Loyalty Landscape

Loyalty Landscape: The State of the Industry

Loyalty Landscape is an honest and confidential evaluation of the most important and dynamic facet of marketing: Customer Loyalty! The second annual Loyalty Landscape report will be released during the 2015 Loyalty Expo. Loyalty360 CEO Mark Johnson will share highlights of the research in his session titled “Unveiling the Loyalty Metric: A Deeper Understanding of Customer Loyalty,” along with an unveiling of Loyalty360’s new Loyalty Metric. Attendees will receive a summary copy of the report. The full report will be available to download following Loyalty Expo.

The 2015 Loyalty Landscape report will dive into the performance metrics, benchmarks and challenges faced by brands today, to provide a clear view of the state of the industry. Over 300 brands participated in this year’s survey, making it the most comprehensive research to date.

In the inaugural 2014 study, Loyalty360 staked out a first-of-its-kind overview of the state of loyalty marketing as identified by nearly 200 of the top brands across a broad spectrum of the market. Findings from the 2014 study showed:

Winners of the 2014 Loyalty360 Awards – marketers who have shown proven results in lifting customer awareness, sales, engagement, and satisfaction – are thinking beyond traditional rewards programs to build loyalty at every step of the customer journey. Placing a larger bet on customer loyalty is paying off handsomely at these companies.

Marketing budgets are on an upward trajectory when comparing year-over-year spend.

The primary focus of loyalty marketers remains their greatest challenge; Identifying and offering rewards that are valuable to the customer.

Even though we are tired of hearing about “Big Data,” it is more than just big talk. Cracking the nut on using data to better understand customers and deliver on what motivates them is top of mind for many marketers and remains a pressing challenge.

While loyalty programs have proliferated, internal support - in the form of budget, resources, internal alignment and executive-level buy-in - continues to be a challenge.

Benchmarking is a gap.

In the ever-changing landscape of marketing, loyalty is still in demand. A broad assortment of measuring tools and feedback facilitators are creating both signal and noise; the challenge lies in the ability to discern the two. What is real and what is illusion? What is working to create a full, 360-degree customer experience that generates, enhances and solidifies loyalty?