Have you seen The Customer Experience Factbook?

In this 180+ page report, you'll find all the information and support you need to build a profitable, effective CX Improvement Program that spans every part of your business. You'll be able to implement and manage meaningful and profitable change, and grow your bottom line despite a slowing economy.

Get it on Amazon (Kindle/Print)

Why people join loyalty schemes - and why not

The study found that the soaring participation in retailer loyalty programmes does not necessarily translate to genuine loyalty, and that relevant communications are increasingly essential in loyalty programme engagement.

In the survey, more than one in ten loyalty programme members (13%) expressed frustration or dissatisfaction about too much personal information being requested during loyalty programme enrolment, as well as a lack of control over the privacy of their information (10%).

"Reassurance of privacy is undoubtedly a key strategic tool in loyalty programme engagement, but there is a paradox at play here between personalisation and privacy," said Ika Erwina, retail and technology analyst for Mintel. "Ironically, even though loyalty programme members crave a more personalised, relevant experience, they also show concern about sharing the information required to enable the retailer to deliver on this desire."

Some 16% of retail loyalty programme participants said these programmes are not well tailored to their shopping habits, and this was especially true for Millennials at 20%.

Age is also strongly correlated with the types of loyalty programme to which consumers belong. While those aged 35+ are most likely to be members of supermarket loyalty programmes, 18-34 year-olds tend to enrol in foodservice, mass merchandiser, online retailer, convenience stores, fuel, or dollar discount store programmes. Club store memberships are also popular among younger age groups.

According to Erwina, "Given Millennials' strong propensity toward environmental and social responsibility, retailers may need to incorporate social issues into the programme to improve awareness and participation."

The big question was what makes a loyalty programme especially attractive to consumers. Ease of redeeming rewards (55%), ease of earning points (51%) and monetary rewards (51%) were all cited by consumers as being important. Meanwhile, 36% said they are drawn in by access to exclusive deals and coupons, while 22% are looking for easy enrolment options.

Have you seen The Customer Experience Factbook?

In this 180+ page report, you'll find all the information and support you need to build a profitable, effective CX Improvement Program that spans every part of your business.

You'll be able to implement and manage meaningful and profitable change, and grow your bottom line despite a slowing economy. Grab this goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, technologies, research, suppliers and partners, plus all the supporting arguments you need to build a solid CX strategy.

While most marketers could list maybe a dozen key points for improving their brand's Customer Experience (CX), the researchers and writers at The Marketing Factbook have identified FORTY main 'CX Keys' which will help you drive your customers to new levels of delight, loyalty, advocacy and profitability.

The areas in which customers have direct contact with your organization are perhaps the most obvious places in which CX improvements can be made, and this report addresses all 24 of these 'Direct CX Keys', applicable to offline and online businesses alike.

At the same time there are many other areas that indirectly affect CX (such as the supply chain, policies and processes) in which every business can make simple but far-reaching improvements. This report guides you through the problems and solutions for all 16 of these 'Indirect CX Keys', many of which are often forgotten or under-played even in the best CX strategies.

Get it on Amazon (Kindle/Print)