2017全球零售业与快速消费品忠诚度展望（英文版）.pdf

A GLOBAL OUTLOOK ON RETAIL& CPG LOYALTY IN 20172017 - 500friends and Merkle Inc.Across the globe, loyalty program managers are facing profound and irrevocable change resulting from the evolution of retail and the shopping experience. Ingrained habits have been forever altered by the e-commerce economy, the influence of social networks and peer reviews, rising consumer expectations for shopping convenience, mobile apps, location tracking, same-hour home delivery and, more recently, emerging technologies such as mobile wallets, chatbots, mobile clienteling and virtual reality. The shopping experience will never be the same, thanks to digital dominance, consumers increasing reliance on mobile devices and the breadth of collective disruption they have created. These seismic industry shifts also give rise to a host of associated shopper behaviors and expectations for retailers and brands. The result? Loyalty programs will never be the same again, either. In this new environment, they demand to be modernized to remain effective, meaningful and relevant to todays shoppers. The first in a series of global surveys conducted by 500friends reveals some long-standing misconceptions about consumers engagement with loyalty programs. Responses from 200 retail and consumer packaged goods (CPG) loyalty program managers and 1,000 consumers in North America, the UK, Western Europe and Asia serve as a wake-up call for an industry that must now function in an on-demand, omnichannel marketplace. It must reposition itself for consumers who crave rewarding, real-time, sustainable and memorable connections with their favorite brands and retailers. Supported by compelling new findings about loyaltys wide-reaching impact on consumer engagement and long-term brand and retailer health, our report presents a new emphasis on “connected loyalty.” Connected loyalty is built on a deep understanding of todays consumers - people - through the orchestration of strategy and technology to connect all customer capabilities within the organization and across every touchpoint. EXECUTIVE SUMMARYThe Great Loyalty Reset | Merkle and 500friends | Q1 2017 P2Connected Loyalty: Why Its So ImportantConsumers Engage & Disengage Selectively with Loyalty Programs: Be Among Their Top 5 Loyalty programs are experiencing a “loyalty disconnect,” marked by program managers who profess to embrace a 360-degree view of members but struggle to understand member needs and fail to personalize offers in their marketing and communications efforts. On the other hand, consumers frequently describe their loyalty programs as underwhelming, too much work for the promised payoff, or irrelevant to their lives and values. According to our data, the vast majority (80%) of consumers belong to 5 or fewer loyalty programs, and 50% have abandoned a loyalty program that did not meet their needs. Staying in the “Top 5” frame of mind is key to successful loyalty program engagement, resonance and long-term success.Loyalty is a Leading Indicator of Engagement: Its Impact Extends To the Broader Business and Brand The impact of loyalty programs extends far beyond net membership growth, satisfaction surveys and Facebook likes. Loyalty has a deep impact on overall business performance and retailer health positively and negatively. Nearly 90% of members on average say they shop far more with brands they enjoy and value, but nearly two-thirds shop far less with brands if loyalty programs fall short. Consumers who abandon unsatisfactory loyalty programs are also more likely to abandon the retailer or brand altogether. Its Time to Recognize Loyalty as a Marketing Science: Shared Challenges Create a Global NeedLoyalty professionals find it increasingly complex and challenging to design, manage and implement loyalty programs. Obstacles includedramatic, ongoing changes and pressures on the retail market, driven by the influence of social, digital and mobile capabilities, and changingconsumer behaviors and expectations. Program managers often struggle to measure the impact and financial value of their programs, and they struggle to find colleagues and employees who are well versed in loyalty marketing strategy and tactics. Loyalty marketing, strategy and operations are now critical enough to a companys financial health that loyalty should be recognized as its own marketing science, on equal footing with other marketing disciplines. As Forrester Senior Analyst Emily Collins has noted: “Loyalty is mission-critical for the future of business success.”The Great Loyalty Reset | Merkle and 500friends | Q1 2017 P3TABLE OF CONTENTSThe Value of Connected Loyalty .page 5Retail Loyalty Benchmarks as Told by the Consumer .page 6The View from Global Consumers .page 7Consumers Membership on Loyalty Programs .page 8Why Consumers Join Loyalty Programs . page 9Why Consumers Leave Loyalty Programs . page 10The Loyalty “Disconnect”: The Power of Loyalty to Make (or Break) the Brand .page 11Consumers Want Connected Loyalty .page 12Retail Loyalty Benchmarks from the View of the Program Manager .page 13Loyalty Managers: The Front Line .page 15Enabling Connected Loyalty .page 16The Loyalty Program Measurement Gap .page 17As Loyalty Experts Look to the Future, What Do They Envision? .page 18Loyaltys Status: Worthy of Recognition as Its Own Marketing Science .page 19Brand Spotlight: Two Case Studies of Connected Loyalty .page 20UGG Rewards .pages 21-221-800-FLOWERS, Inc.: .pages 23-24Conclusion and 500friends Recommendations: Winning Strategies for Retail and CPG Loyalty Programs .page 25The Great Loyalty Reset | Merkle and 500friends | Q1 2017 P4The Great Loyalty Reset | Merkle and 500friends | Q1 2017 P5“Connected loyalty”is about orchestratingall of the organizationscapabilities to the benefit ofthe customer and the brand,a true value exchange.The Value of Connected LoyaltyOne of our surveys most compelling insights is this:A loyalty program positively impacts consumer activity with a retailer or brand, with 86% shopping more if they like the program. But the converse is true and disconcerting: Nearly two-thirds (63%) of consumers who leave a loyalty program also quit shopping or shop less frequently with the brand or retailer. How can loyalty programs respond? “Connected loyalty” means mobilizing connections from all possible consumer touchpoints, all locations and all devices. Brands must operationalize data points to understand not only a customers activities, but also their individual preferences, behaviors and values, to create truly personalized brand experiences for each consumer. Brands should create personalized and memorable relationships with their consumers by engaging all thatthey know about them to make the most of the interaction.Connected loyalty programs weave intuitively and seamlessly into consumers lives. They thrive on underlying strategies that connect consumers to data, data to the brand, and the brand directly back to consumers. Once captured, loyalty program data must permeate the entire organization to empower more enlightened business decisions from customer service, e-commerce, product design and quality, finance, digital andsocial, marketing and other corporate divisions.ACTIVATION AND ENGAGEMENTPROGRAM IMPACTHow Much Less Do Disappointed Members Shop?How Much More Do Engaged Members Shop?North AmericaEurope/UKAsiaRetail Loyalty Benchmarks as Told by the ConsumerMEMBERSHIP15%+ More6% to 15% More 16%48%36%14%47%40%32%44%24%Stop ShoppingShop LessNo ChangeShare of Members that Belong toat Least One Retail Loyalty ProgramOf Those, the Share of Members that Belongto Five or Fewer Programs in any CategoryOf Those, Share who have Joined atLeast One Program in the Last YearShare of Members Active in 50%or Fewer of Their ProgramsShare of Members Who HaveLeft a Program EntirelyTodays consumer is selective about which loyalty programs they join, and which ones they engage with regularly. While many have joined a program recently, many have also left. When consumers are engaged, they spend more with the brand. When they decide to leave their membership, many shop less, and some stop shopping with the brand entirely.KEY:North AmericaEurope/UKAsiaKEY:58% 46%56% 81% 82% 67% 87%55% 54%34% 32% 51% 51% 41%52%53%38%57%24%33%29%The Great Loyalty Reset | Merkle and 500friends | Q1 2017 P6Retail Loyalty Benchmarks as Told by the ConsumerThe Great Loyalty Reset | Merkle and 500friends | Q1 2017 P7What consumers wantWhen asked, consumershave plenty of ideas forimproving loyalty programs. Yes, they want more rewards,more relevance and morefrequent opportunitiesto earn and burn. But their answers alsoprovide insights into the typesof connected loyaltythey seek.It would be really cool if there were special surprise gifts that came occasionally from the loyalty programs. Surprise treats would make me feel closer to the program and I would be more likely to recommend it and want to spend more. The gifts wouldnt have to be anything really big. Little perks.that would be awesome.“Make the offers more tailored and relevant to customers.“ “ Loyalty programs should study my shopping habits and design loyalty programs best suitable for me.“Make me feel special and worthwhile, so I remember the experience.“Give more incentives for interacting with the company.“ “ “ “Do you belong to a retailer/CPG brand loyalty program?” Our survey responders answered.The View from Global Consumers55%YES45% NOConsumers Membership in Loyalty Programs: Fewer Than Youve HeardNot only are todays consumers selective about thenumber of loyalty programs they join, theyre not in a mind to be misunderstood, ignored or subjected to less-than-stellar products or service. Most consumers can count on one hand the number of loyalty programs in which they actively participate.Across the globe, most consumers concentratetheir membership in up to five programs. On average,80% belong to five or fewer programs, and only 41% claim to be active in all of them. The numbers speak to the selectivity with which todays consumers engage with their loyalty programs: Connectivity must be strong for them to welcome their retailers and brands into that select group of programs and wallets.If the pool of engaged consumers is actually smallerthan loyalty programs have traditionally considered,and the chance of losing their membership and theirbusiness is greater than thought, key questions arise.Which ones make the cut, and which ones dont?The Great Loyalty Reset | Merkle and 500friends | Q1 2017 P880%70%60%50%40%30%20%10%0%80%83%67%4%3%13%North America Europe/UKAsiaJoin up to 5 Programs Join 10 or More ProgramsNumber of Loyalty MembershipsUp to 5 Programs 10 or More Programs28%27%16%6%8%8%28%23%15%10%12%10%45%44%40%29%21%22%0% 5% 10% 15% 20% 25% 30% 35% 40% 45%Offered anIncentiveValuableRewardsDiscovered a NewBrand/RetailerPositiveOnline ReviewsSomeoneRecommended ItRetailer“made metake notice“Consumers Join Loyalty Programs for Relevance and Personal ValueRetailers and Brands Must Be Connected to Be Top of MindWorldwide, consumers join loyalty programs for the same three reasons: 1. They accepted an incentive to join. 2. They deemed the rewards relevant to them and their respective lifestyles. 3. They discovered a new retailer/brand.Because they choose selectively, consumersare sending a strong message to CPG brandsand retailers: to be a Top 5 pro-gram, the rewards and the brand must be as valuable as the consumers investment of time and money.NORTH AMERICAEUROPE/UK ASIAWhy Consumers Join Loyalty ProgramsThe Great Loyalty Reset | Merkle and 500friends | Q1 2017 P9 Dont understand me Respond slowly or not at all if I have a question or raise an issue Support an idea, cause, program or personality that clashes with my values and beliefs Offer low-quality products Deliver unsatisfactory mobile experiences (app/website) My loyalty to you will erode if you.Ill be more loyal to you if you. Create “great memories“ Respond quickly when I have a question or raise an issue Support an idea, cause, program or personality that meshes with my values and beliefs Offer high-quality products Deliver satisfying mobile experiences(app/website)Why Consumers Stay LoyalConsumers Quit Loyalty Programs Because They Lack Value and SimplicityThree key factors also are at play when consumers disengage from or quit a loyalty program. 1. First, they say they abandon programs if the value of the rewards wanes over time or the program does not live up to promises. 2. Second, they withdraw if achieving a meaningful reward is too time-consuming, costly or too much work an investment not worth the payoff. 3. And lastly, they leave if rewards simply are not relevant. If more than half of loyalty programs are at risk (50% have quit a progra