2024年数字客户忠诚报告.docx

DIGITALCUSTOMERLOYALTYREPORT2024Wherenextforloyalty?There5Sbeenadigitaltransformationofloyaltyoverthelasttwentyyears-fromplasticcardsandpapertowebandapp.Consumersaregivenmorewaystoengage,earnandredeem.Businessesarebenefitingfromgreaterinsight,visibility,reachandretention.Butwhafsworkingbest?Andwhereistheloyaltymarketheading?2Introduction1.oyaltyismoreimportantthanever.Itisapriorityforeverybrandowner,anddigitalexperienceshavechangedthewaycustomerswantandexpecttointeractwiththebrandstheybuyfrom.Butarebusinessestakingfulladvantageofeverythingdigitalloyaltyhastooffer?Aretherightplatformsbeinginvestedinandhowdoyouensuretheyencouragepositivecustomerexperiencestodriveretentionandgrowth?TheApadmiDigitalCustomerLoyaltyReport2024canvasesopinionfromleadersinloyaltyacrossretail,financialservices,utilitiesandtravelandleisurewiththeaimofunderstandinghowdigital,andmorespecificallydigitalproducts,aresupportingpersonalisation,whichaudiencesarebeingtargetedandwherethefuturefocuswillbe.Earnandburnpointsandexclusiveoffersarewell-establishedandbeingusedtogoodeffect(59%and72%respectivelyofoursurveyrecipientsarealreadyusingthesetacticsintheirloyaltyprogrammes),butgamification,tieringrewardsandevenchargingforpaidmembershiparethecurrentexpectationandneedtobedeliveredseamlesslytobeeffective.Businessesandbrandownersknowtheyneedtogetthisrightanddigitalplatformsarethewaytodoit.wTheinfluenceourdailydigitalexperienceshaveonloyaltyismorepowerfulthanever,wsaysApadmi,sGroupContentDirectorJakeSargent.wGettingitrightisn'teasy,butthepotentialtounlockvalueforbusinessesandtheircustomerswithgreatmobileanddigitalproductsisreallyexciting/*Whyisthisimportant? 97.8%of brand ownersbelieveloyaltyhaseitheralwaysbeenimportant,orismoreimportantnowthaneverbefore."heaudienceTheApadmiDigitalCustomerLoyaltyReportisbasedon91responsesfromEuropeanbusinessesacrossretail,financialservices,utilitiesandtravelandleisure.Therespondentswereinmidtoseniorlevelroleswithresponsibilityforareasincludingdigitalproductownership,customerloyalty,customerexperienceandCRM.Fromsportshopstosupermarkets,Europeanbankstofastfood,buscompaniestobroadband,theneedforincreasedcustomerretentionandAberdeenmoreaccuratedataoncustomerbehaviourremainsthesame.ChesterManrhesIeiAmSterClamEdinbUrQhLeedsMHton Keynes'LondonUtrecht ROtterdamInvestmentWhile67%ofthosesurveyedhaveadigitalloyaltyprogrammeeitherliveorbeingcreated,nearlyathirdeitherdon'thaveoneorarestillintheplanningstage.Thatmeansbudgetlikelystillneedstobefoundandaccompaniedbyaclearbusinesscaseonthelikelyreturn.Yes, it,s liveYes, we are developing oneNot yet, we plan to create oneHaveyouinvestedinadigitalloyaltyprogramme?NoYes,butwenolongeruseitEventhoughbusinessesknowloyaltyisimportant,noteveryonehasfullplansinplace.Olderoryounger?Shouldyouraudiencefocusbenowornext?Youwouldexpectdigitalloyaltyprogrammestonaturallyskewtowardsamoretech-savvyyoungerdemographic.Thesweetspotseemstobethoseaged35-44,closelyfollowedbytheGenerationZdigitalnativesbornafter2000.Andit,sthecombinationofthesegroupsthatrepresentsthegreatestpotential,bothnowandinthefuture.Withwhichagerangeisyourdigitalloyaltyprogrammemostpopular?AgeNumberofresponses18-24蝌M楠253435-44ftffffffi4554桶牖热解椭喉制？55-641However,there,sanimportantsidenotewhichisnottooverlooktheover40s,as19%ofbrandsidentifiedthoseagedfrom41-64asthegreatestfutureopportunity.Withwhichagerangedoyouseethegreatestfutureopportunityfordigitalloyaltyinyourbusiness?TraditionaltacticsandmorepersonalisationIfsnosurprisethatthetraditionalloyaltytacticsofpersonalisation,exclusiveoffersandearningpointsarethemainstaysofmostexistingprogrammes.Butwhenitcomestowherethefuturefocusmightbe,theprioritiesarewidespread,includingtieredrewards,paidmembershipsandgamification.Theoverallwinnerispersonalisationwith48%ofbrandshighlightingitastheareawherethey,dliketobedoingmore.Whatloyaltytacticswouldbusinessesliketousemoreofinthefuture?Personalised48%Tiered rewardsGamification /missionsExclusive pricingExclusive offersInstant winsLoyalty pointsPaid 、 (earn & burn) membership I ooexperiencePersonalisationdoesn5tcomeeasy/份、摊、50%20%plantomaketheircustomerengagementstrategymorepersonalisedbelievetheircurrentpersonalisationiseitherprettybasicortheydon,tdoanybutplantoThepopularityofexploringareassuchasrewardingnon-commercialbehaviourandtheabilitytodonaterewardstocharitydemonstratearealdesiretocreatecustomervaluearoundpurposeandnotjustpurchases.MobilisingloyaltywithapersonaltouchAloyaltyprogramme,howevergood,isunlikelytobethemaindriverinbringingnewcustomerstoabrand,butitcandefinitelyhelp.agreeorstronglyagreethattheirdigitalloyaltyprogrammehasdrivennewcustomeracquisitionTherealjobthoughislessaboutenticingpeoplethroughthedoorandmoreaboutkeepingthemhappyoncethey,vecomein.Todothat,youneedtoknowwhotheyareandwhattheylike.Whetheracustomerisorderingadailylattefromtheirlocalcoffeeshop,orrenewingtheircarinsurancefromaglobalunderwriter,theirexpectationisthatyouknowhowmanysugarstheytakeandhowmanyyearsnoclaimsbonustheyhave.Thedata,functionalityandaccessaffordedbymobiledevices,makesthemverygoodattakingawaysomeofthepainofpersonalisation.Appsareabletotapintotheongoingtouchpointscustomershavecometorelyonforregular,hassle-freetasksandtransactions.Andtherealgaugeofsuccessisnotjustholdingontocustomers,butkeepingthemactive.Thetwomostpopularstatementsregardingtheroleplayedbymobileappsinloyaltywere.AppscandeliveramorepersonalisedexperienceIt'sagreatwayofstayingfrontofmindbetweensales./、Perhapscruciallythough,35%believedthatcustomerswhoareapployaltymembers35%spendmorethanthosewhoaren,t.Whatisyourviewofanapp,whenitcomestoloyalty?CandeliveramorepersonalexperienceTostayfrontofmindbetweensalesAcosteffectivewaytoreachcustomersThemostresponsiveCRMchannelApployaltymembersspendmoreTo drive in store ftfallForhighfrequencypurchasesOvercomingthebarriersThereareofcoursethingswhichcangetintheway.Budgetisobviouslyabigone,buthavingaclearstrategyanddemonstratingROIaretheequalbiggest.Thepotentialtosolvebusinessproblemsmakesastrongcaseforovercomingthesebarriers.Extendinglifetimecustomervalueisthebusinesschallengemostaretryingtosolvewiththeirdigitalloyaltyprogrammes,followedbyincreasedfrequencyofpurchase.Whatbusinesschallengesareyoutryingtosolvewithadigitalloyaltyprogramme?ExtendinglifetimecustomervalueIncreasedfrequency ofpurchase ；customerbehaviourinsightImprovedIncreasedbasket sizeReducemarketingcostsUnlockingloyaltypotentialToendonapositive,investmenttoimproveloyaltyissettogoupwith87%ofbrandsexpectingspendondigitalcustomerloyaltytoincreaseorsignificantlyincreaseinthenext12months.1.oyaltyprogrammesareclearlybenefitingfromtheefficienciesandeffectivenessaffordedbydigitalplatforms.Theimpactthisishavingonbettercustomerexperiencesandimprovedretentionisgreattoseewithnumberslike69%ofbrandsseeingdigitalloyaltyprogrammesdriveacquisitionofnewcustomersandathirdexperiencingmorespendfromloyaltyappusers.Whatismoresurprising,andjustasencouraging,isthepotentialwhichisstillyettoberealised.Oneinfivebusinessesconsidertheirdigitalloyaltyofferingtobetoobasicoraren,tdoinganyatall.Addtothatthefactthathalfofbrandswanttodomorewithpersonalisationandtheopportunityforfurthervalueisclear.Whichleadsontothefinalkeyinsightwhichisthatwhilereducingmarketingcosts,increasingbasketspend,improvingcustomervisibilityandgreaterpurchasingfrequencyallremainimportant,themainbusinesschallengeloyaltyprogrammesareseekingtosolve,remainsextendinglifetimecustomervalue,whichwillinturnhelptoturbochargealloftheabove.Apadmidesigns,developsandoptimisesmobileappsforleadingbrands.Ourbespokedigitalproductshelpretailers,banksandhospitalitybusinessescreatecustomerexperienceswhichdriveincreasedretentionandspend.Weunlocknewvaluethroughstrategy,platforms,middlewareandsystemsintegrationsthattransformthewaytheywork.Ourclientsinclude:BAROAYSCHARLESSTANLEYDUNNESGREEZEKINGAISYKESIcoageIaIkTaIkRxEveryone0vodafoneGetintouchMarcusHadfieldChiefStrategyOfficer1Apadmimarcush