忠誠度晴雨表

1、ABOUT THIS REPORTThis is our fourth annual Loyalty Barometer report: a look at how consumers really feel about rewards programs and where brands may need to pivot to accommodate consumer preferences. Due to the quickly evolving landscape of loyalty marketing, we produce this report on an annual basi

2、s to keep marketers ahead of the curve.Each year, we reveal how consumer mindsets are shifting so brands can ensure customer strategies are not only current but remain relevant and impactful.Table of Contents:Evolution of the Loyalty LandscapeWhat Consumers ExpectPreferred Ways to EarnPersonalizatio

3、n and RecognitionCultivating Emotional LoyaltyImpact of 2020 EventsConclusionMETHODOLOGYFor this report, we surveyed more than 1,500 consumers who are sourced outside of the loyalty marketing programs that Merkle manages for clients. Responses camefrom US residents aged 18 to 65, allowing us to segm

4、ent the data from baby boomers to Gen X to millennials and Gen Y. The consumer survey for the 2021 edition was conducted in November 2020. For past editions, the 2020 COVID-19 update data was collected in July 2020, and the 2020 report data was collected in October 2019.2021, Merkle Inc.Evolution of

5、 the Loyalty Landscape:From a Stand-Alone Program to a Comprehensive EcosystemConsumer loyalty goes beyond a stand-alone program.Marketers are witnessing the rapid evolution of loyalty from a static, programmatic strategy to an enterprise-wide endeavor that delivers loyalty outcomes with every brand

6、 interaction. This transformation in how we think about and execute loyalty marketing is driven by increased consumer centricity, applications of new technologies, the use of identity and data to inform customer relationship moments, and radical social change around health, equality, and consumer va

7、lues. The next evolution is about delivering a loyalty experience comprising of carefully curated moments ofvalue that are informed by data, contextually relevant, and seamlessly assimilated into consumer lifestyles to create emotional connections.We believe a loyalty program can be a cornerstone of

8、 the overarching loyalty experience, providing moments that establish the trust and consistency needed to build lasting relationships that are rooted in emotion. Additionally, in todays data privacy landscape, loyalty and rewards programs provide the permission-based structures that accelerate brand

9、-consumer relationships and capture the first- and zero-party data brands must have to enable one-to-one personalized experiences.CONSUMERS STILL THINK OF LOYALTY AS A PROGRAM.Although loyalty is transforming to be the result of everybrand-consumer exchange, consumers most often view loyaltyas an ac

10、tual program (an incentive-based construct to reward them for their money, time, and attention), rather than an overall loyalty experience. And asking them to offer opinions on the overarching loyalty experience can be too abstract for most consumers.CONSUMER INSIGHTS ON LOYALTY PROGRAMS INFORM LOYA

11、LTY OPTIMIZATIONS ACROSS ALL INTERACTIONS.Because of its abstract nature, it can be challenging to understand consumers perceptions on a loyalty ecosystem. But acquiring their sentiments on loyalty programs (a more defined concept) still provides insights to help marketers improve their brands loyal

12、ty experience.Our Loyalty Barometer Report provides key consumer sentiment and behavior insights on loyalty programs, helping marketers to improve the loyalty experience and related outcomes. This years findings showsteady trends in consumer thoughts on rewards and benefits, with some shifts in data

13、 privacy comfort and new insights on the impact the events of 2020 had on brand loyalty.Four key insights surfaced from the data:DISCOUNTS AND FREE PRODUCTS REMAIN TOP REWARDS.Free products, discounts, and offers remain the benefits most desired by consumers from a loyalty program. Free samples and

14、free services also continue to be highly popular. This is likely due to the increased financial uncertainty that many consumers are feeling from the economic impacts of COVID-19. Consumers desire tangible and reliable savings offered through discounts and free items. While still appealing to some, t

15、he desire for both chance-to-win prizes and receiving surprises from the brand has decreased with the financial impact of the pandemic.CONSUMERS WANT ARELATIONSHIP WITH A BRAND.What consumers want most from a brand relationshipis appreciation for being loyal and supporting the brand by purchasing pr

16、oducts or services. Rewarding consumers through a loyalty program is a foundational way to show appreciation. Integrating additional appreciative gestures (such as weaving in well-planned and well-executed surprises or simply saying “thank you”) can go a longway in fortifying a consumer-brand relati

17、onship that feels a little more human. Also, it is important to note that the relationship extends to every interaction between the consumer and the brand. The loyalty program is justone of many touchpoints and it must be considered within the entirety of the consumers brand experience.70%of consume

18、rs prefer discounts and offers.81%of consumers want a relationship with a brand.SURPRISES AND CONVENIENCEDRIVE EMOTIONAL CONNECTIONS.Similar to last year, consumers indicated that the most impactful ways a brand can interact with them is through surprise and delight and by making shopping more conve

19、nient. These elements are even moreimportant in 2021 with both the economic and physical challenges resulting from COVID-19. Many consumers have changed the way they shop, including shiftingto e-commerce channels, switching retailers due to limited inventory, and adjusting their spending habits. Sur

20、prise offers and gifts help alleviate some of the financial strain, while convenient shopping experiences reduce the stress and anxiety around access togoods and potential exposure to the virus. In addition, providing consistent convenience to a consumer fosters trust and dependency within the consu

21、mer- brand relationship, resulting in the brand becominga staple in the consumers way of life.58%of consumers indicated that the most important way a brand can interact with them is through surprise offers and gifts.LOYALTY CAN SUSTAIN BRANDS THROUGH DISRUPTION.While the events of 2020 impacted cons

22、umer shopping behaviors in multiple ways, those who were emotionally bonded to a brand remained loyal despite the challenges of 2020. In addition, if circumstances (such as items being out of stock) did require themto switch brands, consumers are willing to return to purchasing those brands when the

23、y become available.57%of consumers indicated that they did not change brands due to the events of 2020.Discounts, offers, and free products continue to be the main motivators for participation in loyalty programs.SURVEY QUESTIONWhat is the main reason you participate in loyalty or reward programs?20

24、212020PARTICIPATION DRIVERSA loyalty program needs to provide consumers with tangible value that motivates acquisition andparticipation through elements like discounts, offers, and free products. These tangible rewards continue to be the main reasons why consumers participate. Nevertheless, consumer

25、 appeal across all benefit types has decreased from last year, suggestingthat satisfaction and loyalty extends beyond the interactions within a loyalty program and instead goes across the total experience with the brand.Providing material value is table stakes in a marketplace that is saturated with

26、 loyaltyprograms. In order to differentiate and incent long-term engagement, the brand experience should incorporate personalized interactions and a needs-based loyalty rewards strategy that uses first- and zero-party data to deliver consistent, contextual, and meaningful moments.Receive discounts39

27、%26%Earn free productsMembers-only benefits11%11%Access to exclusive rewards6%7%Enhances experience5%5%6%4%Stay connected30%44%What Consumers Expect- Merkle 2021 Loyalty Barometer ReportREWARD UTILITYThe most important component for customer satisfaction with a loyalty program is reward utility. Con

28、sumers continue to indicate that their biggest complaints with loyalty programs are that it takes too long or is too difficult to earn a reward. A program can reduce this perception by balancing the rewards offering with items that are costeffective and quick to redeem with more valuable items that

29、are aspirational and inspire participants to strive for over time. In addition, a program can reduce the time it takes a participant to experience value by elevating rewards that are within their reach and designing a user interface and experience that reduces friction and guides users to key areas

30、of the program.Rewards that are not valuable nor relevant are additional leading causes for dissatisfaction with loyalty programs. A brand must know its customers needs and wants to curate rewards that are meaningful. In order to do so, a brand must identify and collect first- and zero-party data to

31、 drive identity efforts and inform the developmentof a purposeful reward strategy that meets customer needs.SURVEY QUESTIONWhat types of rewards and benefits do you like? Select all that apply.20212020Free productsSURVEY QUESTIONWhat dont you like about loyalty or rewards programs youve belong to? S

32、elect all that apply.20212020It takes too long to earn a rewardDiscounts75%65%70%71%Its too difficult to earn a reward31%34%45%45%Free samples51%67%Rewards are not valuable2725%48%Free services28%Chance-to-win prizesSurprises from the company41%56%Rewards are not relevant24%23%16%Too many communicat

33、ions23%Worry about security25%30%25%2Priority customer services9%Members-only events18%18%20%14%Rewards me early and never again13%16%8%12Confusing%17%20%Members-only product sneak peeksMerkle 2021 Loyalty Barometer ReportMerkle 2021 Loyalty Barometer ReportPreferred Ways to EarnEarning points for r

34、ewards continues to be consumers favorite loyalty program structure, and they prefer redeeming these points for discounts.Since our very first Loyalty Barometer Report, “Earn points for rewards” has been the preferredloyalty program structure. We expanded this years question to gain further insight

35、into how consumers prefer to redeem those points. This years survey uncovered that consumers prefer to redeem their points for discounts rather than redeeming themfor items in a catalog. This likely speaks to the desire to have broader choice around how they use their rewards. For instance, receivin

36、g a storewide discount allows consumers a wider selection of how they put that rewardto use than does a curated catalog.We updated our report in July 2020 to get a pulse on consumer sentiment during the pandemic and saw some shifts in consumer preferences on loyalty program structures. “Get a $10 re

37、ward when you spend $100” increased in appeal and has remained in second place with the latest data, illustrating the continued importance of consistent and achievable savings. In addition, “Earn points for purchasing across many retailers” gained appeal from Julys update, landing in third place. As

38、 consumers have expanded the number of stores where they shop (due to inventory limitations) and potentially have new purchasing habits (based on a pandemic lifestyle), having the ability to consolidate points across retailers is appealing. It also allows participants to earn rewards soonerby expand

39、ing the ways they earn, alleviating the complaint that it takes too long to earn a reward.Consumers continue to have a heightened sensitivity to the value they receive for their purchases and are actively looking for more ways to save. To ensure your loyaltyprogram is appealing, be transparent on wh

40、at customers need to do to access rewards and be clear about the value the rewards provide.Since the July shift in consumer sentiment, participants continue to prefer loyalty programs that provide clear and consistent savings, such as access to discounts and get $10 when they spend $100. In addition

41、, consumers are looking to access rewards or savings sooner by being able to earn across retailers. Consumers enjoy surprises but do not prefer them as a base structure as this type of structure does not provide them with control to achieve rewards through action.SURVEY QUESTION:Please rate the appe

42、al of the following types of loyalty programs, where 1 is the most appealing.2020 REPORT2020 COVID-19 UPDATE2021 REPORTEarn points for rewards111Earn pointsto redeem fordiscountsEarn points forGet $10 rewardpurchasing across many retailers222when you spend $100Get $10 rewardEarn points forwhen you s

43、pend $100333purchasing across many retailers4Get a new reward every5Monday 4 Earn pointsto redeemin a catalog54Get a surprise reward for participating5Get a surprise reward for participating6Get a new reward every MondayMerkle 2021 Loyalty Barometer ReportVERTICAL-SPECIFIC ENGAGEMENT TRENDSAs seen i

44、n last years report, the most preferred loyalty program features continue to trend similarly across industries. As a core program feature, chances to win are less appealing than other benefits. But when it comes to secondary engagement features within a loyalty program experience, chances to win lar

45、ge prizes and instant prizesrise to the top. Integration of these engagement mechanics can create excitement and encourage increased frequency while creating a perception of freshness to the program and limiting cost liability.VIP tiers remain an important feature across most industries, illustratin

46、g that tiers are a preferred way for brands to show their appreciation for customers loyalty and purchases.The ability to donate or support a charity maintained its fourth place ranking this year for credit card, travel, and retail programs (third for consumer goods). Allowing consumers to donate to

47、 a charitablecause through a loyalty program can surface common values between the brand and consumer, and connecting with consumers on common values can cultivate and reinforce an emotional connection.SURVEY QUESTIONWhat features would you like to see in a loyalty or rewards program? Select all tha

48、t apply.20212020Chance to win large prizesInstant winVIPtiersDonation to charityTrackmilestones ChallengesBadges Leaderboards48%40%32%TRAVEL24%30%29%25%13%23% 18%21%13%13%8%10% 4%48%42%33%CREDITCARD26%26% 28%26%22%16%17%20%14%10%6%5%8%48%41%40%34%EVERYDAY19% 22%25%15%23%17%17%13%12%7%6%10%49%41%39%3

49、4%30% 30%25%RETAIL15%17%17% 23%13%12%7%6%9%Merkle 2021 Loyalty Barometer ReportPersonalization & RecognitionConsumers are most comfortable with brands that utilize their purchase history to enhanceloyalty experiences, such as receiving personalized offers based on their individual purchases.Consumer

50、s expect personalized communications and experiences from brands. Sixty-four percent of consumers want to receive personalized offers based on their past purchases and 60 percent would like to personalize the way that they can earn. These types of personalization provide the participant with the con

51、trol to make the program specific to their needs, increasing the relevancy and connection they have with the program and the brand.In addition, 63 percent of consumers want a seamless experience across online and offline commerceSURVEY QUESTIONWhich of the following would youlike to experience in a

52、loyalty program?Receive personalized offers based on my past purchasesProvide a seamless experience both in store and onlinePersonalize the way I can earn based on my preferences64%63%and zero-party data) and activate on this data across39%channels to create a consistent customer experience.This can

53、 be more challenging for traditional brands,due to operating complex martech stacks and potentialReceive personalized content basedon m38%experiences, and they want to be recognized whenever and wherever they interact with the brand. Digitally native brands were designed to collect data (i.e., first

54、-60%Receive product recommendations based on my past purchasesy past purchasesdata silos; however, loyalty programs can help drive identity efforts by integrating elements such as profile development, preference centers, and engaging personality tests.The increasing shift to online purchases, due to

55、 the impact of COVID-19, has caused many brands to rapidly shift gears from brick-and-mortar stores to digitalsales and online experiences. As vaccines become more widely available, which will increase consumer confidence and drive in-store shopping, it will be important for brands to readjust and p

56、rovide a consistent and relevant experience for customers across all touchpoints, including digital and physical.Brand helps me to identify a relevant product/service based on information I provide36%- Merkle 2021 Loyalty Barometer ReportSURVEY QUESTIONWhat information are you comfortable letting br

57、ands use to make your rewards experience more relevant to you?2021 Report2020 COVID-19 Update2020 Report30%27% 28%59%54%52%53%49%42%54%56%51%42%36% 36%22%27% 29%24%22% 21%19%15%21%PurchaseCurrentGenderSelf-selectedBrowsingCurrentAddressIncomehistoryreward statusprofilehistory onlocationpreferencesbr

58、ands site- Merkle 2021 Loyalty Barometer ReportDATA PRIVACYWhile consumers expect a personalized experience, privacy concerns increased since last year, and consumer comfort with allowing their datato be used to enhance their experience has decreased.The events of 2020, including the implementationo

59、f contact tracing (to mitigate the spread of COVID-19), the awareness of social inequality and its ties to demographic data, and the heightened concern around the data collection and utilization withinsocial media, have accelerated consumer privacy concerns and elevated consumer sensitivity.In last

60、years mid-year report, updated for the pandemic, we saw that consumer comfort levels decreased across all data types. This trend has continued in this latest research with further decreases across most data types (except for purchase history and current rewards status). With this increased sensitivi