2017全球零售业与快速消费品忠诚度展望（英文版）-3mb

Summary of "THE GREAT LOYALTY RESET: A Global Outlook on Retail & CPG Loyalty in 2017"

Core Content

This report outlines the transformative impact of digital advancements on retail and CPG loyalty programs, emphasizing the need for modernization to meet evolving consumer expectations. It presents a global survey of 500 friends, analyzing responses from 200 loyalty program managers and 1,000 consumers across North America, the UK, Western Europe, and Asia.

Main Points

• Loyalty is evolving: The rise of e-commerce, social networks, and mobile technologies has changed how consumers interact with brands, necessitating a rethinking of loyalty strategies.
• Connected Loyalty is Key: A new concept of "connected loyalty" is introduced, which integrates data, strategy, and technology to create personalized, meaningful, and relevant brand experiences.
• Consumer Engagement is Selective: Most consumers belong to five or fewer loyalty programs, and 50% have left at least one due to lack of value, simplicity, or relevance.
• Loyalty Programs Impact Business: A strong loyalty program can increase consumer spending by over 15%, while a poor one can lead to reduced engagement and brand abandonment.
• Loyalty is a Marketing Science: Loyalty program managers argue that loyalty should be recognized as a distinct marketing discipline, with its own strategies, metrics, and contributions to brand and business health.

Key Findings

• Consumer Behavior:

  • 86% of consumers shop more if they like a loyalty program.
  • 63% shop less if they abandon a loyalty program.
  • Most consumers are selective and only engage with a few loyalty programs.
  • Consumers value personalization, relevance, and meaningful rewards.
  • They are more likely to recommend a brand if they feel valued and understood.

• Program Manager Insights:

  • Loyalty managers face challenges in measuring the financial impact of programs.
  • They struggle with aligning rewards with member value and keeping up with rapidly changing consumer expectations.
  • There is a growing recognition of loyalty as a critical marketing function, not just a cost center.

• Global Trends:

  • In North America, loyalty programs are focusing on marketing strategies, in-store experiences, and privacy.
  • In Europe/UK, there is a strong emphasis on mobile capabilities, payments, and privacy.
  • In Asia, wearable technology and social marketing are seen as key strategies.

• KPIs and Metrics:

  • Managers are still relying on basic metrics like acquisition and satisfaction.
  • There is a need to focus on financial value, member lifetime value, and profitability.
  • The report highlights the importance of tracking and measuring the broader impact of loyalty programs on brand health and revenue.

Recommendations

• Enhance Personalization: Loyalty programs must use data to create tailored experiences and rewards.
• Focus on Financial Metrics: Move beyond satisfaction surveys and focus on how loyalty programs contribute to revenue and profitability.
• Adopt Connected Loyalty: Integrate loyalty with all customer touchpoints and ensure seamless, real-time interactions.
• Improve Member Experience: Simplify the process of earning and redeeming rewards, and ensure that the program feels relevant and valuable to the consumer.
• Invest in Technology: Use mobile, social, and wearable tech to create more engaging and interactive loyalty experiences.

Case Studies

• UGG Rewards:
  • Launched in 2016, it helps the brand understand its customers across multiple channels.
  • Rewards non-purchase activities, such as social media engagement and wish list creation, to drive year-round interaction.
  • Has seen significant improvements in KPIs such as average order value and engagement frequency.

Conclusion

The report underscores the necessity for loyalty programs to evolve in response to digital disruption and shifting consumer behavior. By embracing "connected loyalty," brands can create more meaningful and lasting relationships with their customers, ultimately driving business growth and brand success. The global shift toward recognizing loyalty as a marketing science signals a new era of strategic importance and investment in the loyalty sector.