Australia: Survey reveals details of Australian loyalty participation

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By: RickFerguson |

Posted on August 15, 2016

Australia: Survey reveals details of Australian loyalty participation

The fourth annual "For Love or Money" survey from Australian loyalty consultancy Directivity reveals that, while membership and activity rates in Australian loyalty programmes remains steady, Millennials are even more likely than older generations to expect their favorite brands to reward and recognise them through loyalty marketing activities.

The key takeaway: The survey of 1,000 Australian consumers revealed that 57% believe that brands need a loyalty programme to keep their customers loyal, while 68% of Millennials seek out such programmes. Other key stats from the report:

  • 82% of Australians belong to a retail loyalty programme, down from 84% in 2015.
  • The average number of memberships per person remains steady at nearly 3.9 (3.8 in 2015).
  • In an unprompted list of programmes mentioned as "doing a very good job," Coles flybuys programme topped the list at 39% of mentions, followed by Woolworths (9%) and Qantas.
  • Of loyalty programmes listed and rated as "excellent" by members, Coles flybuys topped the list again at 43% followed by CommBank Awards (43%), ANZ Rewards (40%) and Westpac Altitude Rewards (34%).
  • 65% of members still prefer a traditional loyalty card, while 16% prefer to interact with their programme via a mobile app (up from 10% last year).

Download the report's executive summary here.

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