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Market Research Report

Digital Strategies and Best Practice in Loyalty Programmes

Published by Mobile Market Development Ltd Product code 724073
Published Content info 46 Pages
Delivery time: 1-2 business days
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Digital Strategies and Best Practice in Loyalty Programmes
Published: October 15, 2018 Content info: 46 Pages
Description

High levels of mobile penetration in mature mobile markets have led to reduced rates of growth in terms of subscriber numbers for market participants. This coupled with the rise of customer power and consumer value-seeking trends, means that MNOs are under pressure to secure their existing subscriber bases.

To this end, operators have made customer experience (CEX) improvement a core focus for digital transformation, to ensure that customers have fewer reasons to leave the MNO. However, they should also consider what can be done to encourage desirable behaviours from these customers going forward (e.g. increased tenure, advocacy, basket size).

This report examines the use of digital approaches within loyalty programmes designed to influence these kinds of behaviours. It looks at digital components within successful loyalty schemes and determines potential learnings for operators considering, or re-evaluating, their own loyalty initiatives.

Companies: Amazon, Recreational Equipment Inc, Starbucks, Three, Verizon, Reliance Jio, Sky, Pets at Home, giffgaff, Sephora, O2, Waitrose, Nike, Virgin Media,

Countries: USA, UK, India

Table of Contents

Table of Contents

1 Overview

2 Introduction

  • 2.1 Background to the Report
  • 2.2 Report Content
  • 2.3 Currency and Conversions
  • 2.4 Further Questions and Feedback

3 Steps to Loyalty

  • 3.1 Introduction
  • 3.2 Customer First Strategy
  • 3.3 Customer Experience
  • 3.4 Increased Customer Engagement

4 Considerations for Loyalty Initiatives

  • 4.1 What Behaviours to Reward
  • 4.2 Emotional Aspects of Loyalty
  • 4.3 Type and Structure of Rewards
  • 4.4 Total Cost of Loyalty Transaction
    • 4.4.1 Threshold Factors
    • 4.4.2 Monetary Cost
    • 4.4.3 Effort
    • 4.4.4 Risk
  • 4.5 Digital Mechanisms
    • 4.5.1 Introduction
    • 4.5.2 Digital Engagement
    • 4.5.3 Data-based and Personalised
    • 4.5.4 Blockchain
  • 4.6 Key Performance Indicators (KPIs)

5 Case Studies of Loyalty Leaders

  • 5.1 Amazon
    • 5.1.1 Introduction
    • 5.1.2 Loyalty Initiatives Overview
    • 5.1.3 Performance
    • 5.1.4 Success Factors
  • 5.2 Recreational Equipment Inc
    • 5.2.1 Introduction
    • 5.2.2 Loyalty Initiative Overview
    • 5.2.3 Performance
    • 5.2.4 Success Factors
  • 5.3 Starbucks
    • 5.3.1 Introduction
    • 5.3.2 Loyalty Initiative Overview
    • 5.3.3 Performance
    • 5.3.4 Success Factors

6 MNO Case Studies

  • 6.1 Verizon, USA
    • 6.1.1 Introduction
    • 6.1.2 Loyalty Initiative Overview
    • 6.1.3 Performance
    • 6.1.4 Success Factors
  • 6.2 Reliance Jio Infocomm, India
    • 6.2.1 Introduction
    • 6.2.2 Loyalty Initiative Overview
    • 6.2.3 Performance
    • 6.2.4 Success Factors
  • 6.3 Three, UK
    • 6.3.1 Introduction
    • 6.3.2 Loyalty Initiative Overview
    • 6.3.3 Performance
    • 6.3.4 Success Factors

7 Findings and Conclusions

8 Recommendations

Appendix - Feedback Questions

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