Bond-2020年年度忠诚度报告（英文）-2020.9-14页_1mb

The Loyalty Report 2020 Summary

Core Content

The Loyalty Report 2020 provides a comprehensive analysis of customer loyalty and engagement in a post-pandemic world, highlighting how brands can adapt and thrive in the evolving loyalty landscape. The report is based on a large-scale survey of over 70,000 consumers across 34 global markets, examining more than 1,000 loyalty and credit card programs in 15+ industry sectors. It emphasizes the importance of personalization, digital transformation, and human-centric experiences in driving member engagement and loyalty.

Main Points

1. The State of Loyalty in 2020

• The global pandemic and economic slowdown have increased the complexity of challenges for brands.
• Digital transformation has become more urgent, with a focus on empathy and human needs.
• Traditional loyalty mechanics (points, discounts, rewards) are now table stakes, and brands must focus on true drivers of member engagement.

2. Member Engagement Metrics

• Member Engagement score is based on satisfaction, advocacy, emotional connections, and spend.
• The Experience accounts for 76% of what drives engagement, while Earn + Burn accounts for 24%.
• Personal Relevance and Digital Experiences are rising in importance, with 12% each contributing to engagement.
• Brand Alignment and Data Usage + Trust each contribute 10% to engagement.

3. The "Active 7"

• The average number of active memberships in a customer's wallet varies by sector:
  • Payment: 1.9 (18% increase from 2019)
  • Specialty Retail: 1.3 (20% decrease)
  • High-Frequency Retail: 0.9 (14% decrease)
  • Travel: 0.8 (11% increase)
  • Dining: 0.8 (6% increase)

4. Personalization and Engagement

• Loyalty programs that achieve high levels of personalization experience significant lifts in engagement:
  • Say: 7.5× lift in likelihood to recommend
  • Stay: 5.4× lift in likelihood to continue doing business
  • Spend: 6.4× lift in spending
• Credit card programs with high personalization see a $196 lift in spend per member per month.

5. Tailored Offers

• Members who receive relevant offers that become more relevant over time are 8× more likely to use them.

6. Role of Representatives

• Human representatives are critical in Member Engagement, especially in a post-pandemic, increasingly digital world.
• Programs where representatives are seen as helpful experience 3.7× lift in satisfaction and 47% higher engagement.

7. Co-Branded Congruence

• Co-branded credit cards and loyalty programs that align well drive multiplicative value for both members and brands.
• Only 40% of members strongly agree that loyalty programs and co-branded credit cards work together seamlessly.
• 75% of members in co-branded programs feel these programs are a key part of their relationship with brands.

8. Live Experiences

• Member-exclusive live brand experiences are a cornerstone of successful loyalty programs.
• These experiences will evolve in the "new normal" to remain integral to engagement.
• The Experience Ribbon™ model identifies key features that drive event satisfaction.

Top Loyalty Programs by Sector

Airlines

1. JetBlue TrueBlue
2. Southwest Airlines Rapid Rewards
3. Alaska Airlines Mileage Plan

Hotels

1. Hilton Honors
2. MGM M Life Rewards
3. Marriott Bonvoy Rewards

Grocery

1. Food Lion MVP Program
2. H-E-B Points Club Rewards
3. Smith’s Fuel Program

Drug Stores

1. Rite Aid Wellness+
2. CVS ExtraCare
3. Walgreens Balance Rewards

Health & Beauty

1. My Bath & Body Works Rewards
2. Sephora Beauty Insider
3. Sally Beauty Rewards

Department Stores

1. JCPenney Rewards
2. Kohl’s Yes2You Rewards
3. The Nordy Club

Apparel

1. Nike+
2. myAbercrombie
3. The Children's Place My Place Rewards

Specialty Retail

1. Amazon Prime
2. Bed, Bath & Beyond Beyond+
3. Harry's Shave Plan

Dining & Quick Service Restaurant

1. Chick-Fil-A One
2. Domino’s Piece of the Pie Rewards
3. Dunkin’ Donuts DD Perks

Gas & Convenience

1. Cumberland Farms Smart Pay Mobile App
2. Wawa Rewards
3. MAPCO MY Reward$

Key Takeaways

• Digital transformation and personalization are critical to maintaining and enhancing member engagement.
• Experience is the primary driver of loyalty, with personal relevance and digital interactions playing a growing role.
• Co-branded programs need stronger alignment to deliver value to both members and brands.
• Representatives are still essential in building and maintaining member relationships, even in a digital-first world.
• Brands must focus on member-centric strategies that go beyond traditional rewards to create meaningful, long-lasting connections.

Call to Action

The report encourages brands to stay relevant by focusing on member experience, personalization, and digital engagement. It also invites further exploration of the full report for detailed findings and insights.

About Bond

Bond is a global leader in loyalty and customer experience, combining human-centered design, data science, and loyalty mechanics to help brands win and retain customers. They work with iconic brands and are recognized by Forrester and Gartner for their innovative approaches to loyalty strategy and execution.

Contact Bond for more detailed findings, to purchase the full report, or to schedule an engagement workshop:
Phone: 1.844.277.2663
Email: info@bondbl.com
Website: bondbrandloyalty.com
Social: @createabond