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COLLOQUY | India Loyalty Summit | February 1, 2012
The Experience of Loyalty:2011 Cross-Culture Study Insights
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All information contained herein is confidential and/or proprietary information of Loyalty One, Inc. and any unauthorized use and/or any disclosure is strictly prohibited.
COLLOQUY | India Loyalty Summit | February 1, 2012 2
Who we areVoice of Loyalty Marketing
Since 1990
PublishingResearchEducation
Wholly Owned Subsidiary of
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All information contained herein is confidential and/or proprietary information of LoyaltyOne US, Inc. and any unauthorized use and/or any disclosure is strictly prohibited.
COLLOQUY | India Loyalty Summit | February 1, 2012 3
EXPECTATIONSEXPERIENCE “I’m Bored.”
“I’m Dissatisfied.”
“I’m Delighted.”
The Customer ExperienceDepends on expectations
EXPERIENCE
EXPERIENCE
EXPERIENCE
“I’m Satisfied”
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All information contained herein is confidential and/or proprietary information of LoyaltyOne US, Inc. and any unauthorized use and/or any disclosure is strictly prohibited.
COLLOQUY | India Loyalty Summit | February 1, 2012 4
Relevance
Recognition
Rewards
The Great DivideProfound Differences in Customer Experience
Engaged
Enthused
Excited
Tuned Out
Turned Off
Tired
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All information contained herein is confidential and/or proprietary information of LoyaltyOne US, Inc. and any unauthorized use and/or any disclosure is strictly prohibited.
COLLOQUY | India Loyalty Summit | February 1, 2012 5
CA
US
AUBR
INCH
2011 COLLOQUY Cross-Culture Loyalty StudySponsored by LoyaltyOne and Epsilon
• Six-nation study of loyalty attitudes and behaviors» Trust in businesses» Loyalty program participation» Privacy and data security
• Developed Economies» US, Canada, Australia
• Emerging Economies» India, China, Brazil
• Fielded in July 2011» Published Autumn 2011
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All information contained herein is confidential and/or proprietary information of LoyaltyOne US, Inc. and any unauthorized use and/or any disclosure is strictly prohibited.
COLLOQUY | India Loyalty Summit | February 1, 2012 6
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All information contained herein is confidential and/or proprietary information of LoyaltyOne US, Inc. and any unauthorized use and/or any disclosure is strictly prohibited.
COLLOQUY | India Loyalty Summit | February 1, 2012 7
Rewards Program PenetrationIndicates Upside in Emerging Economies
Source: COLLOQUY 2011 Cross-Culture Study• Q: Do you currently belong to any rewards program?• Rewards Program “refers to an program that offers points, airline miles, gift certificates, discounts off purchases or cash
rebates, or that requires you to keep, scan, or make purchases with a card in order to receive special benefits and rewards.”
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All information contained herein is confidential and/or proprietary information of LoyaltyOne US, Inc. and any unauthorized use and/or any disclosure is strictly prohibited.
COLLOQUY | India Loyalty Summit | February 1, 2012 8
The Meaning of “Loyalty” in India has Class NuancesRanking of factors that reflect “loyal behavior” by SEC
Non Price-Conscious
Willingness to Recommend
Staff Knows Them Well
Years/Tenure with Retailer
Receives Tailored Service
Familiar with Store Layout
Share of Spend with Retailer
Location Proximity
Sales Shopper
1
3
2 1
3 4
4
2
5
5
6
6
7
78
8
9
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A B C SEC B/C do not equate loyalty with a willingness or ability to “pay-up” for quality.
Loyalty reflects far more practical concerns for SEC B/C, such as a store location being close to home.
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2
3
4
5
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7
8
9
A
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All information contained herein is confidential and/or proprietary information of LoyaltyOne US, Inc. and any unauthorized use and/or any disclosure is strictly prohibited.
COLLOQUY | India Loyalty Summit | February 1, 2012 9
?MAYBE
Willingness to Join Loyalty ProgramsIndians are more positive than negative, but still cautious.
India SEC A/B/C Total?
?
?
SEC A
SEC B
SEC C
52% 46% 1%
36% 58% 6%
12% 58% 29%
Source: COLLOQUY 2011 Cross-Culture Study• Q How likely are you to join a program (assuming one is made available)?• Asked of non-program members only• n = 270
YES NO
26% 57% 17%
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All information contained herein is confidential and/or proprietary information of LoyaltyOne US, Inc. and any unauthorized use and/or any disclosure is strictly prohibited.
COLLOQUY | India Loyalty Summit | February 1, 2012 10
SEC A/B Motivations to JoinPractical Utility and Aspirational Status
TOP3
Practical Utility:
1. Easy to Redeem 2. Good Time/Value3. Practical Rewards
Aspirational Status:
1. Recognition2. Special Tiered Levels3. Rewards to Dream
35%32%32%
39%29%28%
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All information contained herein is confidential and/or proprietary information of LoyaltyOne US, Inc. and any unauthorized use and/or any disclosure is strictly prohibited.
COLLOQUY | India Loyalty Summit | February 1, 2012 11
Classes Differ: Barriers to JoiningSEC B/C Concerned About Privacy and Rewards Attainability
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All information contained herein is confidential and/or proprietary information of LoyaltyOne US, Inc. and any unauthorized use and/or any disclosure is strictly prohibited.
COLLOQUY | India Loyalty Summit | February 1, 2012 12
Attitudes Towards the Role of Money
31% 29% 18% 15% 8% 66% 17%
5%
7%
Indians are far more diverse, and view money as a source of power regardless of SEC
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All information contained herein is confidential and/or proprietary information of LoyaltyOne US, Inc. and any unauthorized use and/or any disclosure is strictly prohibited.
COLLOQUY | India Loyalty Summit | February 1, 2012 13
Word-of-Mouth (WOM)Greater Importance in Emerging Economies
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All information contained herein is confidential and/or proprietary information of LoyaltyOne US, Inc. and any unauthorized use and/or any disclosure is strictly prohibited.
COLLOQUY | India Loyalty Summit | February 1, 2012 14
Electronic CommunicationsMore Use in Emerging Economies, Especially India
Source: COLLOQUY 2011 Cross-Culture Study• Q: What are your preferred channels for receiving information from your favorite companies?• Percentage indicating channel preference.
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All information contained herein is confidential and/or proprietary information of LoyaltyOne US, Inc. and any unauthorized use and/or any disclosure is strictly prohibited.
COLLOQUY | India Loyalty Summit | February 1, 2012 15
1. Relevance is a Moving Target Developed countries’ consumers are “Tuned Out”
WHY?
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All information contained herein is confidential and/or proprietary information of LoyaltyOne US, Inc. and any unauthorized use and/or any disclosure is strictly prohibited.
COLLOQUY | India Loyalty Summit | February 1, 2012 16
Needs Drive Economic ProgressionNo one really “needs” experiences…or do they?
COMMODITIES
PRODUCTS
SERVICES
EXPERIENCES
Adapted from Maslow’s Hierarchy of Human Needs
TIME
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All information contained herein is confidential and/or proprietary information of LoyaltyOne US, Inc. and any unauthorized use and/or any disclosure is strictly prohibited.
COLLOQUY | India Loyalty Summit | February 1, 2012 17
Nee
d St
ate
Time
* India * China
Brazil *
* Canada * U.S. * Australia
Easy, No Fuss Basics
Privacy & Security
Recognition
Insider Status
Customized Program
Rewards Program Benefits
Adapted from Maslow’s Hierarchy of Needs
Loyalty Program ProgressionNeeds migrate up over time. Are we meeting unmet needs?
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All information contained herein is confidential and/or proprietary information of LoyaltyOne US, Inc. and any unauthorized use and/or any disclosure is strictly prohibited.
COLLOQUY | India Loyalty Summit | February 1, 2012 18
What Do Elite Airline Travelers Want?Privilege, Preference, Perks…and free trips, too.
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All information contained herein is confidential and/or proprietary information of LoyaltyOne US, Inc. and any unauthorized use and/or any disclosure is strictly prohibited.
COLLOQUY | India Loyalty Summit | February 1, 2012 19
Recognition Fuels Emotional Loyalty
It seems that everywhere, we love to be recognized
(and love, of course, is the answer).
2.
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All information contained herein is confidential and/or proprietary information of LoyaltyOne US, Inc. and any unauthorized use and/or any disclosure is strictly prohibited.
COLLOQUY | India Loyalty Summit | February 1, 2012 20
Having Your Cake And Eating It, Too.Anuttara Tanishq celebrates customers’ birthdays in style
“I wonder what this cake will
end up costing me here
today…?”
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All information contained herein is confidential and/or proprietary information of LoyaltyOne US, Inc. and any unauthorized use and/or any disclosure is strictly prohibited.
COLLOQUY | India Loyalty Summit | February 1, 2012 21
Rewards: The Tangible Value PayoffSimple + Meaningful + Attainable = SuccessfulExample: “It pays to be loyal to your favourite brands” (Top 2 Box) “Strongly Agree”
12%
24%
Average U.S. Household Enrolled in 18 programs - Active in only 8.4
Earns Rs 31,100/year - Rs 10,250 unredeemed
Indicates Need forPartner/Coalition Models
3.
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All information contained herein is confidential and/or proprietary information of LoyaltyOne US, Inc. and any unauthorized use and/or any disclosure is strictly prohibited.
COLLOQUY | India Loyalty Summit | February 1, 2012 22
Coalition Effects on Fuel RetailerShare increased 3.7 points despite competitive program launches…
and a 20% site rationalization in the first 8 quarters after.
…
Coalition Sponsor ---- Competitor A ---- Competitor B ---- Launch Launch Launch
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All information contained herein is confidential and/or proprietary information of LoyaltyOne US, Inc. and any unauthorized use and/or any disclosure is strictly prohibited.
COLLOQUY | India Loyalty Summit | February 1, 2012 23
Final Thoughts
“ In the past two years, loyalty focus has changed from pure rewards to
differentiated experiences.
Companies may have understood only customer revenue; now they are
embracing customer knowledge.
That can’t happen if the loyalty card becomes just more plastic stuffed in the
wallet. “
--Vishal Hanmattekar, Director of Loyalty, IHC (Taj Inner Circle)
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All information contained herein is confidential and/or proprietary information of LoyaltyOne US, Inc. and any unauthorized use and/or any disclosure is strictly prohibited.
COLLOQUY | India Loyalty Summit | February 1, 2012 24
Announcing full media resources for India!
COLLOQUY India magazine and website
2011 COLLOQUY Cross-Cultural Study White PapersMore research to come.
COLLOQUY Loyalty Workshops begin in April 2012
Local presence from LoyaltyOne, Direxions, Epsilon
Jim SullivanPartner, [email protected]+01 614-207-4047
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All information contained herein is confidential and/or proprietary information of LoyaltyOne US, Inc. and any unauthorized use and/or any disclosure is strictly prohibited.
COLLOQUY | India Loyalty Summit | February 1, 2012 25