2018忠诚度洞察研究_在不断变化的忠诚度环境中实现宣传和影响力（英文版）_27页_5mb

Summary of Mastercard's APAC Loyalty Study

Core Content

Mastercard conducted a comprehensive study across seven Asia Pacific markets, engaging with 7,000 loyalty program members, to understand the evolving loyalty landscape and how loyalty programs can better influence consumer behavior. The study aimed to highlight the current state of loyalty programs, examine their effectiveness in delivering value and engagement, and identify strategies for future-proofing their success.

Main Objectives

1. To highlight the changing loyalty program landscape in the Asia Pacific region.
2. To examine the extent to which loyalty programs are delivering value and engaging experiences, thereby influencing member behavior.
3. To explore how loyalty programs can further engage with members and sustainably cultivate greater influence.

Key Findings

1. State of Play in Loyalty in APAC

• Loyalty Program Participation: On average, consumers have 7.6 loyalty programs in their wallets, with significant variation across markets. For instance, India and Indonesia have over 10, while Japan has just over 4.
• Program Types: The majority of loyalty programs are operated by financial institutions (63% regionally), retailers, and airlines.
• Most Important Program (MIP): Every consumer has an MIP, which is the program that influences their behavior the most and owns the greatest share of their wallet.
• MIP Influence: Financial institutions dominate MIP status in China, Hong Kong, India, Indonesia, and South Korea, while Australia is the most retailer-centric market.
• Conversion Rates to MIP: Financial institutions have the highest conversion rate (75%), followed by retailers (47%) and airlines (24%).

2. What Drives the MIP Choice

• Top Reasons for Choosing MIP:
  • Benefits are easy to earn (42%).
  • No cost to be a member (38%).
  • Benefits are relevant to the consumer (33%).
• Consumer Preferences for Rewards:
  • Discounts are the most popular reward type in Indonesia and India (65% and 62% respectively).
  • Points are more popular in Australia (7.7 average).
  • Cashback is preferred by Indian and Indonesian consumers.
  • VIP experiences are more popular in Indonesia.

3. Redemption Mix: Preferences vs Reality

• Availability of Preferred Benefits:
  • Cashback is available to 62% of Indian consumers, while discounts are available to 68%.
  • Points are available to 75% of Indian and 63% of Australian consumers.
  • Frequent flyer points are available to 58% of Indian consumers.
• Influence on Behavior:
  • In India, 51% of consumers reported that their MIP strongly influences their behavior.
  • In contrast, only 24% of consumers in Hong Kong and 26% in Japan reported similar influence.

4. Maximising Program Influence

• Mixed Levels of Customer Advocacy:
  • The regional NPS for loyalty programs is -5, but there are significant differences between markets.
  • India has the highest NPS (+37), while Australia and Hong Kong have the lowest (-6 and -26 respectively).
• Digitisation:
  • Over 60% of consumers in APAC interact with loyalty programs online, but only 40% do so via a mobile app.
  • Access to both website and mobile app significantly improves satisfaction, with 80% of Indian consumers being highly satisfied when both are available.
• Personalisation:
  • Only 36% of consumers are highly satisfied with the level of personalisation in their loyalty programs.
  • In China, India, and Indonesia, more than 50% of consumers are satisfied with personalisation.
• Communication:
  • Consumers expect more relevant and timely communication from loyalty programs.
  • Effective communication through preferred channels is essential for driving satisfaction and engagement.

Conclusion

Loyalty programs in Asia Pacific face a competitive and evolving landscape. While mature markets like Australia, Japan, and South Korea are experiencing declining NPS scores due to reduced program value and increased regulation, emerging markets such as India and Indonesia show strong potential for growth and advocacy. To future-proof their success, loyalty programs must focus on digitisation, personalisation, and effective communication. These three areas are critical for delivering meaningful member experiences, increasing engagement, and driving influence and advocacy.

• Digitisation improves satisfaction and accessibility.
• Personalisation enhances the relevance and value of the program experience.
• Communication ensures members receive timely and meaningful information.

By addressing these areas, loyalty programs can better align with consumer expectations and create lasting relationships that drive behavior and advocacy.