2016年品牌忠诚项目用户粘性报告(英文)-16页

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1、EXECUTIVESUMMARYTHE2016BONDLOYALTYREPORTINCOLLABORATIONWITHU.S.LAUNCHEDITIONTABLEOFCONTENTS—AboutTheReport0401

2、FastFacts0602

3、ExecutiveSummary0803

4、RatingsandRankings20161204

5、ProgramListings14ABOUTTHE2016BONDLOYALTYREPORT—The2016BondLoyaltyReportstudywasconduc

6、tedinJanuaryof2016.Asampleofnearly12,000U.S.andover7,000Canadianconsumersparticipatedinthisstudythroughanonlinesurvey.Thereportexploresyear-over-yearchangesinconsumerattitudesandbehaviorstouncoverinsightsonloyaltyinitiatives,brands,andover280Programsinindust

7、riessuchasretail,consumerpackagedgoods,financialservices,travel,hospitality,entertainment,anddining.Thereportcovers58dimensionsofloyaltyProgramperformanceincludingProgrammechanics,communications,rewards,needsfulfillment,loyaltyemotionalandbehavioraloutcomes,

8、andbrandalignment.ATAGLANCEABOUTTHISSTUDY...THISYEAR’SREPORTEXPLORESYEAR-OVER-YEARCHANGESINCONSUMERATTITUDESANDBEHAVIORSTOUNCOVERINSIGHTSONLOYALTYINITIATIVES,BRANDSANDOVERASAMPLEOFOVERkNORTHAMERICANCONSUMERSPARTICIPATEDINTHISSTUDYKEYPROGRAMSTHROUGHANONL

9、INESURVEYINDUSTRYSECTORSINCLUDING:RETAIL•PAYMENTS•TRAVEL•GROCERY•GAS•CONSUMERPACKAGEDGOODS•COALITION•ENTERTAINMENT•DININGTHATTRIBUTESYEARINCLUDING6PROGRAMMECHANICS•REWARDS•COMMUNICATIONS•NEEDSFULFILLMENT•LOYALTYEMOTIONAL&BEHAVIORALOUTCOMES•BRANDALIGNMENT•A

10、NDMOREAVAILABLEINTHEFULLREPORT:TOPPROGRAMSKEYDRIVERSOFDEMOGRAPHICPERSONALIZATIONMOBILEACTIVITYREWARDSCONSUMERCUSTOMERACROSSSELECTOVERALLPROGRAMPROFILESANDANDPREFERENCESREDEMPTIONLOYALTYEXPERIENCEINDUSTRYSECTORSSATISFACTIONCOMMUNICATIONSINLOYALTYANDPREFERENCE

11、SSEGMENTSINLOYALTYTHE2016BONDLOYALTYREPORT

12、501

13、FASTFACTSWHAT’SINTHEIRMOREOPPORTUNITYWALLETS?WITHMOBILE201657%49%OFMEMBERSDON’TKNOWWOULDLIKEIFTHEREISAN13.4TOENGAGEAPPFORTHEIRMembershipsWITHLOYALTYPROGRAM.PROGRAMSVIAAMOBILEDEVICE.6.7ActiveMembershipsSTEADYSATI

14、SFACTIONOf~13membershipsperperson,only~7areactivethisyear.OFPROGRAMMEMBERSAREVERYSATISFIEDWITHTHEIR44%LOYALTYPROGRAMEXPERIENCE.(43%IN2015,39%IN2014)SATISFACTIONBYSECTORSTEPUPTHEDIGITALDRUGSTORE&