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Released globally on January 30th 2014
available at www.aimia.com
WHAT DID WE LOOK AT?
3
Loyalty as a
Concept
Technology & Channel
Use
Data Concerns
Loyalty Program
Motivators
AN INTRODUCTION TO AIMIA
4 Proprietary and confidential. © 2013 Aimia. All rights reserved.
Global Leader
in Loyalty
Management
Source : Aimia March 2013
>20
worldwide
MARKETS
>30 worldwide
OFFICES
Customer
Analytics
Standalone
Loyalty
Services
Coalition
Loyalty
ACROSS
vertical industries
geographies
channels
22
COUNTRIES
4000 EMPLOYEES
ACROSS
vertical industries
geographies
channels
1250
PROGRAMS
280M HOUSEHOLDS
Aimia helps
companies build
deeper, more
engaged and more
profitable
relationships with
their customers
SHARING THE ANSWERS
5
Characteristics
of Indian Urban
Consumers
What Makes
Them Unique
Using these
Learnings in
Marketing &
Loyalty
Strategy
TODAY’S CONSUMER Connected
Proprietary and confidential. © 2013 Aimia. All rights reserved.
Proprietary and confidential. © 2013 Aimia. All rights reserved.
Mobile Internet
is here
45%
of online consumers
access the internet
only through their
mobile devices
The young
dominate usage
85%
of smartphone and
social network users
are below the age
of 35
Though mostly used
now for search, fun,
social networking…
(e-commerce is still nascent)
60%
of urban internet users
surf for entertainment,
networking, business,
education and
shopping
TODAY’S CONSUMER Increasingly multi-channel
Proprietary and confidential. © 2013 Aimia. All rights reserved.
Proprietary and confidential. © 2013 Aimia. All rights reserved.
We are at
the tip
of the Iceberg
up to 8%
of India’s retail market
expected to be
online by 2020
Source: Euromonitor
The internet actually
has a high impact
on overall retail
40%
of India’s urban internet
users report that their
online activities
influence what they
buy, whether online or
offline
Source: BCG
and is expected
to skyrocket!
(even as e-commerce
begins to take off…)
5X
“Digitally Influenced”
purchases represent 5X
the e-Commerce
market. And will grow
fivefold by 2016!
Source: BCG
Social Networking
TODAY’S CONSUMER Social and vocal
Proprietary and confidential. © 2013 Aimia. All rights reserved.
Proprietary and confidential. © 2013 Aimia. All rights reserved.
Using Social (on mobile)
Seeking Opinions
Before purchase
Recommended brands
Q. For which of the following activities do you currently use
your mobile device?
72% said it was important for them know what data was being collected on them
TODAY’S CONSUMER Willing to share but private
Proprietary and confidential. © 2013 Aimia. All rights reserved.
Proprietary and confidential. © 2013 Aimia. All rights reserved.
9
9
INDIAN MILLENNIALS ARE MORE WILLING TO ENGAGE
Proprietary and confidential. © 2013 Aimia. All rights reserved.
CUSTOMERS ARE LOOKING FOR GENUINE DIALOGUE
11
THE BASICS
“The goodwill of a
company can earn loyalty
and to earn (it) you need
to work on good
customer service, good
quality products and
honesty.”
MALE, 33, SINGLE
DELHI
MUTUAL TRUST
“I won’t be happy if
someone misuses my
personal information.
But if it is well used for
a good purpose then I
would be happy.”
FEMALE, SINGLE, 21 YRS,
PUNE
RECIPROCITY
“Referring family members
or relatives (to a) company
has to give
some rewards.”
MALE, 30, Married
HYDERABAD
COMMITMENT
“ They must take time to truly listen
to what their customers say.”
MALE, 28. Married AHMEDABAD
Proprietary and confidential. © 2013 Aimia. All rights reserved.
AND RETAILERS ARE TRYING TO RESPOND
12
WHAT THEY NEED, WHEN THEY NEED IT
“Shopping isn’t a linear process any
more, and even 50 year olds are
increasingly behaving like youngsters.
You must help the consumer find the
information they want when they are
looking for it.”
CEO, electronics retailer
IMPATIENCE OF THE YOUNG
“Youngsters want fast food not fine dining. We must
adapt to this culture.”
Head Marketing, department store
WHO’S LOYALTY?
“Your maid buys the
groceries, usually where
cheapest. Your driver fills the
petrol in your car. Your kid
tells you what to buy. Who’s
loyalty are you going after?”
CEO, grocery company
Proprietary and confidential. © 2013 Aimia. All rights reserved.
WHAT MAKES OUR CUSTOMERS UNIQUE?
New generations
with new behaviours
Loyalty will be built
on the mobile
Smartphone usage now crosses
generations
Life is at their
fingertips
More willing to engage with brands
Loyalty can change
their behaviour
Proprietary and confidential. © 2013 Aimia. All rights reserved.
THERE IS A CLEAR GAP IN THE INDIAN MARKET TODAY
14
MILLENNIALS WANT REWARDS FASTER THAN THEY RECEIVE THEM TODAY
APPAREL RETAIL AIRLINE FUEL RETAIL
• Earn ~2500 points
• Takes 14 months to get a
coffee worth of value
• Almost no redemption
value
HOTEL CHAIN
• Earn ~100 points annually
• Min 2 years
• Often expire by then
• Member usually
do not redeem
• Earn <1000 points
• Redeem in 3-5 years
• Often expire by then
• Average member
doesn’t redeem
• Top members get free
night, rest get voucher
• Often expire in 3-4 years
• >50% members
cannot redeem
Poor
track record
of most
programs
today
Q. How long does it take to earn a reward today in India?
Proprietary and confidential. © 2013 Aimia. All rights reserved.
INDIANS ARE INTERESTED IN MORE THAN JUST CASH REWARDS
Proprietary and confidential. © 2013 Aimia. All rights reserved.
17
73%
Say they will revisit a brand after earning
a reward
78%
Say they will feel
or be more loyal
to the brand
after earning
a reward
Proprietary and confidential. © 2013 Aimia. All rights reserved.
THOSE WHO ENGAGE IN LOYALTY PROGRAMS ARE MORE LIKELY TO BE LOYAL
INDIAN CONSUMERS ARE HAPPY TO ADVOCATE BRANDS, FOR THE RIGHT REASONS
72%
Say they will tell friends about positive rewards
experiences
64%
Say they will promote
a brand and its
products in social
media in exchange
for rewards
Proprietary and confidential. © 2013 Aimia. All rights reserved.
BEFORE YOU FOCUS ON DRIVING LOYALTY, IT’S IMPORTANT TO GET THE BASICS RIGHT
19
RAY KROC
McDonalds Chairman
LEARNING FROM OUR CUSTOMERS TO HELP US WIN
20
KEEP IT
SIMPLE
OPTIMIZE
FOR MOBILE
REWARD
INTERACTIONS
MAKE
REWARDS
ATTAINABLE
BE
SENSITIVE TO
PRIVACY
Proprietary and confidential. © 2013 Aimia. All rights reserved.
WE HAVE EXCELLENT EXPERIENCE IN REAL RELATIONSHIPS