MERKLE-2021年忠诚度晴雨表（英文）-2021.4-19页_4mb

2021 Loyalty Barometer Report Summary

Core Content

The 2021 Loyalty Barometer Report provides insights into how consumer loyalty is evolving in the context of a rapidly changing market landscape. It highlights the shift from traditional loyalty programs to a more comprehensive loyalty ecosystem that integrates data, personalization, and emotional connections. The report emphasizes that while consumers still perceive loyalty as a program, they are increasingly looking for meaningful, personalized, and convenient experiences that reflect their values and support their lifestyle needs.

Main Points

• Loyalty as an Experience: Loyalty is no longer just a program but an experience that encompasses every brand interaction. It requires a balance of tangible rewards and emotional engagement.
• Preferred Rewards: Consumers continue to value discounts, free products, and offers as the top rewards. Surprises and chance-to-win prizes are less preferred due to the financial uncertainty caused by the pandemic.
• Personalization and Convenience: Personalized offers based on purchase history and a seamless experience across online and offline channels are key to building emotional loyalty. Consumers also seek convenience in shopping, especially due to the impact of the pandemic.
• Data Privacy Concerns: With the rise of digital interactions, consumer concerns about data privacy have increased. Brands must be transparent about data usage and storage to maintain trust.
• Emotional Bonding: Emotional loyalty is cultivated through appreciation, recognition, and shared values. Brands that show gratitude and align with consumer values are more likely to retain loyalty.
• Impact of 2020 Events: Despite the disruptions caused by the pandemic, social unrest, and economic changes, most consumers remained loyal to their previous brands. However, some switched due to inventory issues, financial constraints, or brand stances, and can be enticed back with discounts or improved availability.
• Loyalty Program Structures: Earning points for rewards remains the most preferred loyalty structure, with a preference for redeeming points for discounts rather than catalog items. This allows for more flexibility and control for the consumer.

Key Insights

• Discounts and Offers: 70% of consumers prefer discounts and offers.
• Surprises and Delight: 58% of consumers consider surprises from the brand as the most important way to interact.
• Relationship with Brand: 81% of consumers want a relationship with a brand, indicating a desire for appreciation and connection.
• Convenience: 41% of consumers value convenience in their shopping experience.
• Data Privacy: Only 54% of consumers are comfortable with brands using their purchase history for personalization.
• Brand Switching: 57% of consumers did not change brands due to 2020 events, but 23% would return if offered a discount.

Preferred Ways to Earn

• Points for Rewards: Consumers prefer earning points for purchases, which can be redeemed for discounts.
• Redemption Preferences: Redeeming points for discounts is more appealing than catalog items.
• Cross-Platform Earning: Earning points across multiple retailers is increasingly appealing, especially with the rise of e-commerce and changing shopping habits.

Personalization and Recognition

• Personalized Offers: 64% of consumers want personalized offers based on their past purchases.
• Customized Earning Paths: 60% of consumers would like to personalize how they earn rewards.
• Seamless Experience: 63% of consumers want a consistent experience both online and in-store.
• Privacy Transparency: Brands must be transparent about how they use consumer data to build trust and loyalty.

Cultivating Emotional Loyalty

• Appreciation and Recognition: Brands should consistently show appreciation and recognition through personalized content and gestures.
• Surprise and Delight: Surprise offers and gifts can create emotional peaks and reinforce a sense of being valued.
• Convenience: Making shopping easier is a critical factor in consumer satisfaction and loyalty.
• Thank You Gestures: Simple "thank you" messages can significantly impact consumer sentiment.

Impact of 2020 Events

• Loyalty Persistence: 57% of consumers did not change brands despite 2020 events.
• Reasons for Switching: Limited inventory, financial constraints, and brand stances were common reasons for switching.
• Retention Strategies: Offering discounts, restocking products, and aligning with consumer values can help retain customers.

Conclusion

The 2021 Loyalty Barometer Report underscores the importance of evolving loyalty strategies to meet consumer expectations in a post-pandemic world. Marketers should focus on creating personalized, convenient, and emotionally resonant experiences that align with consumer values and provide clear, achievable rewards. Transparency and data privacy are essential in maintaining trust, and emotional connections are key to sustaining long-term loyalty.