The Lacek Group and Sitecore set out to survey consumers around the globe to better understand their current loyalty needs and expectations: What drives brand loyalty? What propels loyalty program engagement? How do consumers want brands to engage with them?
(Image Source)
GLONew research from The Lacek Group shows changes in customer loyalty are being driven by expectations of more personalized, more immersive, and more connected brand experiences.
Access full report here.
The Lacek Group and Sitecore set out to survey consumers around the globe to better understand their current loyalty needs and expectations:
- What drives brand loyalty?
- What propels loyalty program engagement?
- How do consumers want brands to engage with them?
Key Findings:
-
Brand loyalty is driven by more than loyalty program rewards.
-
To keep customers engaged with a loyalty program, rational and emotional benefits are necessary.
-
Consumers continue to expect customized, personalized, and channel-relevant experiences across the entire journey.
-
Consumers are open to brand relationships through loyalty programs and other means. This offers brands significant opportunities to build customer loyalty and drive business impact.
Other findings:
- Consumers are open to brand relationships, with 81% of respondents have opted in to communications.
- Today’s consumers have new expectations from brands – they desire personalized, immersive, and connected experience
- Brand loyalty is driven by many more factors than programs with Top 3 being: #1 High-quality products, #2 Discounts, rebates, and promotional offers and #3 being Loyalty program rewards.
- Loyalty programs must evolve to meet the full range of consumer needs – with 8 out of 10 consumers surveyed indicate that emotional benefits help maintain engagement in a loyalty program.
- Most consumers are motivated by paid loyalty offerings – 91% of respondents say they’re willing to pay to get what they want, whether that’s free shipping or surprise extras
-
How your program shows up in the customer journey matters – almost 25% of respondents identified four to six types of digital channels as critically important for member engagement.
Brand experiences live beyond the individual customer – Positive experiences are most likely to be shared, but even neutral or negative experiences show up in the social sphere.
Source: The Lacek Group
