2016品牌忠诚度报告（英文）_16页-2mb

2016 Bond Loyalty Report Summary

Core Content

The 2016 Bond Loyalty Report is a comprehensive study analyzing consumer loyalty behaviors and program performance across multiple industry sectors. Conducted in January 2016, the report involved over 12,000 U.S. and 7,000 Canadian consumers through an online survey. It explores how loyalty programs are evolving, the factors that influence consumer satisfaction, and the effectiveness of different program elements such as personalization, redemption, and customer experience.

Main Findings

1. Consumer Behavior and Satisfaction

• 44% of program members are very satisfied with their loyalty program experience, a relatively stable figure from previous years.
• Only 6.7% of the 13.4 memberships per person are active, indicating a significant portion of memberships are not being utilized.
• 30% of members are very satisfied with the program website experience.
• 57% of members want to engage with loyalty programs via mobile devices, but 49% are unsure if there is an app for their program.
• 73% of members are more likely to recommend brands with good loyalty programs.
• 23% of members are very satisfied with the ways they can earn rewards.
• 28% of members feel very satisfied with the level of personalization in their loyalty program (down from 28% in 2015).
• 70% of respondents found the ability to redeem points instantly in-store appealing, with 43% willing to pay a premium for instant redemption.
• Non-redeemers are 2.3X more likely to defect than those who redeemed in the last 12 months.
• Members who feel special or recognized have 2.7X higher satisfaction with their program.

2. Key Drivers of Satisfaction

• Brand alignment: The loyalty program should reflect and fulfill the brand's promise to customers.
• Meeting needs: The program must address the needs of its members in a brand-aligned manner.
• Program enjoyment: The experience of the program itself, independent of monetary rewards, plays a significant role in satisfaction.

3. Personalization

• Personalization is a critical factor in improving satisfaction.
• There is a strong relationship between personalization and satisfaction, with satisfaction 8 times higher when programs are highly personalized.
• Personalization does not need to be complex to be effective; it should be tailored to enhance the brand experience.

4. Redemption Experience

• Redemption experience is more important than the reward itself.
• Members who redeem have 2.5X higher satisfaction than those who never redeem.
• Instant redemption is a highly valued feature, with 70% of members finding it appealing.

5. Customer Experience

• Live person-to-person interactions with brand representatives significantly increase satisfaction and loyalty.
• These interactions create both positive and negative emotions, with positive emotions enhancing brand loyalty.
• Customer Experience is a key opportunity for loyalty programs to improve engagement and retention.

Key Insights

• The pace of change in loyalty programs is accelerating, and consumers are demanding more value in return for their loyalty.
• Personalization is a powerful tool for improving satisfaction, but many programs are not meeting consumer expectations.
• Redemption is a crucial element of loyalty program success, with instant redemption being particularly appealing.
• Customer Experience through human interaction is still underutilized but highly impactful.
• Mobile engagement is growing, and brands must ensure their loyalty programs are accessible and user-friendly on mobile devices.

Program Listings

The report profiles over 280 loyalty programs across various sectors including:

• Airline: Southwest Airlines Rapid Rewards, Marriott Rewards, Delta SkyMiles, American Airlines AAdvantage
• Hotel: Marriott, Wyndham, Best Western, Choice Hotels, Hilton HHonors
• Department Store: Kohl's YesYou Rewards, Nordstrom Rewards
• Retail: Amazon Prime, Costco Executive Gold Star Membership, Walmart Savings Catcher
• Dining / QSR: Chick-Fil-A The A-List, Starbucks Rewards, McDonald's Mobile App
• CPG: General Mills EverydaySaver, Shop Your Way Rewards
• Coalition: Shopkick, United MileagePlus Club

Additional Topics

The report also highlights upcoming insights on:

• Mobile: The evolving role of mobile in loyalty programs.
• Segmentation: Six predominant loyalty member personas that marketers should understand.
• Millennials: Changing needs and behaviors of this key demographic.

Conclusion

The 2016 Bond Loyalty Report emphasizes that loyalty programs must evolve beyond transactional rewards to deliver personalized, enjoyable, and meaningful experiences. Marketers and program operators should focus on brand alignment, meeting member needs, and enhancing the redemption and customer experience to improve satisfaction and retention. The report serves as a valuable resource for understanding current trends and strategies in the loyalty space.

Contact Bond Brand Loyalty for more information or to purchase the full report.
Phone: 1-844-277-2663
Email: info@bondbl.com
Website: bondbrandloyalty.com
Social Media: @createabond