Download Loyalty Programs

14 Loyalty Programs
Insights on
A quantitative & qualitative study among organizations in the Netherlands in 2016
10
165
ORGANIZATIONS
EXPERT INTERVIEWS
51%
22%
• Some focus on loyalty
• The company undertakes marketing
initiatives focused
on increasing customer loyalty
• In an unstructured manner
(like ad-hoc campaigns)
CLUSTERS
Loyalty
programs
• Full focus on loyalty
• The company undertakes structured
marketing efforts
• Recognize and reward customers and
thereby encourage loyal behavior
6,9%
NO BUDGET
13,8%
31%
24,1%
24,1%
76% uses loyalty tooling
for tracking members
and activities
NO KNOWLEDGE
NOT NEEDED
?
27%
3
• Minimal focus on Loyalty
• The company undertakes no initiatives
on customer loyalty
• Focusses solely on acquiring
new customers
for marketers not to undertake any
loyalty program related activities.
PARTNERS
Unstructured
Loyalty Initiatives
Customer
Acquisition
Knowledge & Time
are the major restrictions
2
Main use of loyalty technology:
70%
TRACKING
NO TIME
OTHER
59%
COMMUNICATION
Top 3 goals to implement a loyalty program:
1. Create loyal customers 65%
2. Encourage repeat purchase 41%
3. Get customer insights 41%
1 0 1
0 1 0
1 0 1
IT Legacy is holding you back
Top 3 challenges when implementing a loyalty program:
360°
customer view
28,4%
(OLD) COMPLEX IT SYSTEMS
is the goal
50% connects multiple data
sources to get a single customer
view. 35% is already working
on it. 11.7% would like
to do that.
COMPLEXITY
OF REWARDING
13,5%
ALLIGN INTERNAL
STAKEHOLDERS
13,5%
48%
Dedicated
budget
Almost 48% of all organizations
have no dedicated budget for
loyalty programs or initatives!
52%
Sources to get customer insights
Most wanted
56%
Most used
93%
CRM
51%
68%
SALES DATA
46%
51%
ANALYTICS
41%
24%
MOBILE APPLICATION
32%
THIRD PARTY DATA
E-mail old but gold
to communicate
93% of organizations use email to
communicate with their loyalty base.
To personalize or
not to personalize
44% offer one or multiple personalized
rewards 56% offer unpersonalized rewards
12%
Untapped potential
of software
Only 33% uses its loyalty software
to its full potential
31,5 % of companies
do not have loyalty KPIs
Organizations that have KPIs mainly look at:
1. Retention rate | 2. Churn rate | 3. NPS
#SoYouThinkYouCanLoyalty?
Get serious and contact: [email protected]
IN COLLABORATION WITH:
Oxyma_Infographic_210x594_v7.indd 1
21-11-16 10:31
#SoYouThinkYouCanLoyalty?
Oxyma_Infographic_210x594_v7.indd 2
21-11-16 10:31