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1、How To Keep Your Customers Engaged When Loyalty Standards Are High2022 PREMIUM LOYALTY DATA STUDYTable of Contents1Introduction2Key Findings3Premium Loyalty Adoption Is Highand Consumer Expectations Are Shifting8Missed CustomerEngagement Opportunities14Building Loyalty Through Greater Engagement19Th
2、e Virtualization of Loyalty23Create the Best Experiences for Your Best Customers1ebbo 2022 Premium Loyalty Data StudyIntroductionThe Need for Greater Loyalty EngagementCustomer loyalty is a challenge for brands to gain and maintain in todays business environment.Factors like the pandemic,supply chai
3、n struggles and inflation have flipped consumer loyalty on its head,forcing many brands to go back to the drawing board to build loyalty and provide top-of-the-line experiences to premium loyalty members.To assess the consumer landscape of brand loyalty,ebbo(formerly Clarus Commerce)surveyed 2,500 c
4、onsumers about their feelings on premium loyalty programs and paying for enhanced benefits,as well as their shopping habits and interactions with brands.In addition to noting year-over-year consumer behavior shifts against our Premium Loyalty Data Studies from 2019,2020 and 2021,this report”“explore
5、s consumers thoughts on incentivized engagement with brands beyond transactions as well as the rise of digital developments such as the metaverse and non-fungible tokens(NFTs).Our findings show that while enrollment in all types of loyalty programs remains high,premium loyalty is becoming more in de
6、mand among consumers.But we also found that there are valuable opportunities for brands to engage loyalty members within programs themselves,which can help drive revenue and customer engagement.Lets take a look at the complete scope of premium loyalty in 2022 as well as how consumers are adjusting t
7、heir loyalty habits in a constantly changing world.”Premium vs.Traditional Loyalty ProgramsTraditional loyalty programsOffer free enrollment,but usually require members to makepurchases over time for rewards that come later(e.g.,byaccumulating points).Premium loyalty programsOffer immediate benefits
8、 that can be used at any time in exchange for a membership fee.Examples include Amazon Prime,Walmart+and CVS CarePass.72%of consumers belong to a premium loyalty program.83%of consumers said they were likely to invest in a brands premium loyalty program if they already belong to that brands traditio
9、nal loyalty program.77%of consumers that dont belong to any premium loyalty programs would join one if their favorite brand offered one and the benefits were valuable to them.91%of premium loyalty members said theyre likely to choose a brand over a competitor offering a lower price if theyre satisfi
10、ed with the special benefits offered by the brands premium loyalty program.78%of consumers would pay for a premium loyalty program.71%of premium loyalty members shop with brands whose programs they participate in at least once a week.Key findings2ebbo 2022 Premium Loyalty Data Study3ebbo 2022 Premiu
11、m Loyalty Data StudyPremium Loyalty Adoption is High and Consumer Expectations are ShiftingSECTION 011Nothing23%2Less than$50 per year46%3$51-$100 per year22%4$101-$1508%5More than$150 per year2%What consumers are willing to pay annually for a loyalty program with their favorite brand4ebbo 2022 Prem
12、ium Loyalty Data StudyConsumers are willing to pay for the loyalty benefits they expectFor the third year in a row,a majority of consumers acknowledged their loyalty is more difficult for a brand to maintain than ever before.Around two-thirds(68%)of consumers agreed with that sentiment in 2022,holdi
13、ng steady from 2021 results.Furthermore,78%of consumers said they are willing to pay for a premium loyalty program.When consumers were asked what amount theyd be willing to pay for a loyalty program with their favorite brand,less than$50 per year remained the most popular answer in 2022(46%).The per
14、centage of consumers who chose that option increased 8%year over year,up from 38%in 2021.Additionally,nearly a quarter of respondents(22%)said they would be willing to pay at least$51-$100 for a loyalty program with their favorite brand.While consumers are still willing to spend on premium loyalty p
15、rograms with their favorite brands,brands need to be strategic about potential price increases for their programs.Were seeing major brands like Amazon adjusting their program prices amid cost increases the e-commerce giant recently raised its price for Amazon Prime from$119 to$139 per year.As more b
16、rands consider increasing their premium loyalty program prices,they need to figure out price points that are viable for both operations and most importantly their customers.1Gen Z87%2Millennials85%3Gen X79%4Baby boomers61%5Silent generation46%Consumers planning to join additional premium loyalty pro
17、grams,broken down by generationLoyalty trends show the signs of the timesAfter three years in which premium loyalty program adoption grew by an average of 6%year over year,adoption increased only slightly from 70%in 2021 to 72%in 2022.But that doesnt necessarily indicate interest is waning.Nearly th
18、ree-quarters of consumers now belong to premium loyalty programs.And those program members want more 78%said they plan on joining additional premium loyalty programs in the next 12 months based on their experience with these programs.Younger generations(Gen Z through Gen X)especially indicated a hig
19、h likelihood to join additional programs:5ebbo 2022 Premium Loyalty Data StudyGroceries65%Clothes and accessories50%Health and beauty35%Gas50%Travel and hospitality33%Entertainment34%Furniture20%None of the above13%Products consumers would be willing to pay for a premium loyalty program6ebbo 2022 Pr
20、emium Loyalty Data StudyThese numbers indicate that these programs value has reached a new standard theyre no longer a“nice to have”for brands,theyre a“need to have”for effective customer engagement.With premium loyalty becoming more common across brands,consumers expectations for membership remain
21、high.The percentage of consumers who dont want to wait to accumulate points in loyalty programs and think loyalty programs should provide immediate benefits to maintain their loyalty held steady year over year at 78%in 2022.And the percentage of premium loyalty members who expected immediate benefit
22、s also remained firm at 38%.However,these high expectations possibly carry more weight as inflation has hit Americans at grocery stores and gas pumps the percentage of respondents overall who said theyd be willing to pay for a premium loyalty program for gas and groceries increased by 16%and 7%respe
23、ctively year over year.And after a 10%decline from 2020 to 2021,willingness to pay for an entertainment-based premium loyalty program increased by 6%in 2022.This boost may indicate a greater consumer willingness to go out for entertainment purposes as pandemic restrictions ease.Which benefits would
24、motivate you to invest in or renew a premium loyalty program?59%Free giveaways69%Free shipping43%Surprise rewards40%Faster shipping37%Exclusive deals33%Holiday discounts28%Personalized offers18%Exclusive in-store experiences6%Nothing63%Instant discounts1201938%2202048%3202151%4202240%Percentage of c
25、onsumers who would invest in or renew a premium loyalty program for faster shipping,by year7ebbo 2022 Premium Loyalty Data StudyAdditionally,the top five benefits that would motivate respondents to invest in or renew a premium loyalty program in 2022 are all related to the desire for convenience,sav
26、ings and worthy rewards.A consumer understanding?The desire for faster shipping as a perk that would motivate consumers to invest in or renew a premium loyalty program saw a decline of 11%from 2021 to 2022.This could be due to consumers accepting that slower shipping times are now more common due to
27、 pandemic-induced supply chain delays.And ultimately,free shipping,instant discounts and free giveaways are what consumers want most.8ebbo 2022 Premium Loyalty Data StudyMissed Customer Engagement OpportunitiesSECTION 02Which statements reflect why you currently dont belong to any premium loyalty pr
28、ograms?41%I dont see the value 41%Theyre too expensive31%Im open to them,but they arent offeredBrands without premium loyalty programs are missing a major opportunityFor non-premium loyalty members,the song remains the same the reasons why they dont belong to these programs remained virtually unchan
29、ged year over year.As in 2021,most non-premium loyalty members in 2022 either think the programs are too expensive or they dont see value in the programs.But once again,nearly a third of consumers who dont belong to a premium loyalty program said their favorite brands dont offer these types of progr
30、ams.Additionally,77%of non-premium loyalty members in 2022 indicated a willingness to join a premium loyalty program if their favorite brands offered them and the benefits were valuable to them.9ebbo 2022 Premium Loyalty Data Study1Every day9%2Every few days29%3Once a week33%4Once every few weeks20%
31、5Once a month7%6Once every few months or less3%Shopping frequency of consumers with brands whose premium loyalty programs they participate in10ebbo 2022 Premium Loyalty Data StudyThis willingness to join coupled with the fact that 31%of consumers say their favorite brands dont offer premium loyalty
32、programs tells us one thing valuable opportunities await.In addition to deeper customer engagement,premium loyalty programs can pay great dividends for sales and additional customer acquisition.Brands should consider how they can strike while the iron is hot to either launch new loyalty programs or
33、refine current offerings that demonstrate real value to consumers.91%of premium loyalty members said theyre likely to choose a brand over a competitor offering a lower price if theyre satisfied with the special benefits offered by the brands program.91%of premium loyalty members said they were likel
34、y to recommend a brand to friends or family when the brand offers a program with benefits they find valuable.71%of premium loyalty members shop with brands whose programs they participate in at least once a week.1201974%2202073%3202171%4202278%Consumer traditional loyalty program membership rates (2
35、019 to 2022)Traditional loyalty programs see the highest membership rate in 3 yearsBut theres an opportunity to increase engagement.In addition to premium loyalty programs,it appears that brands are missing out on opportunities to engage traditional loyalty program members more.Seventy-eight percent
36、(78%)of respondents said they belong to traditional loyalty programs,the highest rate since 2019 and a 7%increase from last year.11ebbo 2022 Premium Loyalty Data Study12ebbo 2022 Premium Loyalty Data StudyHowever,while traditional loyalty program membership has increased,usage rates have remained un
37、changed.A little more than two-thirds of 2022 respondents(69%)belong to 1-4 programs,similar to 2021(68%).The same trend also goes for monthly usage of traditional loyalty programs:Almost three-quarters(73%)of 2021 respondents used 50%or less of their traditional loyalty program memberships on a mon
38、thly basis,while 70%did the same in 2022.These numbers indicate that while brands have improved customer acquisition for traditional loyalty programs,theyve remained neutral in boosting consistent usage.The bottom line:Customers are willing to join traditional loyalty programs,but getting them to en
39、gage more is an increasing challenge.As mentioned in Section 1,78%of all consumers say they dont want to wait to accumulate points in loyalty programs and think loyalty programs should provide immediate benefits.Brands stand to improve their customer engagement once customers are in the door by offe
40、ring a premium tier that allows members to opt in to instant benefits for a fee.Furthermore,83%of consumers said they were likely to invest in a brands premium loyalty program if they already belong to that brands traditional loyalty program.In breaking down this insight by age group,younger generat
41、ions(Gen Z through Gen X)indicated a higher likelihood of investing in these programs compared to older generations.Ultimately,its critical to offer programs that cater to all customers.Traditional loyalty programs give customers a base tier they can benefit from.These programs can also be used as a
42、 springboard to drive the best customers to premium loyalty programs that offer enhanced benefits.Consumers that are likely to invest in a brands premium loyalty program if they already belong to that brands traditional loyalty program,broken down by generation 88%61%85%65%90%Gen ZSilent generationG
43、en XBaby BoomersMillennials13ebbo 2022 Premium Loyalty Data StudyRetailer Success StoryCVS CarePass caters to all customers with multiple loyalty program tiersCVS has a traditional loyalty program called ExtraCare that offers benefits like 2%back on purchases and weekly ad sales.But the pharmacy gia
44、nt has done a great job further boosting customer engagement through its premium loyalty program,CarePass.The program offers top CVS customers a high-value trade-off for just a$5 monthly payment(or a discounted$48 annual payment)that caters to the needs of active pharmacy shoppers.With benefits like
45、 free same-day prescription delivery,20%off CVS Health brand products and a 24/7 pharmacist helpline,CarePass customers gain a ton of value and extra service for a cost-effective price.And ultimately,the program helps drive revenue for CVS by getting people in store to make other potential purchases
46、.14ebbo 2022 Premium Loyalty Data StudyBuilding Loyalty Through Greater EngagementSECTION 03Only 23%of consumers have reshared a brands social media post in exchange for an incentive.In addition to looking at year-over-year trends in premium loyalty,we also explored consumer insights on brand engage
47、ment the exchange of consumer action in return for an incentive(e.g.,discount code,gift card,free item,chance to win sweepstakes).What we found was that brands could stand to boost their engagement efforts and opportunity is ripe on social media.Forty-two percent of respondents said theyve followed
48、a brand on their social media page in exchange for an incentive the most common incentivized action consumers took.However,nearly as many(39%)said they have never engaged with a brand on social media in any way in exchange for incentives,signaling an opportunity for brands to improve and possibly bo
49、ost their engagement efforts.Relatively few consumers have taken other actions in exchange for incentives,like commenting on brands social media posts(26%),resharing brands posts(23%)and tagging friends in comments on brands posts(22%).15ebbo 2022 Premium Loyalty Data StudyFollowed the brand on thei
50、r social media pages42%I have not engaged with a brand on social media in exchange for incentives39%Commented on the brands social media post26%Reshared a post from the brand23%Tagged friends in a comment on a brands social post22%Used a brands hashtag or mentioned them in a post to boost the posts
51、visibility15%Direct/private messaged with the brand on social media13%Used a brands hashtag or mentioned them in a post in order to participate in a promotion,sweepstakes or contest12%16ebbo 2022 Premium Loyalty Data StudyWhy?It all comes down to value.Many consumers clearly have either never seen t
52、he value in engaging with a brand on social media or have felt disinclined to go beyond following a brand on its social pages.Translation:If brands want to use social media to build customer loyalty,they have to be willing to exchange more than what theyre currently offering.Engagement ultimately ha
53、s to be worth it for consumers to act.How consumers have engaged with a brand on social media in exchange for an incentive(e.g.,discount code,gift card,free item,chance to win sweepstakes)1Email73%2Name62%3 Birthday57%4Phone number44%5Gender39%6Home address30%7Race/ethnicity29%8Marital status26%9Soc
54、ial media handle20%10Income level19%11Buying preferences(e.g.,“Im interested in athletic apparel”)19%12I have never shared any data with a brand in exchange for an incentive14%13Health data(steps,heart rate,etc.)8%14Browser history8%17ebbo 2022 Premium Loyalty Data StudyThe more specific the data,th
55、e lower the rate of exchange for consumersWe saw the same trend for better engagement opportunities from brands when it came to consumers exchanging personal data.Respondents indicated theyve shared information like their email,name,birthday and phone number with brands in exchange for an incentive.
56、However,respondents have been much less willing to part with more specific pieces of data like browsing history,health data and buying preferences.Which of the following pieces of personal data have you shared with a brand in exchange for an incentive(e.g.,discount code,gift card,free item,chance to
57、 win sweepstakes)Client Success StoryVolvo harnesses the power of zero-party dataFor the 2020“Big Game,”we helped Volvo use high-value engagement to obtain zero-party data.The automaker pledged to give away$1 million worth of its automobiles if either team scored a safety during the game.Fans were a
58、ble to configure their dream Volvo online and had to register for the giveaway component by entering a few pieces of personal information giving the brand valuable zero-party data on potential customers.Although consumers demonstrated less willingness to part with more personal pieces of data like b
59、rowser history,health data and buying preferences,that doesnt necessarily mean they arent willing.Nearly half of consumers(45%)say theyre willing to share their data in exchange for an enhanced customer experience1.But like our engagement data on social media,our results on personal data show that t
60、he value proposition for exchanging more personal data isnt there yet.By collecting zero-party data through high-value engagement tactics like chance-to-win,offers and rebates,brand advocacy and gamification which can also be layered into your loyalty programs.How can brands gain more valuable insig
61、hts by making it worth it for consumers?https:/ 2022 Premium Loyalty Data Study19ebbo 2022 Premium Loyalty Data StudyThe Virtualization of LoyaltySECTION 04Consumer interest in the metaverse and NFTs is risingAs our world becomes ever more digital,we took a look at two major digital trends in this y
62、ears survey:the metaverse and non-fungible tokens(NFTs).How familiar are consumers with the metaverse?The metaverseA set of interconnected virtual reality worlds where people can create,explore and socialize.NFTsDigital assets that show ownership of a digital or real-world item,like an image or vide
63、o.NFTs can be bought,sold or traded just like real-world items.Metaverse and NFTs defined Although its a new phenomenon,more than half of respondents(56%)knew what the metaverse was.56%of consumers correctly identified the metaverse as a set of virtual reality worlds44%of consumers said they didnt k
64、now what the metaverse was,or incorrectly identified it as a video game or wellness app20ebbo 2022 Premium Loyalty Data Study1Gen Z83%2Millennials79%3Gen X66%4Baby boomers40%5Silent generation12%1Gen Z74%2Millennials73%3Gen X59%4Baby boomers27%5Silent generation10%After being presented with the corr
65、ect definition of the metaverse,a healthy majority(65%)indicated an interest in engaging with a brand in the metaverse to unlock an exclusive offer from the brand,with more than a quarter of respondents(27%)saying they were“very interested.”Theres much debate about what the metaverse will ultimately
66、 become for consumers and brands.However,with companies like Walmart,Adidas and Miller Lite investing in metaverse capabilities,brands should do their homework on how virtual worlds could factor into their future goals.And with nearly two-thirds of consumers already showing interest in the metaverse
67、,this figure could exponentially grow as it advances.Which of the following best describes your interest level in engaging with a brand in the metaverse to unlock an exclusive offer from the brand?Which of the following best describes your interest level in NFTs(non-fungible tokens)?21ebbo 2022 Prem
68、ium Loyalty Data Study22ebbo 2022 Premium Loyalty Data StudyDoes the future of premium loyalty lie in the metaverse and NFTs?While the metaverse shows great potential for consumer engagement opportunities,there was less interest in NFTs.Although NFTs have seen sales as high as$91.8 million,just over
69、 half of respondents(57%)indicated an interest in the digital assets,while 43%said they were not interested at all.However,NFTs could still be a valuable tool for some brands especially those looking to engage younger generations.Gen Z and millennials indicated very high levels of interest in the di
70、gital worlds and assets that the metaverse and NFTs bring.These generations are much more likely to be interested in engaging with a brand in the metaverse to unlock an exclusive offer from the brand.And theyre much more likely to be interested in NFTs.Miller Lite drove beer drinkers to the Meta Lit
71、e Bar in the metaverse to watch its“Big Game”ad in February 2022.The virtual experience,which took place in Decentraland,was the first-ever brand hosted bar in the metaverse.In addition to the ad viewing,we helped Miller Lite encourage further customer engagement by allowing fans to pour a virtual b
72、eer from the“golden beer tap”for a chance to instantly win$500.The result was a memorable experience for metaverse attendees that was created through exclusive offers.57%of consumers are interested in NFTsClient Success StoryMiller Lites first foray into the metaverseMethodologyebbo(formerly Clarus
73、Commerce)surveyed 2,500 U.S.consumers in late February 2022.23ebbo 2022 Premium Loyalty Data StudyCreate the Best Experiences for Your Best CustomersConsumer interest in premium loyalty programs has skyrocketed over the past few years.But in 2022,its clear that brands need to consider how to best le
74、verage loyalty programs,especially premium loyalty programs that can provide an enhanced experience for brands best customers.Consumers are willing to spend on premium loyalty programs,but the benefits have to be worthwhile for them to sign up.You must take the opportunities consumers are giving you
75、r brand and provide value that will push members to take action within your program,whether thats through purchasing or increased engagement.Consumer interest in premium loyalty programs has skyrocketed over the past few years.But in 2022,its clear that brands need to consider how to best leverage l
76、oyalty programs,especially premium loyalty programs that can provide an enhanced experience for brands best customers.Consumers are willing to spend on premium loyalty programs,but the benefits have to be worthwhile for them to sign up.You must take the opportunities consumers are giving your brand
77、and provide value that will push members to take action within your program,whether thats through purchasing or increased engagement.But to take advantage of those opportunities,the value of exchange with your brand needs to be there for consumers no matter if its within your current premium loyalty
78、 program or in the future through the metaverse or NFTs.Ultimately,getting customers to engage in loyalty programs comes down to what youre willing to do to make the programs appealing and worthwhile.Its time to think differently about loyalty programs and give your best customers the value they des
79、ire.ebbo 2022 Customer Loyalty Data StudyAbout ebboebbo is an all-in-one loyalty company that has helped leading brands build unforgettable customer experiences for over two decades.With our data-driven strategy,full-service approach and the unwavering support of the people behind our platform,our d
80、edicated team will work with you to understand your loyalty goals,innovate solutions and help you build customer engagement on repeat.ebbo is headquartered in Rocky Hill,CT,with offices in Michigan and team members all over the U.S.If youd like to learn more about how to increase customer engagement,visit to learn more.