An Post Loyalty Research 2013
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An Post Loyalty Research 2013

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A survey of Irish businesses and consumers about the state of loyalty and rewards in Ireland today. Commissioned by An Post. ...

A survey of Irish businesses and consumers about the state of loyalty and rewards in Ireland today. Commissioned by An Post.

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http://www.anpost.ie/AnPost/AnPostDM/Tools/Stats/Consumer+Insights+and+Trends/Loyalty+Research/Put+value+back+into+customers+hands.htm

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An Post Loyalty Research 2013 An Post Loyalty Research 2013 Document Transcript

  • 1Put value backinto customers’ hands.AN INDEPENDENT REPORT ON LOYALTY MARKETING IN IRELAND.AMÁRACH RESEARCH 2013
  • 2OF MARKETERSEXPECT MARKETINGBUDGETS TO REMAINSTATIC OR INCREASEOVER THE NEXT 12MONTHS.83%
  • 3With more and more loyalty programmes launching every week, what dobusinesses and consumers really feel about them? What channels are mosteffective at driving loyalty? And how do consumers prefer to engage with them?In a survey that is the only of its kind in Ireland, An Post Mail Media Unitcommissioned independent research undertaken by Amárach Research to shine alight on loyalty issues from the viewpoint of both consumers and businesses.When 55% of marketers in Ireland consider building loyalty among existingcustomers to be their number one priority for 2013, this research couldn’t bemore revealing. It’s a priority that makes sense because with fewer peoplespending, customer retention has become the new acquisition.With the choice of channels through which to reach customers increasing, thisresearch gives real clarity on those that have the greatest impact.It’s no surprise that the personal touch still delivers the greatest connection.The research proves that consumers like receiving post with 65% of 18-25 yearolds saying they are excited when they go to open or check for post. That’s why70% of Irish consumers prefer to receive loyalty rewards in the post. Nearly halfthe respondents in the survey say that addressed post makes them feel like avalued customer.It seems now more than ever, that when it comes to building customer loyalty,tangible communications has secured its place in an integrated marketingcampaign.
  • 44Since this research began in 2009 over 1,200 Irish marketing decision makers,have contributed their input. In this wave they are revealing that there isopportunity to grow business as turnover is increasing and marketing budgetsare stabilising.Alongside this increase in marketing spend, they report acorresponding increase in being accountable for expenditure and the need totrack return on investment on their campaigns. They report that the focus ofmarketing objectives in 2013 will be on generating sales or usage and increasingloyalty amongst their current customers.515558Top 2013 Objectives for Marketing Decision Makers (%)WHAT BUSINESSES ARE TELLING USTo sell existing products/services to new customersTo increase loyalty amongst current customersTo sell existing products/services to existing customers
  • 57107 7626011FEB2011Above the Line 60Other 10Email 7Telesales 7Direct Mail 7Social Network Campaign 6SMS 2Adverts on Apps/Games 1%Above the Line 56Direct Mail 10Social Network Campaign 10Email 8Other 6Telesales 4SMS 3Group Discount Website 2Adverts on Apps/Games 1%10108 64356121FEB2013MARKETING SPEND BY CHANNELThese results show that the average spend on below the line activity isincreasing year on year with above the line spend decreasing.
  • 6OF IRISH CONSUMERSARE PART OF ALOYALTY PROGRAMME.87%
  • 7LOYALTY PROGRAMME MEMBERSHIPTotal(1,000)%Total(250)%Men(471)%Men(104)%Women(529)%Women(146)%YesNoMembership of loyalty programmes is not as prevalent amongstthe under 25’s but is higher amongst women in both samples.87 88768194013 122481 6092ALL IRISH ADULTS 18 - 25sWhen 9 out 10 adults are part of a loyalty club, you expect to see a lot ofloyalty cards in circulation. But with figures showing that the average adult has4 cards in their wallet, to stand out, brands need to make their programmesfeel rewarding and keep their cards top of mind. Or in this case, front of wallet.
  • 8ALL IRISH ADULTS18-25sNUMBER OF CARDS HELD3.2MEN2.64.5WOMENMENWOMENMEN4.3LOYALTY CARDSWith consumers reporting that their favourite aspects of a loyalty programmeare good rewards, money-off coupons and points building up quickly, it’s easyto see why some of us ending up collecting a broad range of loyalty cards.Currently the top three most used loyalty programmes in Ireland are Tesco,Dunnes Stores and Boots with Tesco’s being highlighted by consumers as theloyalty programme that gives away the most rewards.The average number of loyalty cards in Irish wallets is 4.
  • 9MOST POPPULAR SECTORS FOR LOYYALTY AMONNGIRISH CONNSUMERSGROCERY RETAILERSALL IRISH ADULTS (%) 18 - 25s (%)PETROL STATIONSCLOTHING RETAILERSGAS/ELECTRICITY PROVIDERSCHEMISTS/HEALTHCARECINEMA736545393533622641564831
  • 10OF IRISH ADULTSAGREE THAT NOCHANNEL MAKESTHEM FEEL MOREVALUED THANDIRECT MAIL.48%
  • 11DELIVERING GENUINE CUSTOMER VALUERadio, TV and email may offer a broader reach, but when you want to buildgenuine customer loyalty, customers want to have something tangible in theirhands from the company. For Irish adults and interestingly even more so for thoseunder 25, the experience of receiving a piece of mail that is personally addressedmakes them feel valued in a way no other advertising channel can.TOP THREE MOST EFFECTIVE CHANNELS TO MAKECONSUMERS FEEL VALUED2248ALL IRISH ADULTS (%)POSTEMAILTV18-25s (%)29204732Post 48Email 29TV 22Telephone 15Newspapers 15Radio 10Magazines 10Leaflets inserted into bills/otheraddressed post10Text/SMS 10Web Adverts 7Flyers through the door 6Posters 4Adverts on social networks 3Adverts in apps or games 1Post 47Email 32TV 20Newspapers 12Telephone 11Radio 9Magazines 9Text/SMS 9Posters 4Web Adverts 7Leaflets inserted into bills/otheraddressed post6Flyers through the door 6Adverts on social networks 4Adverts in apps or games -%%POSTEMAILTV
  • 12OF MARKETINGDECISION MAKERSBELIEVE DIRECTMARKETINGINCREASES LOYALTYAMONGST EXISTINGCUSTOMERS.45%
  • 13EMAIL 30%ALL IRISH ADULTS (%)18-25s (%)POSTPOSTEMAILEMAILTVNEWSPAPERSNEWSPAPERS243422MOST EFFECTIVE CHANNELS FOR CUSTOMER LOYALTYIt’s interesting that Direct Mail is as powerful as TV at making customers feel moreloyal towards a brand. And for Irish companies without the marketing budget forTV ads this makes building customer loyalty achievable.36322521WHICH CHANNEL MAKES YOU FEEL MORE LOYALTOWARDS A COMPANY?Post 34TV 34Newspapers 24Email 22Radio 16Magazines 16Telephone 11Flyers 10Web Adverts 9Posters 8Leaflets inserted into bills/otheraddressed post8Text/SMS 5Adverts on social networks 3Adverts in apps or games 1%TV 36Post 32Email 25Newspapers 21Radio 17Magazines 16Posters 10Web Adverts 10Flyers through the door 10Telephone 9Leaflets inserted into bills/otheraddressed post6Text/SMS 4Adverts on social networks 4Adverts in apps or games -%34TV
  • 14OF IRISH ADULTSPREFER TO RECEIVELOYALTY REWARDSIN THE POST.70%
  • 15MOST EFFECTIVE METHOD FOR DELIVERINGLOYALTY REWARDSALL IRISH ADULTS (%)18-25s (%)Did you know that 70% of Irish consumers prefer to receive vouchers or loyaltyrewards in the post? And it’s not just confined to older adults either, with 66%of 18 to 25 year olds also citing post as their preferred method.Counter intuitively, considering the digital world in which we all now live,only 31% of all adults and 29% of 18-25 year olds prefer to receive vouchers orclub card loyalty rewards by email.POSTPOSTEMAILEMAILEMAIL 30%Agree Disagree31 4170 10Agree Disagree29 3666 11PREFER TO RECEIVE BY:
  • 16OF 18 TO 25 YEAR OLDSPREFER TO RECEIVELOYALTY REWARDSIN THE POST.66%
  • 17LIKELIHOOD OF CUSTOMERS REDEEMING VOUCHERSIF RECEIVED THROUGH:The objective of a loyalty programme is to keep customers coming back.Redemption of vouchers or points is a KPI for loyalty programmes. So forcompanies looking to improve their voucher redemption figures, offering therewards through the post increases the likelihood of customers using them.LIKELIHOOD TO USE REWARDS SENT BY*: (%)43236596375ONLINEEMAILTEXTAPPPOST*Participants selected multiple answers
  • 18METHODOLOGY FOR RESEARCHAmárach Research has conducted a number of surveys examiningthe trends of Direct Mail in Ireland on behalf of An Post. This has beenexplored from both the point of view of the consumer and also fromthe marketer’s perspective.The most recent consumer study was conducted during February andMarch 2013.The current wave of research encompasses an online sample of 1000respondents representative of the Republic of Ireland with an additionalbooster sample of 250, 18-25 year olds.
  • 20For further information contact:An PostMail Media UnitGeneral Post OfficeO’Connell Street LowerDublin 1CallSave: 1850 21 16 32Website: www.anpost.ie/mailmediaEmail: mail.media@anpost.ieFor more on loyalty in Ireland visitwww.anpost.ie/directdebate