2024年数字客户忠诚报告.docx

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1、DIGITALCUSTOMERLOYALTYREPORT2024Wherenextforloyalty?There5Sbeenadigitaltransformationofloyaltyoverthelasttwentyyears-fromplasticcardsandpapertowebandapp.Consumersaregivenmorewaystoengage,earnandredeem.Businessesarebenefitingfromgreaterinsight,visibility,reachandretention.Butwhafsworkingbest?Andwhere

2、istheloyaltymarketheading?2Introduction1.oyaltyismoreimportantthanever.Itisapriorityforeverybrandowner,anddigitalexperienceshavechangedthewaycustomerswantandexpecttointeractwiththebrandstheybuyfrom.Butarebusinessestakingfulladvantageofeverythingdigitalloyaltyhastooffer?Aretherightplatformsbeinginves

3、tedinandhowdoyouensuretheyencouragepositivecustomerexperiencestodriveretentionandgrowth?TheApadmiDigitalCustomerLoyaltyReport2024canvasesopinionfromleadersinloyaltyacrossretail,financialservices,utilitiesandtravelandleisurewiththeaimofunderstandinghowdigital,andmorespecificallydigitalproducts,aresup

4、portingpersonalisation,whichaudiencesarebeingtargetedandwherethefuturefocuswillbe.Earnandburnpointsandexclusiveoffersarewell-establishedandbeingusedtogoodeffect(59%and72%respectivelyofoursurveyrecipientsarealreadyusingthesetacticsintheirloyaltyprogrammes),butgamification,tieringrewardsandevenchargin

5、gforpaidmembershiparethecurrentexpectationandneedtobedeliveredseamlesslytobeeffective.Businessesandbrandownersknowtheyneedtogetthisrightanddigitalplatformsarethewaytodoit.wTheinfluenceourdailydigitalexperienceshaveonloyaltyismorepowerfulthanever,wsaysApadmi,sGroupContentDirectorJakeSargent.wGettingi

6、trightisnteasy,butthepotentialtounlockvalueforbusinessesandtheircustomerswithgreatmobileanddigitalproductsisreallyexciting/*Whyisthisimportant? 97.8%of brand ownersbelieveloyaltyhaseitheralwaysbeenimportant,orismoreimportantnowthaneverbefore.heaudienceTheApadmiDigitalCustomerLoyaltyReportisbasedon91

7、responsesfromEuropeanbusinessesacrossretail,financialservices,utilitiesandtravelandleisure.Therespondentswereinmidtoseniorlevelroleswithresponsibilityforareasincludingdigitalproductownership,customerloyalty,customerexperienceandCRM.Fromsportshopstosupermarkets,Europeanbankstofastfood,buscompaniestob

8、roadband,theneedforincreasedcustomerretentionandAberdeenmoreaccuratedataoncustomerbehaviourremainsthesame.ChesterManrhesIeiAmSterClamEdinbUrQhLeedsMHton KeynesLondonUtrecht ROtterdamInvestmentWhile67%ofthosesurveyedhaveadigitalloyaltyprogrammeeitherliveorbeingcreated,nearlyathirdeitherdonthaveoneora

9、restillintheplanningstage.Thatmeansbudgetlikelystillneedstobefoundandaccompaniedbyaclearbusinesscaseonthelikelyreturn.Yes, it,s liveYes, we are developing oneNot yet, we plan to create oneHaveyouinvestedinadigitalloyaltyprogramme?NoYes,butwenolongeruseitEventhoughbusinessesknowloyaltyisimportant,not

10、everyonehasfullplansinplace.Olderoryounger?Shouldyouraudiencefocusbenowornext?Youwouldexpectdigitalloyaltyprogrammestonaturallyskewtowardsamoretech-savvyyoungerdemographic.Thesweetspotseemstobethoseaged35-44,closelyfollowedbytheGenerationZdigitalnativesbornafter2000.Andit,sthecombinationofthesegroup

11、sthatrepresentsthegreatestpotential,bothnowandinthefuture.Withwhichagerangeisyourdigitalloyaltyprogrammemostpopular?AgeNumberofresponses18-24蝌M楠253435-44ftffffffi4554桶牖热解椭喉制？55-641However,there,sanimportantsidenotewhichisnottooverlooktheover40s,as19%ofbrandsidentifiedthoseagedfrom41-64asthegreatestf

12、utureopportunity.Withwhichagerangedoyouseethegreatestfutureopportunityfordigitalloyaltyinyourbusiness?TraditionaltacticsandmorepersonalisationIfsnosurprisethatthetraditionalloyaltytacticsofpersonalisation,exclusiveoffersandearningpointsarethemainstaysofmostexistingprogrammes.Butwhenitcomestowherethe

13、futurefocusmightbe,theprioritiesarewidespread,includingtieredrewards,paidmembershipsandgamification.Theoverallwinnerispersonalisationwith48%ofbrandshighlightingitastheareawherethey,dliketobedoingmore.Whatloyaltytacticswouldbusinessesliketousemoreofinthefuture?Personalised48%Tiered rewardsGamificatio

14、n /missionsExclusive pricingExclusive offersInstant winsLoyalty pointsPaid 、 (earn & burn) membership I ooexperiencePersonalisationdoesn5tcomeeasy/份、摊、50%20%plantomaketheircustomerengagementstrategymorepersonalisedbelievetheircurrentpersonalisationiseitherprettybasicortheydon,tdoanybutplantoThepopul

15、arityofexploringareassuchasrewardingnon-commercialbehaviourandtheabilitytodonaterewardstocharitydemonstratearealdesiretocreatecustomervaluearoundpurposeandnotjustpurchases.MobilisingloyaltywithapersonaltouchAloyaltyprogramme,howevergood,isunlikelytobethemaindriverinbringingnewcustomerstoabrand,butitcandefinitelyhelp.agreeorstronglyagreethattheirdigitalloyaltyprogrammehasdrivennewcustomeracquisitionTherealjobthoug