Loyalty Landscape 2018 Maritz|Wise Marketer2 The winds of change are sweeping over the loyaltylandscape, moving rapidly and from multiple directions.These powerful gusts are sculpting the consumermarketplace into previously unseen shapes and dimensions.They bring with them profound disruption and confusion, butalso opportunity. The drivers of this disruption are many: New paymentsinfrastructures. Changing consumer expectations drivenby unprecedented demographic shifts. A proliferation ofchannels to talk, listen and shop. The adoption of more liquidloyalty program currencies. A consumer demand for moreproduct and price transparency. Machine learning and AItools that can leverage massive amounts of consumer data.And all of it accelerated by a socially connected frameworkthat is faster and more viral than anything previously seen.“The pessimistcomplains aboutthe wind; theoptimist expectsit to change; therealist adjuststhe sails.”William Arthur WardAre You Ready for ChangeLoyalty Landscape 2018 Maritz|Wise Marketer3 How will brands navigate this new terrain The savviest of them will realign their loyalty valueprop by: Elevating the customer experience through hyper-relevancy and AI.Adapting their platforms to foster trust and commitment, not just drive transactions. Creating more meaningful ways to recognize and reward best customers. And, perhaps most importantly, by taking a fresh look at consumers. How are they, too,responding and changing in this shifting landscapeThat is what this research report from our Maritz | Wise Marketer Loyalty Landscape (with moreto follow) is all about. By taking the pulse of 2000+ U.S. consumers, we want to provide you witha compass to guide your own loyalty “re-think.” It’s our goal to offer fresh insights to help younavigate past the confusion and disruption and to realign to a new loyalty trajectory with greaterspeed and less friction along the way.Barry Kirk, Maritz Motivation Solutions Mike Capizzi, The Wise Marketer Are You Ready for ChangeLoyalty Landscape 2018 Maritz|Wise Marketer4 Loyalty is not monolithic. This is the primary misconception we see clearly dispelled by this year’sreport. This long-held view – that customer relationships are a simplistic dichotomy of the “loyal”versus the “non-loyal” – simply isn’t suffciently nuanced for our new landscape.We’ve adopted a new model, one that understands loyalty to be multi-dimensional. The frstdimension – Transactional/Relational – is concerned with how a brand approaches customers’relationships. The second dimension – Passive/Active – defnes the overall nature of customerinteractions with a given brand. When considered in tandem, these two dimensions form The Multi-Loyalty Framework, revealing not one type of loyalty, but four.TRUE LOYALTY Optimize the Experience “My connection to the brand goes beyond the offer.” Relational Transactional ActivePassive CULT LOYALTY Optimize the Tribe “The brand refects my personal identity.” INERTIA LOYALTYOptimize the Barrier to Exit “I’m only here because it’s too much trouble to go elsewhere.” MERCENARY LOYALTYOptimize the Incentive “I’m loyal because you pay me to be loyal.” Multi-LoyaltyFramework Loyalty Isn’t Simple Anymore。。。。。。