyalty marketers are on Member satisfaction. To keep pace, Program in a perpetual race to operators make adjustments, but those often result in the same old story. meet changing customer expectations. We apply science To create meaningful change, Loyalty needs a redux, a term from the film world that means a new and art to the thinking around interpretation of an existing work. When we recall how we can master the the origins of Loyalty—to create differentiation and customer experience in a way give customers new reasons to keep coming back— that brings significant benefits we realize that Program operators must rewrite the script to make Loyalty even more relevant to to Brands and Members.” today’s audiences. — Rob Daniel EVP, Client Leadership, Bond In the ninth year of the largest global study of its kind, The Loyalty Report 2019 surveyed over 55,000 consumers across more than 900 Programs in more than 20 markets. The findings will help Loyalty marketers remaster the customer experience, renew their sense of purpose and reimagine the ways to build bonds with Members. Will your Program play a key role in the new story of Loyalty? The World’s Largest Study of Loyalty, Engagement and Known-Customer Experience — Sample of more than In Across NORTH AMERICA SOUTH AMERICA 55K 20+ ASIA PACIFIC Consumers Markets EUROPE Examining over In Across 900 15+ 50+ Programs Industry Sectors Attributes • Airline • Gas & • Loyalty Mechanics • Apparel Retail Convenience • Program Influence • Automotive • Grocery • Behavioural Loyalty TH • Big Box Retail • Health & Beauty • Emotional Loyalty 9 • Car Rental • Hotel • Earn Mechanics ANNUAL • CPG • Informal • Rewards & Redemption • Entertainment • Online Retail • Brand Alignment STUDY • Quick Serve • Pharmacy • Human Experiences Restaurant & Dining … and more. • Digital Experiences ... and more. 11K Canadians provided feedback on 175 Loyalty Programs #LOYALTYREPORT | 1 #LOYALTYREPORT Member Engagement by Sector Member engagement score comprises satisfaction, advocacy, 66 emotional connections and spend. Auto Rental 66 65 64 Fast Coffee CDN Airline Grocery & Pharmacy 63 62 62 Facts: Credit Cards Specialty Retail Hotel 61 61 55 CPG Health Gas & Coalition Memberships Continue to & Beauty Convenience Rise but not all are Active Positive Momentum 7.6 Influence of Loyalty continues to be stronger year over year. ACTIVE 12.9 MEMBERSHIPS 68% 79% 65% SAY STAY SPEND What Drives Loyalty? “I am more likely to “Programs make me “I modify my Brand recommend Brands more likely to continue spend to maximize Top 5 Drivers of with good Loyalty doing business Loyalty benefits.” Member Engagement Programs.” with Brands.” 1 Enjoy participating It’s the Experience that Matters Most Experience continues to rise and accounts for almost ¾ of 2 Meets needs what drives Member engagement. Earn & Burn 3 Makes brand experience better 14% Ease & Enjoyment % % 12 14 13% Recognition & Support % 4 Rewards appealing % 12 Brand Alignment 13 13% 9% Personal Relevance 6% 8% Data Usage & Trust 5 Consistent with brand % % 12 % expectations 7 7 Meets Needs % 7 % 7% Digital 8% 9 6% Communications Experience Get Personal Already Personalization has long been considered an Meanwhile, Members say that Programs are used important part of the experience yet only 1 in 10 only using half of the information they collect. collected members are very satisfied. 57% 96% First name Very Satisfied 52% 95% % with the Last name Level of Personalization 63% 87% 11 Email Address 43% 82% Home Address 38% 80% Higher Permission with Phone number Younger Members 40% 72% Gender % Gen Z 83 42% 66% Birthday % 81 Younger Millennials 31% 64% 8 IN 10 % Income want Programs to Use 80 Older Millennials 38% 65% More of Their Data % Age to Improve 77 Gen X 37% 53% Personalization Date you joined 73% Baby Boomers 62% 27% 69% Silent Generation Product/service preferences Gamification Drives Program Enjoyment 1.8x Members who engage with game mechanics enjoy participating almost twice Enjoyment Lift when as much. 7 in 10 members engage with these mechanics when present, but Game Mechanics are Used only 4 out of 10 programs employ them today. Higher use with Younger Members 77% Gen Z 63% CPG Health & Beauty % 78% Younger Millennials % 48% Coffee 72 % % of Members use 70 Older Millennials 39 43 Gas & Convenience of Programs Employ Game Mechanics % Game Mechanics % when Present 71 Gen X 40 CDN Airline 66% Baby Boomers 35% Credit Cards Experience is the Antidote to Appeal—The Ability to Use Points to Declining Rewards Appeal Pay for… A pre-selected reward once you Appeal accumulate required points Satisfaction with the Decline in of 60% appeal of reward Reward Offerings offerings is on the decline but new redemption % An upcoming purchase you intend 18 17% to make techniques have the New 58% potential to drive appeal Redemption 16% Mechanics among Members, APPEAL Recurring purchases especially among Gen Z 42% and younger Millennials. 2017 2018 2019 2020 The State of Loyalty Loyalty continues to bring positive outcomes for Brands, and the impact on advocacy, retention and “ When customer engagement spend (or “say, stay, spend”) remains strong. is done right, it moves the At the same time, Programs are challenged to keep needle in a big way for Brands. up with rising Member expectations. As a result, What drives businesses are we’re seeing downward pressure on Member the bonds they build with satisfaction across multiple sectors of Loyalty and credit card reward Programs. In this year’s survey, their customers, and the 33% of Members indicate they are very satisfied with experiences are what create the program, down from 36% in 2018. those bonds.” The experience continues to matter most: four of — Sean Claessen the five top drivers of Member satisfaction and EVP, Strategy & Innovation, Bond engagement are related to the experience. While Program operators place a heavy emphasis on acquisition to drive Membership growth, harnessing an understanding of what drives satisfaction and engagement with an existing Member is the bigger opportunity. Loyalty must be grounded in retention over acquisition, and engender a propensity for Members to stay engaged. To leverage the full power of Loyalty, Programs need to work harder to improve the customer experience, help the Brand deliver on its promise, and drive member engagement. In this report, we examine six opportunities that will help your Program move the needle on key drivers and craft your new Loyalty story for 2019. #LOYALTYREPORT | 4 Get Personal 1| Already Personalization has been an integral part of the Loyalty conversation for years, and marketers are 3.8x well aware of the need to develop data-driven, LIFT IN SATISFACTION relevant and individualized Member experiences. Yet, there is still a striking gap between Program operators’ intent and action. Our study shows that 4.2x 3.1x 2.3x only 1 in 10 Members are very satisfied with the level of personalization in their Loyalty Programs. SAY STAY SPEND What’s getting in the way? Brands simply aren’t As expectations rise and Member preferences using the data they collect, or they’re not using it continually change, it’s difficult for Loyalty marketers effectively. In fact, Members perceive that Loyalty to keep up. In our study, only 1 in 10 Members say Programs are only using 50% of the information Programs are actively learning their preferences, they collect. Surprisingly, many Programs aren’t and only 12% say Programs keep their preferences even using Members’ basic personal attributes. For up to date. example, virtually every Program collects Members’ When personalization is done well, there is a 3.8x lift first names (96% of Members agree), but only 57% in Member satisfaction with the Program. Other of members say Programs are using that data. outcomes of personalization are: Members “say Compounding the challenge is that new benchmarks good things about the brand” (4.2x lift), “stay keep getting set as consumers engage with game- longer” (3.1x lift) and “spend more with the brand” changing products and services. For example, on the (2.3x lift). In addition, many of the top drivers of Uber Eats app, everything is Member engagement are related to personalization, personalized based on user including recognition and support, personal relevance, preferences, and customers communications, and data usage and trust. receive multiple real-time Loyalty marketers must get serious about updates regarding the status personalization and close the gap between intent of their orders. and action before it becomes a chasm. #LOYALTYREPORT | 5 Brand A New Model For Snapshot|Personalization Hill City, Gap Inc.’s new men’s activewear label, is a digital-first brand that offers a glimpse into the future of personalization. “ Personalization doesn’t need to Looking to get feedback and be complex. Loyalty marketers build a loyal customer base, Hill City launched the Wear Tester program on Facebook Messenger. just need to do it and not let Once chosen, testers could talk with the brand (via striving for perfection get in the chatbot), provide product feedback and get access way of getting started.” to exclusive products. Over