Apadmi：2024年數(shù)字客戶忠誠報告

DIGITAL

CUSTOMER

LOYALTY

REPORT2024

Wherenextforloyalty?

There’sbeenadigitaltransformationofloyaltyoverthelasttwentyyears-fromplasticcardsandpapertowebandapp.

Consumersaregivenmorewaystoengage,earnandredeem.Businessesarebenefitingfromgreaterinsight,visibility,reachandretention.Butwhat’sworkingbest?Andwhereistheloyaltymarketheading?

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Introduction

Loyaltyismoreimportantthanever.Itisapriorityforevery

brandowner,anddigitalexperienceshavechangedtheway

customerswantandexpecttointeractwiththebrandsthey

buyfrom.

Butarebusinessestakingfulladvantageofeverythingdigital

loyaltyhastooffer?Aretherightplatformsbeinginvestedin

andhowdoyouensuretheyencouragepositivecustomer

experiencestodriveretentionandgrowth?

TheApadmiDigitalCustomerLoyaltyReport2024canvases

opinionfromleadersinloyaltyacrossretail,financialservices,

utilitiesandtravelandleisurewiththeaimofunderstanding

howdigital,andmorespecificallydigitalproducts,are

supportingpersonalisation,whichaudiencesarebeingtargeted

andwherethefuturefocuswillbe.

Earnandburnpointsandexclusiveoffersarewell-established

andbeingusedtogoodeffect(59%and72%respectivelyof

oursurveyrecipientsarealreadyusingthesetacticsintheir

loyaltyprogrammes),butgamification,tieringrewardsand

evenchargingforpaidmembershiparethecurrentexpectation

andneedtobedeliveredseamlesslytobeeffective.Businesses

andbrandownersknowtheyneedtogetthisrightanddigital

platformsarethewaytodoit.

“Theinfluenceourdailydigitalexperienceshaveonloyalty

ismorepowerfulthanever,”saysApadmi’sGroupContent

DirectorJakeSargent.“Gettingitrightisn’teasy,butthe

potentialtounlockvalueforbusinessesandtheircustomers

withgreatmobileanddigitalproductsisreallyexciting.”

Whyisthisimportant?

97.8%ofbrandowners

believeloyaltyhaseitheralwaysbeenimportant,orismore

importantnowthaneverbefore.

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Theaudience

TheApadmiDigitalCustomerLoyaltyReportis

basedon91responsesfromEuropeanbusinesses

acrossretail,financialservices,utilitiesandtravel

andleisure.Therespondentswereinmidtosenior

levelroleswithresponsibilityforareasincluding

digitalproductownership,customerloyalty,

customerexperienceandCRM.

Fromsportshopstosupermarkets,Europeanbanks

tofastfood,buscompaniestobroadband,the

needforincreasedcustomerretentionand

Aberdeen

moreaccuratedataoncustomerbehaviour

remainsthesame.

Edinburgh

Leeds

Chester

Amsterdam

Manchester

Utrecht

MiltonKeynes

Rotterdam

London

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Investment

While67%ofthosesurveyedhaveadigitalloyalty

programmeeitherliveorbeingcreated,nearlyathird

eitherdon‘thaveoneorarestillintheplanningstage.

Thatmeansbudgetlikelystillneedstobefound

andaccompaniedbyaclearbusinesscaseonthe

likelyreturn.

Haveyouinvestedinadigitalloyaltyprogramme?

42%

Yes,it’slive

25%

Yes,weare

developingone

15%

Notyet,

weplanto

createone

12%

No

6%

Yes,butweno

longeruseit

Eventhoughbusinessesknowloyaltyisimportant,noteveryonehasfullplansinplace.

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Olderoryounger?

Shouldyouraudiencefocusbenowornext?

Youwouldexpectdigitalloyaltyprogrammesto

naturallyskewtowardsamoretech-savvyyounger

demographic.

Thesweetspotseemstobethoseaged35-44,

closelyfollowedbytheGenerationZdigitalnatives

bornafter2000.Andit’sthecombinationofthese

groupsthatrepresentsthegreatestpotential,both

nowandinthefuture.

Withwhichagerangeisyourdigitalloyalty

programmemostpopular?

Age

18-24

25-34

35-44

45-54

55-64

Numberofresponses

However,there’sanimportant

sidenotewhichisnottooverlooktheover40s,as19%ofbrands

identifiedthoseagedfrom41-64asthegreatestfutureopportunity.

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Withwhichagerangedoyouseethegreatestfuture

opportunityfordigitalloyaltyinyourbusiness?

18-24

65+

25-40

41-64

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Exclusiveoffers

40%

Tiered

rewards

37%

Exclusivepricing

37%

Instant

wins

20%

Scan&go

23%

Loyaltypoints

(earn&burn)

28%

Paid

membership

30%

Gamification/missions

36%

Traditionaltacticsand

morepersonalisation

It’snosurprisethatthetraditionalloyaltytacticsof

personalisation,exclusiveoffersandearningpoints

arethemainstaysofmostexistingprogrammes.

Butwhenitcomestowherethefuturefocusmight

be,theprioritiesarewidespread,includingtiered

rewards,paidmembershipsandgamification.

Theoverallwinnerispersonalisationwith48%of

brandshighlightingitastheareawherethey’dlike

tobedoingmore.

Whatloyaltytacticswouldbusinesses

liketousemoreofinthefuture?

Personalisedexperience

48%

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Personalisationdoesn’tcomeeasy

50%

plantomaketheir

customerengagement

strategymorepersonalised

20%

believetheircurrent

personalisationiseither

prettybasicortheydon’t

doanybutplanto

Thepopularityofexploringareassuchasrewardingnon-commercialbehaviourandtheabilitytodonaterewardstocharity

demonstratearealdesiretocreatecustomervaluearoundpurposeandnotjustpurchases.

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APADMIDIGITALCUSTOMERLOYALTYREPORT2024

agreeorstronglyagree

thattheirdigitalloyalty

programmehasdriven

newcustomeracquisition

Mobilisingloyalty

withapersonaltouch

Aloyaltyprogramme,howevergood,is

unlikelytobethemaindriverinbringing

newcustomerstoabrand,butitcan

definitelyhelp.

69%

Therealjobthoughislessaboutenticingpeoplethrough

thedoorandmoreaboutkeepingthemhappyonce

they’vecomein.Todothat,youneedtoknowwhothey

areandwhattheylike.

Whetheracustomerisorderingadailylattefromtheir

localcoffeeshop,orrenewingtheircarinsurancefrom

aglobalunderwriter,theirexpectationisthatyouknow

howmanysugarstheytakeandhowmanyyearsno

claimsbonustheyhave.

Thedata,functionalityandaccessaffordedbymobile

devices,makesthemverygoodattakingawaysome

ofthepainofpersonalisation.Appsareabletotapinto

theongoingtouchpointscustomershavecometorely

onforregular,hassle-freetasksandtransactions.

Andtherealgaugeofsuccessisnotjustholdingonto

customers,butkeepingthemactive.

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Perhapscruciallythough,

35%believedthatcustomerswhoareapployaltymembersspendmorethanthose

whoaren’t.

Thetwomostpopularstatementsregarding

theroleplayedbymobileappsinloyaltywere...

Appscandeliveramore

personalisedexperience

It’sagreatwayofstaying

frontofmindbetweensales

35%

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Whatisyourviewofanapp,

whenitcomestoloyalty?

57%42%

42%

37%

35%

31%

28%

Candeliveramore

personalexperience

Tostayfrontofmind

betweensales

Acosteffectiveway

toreachcustomers

Themostresponsive

CRMchannel

Apployaltymembers

spendmore

Forhighfrequencypurchases

Todriveinstorefootfall

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Increased

frequencyof

purchase

Improved

customer

behaviour

insight

Increasedbasketsize

Reduce

marketing

costs

Overcomingthebarriers

Thereareofcoursethingswhichcangetintheway.

Budgetisobviouslyabigone,buthavingaclear

strategyanddemonstratingROIaretheequal

biggest.Thepotentialtosolvebusinessproblems

makesastrongcaseforovercomingthesebarriers.

Extendinglifetimecustomer

valueisthebusinesschallengemostaretryingtosolvewith

theirdigitalloyaltyprogrammes,followedbyincreasedfrequencyofpurchase.

Whatbusinesschallengesareyoutryingto

solvewithadigitalloyaltyprogramme?

Extending

lifetime

customer

value

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Toendonapositive,investmenttoimproveloyaltyissettogoupwith87%ofbrandsexpectingspendondigitalcustomerloyaltytoincreaseorsignificantlyincreaseinthenext12months.

Unlockingloyaltypotential

87%

Loyaltyprogrammesareclearlybenefitingfromthe

efficienciesandeffectivenessaffordedbydigital

platforms.Theimpactthisishavingonbettercustomer

experiencesandimprovedretentionisgreattosee

withnumberslike69%ofbrandsseeingdigitalloyalty

programmesdriveacquisitionofnewcustomersanda

thirdexperiencingmorespendfromloyaltyappusers.

Whatismoresurprising,andjustasencouraging,is

thepotentialwhichisstillyettoberealised.Onein

fivebusinessesconsidertheirdigitalloyaltyofferingto

betoobasicoraren’tdoinganyatall.Addto