consumer loyalty: a relationship not just a scheme

LOYALTY SCHEME The Deloitte Consumer Review Customer loyalty: A relationship, not just a scheme While participation rates of loyalty schemes are high, they are no longer the differentiator they once were. 48% use loyalty schemes more than once a month Value for money, trust and quality are now seen as hygiene factors. So what’s driving consumers to become loyal to brands? 41% great customer service 36% convenience 27% overall experience 26% loyalty scheme Points are not always enough. Customers want a bespoke loyalty scheme, tailored to them. 44% want personalised rewards based on purchase history 32% want a loyalty scheme that reflects their lifestyle Costly, inflexible and inefficient? How can businesses turn the traditional loyalty model on its head? Fewer than half of consumers always redeem all of their points and take full advantage of the offers they receive through loyalty schemes 18-24 year olds are interested in using technology to engage with brands to increase their loyalty. 37% of 18-24 year olds 22% of all adults This publication has been written in general terms and we recommend that you obtain professional advice before acting or refraining from action on any of the contents of this publication. Deloitte LLP accepts no liability for any loss occasioned to any person acting or refraining from action as a result of any material in this publication. Deloitte LLP is a limited liability partnership registered in England and Wales with registered number OC303675 and its registered office at 2 New Street Square, London EC4A 3BZ, United Kingdom. Deloitte LLP is the United Kingdom affiliate of Deloitte NWE LLP, a member firm of Deloitte Touche Tohmatsu Limited, a UK private company limited by guarantee ("DTTL"). DTTL and each of its member firms are legally separate and independent entities. DTTL and Deloitte NWE LLP do not provide services to clients. Please see www.deloitte.com/about to learn more about our global network of member firms. © 2017 Deloitte LLP. All rights reserved. Designed and produced by The Creative Studio at Deloitte, London. J12663 LOYALTY SCHEME 42% need more than points to shop with a brand PURCHASE HISTORY LOYALTY SCHEME Want the ability to save shopping preferences... Want the ability to personalise content received... 36% of 18-24 year olds 24% of all adults 36% of 18-24 year olds 24% of all adults Want a mobile app to order goods... Want to talk to the brand on social media... 22% of 18-24 year olds 12% of all adults 47%

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LOYALTY SCHEME

The Deloitte Consumer Review Customer loyalty: A relationship, not just a scheme

While participation rates of loyalty schemes are high,they are no longer the differentiator they once were.

48% use loyalty schemes more than once a month

Value for money, trust and quality are now seen ashygiene factors. So what’s driving consumers to become loyal to brands?

41% great customer

service

36% convenience

27% overall experience

26% loyalty scheme

Points are not always enough. Customers want a bespoke loyalty scheme, tailored to them.

44% want personalised rewards based on purchase history

32% want a loyalty scheme that reflects their lifestyle

Costly, inflexible and inefficient? How can businesses turn the traditional loyalty model on its head?

Fewer than half of consumers always redeem all of their points and take full advantage of the offers they receive through loyalty schemes

18-24 year olds are interested in using technology to engage with brands to increase their loyalty.

37% of 18-24year olds

22% of all adults

This publication has been written in general terms and we recommend that you obtain professional advice before acting or refraining from action on any of the contents of this publication. Deloitte LLP accepts no liability for any loss occasioned to any person acting or refraining from action as a result of any material in this publication.

Deloitte LLP is a limited liability partnership registered in England and Wales with registered number OC303675 and its registered office at 2 New Street Square, London EC4A 3BZ, United Kingdom.

Deloitte LLP is the United Kingdom affiliate of Deloitte NWE LLP, a member firm of Deloitte Touche Tohmatsu Limited, a UK private company limited by guarantee ("DTTL"). DTTL and each of its member firms are legally separate and independent entities. DTTL and Deloitte NWE LLP do not provide services to clients. Please see www.deloitte.com/about to learn more about our global network of member firms.

Designed and produced by The Creative Studio at Deloitte, London. J12663

LOYALTY SCHEME

42%need more than points to shop with a brand

PURCHASEHISTORY

LOYALTY SCHEME

Want the ability to save shopping preferences...

Want the ability to personalise content received...

36% of 18-24year olds

24% of all adults

36% of 18-24year olds

24% of all adults

Want a mobile app toorder goods...