2021年顾客忠诚计划报告（英）-19页_17mb

2021 Premium Loyalty Data Study Summary

Core Content

This report presents findings from a survey of 2,500 U.S. consumers conducted in late March 2021, focusing on the evolving expectations and behaviors of consumers regarding loyalty programs, especially in the context of the post-pandemic retail landscape. The study highlights the increasing demand for premium loyalty programs, which offer immediate benefits in exchange for a membership fee, as opposed to traditional loyalty programs that rely on point accumulation over time.

Main Findings

• Consumer Loyalty is More Difficult to Maintain: 68% of consumers agree that maintaining loyalty is more challenging than ever, up from 64% in 2020.
• Willingness to Pay for Premium Loyalty: 76% of consumers would pay for a premium loyalty program.
• High Retention Among Premium Members: 90% of consumers say they are likely to choose a retailer where they are a premium loyalty member over one with lower prices.
• Pandemic Impact on Shopping Behavior: During the pandemic, 73% of premium loyalty members shopped more with their favorite retailers, and 41% shopped significantly more.
• Gen Z and Millennials Lead in Premium Loyalty Adoption: Gen Zers (70%) and Millennials (77%) are more likely to have premium loyalty memberships than traditional ones (63% and 57%, respectively).
• Benefits Drive Membership and Renewal: Free shipping (64%), instant discounts (53%), and free giveaways (47%) are the top benefits that entice consumers to join or renew premium loyalty programs.
• Instant Gratification is Key: 72% of premium loyalty members expect benefits within the first week or immediately, showing a strong demand for instant rewards.
• Traditional Loyalty Members are Open to Premium Programs: 81% of traditional loyalty members say they would join a premium loyalty program if they were already part of the traditional one, assuming the benefits are valuable.
• Programs Should Be Integrated: Traditional and premium loyalty programs can work together, with traditional ones serving as an entry point for customers to transition to premium tiers.
• ROI from Third-Party Vendors: 51% of marketing and loyalty professionals working with a third-party vendor saw ROI within the first six months, compared to 41% managing programs in-house.

Key Information

• Premium Loyalty Programs Offer Immediate Benefits: These programs are becoming more popular due to their ability to provide instant rewards, which align with consumer expectations of convenience and value.
• Consumer Expectations Have Evolved: With the shift to online shopping, consumers now prioritize personalized and immediate benefits over traditional point-based systems.
• Strategic Benefits for Retailers: Retailers can enhance customer retention and loyalty by offering unique and valuable benefits that cater to specific consumer needs.
• Importance of Communication: Retailers must clearly communicate the value of their premium loyalty programs to attract and retain members.
• Future Outlook: The trend of premium loyalty is expected to continue growing, with retailers encouraged to innovate and offer creative benefits to meet consumer demands.

Conclusion

The study concludes that the time is ripe for retailers to adopt or enhance their premium loyalty programs. These programs not only help in retaining customers but also in building stronger, more personalized relationships. As consumer expectations rise, retailers must get creative with their loyalty offerings to stay competitive and relevant in the evolving retail market.