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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,butit
16、candefinitelyhelp.agreeorstronglyagreethattheirdigitalloyaltyprogrammehasdrivennewcustomeracquisitionTherealjobthoughislessaboutenticingpeoplethroughthedoorandmoreaboutkeepingthemhappyoncethey,vecomein.Todothat,youneedtoknowwhotheyareandwhattheylike.Whetheracustomerisorderingadailylattefromtheirloca
17、lcoffeeshop,orrenewingtheircarinsurancefromaglobalunderwriter,theirexpectationisthatyouknowhowmanysugarstheytakeandhowmanyyearsnoclaimsbonustheyhave.Thedata,functionalityandaccessaffordedbymobiledevices,makesthemverygoodattakingawaysomeofthepainofpersonalisation.Appsareabletotapintotheongoingtouchpo
18、intscustomershavecometorelyonforregular,hassle-freetasksandtransactions.Andtherealgaugeofsuccessisnotjustholdingontocustomers,butkeepingthemactive.Thetwomostpopularstatementsregardingtheroleplayedbymobileappsinloyaltywere.AppscandeliveramorepersonalisedexperienceItsagreatwayofstayingfrontofmindbetwe
19、ensales./、Perhapscruciallythough,35%believedthatcustomerswhoareapployaltymembers35%spendmorethanthosewhoaren,t.Whatisyourviewofanapp,whenitcomestoloyalty?CandeliveramorepersonalexperienceTostayfrontofmindbetweensalesAcosteffectivewaytoreachcustomersThemostresponsiveCRMchannelApployaltymembersspendmo
20、reTo drive in store ftfallForhighfrequencypurchasesOvercomingthebarriersThereareofcoursethingswhichcangetintheway.Budgetisobviouslyabigone,buthavingaclearstrategyanddemonstratingROIaretheequalbiggest.Thepotentialtosolvebusinessproblemsmakesastrongcaseforovercomingthesebarriers.Extendinglifetimecusto
21、mervalueisthebusinesschallengemostaretryingtosolvewiththeirdigitalloyaltyprogrammes,followedbyincreasedfrequencyofpurchase.Whatbusinesschallengesareyoutryingtosolvewithadigitalloyaltyprogramme?ExtendinglifetimecustomervalueIncreasedfrequency ofpurchase ；customerbehaviourinsightImprovedIncreasedbaske
22、t sizeReducemarketingcostsUnlockingloyaltypotentialToendonapositive,investmenttoimproveloyaltyissettogoupwith87%ofbrandsexpectingspendondigitalcustomerloyaltytoincreaseorsignificantlyincreaseinthenext12months.1.oyaltyprogrammesareclearlybenefitingfromtheefficienciesandeffectivenessaffordedbydigitalp
23、latforms.Theimpactthisishavingonbettercustomerexperiencesandimprovedretentionisgreattoseewithnumberslike69%ofbrandsseeingdigitalloyaltyprogrammesdriveacquisitionofnewcustomersandathirdexperiencingmorespendfromloyaltyappusers.Whatismoresurprising,andjustasencouraging,isthepotentialwhichisstillyettobe
24、realised.Oneinfivebusinessesconsidertheirdigitalloyaltyofferingtobetoobasicoraren,tdoinganyatall.Addtothatthefactthathalfofbrandswanttodomorewithpersonalisationandtheopportunityforfurthervalueisclear.Whichleadsontothefinalkeyinsightwhichisthatwhilereducingmarketingcosts,increasingbasketspend,improvi
25、ngcustomervisibilityandgreaterpurchasingfrequencyallremainimportant,themainbusinesschallengeloyaltyprogrammesareseekingtosolve,remainsextendinglifetimecustomervalue,whichwillinturnhelptoturbochargealloftheabove.Apadmidesigns,developsandoptimisesmobileappsforleadingbrands.Ourbespokedigitalproductshel
26、pretailers,banksandhospitalitybusinessescreatecustomerexperienceswhichdriveincreasedretentionandspend.Weunlocknewvaluethroughstrategy,platforms,middlewareandsystemsintegrationsthattransformthewaytheywork.Ourclientsinclude:BAROAYSCHARLESSTANLEYDUNNESGREEZEKINGAISYKESIcoageIaIkTaIkRxEveryone0vodafoneGetintouchMarcusHadfieldChiefStrategyOfficer1Apadmimarcush
