The results of the 2018 Loyalty Programme Member Engagement Survey were released by Eighty20 and Tritech Media today. The survey, completed by a total of 1413 respondents, provides key insights into members’ perceptions of, engagement with and behaviours influenced resulting from the registered programmes.
Covering 26 of the key loyalty programmes out of a possible 100+ in South Africa, the study aimed to explore the customers perspective of how programme owners can optimize engagement, adjust propositions and improve performance.
Interesting facts that emerged from the survey include:
- The top 3 Grocery / Health & Beauty loyalty programmes that members say give them the most value are Clicks ClubCard, Pick n Pay Smart Shopper and Dis-Chem Benefits.
- The top 3 Retail Banking loyalty programmes that members say have an influence on their shopping behavior are Standard Bank UCount, FNB eBucks and Absa Rewards.
- 9.2 is the average number of loyalty programmes currently registered for.
Some of the key insights of the survey are:
- Member engagement is key, without it you don’t really have a loyalty programme.
- Measuring and tracking member engagement should be a central component of any loyalty programme performance management.
- Everything comes down to how members perceive the value offered by your programme relative to the effort they have to put in.
- Simpler is not always better. Some market sectors require more complex designs to ensure that programme costs align to the value being added, and yet their programmes appear successful.
- Members expect to be recognised for who they are and the value that their loyalty brings to the brand. They need to be rewarded accordingly.
- Technology is an enabler of deeper engagement and is being used effectively by some programmes to deliver a more relevant and well-rounded customer experience.
- Powerful partnerships with complimentary product and service providers is key to success.
- Data privacy concerns do not appear to be an issue (yet) for South African loyalty programme members. But we expect this to change in the near future and programme owners need to be prepared for this.
The complete report can be downloaded here