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Oracle_忠诚计划分歧:零售商和消费者的视角(英文)2018_12页

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文本描述
The Loyalty Divide
Retailer and Consumer Perspectives
Retail 2018
15+
2 3 4500+
Methodology
The research cited in this paper was conducted in February 2018 with over 13,000 consumers globally and 500 businesses across retail, hotels and restaurants in 9 countries across North America, Europe, Latin America and Asia-Pacific: Australia, Brazil, China, France, Germany, India, Mexico, UK and USA. Independent research and creative consultancy, Morar HPI, conducted the survey which explores consumer and business attitudes towards loyalty and advocacy today and in the future. This report is based on the findings from the study.
Introduction
For retailers, winning customer loyalty is an ongoing quest that they will turn themselves inside out for, measuring and assessing customer behavior in the hope that it will lead them to the holy grail of gaining someone's life-long fidelity. Which is why ever-evolving customer loyalty programs offering consumers rewards points, cashback, giveaways and discounts form the cornerstone of so many retailers' business strategies. For a retailer a loyal customer is a win-win situation as they spend more, return for repeat business and provide word-of-mouth marketing that is far more effective than any branded content and advertising. But in this hunt to win over customers, are retailers deploying the best tactics We've uncovered a divide in perception between how businesses view their loyalty programs and what their customers actually think, which questions what loyalty is going to look like in the future.
We've uncovered a significant divide in perception, which questions what the future of loyalty will look like.
As increasingly sophisticated algorithms enable retailers to target and personalize their offers more effectively, are consumers forming stronger connections with brands Or is the role of social media, in particular influencers, blazing a trail for a kind of loyalty that is far more difficult for businesses to harness In this new loyalty landscape, we have identified four behavioral types The Broadcaster, The Enthusiast, The
Lazy Loyal and The Seeker typologies that most people shift between depending on what they're purchasing, creating even greater complexity for retailers hoping to win them over. On the flip side, if retailers can tap into these behavior patterns and create more tailored loyalty programs, then the opportunity for gaining new and, more importantly, loyal customers is huge.
The Great Divide
Misconception 1 - offers are relevant
Retailers say they offer consumers relevant rewards
Consumers say most offers and rewards from retailers aren't relevant to them
offers are rarely relevant
4%
22%
offers are rarely relevant
38%
offers are sometimes relevant
When it comes to loyalty, our data reveals a significant split in the perception of retailers and consumers.
Retailers are heavily invested in loyalty programs with ever-increasingly ubiquitous point collection incentives, tier-based loyalty programs, social media engagement rewards, even paid programs a la Amazon Prime. In a drive to grow customer bases, and then retain those customers, retailers utilize loyalty programs to offer what they think are relevant and incentivizing promotions and rewards discounts, free gifts, upgrades, points, access to exclusive shopping events, even cash back. Consumers, however, are far less engaged in the promotions than retailers realize. Rather than having an open attitude, our consumer research bears out a far more selective approach, as well as a widespread feeling that the offers on the table don't always feel relevant. While retailers believe 53% of their customers are more loyal now than they were five years ago, only 37% of consumers actually said they were. And while 58% of business respondents believe consumers will sign up to every loyalty scheme offered, in reality less than a third of consumers do, with a significant 63% only using one to three loyalty programs regularly. Relevancy of offers and rewards is another area that throws up a large discrepancy: less than a third of consumers think the rewards and offers they receive are relevant to them most of the time; 58% of retailers think they are. It's clear that if retailers want loyalty schemes to be successful, a new strategy is required. At the moment, over half of retailers don't engage influencers or brand ambassadors despite the fact that consumers tend to be more trustworthy of brands that are mentioned online by third parties.
58%
offers are mostly relevant
45%
offers are sometimes relevant
32%
offers are mostly relevant
Misconception 2 - consumers are very engaged with loyalty
Retailers
4% say consumers rarely join loyalty programs
Consumers
19% rarely join loyaly programs
38% say consumers only sign up to select, relevant
50% only sign up to select, relevant programs
58% say consumers sign up to every loyalty program
32% sign up to every loyalty program
Misconception 3 - loyalty is a consumer / retailer only relationship
Retailers collaborating with influencers 22%
disagree
Consumers more likely to trust brands reviewed by YouTubers
55%
do not do this
30%
neutral
45%
currently do this
48%
agree
The Future of Loyalty
Baby boomers (the demographic with the most disposable income) report the largest waning in loyalty, with only 19% of them saying they are more loyal than they were five years ago. This is in stark contrast with the 53% of retailers who believe customers overall are more loyal. However, the outlook is less bleak among the younger age groups who have a propensity to join loyalty programs and say their loyalty is growing. Which is good news for businesses as they are heavily invested in the programs. A massive 72% measure their loyalty reward programs in the context of commercial objectives - and for 62% the programs are seen as a commercial imperative. However, over one in four retailers are only recognizing loyalty by measuring data such as increased visits to their sites, higher spend and active engagement with loyalty programs. These activity measures, while obviously important, don't take into account the impact of word-of-mouth marketing and the growing role of social advocacy, which can be seen as behavioral measures. These two sides to brand loyalty are gradually coming into balance in terms of their importance, with consumers increasingly recommending brands to friends, following brands' online activity and posting reviews online. However only a few retailers are measuring behavioral benefits only a third monitoring online reviews and social media posts.
Consumers are less loyal than retailers think
Less loyal than before As loyal as before More loyal than before
12%
14%
16%
17%
45%
42%
52% 64%
53%
of retailers think consumers are more loyal
43%
44%
32%
Younger age groups in particular have a propensity to join loyalty programs and say their loyalty is growing.
19%
Baby boomer (55+)
Pre-millennial (18-24)
Millennial (25-34)
Gen X (35-54)
Consumers demonstrate their loyalty to retailers in terms of both activity and behavior
However, nearly a third of retailers will only take into account activity measures of loyalty
Activity
34%
visit these brands more frequently than others
31%
spend more with these brands than others
25%
become loyalty card members
Behavior
31%
recommend these brands to friends
20%
follow brand activity online
14%
post reviews about the brand online
28%
activity only
Question: Thinking about the retail brands you are most loyal to, why would you say you are loyal to them。