Volgens een studie van Accentura Interactive besteden consumenten 12 tot 19% meer wanneer zijn deel uitmaken van een loyalty programma. Het onderzoek is gedaan onder speciaalzaken, warenhuizen, drogisten en supermarkten in de US

Beyond the incremental increase in revenue, the research revealed finding that fewer than one in five retailers focuses on ROI as a key metric of the success of their loyalty program. Specifically, when asked to identify success metrics for their program, only 19% of the retailers surveyed cited ROI.

The key areas that retailers focus most on in terms of their loyalty programs are such program growth and revenue production metrics as membership growth rates (cited by 45% of respondents), share of transactions by members (42%) and number of transactions per year (36%). Member value metrics, such as retention rate (40%) and customer long-term value (37%) also ranked high.

But fewer retailers are focused on engagement metrics such as number of reward redemptions (cited by 32%), campaign response rates (27%) and customers engaged socially (16%).

“Given the maturity and sophistication of loyalty programs today, it’s surprising how little scrutiny retailers place on program ROI rather than just growing membership,” said Farrell Hudzik, managing director of Accenture Interactive’s global loyalty and rewards practice.

In other key findings:

• The biggest challenges retailers face regarding their loyalty programs relate to keeping up with the underlying technology (mobile and digital capabilities) or investing enough in technology (40%). Keeping up with competing loyalty programs (33%) and managing the liability and financial complexity of the program (33%) are also big challenges.

• More than two-thirds (71%) of retailers surveyed said that their program was “differentiated” or “significantly differentiated” from those of their competitors.

• Nearly all respondents (97%) said that their loyalty programs receive C-suite support. However, 43% said they received “strong” C-suite support, with 54% saying their programs receive “moderate” C-suite support.

“For a retailer to set itself apart with a compelling and accessible loyalty/rewards program, its marketing department must have the total commitment of the C-suite to ensure that it gets the resources necessary to develop leading-edge analytics, digital and other technological capabilities,” Hudzik said.

Bron Retailing Today