[Editor's note: Adam Posner is a Certified Loyalty Marketing Professional (CLMP) and CEO of the Point of Loyalty. This research was conducted independently by First Point Research and Consulting in the first quarter of 2019. It was conducted through a national online panel surverying 1,010 consumers in Australia aged 18+ who are members of at least one customer loyalty program. The Wise Marketer depends upon CLMPs across the globe to bring professional insights from their local markets to our readers. If you are a CLMP, get in touch with us to share your insights. And if you're not a CLMP, visit the Loyalty Academy to find out how you can join the most recognized community of loyalty professionals and become a contributor to the Wise Marketer!]
The latest Australia customer loyalty and loyalty program research study For Love or Money 2020 is now in its 8th year and has just been released. This is the 3rd third year The Wise Marketer has featured this study and it continues to deliver as an insightful resource to educate about the Australian loyalty landscape. Last year's study can be found here. This year's research focuses on taking the pulse of customer loyalty and loyalty programs in Australia. It is a wide ranging research study which looks at the results of 9 new insights:
- A loyalty program’s influence on three motivations to interact with a brand
- Do loyalty programs add to the overall brand experience?
- Concerns members have about loyalty programs
- Why don’t members take advantage of their rewards and benefits?
- Ranking the three principles for optimising program design
- Money, time, or ego: which benefits are most important to members?
- Psychology of earning and redeeming rewards. Do members change their behaviour as they get closer to earning a reward and after redeeming a reward?
- New ways of being rewarded
- How is loyalty program personalisation performing?
Some of the Key Findings
- Aussies want life-improving ways to be rewarded:
- 80% want rewards for recycling
- 71% want rewards for healthy behaviours
- There has been a significant increase in Australians making the most of the rewards they earn
- 68% of Aussies say that the loyalty program they belong to enhances their brand experience
Loyalty program members in Australia want rewards with social impact
Research reveals Gen Z are more focused on earning rewards related to sustainability or recycling. Loyalty program members want brands and companies to think outside the box when it comes to the rewards offered:
- Rewards for recycling or re-use such as donating pre-loved clothes for repurposing/furniture
- Earning rewards for healthy behaviours e.g. points for achieving a minimum number of steps in a week
- Earning cashback rewards redirected to their superannuation fund to help them save more for their retirement
- Rewards to reduce the cost of everyday living expenses such as phone, energy, or insurance bills
- Earning cryptocurrency (e.g bitcoin) as a reward
Australian customer loyalty programs most mentioned unprompted by members as ‘doing a very good job’
- Woolworths Rewards
- Qantas Frequent Flyer
- Virgin Velocity
- Priceline Sisterclub
And four programs new to the ranking this year that made the list:
- CommBank Rewards
- MYER one
- Nando’s PERi Perks
- Supercheap Auto Club Plus
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