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1、Principles to Build Loyalty in ChinaApril 2023 Nurturing Customer Loyalty in China2Chinese consumers are keen users of loyalty programsHighlights of Chinese Loyalty Program Users81%19%Neutral/DisagreeAgree46%19%14%14%11 to 157%2086%Do notIncreaseIncrease14%1.Survey screening criteria:respondents hav
2、e enrolled in and are actively using at least 3 major membership programs among the selected sectors2.Including food service,grocer&mall,travel,E-commerce,luxury,footwear&apparel,cosmetics&beauty,food&beverage3.Q:Within each sector,which of the programs have you enrolled in/are aware of?Please pick
3、the most appropriate choice for each program4.Q:On a scale of 1-5,to what extent do you agree with the following statements regarding your attitude/behavior to the membership program in general?5.Q:After joining the program in different sector,how did total spending with the brand change(compared to
4、 spending when you were not a member)?Close to half enrolled in 20 programsacross the key consumer good and leisure categories2Number of Loyalty Program Enrolled 3%of RespondentsDo You Agree with“I actively use program to earn points and redeem benefits”4%of Respondents Agreed81%uses loyalty program
5、s actively(e.g.use the program to earn points,redeem benefits,enjoy privileges)Change in Brand Spending after Loyalty Program Enrollment 5%of Respondents that Has Increased Spending for at Least 1 ProgramSubject to Survey Screening Criteria186%has increased their overall spendafter enrolling in loya
6、lty programs Source:OC&C China membership survey(2023),OC&C analysis3Particularly in high purchase frequency categories such as beauty and food service3.83.73.73.63.43.33.22.8Food ServiceTravelGrocers&MallsLuxuryFootwear&ApparelBeauty&CosmeticsE-CommerceFood&BeverageSource:OC&C China membership surv
7、ey(2023),OC&C analysis1.Average number of programs enrolled for a respondent that have program(s)in that specific sector2.Q:Within each sector,for how many brands have you enrolled in membership programs at this time point?Sectors covered in the survey includes:Food Service(e.g.restaurant,caf,tea dr
8、ink),Retail(e.g.department store,shopping mall,grocery),E-Commerce,Travel(e.g.hotel,airline,OTA),Luxury,Footwear&Apparel(e.g.casual/formal/sport brands),Beauty&Cosmetics(e.g.beauty&cosmetics brands,specialist retailers),Food&Beverage(e.g.alcohol,soft drink,snack brands)3.Survey screening criteria:re
9、spondents have enrolled in and are actively using at least 3 major membership programs among the selected sectorsNumber of Programs1Enrolled per Respondent by Sectors2N=1,5003High-frequency CategoriesLower-frequency Categories85%89%88%73%64%89%77%83%x%Category Loyalty Program PenetrationSubject to S
10、urvey Screening Criteria34The reasons for joining and participating in loyalty programs differ across categories1.Q:what is your motivation of first becoming a member of XX program?Please rank top 3 motivations for joining2.Applied different interpretation for the same option of“This program gives m
11、e access to exclusive product,service,content,or activities”Source:OC&C China membership survey(2023),OC&C analysisTop Reasons For Joining Loyalty Program by Sector1%of Respondents Choosing as Top 3 Reasons,Various N“Predominantly discount-driven”Cosmetics&BeautyGenerous discountInstant benefitExclu
12、sive product/service229%29%27%(n=211)“Experience plays a role”Grocers&MallsGenerous discountExperience enhancingInstant benefit32%28%26%(n=218)E-CommerceGenerous discountPractical and relevantExperience enhancing37%35%31%(n=281)Food ServiceExperience enhancingPractical and relevantGenerous discount2
13、9%29%27%(n=200)Food&BeverageExclusive discount events2Generous discountInstant benefit30%28%28%(n=144)Footwear&ApparelInstant benefitExclusive product/service2Generous discount31%27%27%(n=248)TravelLuxury/AffordableLuxuryExclusive product/service2Exclusive product/service2Instant benefitGenerous dis
14、countPractical and relevantReceive brand info31%34%31%29%29%26%“Exclusivity is key”(n=88)(n=110)5Within each category,the favourite program is typically a local operator in fashion and beauty,international brands top the chartsFood ServiceGrocer&MallLuxury/Affordable LuxuryFootwear&ApparelCosmetics&
15、BeautyFood&BeverageBest Loyalty Program by SectorTop Ranked Program Selected as Top 5 Favourite1Source:OC&C China membership survey(2023),OC&C analysis1.Among the respondents whose favourite programs include a category,the%of respondents that select the particular program as overall top 52.JD Plus i
16、s a paid programTravelE-CommerceHaiDiLao HotpotYonghui SuperstoreCTripJD.com2ChanelNikeEstee LauderThree SquirrelsSee Appendix(p29-36)for full Rankings6Customer advocacy of the brand increases substantially post sign-up20%7%14%10%9%48%57%48%46%48%Some increaseIncrease a lot64%68%62%56%57%Impact of F
17、avourite Programs:Consumer Behavior Change after Enrollment1%of Respondents,N=1,500Quantity per PurchasePurchase FrequencyNew Product/Category TrialSource:OC&C China membership survey(2023),OC&C analysisBrand EngagementWillingness to Recommend1.Question:How did your behaviour or attitude change afte
18、r joining the membership program XX?7Chinese consumers are willing to pay to join loyalty programs so long as the benefits justify the costLow membership feeGenerous discountsExclusive product/serviceHigh value for moneyRelevant to daily lifeExperience-enhancingInstant benefitWide variety of benefit
19、sSense of exclusivityAcceleration to higher tierSense of community44%39%34%32%30%29%15%26%21%15%11%Disagree1%36%14%Strongly Disagree3%47%NeutralAgreeStrongly Agree1.Q:On a scale of 1-5,to what extent do you agree with“I would like to pay for membership if the program looks attractive”?2.Q:What are t
20、he top 3 reasons that make you decide to pay for the program?Source:OC&C China membership survey(2023),OC&C analysisWillingness to Pay for Attractive Loyalty Programs%of respondent,N=1,5001Reason to Pay for Loyalty Programs%of Respondents selecting as top 3 reasons,N=1,5002“I would like to pay for m
21、embership if the program looks attractive”83%Attitude towards Paid Membership8We have outlined 6 key principles to developing a winning loyalty program in China2Earning must be simple and demonstrate tangible valueThe best programs offer a simple,universal way to earn,while encouraging additional en
22、gagement to earn faster/more3415You want members to use their benefits!Benefits should appeal broadly,celebrate the individual and offer choice to address specific target customer segmentsThe economics must be understood overall and by customer groupMonetising free/low-cost assets,minimising canniba
23、lisation,and passing costs to partners/suppliers are critical levers to managing cost,and increasing ROIStart with the strategic objectiveLoyalty programs must support and enhance business priorities,and have a clear customer focus6Maximising value requires integration across the businessLoyalty can
24、not stand alone it is essential to integrate across customer facing touchpoints and across business operationsStrike a balance between consistency and localisationLoyalty programs must be tailored to local needs while remaining certain consistency9Loyalty programs must support and enhance business p
25、riorities,and have a clear customer focusWhat priorities can loyalty support?Is loyalty the best way?Eg vs investment in price/marketing Which customer groups are you attempting to reach through loyalty?Do you understand how much each group is worth and how much youre willing to invest?1Questions to
26、 ask of your programStart with the strategic objectiveUnderstand customers betterIncrease usage of new/preferred channelsIncrease preference and capture share of walletExpand repertoire/purchase higher margin productsSmooth demand/increase utilisation during off-peakRetain customers/stimulate next p
27、urchase Monetise customer databaseCommon objectives for loyalty programsCommon objectives across virtually all loyalty programs essential to consider which customer groups you want to reach through loyalty and their needs/valueImportant for companies with store/offline interactionsFocus on these obj
28、ectives varies by company and by customer group.For example,capturing customer data(especially with marketing rights)is highly valued amongst lower frequency groups10Loyalty programs can be used for different objectives influencing channel behaviours is increasingly important1Travel OperatorsRetailH
29、ospitalityEncourage direct bookings-maintaining/reclaiming volumes vs OTAsEncourage use of apps to enhance(and influence)store shopping experienceEncourage use of apps to streamline ordering(and reduce cost to serve)and maintain ownership of customer(vs 3rdparty platforms)Huazhu Members can choose t
30、heir room selecting eg rooms with great views,order room service,chat with front desk,quick check-inIKEA members can scan QR codes in-store through the IKEA app to enjoy flash sales and check product info Recent Examples Include Channel ObjectivesPizza Huts loyalty programme requires ordering via th
31、e app to earn rewardsIn-Store QR CodeChannel Objectives of Different PlayersSource:Desk Research,OC&C analysis11Case Study:KFC Paid Membership Program330 Mn overall membersand 1/3 paid membersby the end of 2021With highly differentiated membership programs KFC has been able to achieveTargeted Custom
32、erOfferingsMembership CardDelivery LoverOnly focus on delivery fee:Free delivery fee once an order hits 19 RMB;applicable two times a dayCoffee LoverOnly focus on coffee benefit:Reduced price of 1 RMB for 1 medium coffee per dayFrequent CustomerBasic discounts on breakfast,coffees,delivery feeCoupon
33、s from dual membership of iQiyi,QQ Music,JD PlusFrequent Breakfast EaterOnly focus on breakfast benefit:Regular discount on breakfast setParents with KidsVarious discounts on KFC kid productsCoupons and access to kid eventsYum!Brands LoverVarious discounts/coupons on five Yum!Brands(including KFC,Pi
34、zza Hut,etc.)KFC has launched highly targeted membership cards to serve the needs of different customer segments and missions162%of sales from overall membersvs.McDonalds(53%)and Burger King(40%)Source:Desk Research,OC&C analysisDelivery God CardCoffeeMonthly CardBig God CardBreakfastCardParent Card
35、Yum!Brands CardWOW MemberPriceNew joiner discount voucherMember exclusive discounts and vouchers on various productsAll Customers188/Year20/Month68/Year18/Month18/Month18/MonthFree12Earning something is a powerful motivator.This must have a simple,mass-appeal mechanicCan you describe the reason for
36、customers to join in one line?Is the proposition sufficiently strong to make the subscription a no-brainer decision?Do your benefits have a mass appeal to your targeted potential audience?Earning must be simple and demonstrate tangible value2Questions to ask of your programBe EngagingThe mechanism m
37、ust be designed to engage members on a regular basis3 characteristics a good earning mechanism should haveBe Easy to UnderstandA complicated earning mechanism might just turn most members away and become obsoleteBe AchievableProgram should set reasonable thresholds for members to feel motivated to p
38、articipate13Case Study:Tims Simple Tiering SystemSimple Membership Tier SystemSource:Desk Research,OC&C analysis2Tims keeps its customers motivated by setting achievable thresholds and engaging them with missions and special activitiesMini Guy CardSmall Guy CardBig Guy CardDaily Missions and Special
39、 Activities0 RMB(automatically become one upon registration)Hit 120 RMB(equivalent to just 4 oatmeal latte)Hit 600 RMB(reachable within 1 month)3 tiers to climb with achievable thresholds123Limited-time MissionTier-based MissionMembers are constantly whipped byCustomers kick start their membership j
40、ourney withSpecial ActivityStronger point rewards with no tier restrictions but time limitDesigned for different tiers to incentivise different behaviourTo offer excitement to customers and maintain engagement14Members of Alipay earn green energy from everyday activities eg walking instead of drivin
41、g.Alipay rewards members with virtual trees planted in app based worldwhich supports Alipays commitment to the environment planting a real tree for each virtual treeEarning can encourage everyday engagement over half a billion members plant trees in Alipays Ant Forest2“Congratulations!Thanks to your
42、 efforts,now a real tree will be planted in the desert!.”Ive planted 1 tree!56g Green Energy from Walking300m+trees planted 600m+members participateSource:Desk Research,OC&C analysisCase Study:Gamified Engagement of Alipay Ant Forest153You want members to use their benefits!Benefits should appeal br
43、oadly,celebrate the individual and offer choice to address specific target customer segmentsAre your members regularly using their benefits?Are these benefits valued?How can redemption be used to stimulate incremental purchases?Questions to ask of your program3 qualities of a winning benefit designR
44、ich in VarietyRelevant to CustomerBehaviour Changing.so that benefit could appeal broadly.to relevant customers daily life and easily usableable to drive target behavioural changes 16Godiva chocolate gift box for black diamonds(highest tier)membersLounge/VIP early access to ticket/Fast pass in airpo
45、rt security checkCtrip offers a set of benefits beyond travel to convey value and ensure relevance to customers Case Study:Ctrip Member BenefitsSource:Desk Research,OC&C analysis3Flight/TransportHotelExampleRoom upgrade/Free breakfast/Late check-outLocal car rental discount/Wi-fi rental discount/FX
46、handling fee discountDiscounts with different retailers e.g.JD Plus Card,Starbucks special rights(e.g.10%off coffee),Sunrise Duty Free couponsFree 1-month pass for one of 8 selected lifestyle apps e.g.QQ music(Music),Mango TV(Streaming),Keep(Fitness),Ele Me(Delivery),Zuoyebang(Education)Sub-category
47、Travel NecessityLocal AttractionTourist attraction entry fee discount/Tour guide booking discount ShoppingAccess to Other AppsHealthcareHealthcare discount annual pass for black diamonds(highest tier)membersGiftsTravelNon-travel17NIO point,which provides tangible benefits,is a tool to guide users to
48、 conduct good behaviors in the NIO community.-NIO appNIOs multiple ways to burn points,addresses diverse customer needs and target specific changes in behaviourSource:Desk Research,OC&C analysis3Ways to Burn PointsExamples of BenefitsUse as In-app Social CurrencyRedeem forIn-store ExperienceRedeem f
49、or ProductsRedeem for Service1234Send digital red envelopes to other usersTip high-quality contents in NIO appRedeem for special drinks in NIO HouseRedeem for co-working space access in NIO HouseRedeem for NIO Life products in NIO Life mallRedeem for car accessories in NIO Car mallRedeem for NIO car
50、 rental service in travel occasionsRedeem for NIO driver serviceTarget Behavior ChangeCreate more user interactionson NIO appEncourageoffline channel engagementDrive visits to NIO mallsand trial of new productTrigger trial of new serviceCase Study:Point-based Benefits of NIONIO Points184The economic
51、s must be understood overall and by customer groupQuestions to ask of your programMonetising free/low-cost assets,minimising cannibalisation,and passing costs to partners/suppliers are critical levers to managing cost,and increasing ROIDo you understand the cost/benefit overall and at customer segme
52、nt level of your loyalty programme?Do you understand how dialling up/down specific benefits can influence customer behaviour and programme economics?Monetise Free Assets Most loyalty programs create value from monetising assets which are otherwise given away eg priority access,or have very marginal
53、cost to deliver eg enhanced service/productPass on Costs to Suppliers&Partners Customer access is the most valuable asset of any rewards scheme programs need to understand the value of a customer to a specific supplier/partner and charge accordinglyMinimise Cannibalisation Making the economics work
54、requires minimising cannibalisation of existing super-user spend(eg limited redemption on high demand lines/dates),while investing just enough to change behaviours of lower frequency customers3 approaches are commonly used to support loyalty program economics 19Questions to ask of your programme6%3%
55、2%1%HotelsRestaurant/QSRGroceryAirlinesRetail(excl Grocery)4%2Typical Monetary Value to Customers of Rewards Points1Typical Implied Cost to DeliverShare of Cost Covered by Partners 1.Figures of leading industry players as illustration2.Difference exists across different players-Local brands typicall
56、y c.1%;foreign brands typically c.4%Loyalty programs of high gross margin businesses(eg restaurant)can be more generous,while retailers must work harder to create value4High(when franchised)LowMidHighLowLow(benefits leverage are fixed assets)Low(if without cannibalisation)Mid(utilisation is typicall
57、y high and hence cannibalisation)HighHighSource:Desk Research,OC&C analysisRestaurants high gross margins and potential for incremental visits/larger orders support generous rewardsChinese hotels brands,esp.local players tend to offer lower monetary value for points,potentially because many offer mo
58、re 3rdparty benefits with high delivery costRetailers inventory is expensive to give-away.Reflecting this retailers try to minimise the giveaway of prime stock encouraging redemption on sale items/priority access.In Grocery,redemption is largely covered by CPG suppliers paying for product promotions
59、20The specific high restaurant margins support generous redemption rates a wide range is common to encourage specific purchase behaviour4Range of implied value from points redemption across menu itemsEffective Cash Back Rate1on Spend withSingle units are priced more generously than meals as potentia
60、l to stimulate new incremental snacking visit,or add on to an existing order7.4%7.7%3.0%6.3%8.0%Source:Desk Research,OC&C analysis1.Menu pricing shown on official App and mini program3.0%3.9%4.4%6.3%Drinks are typically lower value,as rewards often cannibalise existing sales,while food purchases are
61、 more likely to be incremental with uptake encouraged through more generous redemption pricing21Case Study:Accor Paid Membership ProgramSource:Expert Interview,OC&C analysisAccor launched a new membership card with high customer perceived value but minimised delivery cost4While Accor launched a Chin
62、a paid program“ZhenXiang”with a long list of benefits it still manages to keep the economics workable by1 complimentary nightFree Night AwardRoom Rate DiscountF&B&SPA VoucherExperiential Benefit50%off coupon x1 30%off coupon x1Extra 1 50%off coupon x150%off buffet x550%off afternoon tea x230%off SPA
63、 x 1Late checkout x 2Free laundry x 5Free wine&cakeCategoryExample(non-exhaustive)Monetise unutilised room capacityBenefits redeemed on inventory few hotels are 100%full,allowing assets to be monetised at marginal costMinimise cannibalisation of popular nightsBlack-out dates to prevent redemption on
64、 peak seasons/high-occupancy nights Pass on costs to hotel owners(franchisees)Franchisees cover the cost of on-property benefits,in exchange for incremental room revenue123RMB 138822Loyalty programs must be tailored to local customers while remaining an extent of consistency overall speakingIs your
65、loyalty program localized enough to be compelling to local customers and meet their needs?Is your loyalty program consistent with the global or national program on the most important dimensions so as to ensure coherence?5Strike a balance between consistency and localisationQuestions to ask of your p
66、rogram12Cater to local customer needTailor to local competitionLeverage local resources+What Localization can addWhat being Consistency can bringConsistent marketing messageGold standard qualityIntegration of global programs23Starbucks tailored its membership structure and offering to increase appea
67、l amongst Chinese consumers5Case Study:Starbucks Rewards Program Source:OC&C analysisPoints-Based Free Membership ProgramTiers-Based Free Membership Program+Paid MembershipIn markets where customers prefer simplicity,Starbucks membership program is designed to be simple and readily understandablePoi
68、nts-based rewards program with simple mechanism Earn Stars,get RewardsSilverGreenGoldDirect to GreenPrepaid membership card offers vouchers and direct to Green tier3 tiered free membership system,each tier with different threshold and sets of benefitsMembership program was customized to digital savv
69、y Chinese customers who are accustomed to sophisticated tier-base membership mechanism and attracted by tangible benefits24Sephoras loyalty program in China has inherited the spirit of its global program,but tailors its tier,benefit,campaign,and channel to be more locally relevantSource:Desk Researc
70、h,OC&C analysisCase Study:Sephora Loyalty Localization Strategy5Global ConsistencyLocal RelevancyTierBenefitChannelCampaignConsistent tier naming as global White/Black/Gold Card are widely used across countries11 additional local tier Pink,where member can upgrade from Pink to White with any purchas
71、e amountLower bar to level up vs.US to incentivize spending&tier climbingConsistent structure and similar types of benefits “Saving+Experience+Sample”as the key componentsKeep the most relevant and appealing benefits Trimmed down the list(11 items)vs.US(14 items)China-specific perk to give instant g
72、ratification,e.g.new member couponConsistent member-exclusive promotion campaign Flat 10-20%off everything for different member tiersLaunch the similar campaign format at different frequency&time points to keep pace with local promotional seasons Consistent loyalty program touchpoints Sephora app an
73、d S to align with global channels Leverage local touchpoints(e.g.WeChat mini-program,TMall)to better engage with Chinese membersSeamless integration of channels1.In some countries new naming(Insider/VIB/rouge)has been adopted25Localization should also be considered within a market Club Marriott comp
74、rises of both universal and hotel-specific benefitsSource:Desk Research,OC&C analysisCase Study:Universal and Local Benefits of Club Marriott5A premium paid program providing exclusive dining and accommodation benefitsProgram mechanism:Customer selects a hotel to enrol in Marriott Club,and enjoys 1)
75、universal discount applicable to all participating hotels,as well as 2)localized hotel-specific offers applicable to hotel the member enrolled inPrice:2,000-4,000 RMB per yearParticipating Hotels:Over 300 hotels&resorts in APACUniversal BenefitsLocalized Hotel-Specific BenefitsClub Marriott offers a
76、 set of universally applicable discount to ensure mass appeal and consistency proposition across programsApplicable to all participating hotelsApplicable to 1 selected local hotel member enrolled in ABF&B Discount:Up to 20%off at over 1,000 restaurants and bars in Asia PacificStay Discount:Up to 20%
77、off the Best Available Rate for rooms in all participating hotelsand the program allows individual hotels to offer localized part of the benefits,which ensures local relevancy and operational viabilityExamples of Single-Hotel BenefitsCOther Stay Benefits:Such as complimentary nights,room upgrade vou
78、chers,etc.offerings differ by hotelsDOther Add-On Benefits:Such as gym pass,free buffet vouchers,free cake/wine vouchers,higher stay/F&B discounts,etc.offerings differ by hotels+26Loyalty cannot stand alone it is essential to integrate across customer facing touchpoints and across business operation
79、sAre investments in loyalty considered alongside other price and promo decisions?How is enhanced customer knowledge being used to improve user experience?Are you willing to hold-back your best proposition for loyalty members?Egmember only pricing Integrated LoyaltyMarketingRange/Product PlanningCust
80、omer ExperienceData&Customer InsightReporting,Budgeting&Target SettingPrice&PromoCustomer FacingOperations6Maximising value requires integration across the businessQuestions to ask of your program27How does your loyalty program match up to the best practices?How would you rate your program on the fo
81、llowing dimensions from 1-5?1=Very Poor 2=Poor 3=Average4=GoodStart with strategicobjective 12Earning must be simple and demonstrate tangible valueYou want members to use their benefits!3The economics must be understood overall and by customer group4Strike a balance between global consistency and lo
82、cal relevancy5Design PrinciplesMaximising value requires integration across the business61.Your loyalty program has a clear objective2.Your loyalty program has a well-defined target segment3.Your program supports and enhances business priorities4.Your earning mechanism is easy to understand and intu
83、itive5.Your program milestones are reasonable to achieve6.Contribution of active users among all members is high(e.g.80%)14.Your loyalty program has not seen any major conflicts with areas of business operations15.Your loyalty program has been extensively leveraged to optimise other areas of the bus
84、iness 13.Your local loyalty program is consistent on the most important dimensions with the global/regional program7.Many of your customers are using loyalty programs(e.g.80%)8.Your members engage with the program and use benefits frequently9.Your benefits are successful in stimulating behaviour cha
85、nge10.Your loyalty program is leveraging various low-cost resources to convey value to customers11.Your loyalty program has a health and highly profitable economics 12.Your loyalty program caters for the nuanced needs of local customersDiagnostic DimensionsScore70:Top of the Game5=Excellent28Appendi
86、xLoyalty Program Rankings29Backup:List of loyalty programs in Grocers&Malls sectorGrocers&Malls Loyalty Program List1.Among the respondents whose favourite programs include a category,the%of respondents that select the particular program as overall top 5110Yonghui MemberRT-Mart MemberSams Club Membe
87、rFreshippo Free MemberChina Resources Member(China Resources Pass)Carrefour Free MemberFreshippo Paid Member(Freshippo X Member)Dingdong Paid Member(Green Card Member)Carrefour Paid Member(CC Member)Metro Paid Member(PLUS Member)23456789FreeFreePaidFreeFreeFreePaidPaidPaidPaid17%8%20%15%8%10%8%8%5%5
88、%BrandProgram NameFree or Paid?%of Respondents Selected as Top 5 Favourite1Source:OC&C China membership survey(2023),OC&C analysis30Backup:List of loyalty programs in Food Service sectorFood Service Loyalty Program List1.Among the respondents whose favourite programs include a category,the%of respon
89、dents that select the particular program as overall top 5110Haidilao MemberKFC Free Member(WOW Member)McDonalds Free MemberKFC Paid CardStarbucks Paid Member(Gift Card,Reward Card)Pizza Hut Free MemberStarbucks Free Member(Star Reward Club)McDonalds Paid Member(O McGold Member)HEYTEA Free Member(HEY
90、TEA VIP VIP)PizzaHut Paid Member(Exclusive Card)23456789FreeFreeFreePaidPaidFreeFreePaidFreePaidBrandProgram NameFree or Paid?%of Respondents Selected as Top 5 Favourite16%7%9%17%10%6%15%19%7%10%Source:OC&C China membership survey(2023),OC&C analysis31Backup:List of loyalty programs in Travel sector
91、Travel Loyalty Program List1.Among the respondents whose favourite programs include a category,the%of respondents that select the particular program as overall top 5110Ctrip Free MemberFliggy Free MemberCtrip Paid Member(Ctrip Super Member)Tongcheng Free MemberChina Southern Free Member(China Southe
92、rn Sky Pearl Club)Qunar Free MemberFliggy Paid Member(Fliggy Money Saving Card)Air China Free Member(Phoenix Miles Members)Air China Paid MemberTongcheng Paid Member(Black Whale Member)23456789FreeFreePaidFreeFreeFreePaidFreePaidPaidBrandProgram NameFree or Paid?%of Respondents Selected as Top 5 Fav
93、ourite14%6%6%5%9%7%10%17%4%6%Source:OC&C China membership survey(2023),OC&C analysis32Backup:List of loyalty programs in E-commerce sectorE-commerce Loyalty Program List1.Among the respondents whose favourite programs include a category,the%of respondents that select the particular program as overal
94、l top 5110JD Paid Member(JD PLUS)Tmall Paid Member(88VIP)PDD Paid Member(Money-saving Monthly Card)JD Free MemberTmall Free Member Vipshop Paid Member(Super VIP)PDD Free Member(10 Billion Subsidized Member)Suning Paid Member(Super Member)Vipshop Free MemberSuning Free Member23456789PaidPaidPaidFreeF
95、reePaidFreePaidFreeFreeBrandProgram NameFree or Paid?%of Respondents Selected as Top 5 Favourite15%6%9%12%12%6%29%13%3%33%Source:OC&C China membership survey(2023),OC&C analysis33Backup:List of loyalty programs in Luxury sectorLuxury Loyalty Program List1.Among the respondents whose favourite progra
96、ms include a category,the%of respondents that select the particular program as overall top 5110Chanel Fashion MemberHerms MemberChristian Dior Fashion MemberGucci MemberLongines MemberLouis Vuitton MemberCartier MemberCoach MemberBurburry MemberRolex Member23456789FreeFreeFreeFreeFreeFreeFreeFreeFre
97、eFreeBrandProgram NameFree or Paid?%of Respondents Selected as Top 5 Favourite17%8%8%9%10%12%10%17%11%13%Source:OC&C China membership survey(2023),OC&C analysis34Backup:List of loyalty programs in Footwear&Apparel sectorFootwear&Apparel Loyalty Program List1.Among the respondents whose favourite pro
98、grams include a category,the%of respondents that select the particular program as overall top 5110Nike MemberLi-Ning Member(Li-Ning CLUB)Anta MemberAdidas Member(adi CLUB)HLA MemberXtep Member361O MemberBosideng MemberSketchers MemberZara Member23456789FreeFreeFreeFreeFreeFreeFreeFreeFreeFreeBrandPr
99、ogram NameFree or Paid?%of Respondents Selected as Top 5 Favourite16%7%8%9%4%10%17%20%22%22%Source:OC&C China membership survey(2023),OC&C analysis35Backup:List of loyalty programs in Cosmetics&Beauty sectorCosmetics&Beauty Loyalty Program List1.Among the respondents whose favourite programs include
100、 a category,the%of respondents that select the particular program as overall top 5110Estee Lauder Member(Estee Lauder Luxury Club)Lancme MemberWatsons Paid MemberLOral Member(LOreal Members Club)SK-II Member(NOW Member)Perfect Diary MemberPechoin MemberShiseido MemberChando Member(Chando Club)Chanel
101、 Beauty&CosmeticsMember23456789FreeFreePaidFreeFreeFreeFreeFreeFreeFreeBrandProgram NameFree or Paid?%of Respondents Selected as Top 5 Favourite17%8%8%7%13%9%18%9%10%11%Source:OC&C China membership survey(2023),OC&C analysis36Backup:List of loyalty programs in Food&Beverage sectorFood&Beverage Loyal
102、ty Program List1.Among the respondents whose favourite programs include a category,the%of respondents that select the particular program as overall top 5110Three Squirrels MemberBESTORE MemberCoca Cola MemberPepsi MemberWant Want Member(Want Want Club)Maotai Free Member(iMaotai)Tsingtao Beer MemberM
103、aotai Paid Member(Moutai Hui)Budweiser MemberSnowflake Member(Snowflake Club)23456789FreeFreeFreeFreeFreeFreeFreePaidFreeFreeBrandProgram NameFree or Paid?%of Respondents Selected as Top 5 Favourite16%7%7%7%12%25%25%9%5%7%Source:OC&C China membership survey(2023),OC&C analysisThank you!uncommon sense