Nielsen Global Retail Loyalty Sentiment Report
GET WITHTHEPROGRAMCARD-CARRYING CONSUMERPERSPECTIVES ON RETAIL LOYALT YPROGRAM PARTICIPATION AND PERKSNOVEMBER 2016
FAITHFULFOLLOWERS ORFAIR-WEATHERFANS?AROUND THE WORLD2 Done well, loyalty programs can help drive more frequent visits and heavier purchasing. Morethan seven in 10 global respondents (72%) agree that, all other factors equal, they’ll buy from aretailer with a loyalty program over one without. More than half of global loyalty-program participants (51%) say product discounts are amongtheir three most-valued loyalty-program benefits, followed by monetary rewards in the form ofrebates or cash back (45%). Generic deals, however, create little differentiation; retailers mustfocus on connecting with consumer needs and delivering greater value. Monetary rewards are important everywhere, but non-monetary rewards resonate more stronglyin some African/Middle Eastern countries than globally. Examples include recognition asa valued customer in Morocco, Egypt and Pakistan and charitable donations in Egypt andMorocco. Consumers crave flexible loyalty programs. Roughly eight in 10 global loyalty-programparticipants say it is somewhat or very appealing to be able to earn rewards regardless ofwhether a purchase was made in store, on a website or on a mobile device (81%) and to chooseamong several types of rewards (79%). Digital tools and features are particularly appealing in Asia-Pacific, where the highestpercentage of loyalty-program participants in the worldwide study rate as appealing storespecific loyalty mobile apps (69%), integration with digital payment systems (78%) andintegration with third-party apps that consolidate loyalty-program information (63%).GLOBAL RETAIL LOYALTY SENTIMENT REPORT
When it comes to shopping, choice is the operative word. Whetherconsumers shop at a specialty retailer or a mass merchandiser, on acomputer or a mobile device, they have never had so many ways toplease the palate, discover the deal or pay the piper. Differentiating yourbrand in such a crowded space is not only critical, but also more difficultthan ever.A retail loyalty program can be an effective way to create competitiveadvantage by reducing customers’ likelihood to switch stores. Indeed,more than seven in 10 loyalty-program participants in Nielsen’s GlobalLoyalty-Sentiment Survey (72%) somewhat or strongly agree that, allother factors equal, they will buy from a retailer with a loyalty programover one without. Loyalty programs can also help drive more frequentvisits and heavier purchasing. Nearly three-quarters of global loyaltyprogram participants (74%) agree that loyalty programs make themmore likely to continue doing business with a company, and two-thirds(67%) agree that they shop more frequently and spend more at retailerswith loyalty programs.Brick-and-mortar retailers are not the only ones benefiting fromloyalty-program participation. Two-thirds of global respondents (66%)agree they’d shop more at online retailers if these sellers providedloyalty benefits similar to those of traditional in-store retailers. Andincreasingly, loyalty programs are at the leading edge of technology asretailers incorporate advanced analytics, mobile experiences and otherdigital solutions into their programs.And many shoppers appear to love loyalty programs. In fact, 66% ofglobal respondents say they belong to one or more programs. But thereis often a large gap between the number of programs in which shoppersare enrolled and the number in which they actively participate. So whatdistinguishes the winners from the rest of the pack? While many triedand-true retail loyalty-program fundamentals can be applied anywherein the world, there also are unique differences by country. For example,mobile loyalty apps are particularly appealing in India and China, whilenon-monetary retail loyalty reward programs are important in Morocco.Knowing what program attributes resonate best with your customers willequip you to drive engagement.67%AGREE THAT THEY SHOP MOREFREQUENTLY AND SPEND MORE ATRETAILERS WITH LOYALT Y PROGRAMS.Copyright 2016 The Nielsen Company3
“Loyalty programs are intended to ultimately increase a retailer’s shareof the consumer’s wallet,” said Louise Keely, executive vice president,Nielsen Global Retail Practice. “But loyalty programs cannot bedesigned in a one-size-fits-all manner. There are big differences in loyaltyprogram preferences and habits across countries, and across consumergroups within countries. These differences include how consumers wantto use technology to engage with their loyalty program, what tangiblebenefits they are seeking from loyalty programs, and even how muchthey care about loyalty programs. Retailers need to determine who theywant to bring into the store or onto the website more, and design aloyalty program for them.”The Nielsen Global Retail Loyalty-Sentiment Survey polled more than30,000 online respondents in 63 countries to understand what drivesconsumers to participate in retail loyalty programs. We examined selfreported participation rates, the rewards or benefits valued most, andthe features that are most appealing in the loyalty programs of thefuture. Finally, we provide insight into the ways to build and maintain awinning loyalty program.ABOUT THE GLOBAL SURVEY METHODOLOGYThe findings in this survey are based on respondentswith online access in 63 countries. While an online surveymethodology allows for tremendous scale and global reach, itprovides a perspective on the habits of only existing internetusers, not total populations. In developing markets whereonline penetration is still growing, respondents may beyounger and more affluent than the general population of thatcountry. In addition, survey responses are based on claimedbehavior, rather than actual metered data. Cultural differencesin reporting sentiment are likely factors in the outlook acrosscountries. The reported results do not attempt to control orcorrect for these differences; therefore, caution should beexercised when comparing across countries and regions,particularly across regional boundaries.4GLOBAL RETAIL LOYALTY SENTIMENT REPORT
MONEY MAKES THELOYALT Y PROGRAMGO ‘ROUNDIt should come as no surprise that for the majority of respondents,financial incentives are the primary reason for participating in loyaltyprograms. Two-thirds of global respondents who participate in loyaltyprograms (67%) somewhat or strongly agree that they join theseprograms only to get free products or discounts. When it comes tothe most-valued loyalty-program benefits, monetary incentives topthe list in every region, by a wide margin. More than half of globalloyalty-program participants (51%) say product discounts are amongthe three most valued benefits, and discounts are particularly popularin Europe (62%). Fewer global program participants (45%) sayrebates or cash back are among the most-valued benefits, but cashback is slightly more popular than discounts in North America (49%versus 46%) and Latin America (48% versus 47%). However, creatingmeaningful differentiation requires offering more than generic deals.“While tangible discounts are a usage driver for loyalty programs,share-driving programs go far beyond these benefits,” said Keely.“Tailoring loyalty benefits for specific consumers, and using theloyalty program engagement vehicles—be it via an app, email, or instore interaction—all allow retailers to personalize the loyalty programso that it’s not just a discount vehicle. Providing advice, tailoredofferings, and other services will delight the loyalty-program member.In this way, there is no one loyalty program—each shopper will havehis or her own version of the program, tailored to his or specificneeds.”Financial rewards are the most highly-valued loyalty-program benefitsfor members of all ages, but product discounts and cash back orrebates are rated higher by older respondents than by their youngercounterparts. Younger loyalty-program participants value a few nonmonetary benefits more highly than their older counterparts, thoughthe percentages who say these are among the top three benefits arerather low. Fifteen percent of Millennials say higher-priority service,such as first-class seating or VIP customer service is one of their topthree loyalty-program benefits, more than double the percentage ofBaby Boomers and Silent Generation respondents (6% of each group)who say so. In addition, 12% of Millennials say their most-valuedbenefits include personalized products or service experiences, and10% say the same of charitable donations. These response rates aremore than three times higher than for Baby Boomers (3% for eachtype of benefits) and Silent Generation respondents (4% and 3%,respectively).Copyright 2016 The Nielsen CompanyFINANCIAL INCENTIVESDRIVE LOYALT Y PROGRAMPARTICIPATIONPERCENTAGE WHO SAY BENEFITIS AMONG THEIR THREE MOSTVALUED REWARDSMONETARYNON-MONETARYPRODUCTDISCOUNTSREBATES ORCASH BACK51%45%FREEPRODUCTS33%FREE SHIPPING32%FREQUENTFLYER POINTS%22%EXCLUSIVEACCESS TOSALES YSERVICE12%RECOGNITIONAS A VALUEDCUSTOMER12%PERSONALIZEDPRODUCTSOR SERVICEEXPERIENCES10%CHARITABLEDONATION7%Base: All respondents who are members of retail loyalty programsNote: Respondents could select top three benefitsSource: The Nielsen Global Retail LoyaltySentiment Survey, Q1 20165
MILLENNIALS RATE MANY NON-MONETARY BENEFITS MORE HIGHLY THAN BOOMERSPERCENTAGE WHO SAY BENEFIT IS AMONG THEIR THREE MOST-VALUED SHIPPING17%9%%FREQUENTFLYER POINTS21%24%NON-MONETARYREBATES ORCASH BACKBOOMERSHIGHER PRIORIT YSERVICE15%6%PERSONALIZEDPRODUCTS OR SERVICEEXPERIENCES12%3%EXCLUSIVE ACCESSTO SALES ORMERCHANDISE14%14%RECOGNITIONAS A VALUEDCUSTOMER12%9%CHARITABLEDONATION10%3%Base: All respondents who are members of retail loyalty programsNote: Respondents could select top three benefitsSource: The Nielsen Global Retail Loyalty-Sentiment Survey, Q1 20166GLOBAL RETAIL LOYALTY SENTIMENT REPORT
FLEXIBILIT Y IS THEFUTURE OF RETAILLOYALT YWhen it comes to the loyalty-program features members are looking for,flexibility is very important. More than eight in 10 global loyalty-programparticipants (81%) say it’s somewhat or very appealing to be able toearn rewards regardless of whether a purchase was made in store, ona website or on a mobile device. Slightly smaller shares (79%) cite theability to choose among several types of rewards. More than threequarters of global loyalty-program members rate two other benefits asappealing: personalized promotions based on past purchasing (77%)and the opportunity to earn bonuses by doing some specified activity(76%).“An omnichannel experience is the new reality for consumers,” saidKeely. “Retailers can’t think of the online browsing and in-store buyingexperience as disparate activities. Loyalty programs and the engagementwith members should engage holistically across brick-and-mortar anddigital channels across the entire path to purchase, not just at checkout.”As adoption of nontraditional payment methods rises, loyaltyprograms also should be flexible in terms of payment type. Two-thirdsof global loyalty-program participants (67%) say integration with amobile payment system is somewhat or very appealing, so they canautomatically earn and use rewards when they use a mobile wallet.Mobile-wallet integration is even more appealing in Asia-Pacific (78%)and Latin America (75%) than globally.“Mobile payments platforms will increasingly provide an opportunity forloyalty-program engagement with consumers, providing a convenientand personalized way for program members and retailers to engage withone another all along the path to purchase,” said Keely.Copyright 2016 The Nielsen Company7
MAKE LOYALT Y PROGRAMS FLEXIBLE, PERSONAL AND REWARDINGPERCENTAGE OF GLOBAL RESPONDENTS WHO RATE THE FEATURE VERY OR SOMEWHAT APPEALINGFLEXIBILITY81%POINTS OR REWARDS FOR PURCHASES MADE IN STORE,ON A WEBSITE OR ON A MOBILE DEVICE79%THE ABILITY TO CHOOSE AMONG SEVERAL TYPES OF REWARDSPERSONALIZATION77%PERSONALIZED DISCOUNTS OR PROMOTIONAL OFFERINGSPERSONALIZED PRODUCT OR SERVICE RECOMMENDATIONS62%REWARDS76%OPPORTUNITIES TO EARN BONUSES BY DOING SOMESPECIFIED ACTIVITY67%POINTS OR REWARDS FOR REFERRALSTIERED PROGRAMS WITH EXCLUSIVE REWARDS FORCUSTOMERS IN A PARTICULAR LEVEL OR STATUS60%TECHNOLOGY67%INTEGRATION WITH MOBILE PAYMENT SYSTEMPOINTS OR REWARDS FOR SHARING PRODUCTS AND PAGESON SOCIAL NETWORKSSTORE-SPECIFIC LOYALTY PROGRAM MOBILE APPINTEGRATION WITH THIRD-PARTY APPS THAT CONSOLIDATELOYALTY PROGRAM INFORMATION62%60%51%Base: All respondents who are members of retail loyalty programsSource: The Nielsen Global Retail Loyalty-Sentiment Survey, Q1 20168GLOBAL RETAIL LOYALTY SENTIMENT REPORT
Flexible rewards, integration across channels, and personalizedpromotional offers are highly appealing to respondents of all ages.However, not surprisingly, younger loyalty-program members are morelikely than their older counterparts to recognize the appeal of thesefeatures—particularly those regarding mobile or social-media integration.TECHNOLOGY-BASED LOYALT Y-PROGRAM FEATURES AREMUCH MORE APPEALING TO MILLENNIALS THAN BABY BOOMERSPERCENTAGE OF GLOBAL RESPONDENTS WHO RATE THE FEATURE VERY OR SOMEWHAT APPEALINGMILLENNIALSBOOMERSFLEXIBILITYPOINTS OR REWARDS FOR PURCHASES MADE IN STORE,ON A WEBSITE OR ON A MOBILE DEVICE80%79%THE ABILITY TO CHOOSE AMONG SEVERAL TYPES OF REWARDS81%75%PERSONALIZATION79%70%PERSONALIZED DISCOUNTS OR PROMOTIONAL OFFERINGSPERSONALIZED PRODUCT OR SERVICE RECOMMENDATIONS45%69%REWARDSOPPORTUNITIES TO EARN BONUSES BY DOING SOMESPECIFIED ACTIVITY81%65%POINTS OR REWARDS FOR REFERRALS51%TIERED PROGRAMS WITH EXCLUSIVE REWARDS FORCUSTOMERS IN A PARTICULAR LEVEL OR STATUS45%72%69%TECHNOLOGYINTEGRATION WITH MOBILE PAYMENT SYSTEMPOINTS OR REWARDS FOR SHARING PRODUCTS AND PAGESON SOCIAL NETWORKS40%STORE-SPECIFIC LOYALTY PROGRAM MOBILE APPINTEGRATION WITH THIRD-PARTY APPS THAT CONSOLIDATELOYALTY PROGRAM INFORMATION76%48%40%29%72%70%63%Base: All respondents who are members of retail loyalty programsSource: The Nielsen Global Retail Loyalty-Sentiment Survey, Q1 2016Copyright 2016 The Nielsen Company9
REGIONAL ROUNDUPLOYALT YL ANDSCAPEAROUND THEWORLD10GLOBAL RETAIL LOYALTY SENTIMENT REPORT
ASIA-PACIFIC: ANAPPETITE FOR APPSIn the more-developed markets of Asia-Pacific, smaller-format stores(convenience stores and mini-markets) are the primary retail growthengines, as urban shoppers increasingly seek convenient optionscompatible with their on-the-go lifestyles. Meanwhile, large-format storesare increasingly reliant on promotions to maintain sales growth, creatinga vicious cycle that can often result in a decline in sales over time. Tobreak the cycle and to find growth in a tough retail environment, retailerslooking to find a competitive advantage are using well-designed loyaltyprograms that provide relevant offers that drive customer engagement andincremental revenue opportunities.Retail loyalty programs are well established in Southeast Asia, the Pacificand China, dating back to the mid- to late 1990s; in India, they wereintroduced in the late 2000s. Given their long history, it’s no surprise thatonline respondents in the region are avid loyalty-program members. Morethan seven in 10 consumers with online access in India and Southeast Asiasay they participate in one or more retail loyalty programs (74% and 72%,respectively). Vietnam, New Zealand and Australia have the highest selfreported rates of loyalty-program participation in the region (84%, 84%and 83%, respectively), followed closely by Japan (80%), Korea (77%) andMalaysia (77%). Participation is lower in Greater China (61%), but Chineseretailers are now focusing more on loyalty programs for several reasons.First, e-commerce is growing fast, and off-line retailers are under intensepressure to protect their share. In addition, slowing economic growthis hurting fast-moving consumer goods (FMCG) retailers. Finally, moreChinese consumers are paying greater attention to the quality of productsand the overall shopping experience.How do loyalty-program participants indicate they’re a member of theprogram? It varies by market. Presenting a membership card to be scannedin store is the most common method in several of the most mature loyaltymarkets, including New Zealand (85%), Australia (81%) and Japan (62%).Digital methods are more commonly used in Asia. Looking up the accountby providing an associated phone number or email address in store is mostcommon in Taiwan (60%), Vietnam (60%) and India (52%), while logginginto a retailer website is the most common method in China (51%) andIndonesia (47%). In a few markets, mobile has emerged as the channel ofchoice. Using a retailer’s mobile app is the most commonly cited methodin Thailand (49%) and Korea (40%, tied with scanning the card in store).China (47%) and India (45%) also exceed the global average when itcomes to the use of a retailer’s mobile app, as well as third-party apps thatconsolidate program information (39% and 36%, respectively) and mobilepayment systems (38% and 38%, respectively).Copyright 2016 The Nielsen CompanyVIETNAM , NEWZEAL AND ANDAUSTRALIA HAVETHE HIGHEST SELFREPORTED RATESLOYALT YPROGRAMPARTICIPATIONOFIN ASIA-PACIFIC.11
DIGITAL MEMBERSHIP METHODS ARE POPUL AR IN EMERGING ASIAN MARKETSHOW DO YOU INDICATE THAT YOU’RE A LOYALTY-PROGRAM MEMBER?REGIONAL AVERAGEADVANCED ECONOMIESLook up account by providingphone number, emailaddress or other personalinformation in storeScan card in storeOLDER METHODS0% 20% 40% 60% 80% 100%New aiwanVietnamIndiaChinaSouth KoreaHong KongIndonesiaThailandGlobal Average0% 20% 40% 60% 80% etnamIndiaIndonesiaChinaThailandHong KongMalaysiaSingaporeSouth KoreaPhilippinesNew ZealandThailandIndiaPhilippinesHong KongTaiwanJapanSouth KoreaAustraliaJapanGlobal AverageNew ZealandAustraliaGlobal Average43%45%Enter and store loyalty programinformation in a third-partyapp that allows me to storemultiple reward cards in one placeUse retailer's mobile appNEWER METHODSEnter information orlog into account onretailer website0% 20% 40% 60% 80% 100%46%0% 20% 40% 60% 80% 100%ThailandChinaIndiaSouth KoreaVietnamIndonesiaPhilippinesHong KongSingaporeMalaysiaTaiwanJapanAustraliaNew ZealandGlobal AverageDEVELOPING/EMERGING ECONOMIES0% 20% 40% 60% 80% 100%ChinaIndiaVietnamSouth TaiwanHong KongAustraliaJapanNew ZealandGlobal Average42%Enter and store loyaltyprogram informationinto digital payment system0% 20% 40% 60% 80% alaysiaSingaporeHong KongSouth KoreaTaiwanAustraliaJapanNew ZealandGlobal Average32%32%Note: Market classification based on IMF definitionsBase: All respondents who are members of retail loyalty programsSource: The Nielsen Global Retail Loyalty-Sentiment Survey, Q1 201612GLOBAL RETAIL LOYALTY SENTIMENT REPORT
Digital loyalty-program attributes or features are particularly appealingin the region. Asia-Pacific has the highest percentage of loyalty-programparticipants in the worldwide study who say store-specific loyalty mobileapps are somewhat or very appealing (69% versus 60% globally).Mobile apps are particularly attractive in India (80%), Thailand (78%)and China (74%). Integration with digital payment systems (78%) andwith third-party apps that consolidate loyalty-program information(63%) also are more appealing in the region than globally (67% and51%, respectively), with India, China and Thailand the most enthusiasticsupporters.In fact, mobile features are so highly desirable that more than two-thirdsof loyalty-program members in Asia-Pacific (69%) somewhat or stronglyagree they’re more likely to participate in a loyalty program if a mobileapp is available, compared with 56% globally.“Undoubtedly, digital strategies must be a core part of any retailerloyalty program in Asia-Pacific, and we expect to see more interactivemarketing with cross-sell by retail partners and incentives based uponphysical location,” said Alex Morgan, executive director of global loyalty,Nielsen Asia-Pacific.With respect to the most-valued benefits, product discounts (51%) andrebates or cash back (45%) top the list in nearly all countries in theregion. The only exceptions: Japan and Indonesia, where free shipping(51% and 45%, respectively) is second behind product discounts (59%and 64%, respectively), and Korea, where discounts and frequent-flierpoints are valued equally (60% for each benefit).69%OF LOYALT Y-PROGRAM MEMBERSAGREE THAT THEY’RE MORE LIKELY TOPARTICIPATE IN A LOYALT Y PROGRAM IFA MOBILE APP IS AVAIL ABLE.Copyright 2016 The Nielsen Company13
TECHNOLOGY-BASED FEATURES ARE HIGHLY DESIRABLE IN ASIAPERCENTAGE WHO RATE THE LOYALTY PROGRAM FEATURE VERY OR SOMEWHAT APPEALINGFLEXIBILITYPOINTS OR REWARDS FOR PURCHASES MADE INSTORE, ON A WEBSITE OR ON A MOBILE DEVICE83%THE ABILITY TO CHOOSE AMONGSEVERAL TYPES OF REWARDS81%TOP COUNTRIES IN THEREGION WHERE THISATTRIBUTE IS APPEALINGPERSONALIZATIONPERSONALIZED DISCOUNTSOR PROMOTIONAL OFFERINGSPERSONALIZED PRODUCT OR SERVICERECOMMENDATIONS69%POINTS OR REWARDS FOR REFERRALSTIERED PROGRAMS WITH EXCLUSIVEREWARDS FOR CUSTOMERS IN A PARTICULARLEVEL OR STATUS79%73%68%89%86%84%83%83%83%TOP COUNTRIES IN THEREGION WHERE THISATTRIBUTE IS APPEALING79%BONUSES/STATUSOPPORTUNITIES TO EARN BONUSES BY DOINGSOME SPECIFIED ACTIVITYCHINAPHILIPPINESINDIASINGAPORETHAIL ANDVIETNAMINDIATHAIL ANDPHILIPPINESCHINATAIWAN86%86%85%83%82%TOP COUNTRIES IN THEREGION WHERE THISATTRIBUTE IS APPEALINGCHINAPHILIPPINESINDIATHAIL ANDMAL AYSIA85%85%84%84%80%TECHNOLOGYINTEGRATION WITH MOBILE PAYMENT SYSTEMPOINTS OR REWARDS FOR SHARING PRODUCTSAND PAGES ON SOCIAL NETWORKSSTORE-SPECIFIC LOYALTY PROGRAM MOBILE APPINTEGRATION WITH THIRD-PARTY APPS THATCONSOLIDATE LOYALTY PROGRAM INFORMATION78%71%69%63%TOP COUNTRIES IN THEREGION WHERE THISATTRIBUTE IS APPEALINGINDIACHINATHAIL ANDPHILIPPINESINDONESIA85%84%80%76%75%Base: All respondents who are members of retail loyalty programsSource: The Nielsen Global Retail Loyalty-Sentiment Survey, Q1 201614GLOBAL RETAIL LOYALTY SENTIMENT REPORT
MONETARY LOYALT Y REWARDS ARE HIGHLY VALUED IN ASIA-PACIFICPERCENTAGE WHO SAY BENEFIT IS AMONG THEIR THREE MOST-VALUED REWARDSMONETARYPRODUCTDISCOUNTSREBATES ORCASH BACKFREE SHIPPINGFREEPRODUCTSFREQUENTFLYER RIORITYSERVICE16%EXCLUSIVEACCESS TOSALES ORMERCHANDISERECOGNITIONAS A VALUEDCUSTOMERPERSONALIZEDPRODUCTSOR TARYTOP COUNTRIES FORSELECTED MONETARYMOTIVATORSPRODUCTDISCOUNTSINDONESIAMAL AYSIASINGAPORESOUTH KOREAJAPANFREQUENTFLYER POINTS64%63%62%60%59%REBATES ORCASH BACKTAIWANSINGAPOREHONG KONGMAL ESINDONESIANEW ZEAL ANDMAL AYSIATHAIL PINES21%20%19%17%17%EXCLUSIVE ACCESSTO SALES ORMERCHANDISE51%45%37%36%36%JAPANSOUTH KOREATAIWANTHAIL ANDSINGAPORE26%24%23%18%16%RECOGNITIONAS A VALUEDCUSTOMERFREEPRODUCTS13%SOUTH KOREAAUSTRALIACHINAJAPANVIETNAMHIGHER DIASOUTH KOREATOP COUNTRIES FORSELECTED NONMONETARY MOTIVATORS45%43%41%40%37%NEW ZEAL 18%16%13%13%Base: All respondents who are members of retail loyalty programsNote: Respondents could select top three benefitsSource: The Nielsen Global Retail Loyalty-Sentiment Survey, Q1 2016Copyright 2016 The Nielsen Company15
EUROPE:NAVIGATING ALONG-STANDINGLOYALT YL ABYRINTHLoyalty programs are well established in Europe, and programs can bequite complex. Some retailers offer stand-alone programs, while othersare part of coalition programs that span multiple retailers. Some evenoffer multiple programs, providing time-limited promotions in additionto their own programs or participation in a loyalty coalition.Nearly two-thirds of online respondents in Europe (66%) say theybelong to one or more loyalty programs. Participation rates vary widely,however. While Europe has some of the highest self-reported rates inthe worldwide study, it also has some of the lowest. Ninety-four percentof respondents in Finland, 90% in the U.K. and 89% in Lithuaniaand Slovenia say they participate in a loyalty program, the highestpercentages in the study. However, fewer than half of respondents inKazakhstan (41%) and Denmark (49%) say they belong to one or moreprograms. And participation isn’t much higher in Russia (53%), Turkey(54%), the Netherlands (54%) or Ukraine (55%).When it comes to the methods loyalty-program participants use toindicate membership, scanning a card in a store—cited by 69% ofEuropean respondents—is the most common method used in everycountry in the region. But it’s particularly dominant in some markets,such as Finland, where this method is cited by 93% of loyalty-programparticipants, followed by Ireland (84%), Latvia (84%), the U.K. (82%),the Czech Republic (80%) and Austria (80%). However, in-store cardscanning is the main method used by minorities of loyalty-programparticipants in other countries, including Turkey (49%), Spain (45%) andIsrael (41%). In Turkey, nearly as many respondents (48%) say the waythey indicate they’re a loyalty-program member is by providing personalinformation in store; in Israel, using a retailer’s mobile app is a closesecond (40%). In Spain, nearly one-third (31%) say their usual method islogging into an account online.16GLOBAL RETAIL LOYALTY SENTIMENT REPORT
Mobile-based usage methods are considerably less common in mostEuropean countries. This finding is consistent with findings aboutother consumer behaviors: Mature-market consumers are generallyslower to adopt new digital technologies for payments, online shopping,and social media. Less than one-fifth of European loyalty-programparticipants (18%) say they use a retailer’s mobile app to indicate they’rea program member, and less than one-tenth say they store membershipinformation in third-party apps or mobile wallets (7% each), the lowestlevels globally. Retailer mobile apps are more popular in two of themarkets with the lowest use of physical cards: Israel (40%) and Turkey(38%). Turkey also has the highest self-reported use of third-party appsin Europe (17%), followed by Ireland (14%) and Romania (13%).“Loyalty programs must embrace channel diversity, since they can bea vital enabler in preventing the basket-splitting behaviors that areaffecting retail revenues,” said Adrian Baker, retail product leader,Nielsen. “Customers are shopping online, using mobile apps, andbenefiting from delivery options, such as click and collect, all activitieswhere their loyalty card can be automatically linked to the account.Of course, the distinction between digital and in-person shopping isimportant to understand, but retailers really need to determine thedrivers of that change in order to set strategies to win in this crucialbattleground. This is where the unique identifier for each member of aloyalty scheme plays such an important role.”Copyright 2016 The Nielsen Company17
OLD-SCHOOL METHODS DOMINATE IN EUROPEHOW DO YOU INDICATE THAT YOU’RE A LOYALTY-PROGRAM MEMBER?REGIONAL AVERAGEADVANCED ECONOMIESOLDER METHODSDEVELOPING/EMERGING ECONOMIESNEWER METHODSScan card in store0%Use retailer's mobile app20% 40% 60% 80% 100%FinlandIrelandLithuaniaUnited KingdomAustriaCzech sraelGlobal AverageLook up account by providingphone number, emailaddress or other personalinformation in storeEnter information orlog into account onretailer website69%REGIONAL GLOBALAVERAGE erlandsSwedenUnited KingdomDenmarkItalySlovakiaGermanyCzech aLatviaEstoniaGlobal Average0%20% 40% 60% 80% 100%18%Enter and store loyaltyprogram information in athird-party app that allowsme to store multiple rewardcards in one placeEnter and store loyaltyprogram informationinto digital payment systemREGIONAL GLOBALAVERAGE AVERAGE7%23%7%23%Note: Market classification based on IMF definitionsBase: All respondents who are members of retail loyalty programsSource: The Nielsen Global Retail Loyalty-Sentiment Survey, Q1 201618GLOBAL RETAIL LOYALTY SENTIMENT REPORT
Monetary rewards, particularly product discounts, are quite enticingfor European loyalty-program participants. Sixty-two percent of loyaltyprogram members in the region say product discounts are amongtheir three most valued benefits, the highest percentage in the studyby a wide margin (the next-highest percentage is 49% in Asia-Pacific).Product discounts are the most-preferred benefit in the majority ofcountries in Europe with a few exceptions: Rebates or cash back arepreferred in Greece (68%), Hungary (68%) and the Scandinaviancountries of Finland (70%), Norway (59%), Sweden (58%) and Denmark(55%). Respondents in Italy and Switzerland have equal preferencesfor product discounts and rebates or cash back (58% for each type ofbenefit in Italy and 56% in Switzerland).Across the region as a whole, few loyalty-program participants includenon-monetary benefits among their top incentives, but these benefitsare important in some markets. While only 14% of European participantssay exclusive access to sales or merchandise is among their most-valuedbenefits, this benefit is among the most valued for 55% of respondentsin Finland, 37% in Portugal, 31% in Ukraine, 28% in Belarus and 27%in Russia
want to bring into the store or onto the website more, and design a loyalty program for them.” The Nielsen Global Retail Loyalty-Sentiment Survey polled more than 30,000 online respondents in 63 countries to understand what drives cons
The expansion of loyalty programs has led to changes in the loyalty of customers: according to Yi and Jeon (2003) there are now two different kind of loyalty: program loyalty and brand loyalty. Similarly, others researchers such as Evanschitzky et al. (2011) differentiate loyalty to the program itself and the loyalty to the company.
SENTIMENT TRADER Page 3 of 5 8VLQJWKH6HQWLPHQW7UDGHU The Sentiment Trader shows the current long/short sentiment (25% long in the following example), and a chart of historic sentiment plotted against price action. In the example below, sentiment has remained consistently below 50%, i.e. a majority of traders have been short EURUSD.
IQ Retail Loyalty Setup And How To Guide 2015 7 3) Select "Tender Type" 4) Now you can either create a NEW tender type or just convert one of the Gift Card tender types into a Loyalty tender type. To convert "Voucher 1" to "Loyalty" a. Select "Voucher 1" or the code "GV1". b.
Siebel Loyalty Administration Guide Version 8.1/8.2 7 Creating Goals and Assumptions for Loyalty Promotions 336 Adding Expenses and Line Items to Loyalty Promotions 337 Adding Purchase Requests to Loyalty Promotions 338 Adding Market Development Fund Requests to Loyalty Promotions 339 Associating Loyalty Members with Marketing Campaigns 339
OverviewMaterialsConceptual challenges Sentiment analysis in industry Affective computingOur primary datasets Overview of this unit 1.Sentiment as a deep and important NLU problem 2.General practical tips for sentiment analysis 3.The Stanford Sentiment Treebank (SST) 4.The DynaSent dataset 5.sst.py 6.Methods: hyperparameters and classifier .
Sentiment and Net Promoter Score analysis Sentiment analysis September 2016 - August 2017 For a third consecutive year, Capitec had the highest net sentiment. Capitec is also the only bank to maintain a positive net sentiment. Over the past three years, Capitec grew their share of online conversation the most with 15% growth.
Loyalty program is an essential process for rewarding the customers through structured marketing strategies. These brand strategies are designed for frequent/continued engagement. The more customers buy the more rewards they receive. One of the trends in the Philippine Market is the fusion of loyalty card in the retail world. Loyalty
Alfredo López Austin (1993:86) envisioned the rela - tionship between myth, ritual, and narrative as a triangle, in which beliefs occupy the dominant vertex. They are the source of mythical knowledge
