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1、Unveiling APACs retail loyalty landscapeHow can DFI retail groups yuu program expand to other regions?Living consumer intelligence| P A CUnveiling APACs retail loyalty landscape2IntroductionDecoding engagement in the evolving APAC market:yuu at the forefront of retail loyaltyThe APAC retail landscap

2、e is undergoing a transformation.Consumers,particularly in tech-savvy markets like Hong Kong and Singapore,are increasingly seeking experiences and emotional connection from brands,as opposed to simply accumulating points.This shift demands innovative approaches to customer engagement,and DFI Retail

3、 Groups yuu loyalty program stands at the forefront of this evolution.This report delves into the evolving loyalty program landscape in APAC,drawing upon valuable insights from our latest study done in 5 key markets,Australia,Hong Kong,Indonesia,Singapore and Hong Kong.By analyzing member redemption

4、 attitudes,mobile app preferences,and privacy concerns,we aim to equip you with the knowledge and strategies needed to:Understand loyalty membership rates in different markets for different type of storesLook out on the consumer perspective on key benefits and barriers to joining a loyalty programCa

5、ter to diverse member preferences and drive engagementDevelop effective mobile app functionalities that resonate with usersBuild trust and transparency through responsible data practicesSupermarkets are the most frequented store type(77%),followed by drugstores(45%)and department stores(39%).Loyalty

6、 program membership is highest for supermarkets(60%)and lower for specialty stores like fashion(20%)and electronics(18%).For all store types,the percentage of customers who are members of a loyalty program is lower than the percentage who shop there regularly.This suggests that there is an opportuni

7、ty for stores to improve their loyalty program offerings and encourage more customers to join.3Visited regularly vs Being a loyalty memberLoyalty programs in APACUnveiling APACs retail loyalty landscape77%45%39%25%25%29%60%31%30%20%18%20%SupermarketsDrugstore&Personal Care/Beauty StoresDepartment st

8、oresFurniture storesElectronics storesFashion storesVisited regularlyLoyalty memberOur latest data reveal that supermarkets(91%)have the highest overall ownership of loyalty program memberships of those who shopped at the store regularly,followed by drugstores&personal care stores(74%).Membership ow

9、nership is generally lower for other store types,with fashion stores having the highest ownership rate(68%)among them.This might indicate that consumers are more selective about enrolling in loyalty programs for stores they frequent less often,compared to stores they visit regularly for necessities.

10、4Loyalty programs in APACUnveiling APACs retail loyalty landscapeLoyalty membership ownedTypes of stores regularly shopped atSupermarketsDrugstore&Personal Care/Beauty StoresDepartment storesFurniture storesElectronics storesFashion storesSupermarkets91%86%84%85%84%83%Drugstore&Personal Care/Beauty

11、Stores55%74%59%63%62%65%Department stores44%49%70%58%57%55%Furniture stores29%37%39%58%48%44%Electronics stores30%35%38%47%58%42%Fashion stores33%45%43%51%50%68%Ownership of loyalty program membershipThe average ownership rate of loyalty programs across the surveyed regions is 82.2%.Australia has th

12、e highest ownership rate at 90%,followed by Hong Kong at 87%.Indonesia has the lowest ownership rate at 66%,which indicates the potential rise of loyalty programs in the region.Unveiling APACs retail loyalty landscape5Own a loyalty program membershipAustralia90%Hong Kong87%Indonesia66%Singapore85%Th

13、ailand83%Female respondents show higher ownership rates compared to male respondents in most categories,notably in drugstore&personal care/beauty stores(39%female vs.23%male)and department stores(33%female vs.27%male).This indicates potential differences in shopping habits and preferences between ge

14、nders,with females possibly being more engaged with certain types of retail outlets.However,males show higher ownership rates in electronics stores(20%male vs.16%female),and furniture stores(20%male vs.19%female).6Being a loyalty memberGender analysisUnveiling APACs retail loyalty landscape59%23%27%

15、20%20%18%12%22%62%39%33%19%16%21%11%18%MaleFemaleSupermarkets Drugstore&Personal Care/Beauty Stores Department storesFurniture storesElectronics storesFashion storesI have other type of loyalty programs for shops/stores not mentioned aboveNot applicable,I am not a member of any loyalty programs at a

16、llLoyalty Programs OwnedThere is a clear generational trend in loyalty program ownership,with older generations generally exhibiting higher ownership rates across some store types compared to younger generations.Baby Boomers(born 1946-1964)and Silent Generation(born 1918-1945)lead in ownership acros

17、s various store categories,such as supermarkets,and department stores,indicating a stronger engagement with loyalty programs among older demographics.Millennials(born 1981-1996)show higher ownership rates in department stores compared to the rest.Additionally,Gen Z(born 1997-2009)exhibits relatively

18、 lower ownership rates across all store types compared to other generations,it could be attributed to the lack of spending power,and this indicates potential differences in purchasing behavior or preferences for loyalty program participation.7Generation analysisUnveiling APACs retail loyalty landsca

19、peLoyalty Programs OwnedGen Z(1997-2009)Millennials(1981-1996)Gen X(1965-1980)Baby Boomer(1946-1964)Silent(1918-1945)AllSupermarkets45%58%71%78%82%60%Drugstore&Personal Care/Beauty Stores25%33%34%35%29%31%Department stores24%34%33%29%33%30%Furniture stores15%23%22%19%7%20%Electronics stores13%20%20%

20、18%4%18%Fashion stores21%24%17%11%7%20%I have other type of loyalty programs for shops/stores not mentioned above11%12%12%10%16%11%Not applicable,I am not a member of any loyalty programs at all28%19%15%15%10%20%Being a loyalty memberWhile supermarkets consistently lead in loyalty program ownership

21、across all countries,with Australia having the highest participation rate at 80%,there are notable differences in other categories.Drugstore and personal care/beauty stores,for instance,see Singapore leading with a substantial 44%,indicating a strong inclination towards loyalty programs in this sect

22、or.Department stores exhibit varying levels of engagement across countries,with Australia leading at 45%.Additionally,a considerable portion of respondents across all countries indicate having loyalty programs for store types not specifically mentioned,suggesting a diverse landscape of loyalty offer

23、ings in the market.8Market analysisUnveiling APACs retail loyalty landscape80%35%45%19%21%21%15%10%73%38%26%22%27%25%5%13%35%18%29%16%12%16%15%34%71%44%18%28%23%29%9%15%63%34%34%19%15%15%11%17%Supermarkets Drugstore&Personal Care/Beauty Stores Department storesFurniture storesElectronics storesFashi

24、on storesI have other type of loyalty programs for shops/stores not mentioned aboveNot applicable,I am not a member of any loyalty programs at allVisited regularly vs Being a loyalty memberAustraliaHong KongIndonesiaSingaporeThailandSpecial discounts and offersPoints and rewards systemEase of access

25、ibility to redeem pointsEasy/simple sign-up processClarity on program and benefitsPoints and rewards systemSpecial discounts and offersEase of accessibility to redeem pointsEasy/simple sign-up processExperiential rewards (e.g.invitation to special events,priority customer service,etc)61%62%Special d

26、iscounts and offersPoints and rewards systemEase of accessibility to redeem pointsEasy/simple sign-up processFavourite brand or storeSpecial discounts and offersPoints and rewards systemEase of accessibility to redeem pointsEasy/simple sign-up processClarity on program and benefits60%55%48%33%75%72%

27、56%46%30%57%30%30%70%70%54%38%29%The data highlights the top 5 reasons individuals join loyalty programs across all markets:special discounts and offers,points and rewards systems,ease of accessibility to redeem points,experiential rewards,and clarity on program benefits.While these factors remain c

28、onsistent overall,significant differences emerge between markets.Thailand and Singapore consumers places higher emphasis on clarity on program and benefits while consumers in Australia would place emphasis on whether its their favorite brand or store.Hong Kong consumers would think having experienti

29、al rewards is important while Indonesian consumers prefer accessibility to redeem points.9Top 5 reasons to join a loyalty programUnveiling APACs retail loyalty landscapeHong KongIndonesiaSingaporeThailandAustraliaSpecial discounts and offersPoints and rewards systemEase of accessibility to redeem po

30、intsEasy/simple sign-up processClarity on program and benefits59%51%36%33%33%30%Rarely shop thereUnattractive rewardsToo much personal information collectedFear of spamConfusing rewards structureUnattractive rewardsRarely shop thereConfusing rewards structureToo much personal information collectedIn

31、convenient to sign up47%46%41%66%59%62%58%52%10Unveiling APACs retail loyalty landscapeHong KongIndonesiaSingaporeThailandAustraliaRarely shop thereToo much personal information collectedConfusing rewards structureInconvenient to sign upUnattractive rewards41%37%36%31%The top 5 barriers to joining l

32、oyalty programs across all markets are concerns over unattractive rewards,inconvenient sign-up processes,confusing rewards structures,too much personal information collected,and fear of spam.Australia,Hong Kong and Singapore demonstrate particularly high levels of concern over unattractive rewards,w

33、ithover 6 in 10 agree compared to other markets.Meanwhile,Singapore expresses greater reluctance due to inconvenient sign-up processes(52%).This emphasizes the importance of addressing market-specific barriers to enhance the appealand effectiveness of loyalty programs.Top 5 barriers to join a loyalt

34、y programUnattractive rewardsToo much personal information collectedRarely shop thereConfusing rewards structureFear of spam50%35%33%61%52%61%48%50%35%52%50%48%36%Unattractive rewardsRarely shop thereInconvenient to sign upConfusing rewards structureToo much personal information collectedUnveiling A

35、PACs retail loyalty landscape11How do consumers perceive loyalty programs?Net DisagreeNet AgreeKey data highlights 67%feel the rewards meet their expectations and agree that programs helped them achieve desired benefits.This highlights the effectiveness of existing programs in providing value and fu

36、lfilling user goals.However,theres room for improvement.Over 4 in 10 consumers find program setup and use time-consuming,pointing towards potential user experience issues.Furthermore,while some users are motivated by points(48%),a considerable portion(23%)is not swayed to shop more solely for points

37、,indicating a need for more compelling incentives.Social media platforms strengthen loyalty program visibility and engagementThe rewards and/or benefits offered by most loyalty programs are up to my standardsLoyalty programs take up too much time to setup and useLoyalty programs have helped me to ge

38、t the rewards/benefits that I wantI intentionally shop more because I want to get more loyalty points11%14%22%8%23%57%53%42%67%48%Unveiling APACs retail loyalty landscape12How do APAC consumers redeem rewards?79%of consumers express a preference for redeeming rewards only once they accumulate enough

39、 points for their desired rewards,indicating a strategic approach to maximizing the value of their loyalty points.Additionally,theres a notable segment,51%,who regularly redeem points for small benefits,there is a preference for frequent,incremental rewards rather than waiting for larger accumulatio

40、ns.Moreover,some individuals,representing 41%of respondents,indicate that they generally hold off on redeeming until the points almost expire,suggesting a tendency to delay redemption until necessitated by the imminent expiration of points.Conversely,a proactive approach is embraced by another group

41、,with 53%indicating they redeem rewards or benefits immediately upon earning them,reflecting a preference for instant gratification.Understanding these diverse preferences allows loyalty program operators to design programs catering to different members,offering a variety of reward options(instant,a

42、ccumulation,seasonal),clear program communication,and targeted marketing based on redemption styles.By catering to their members needs,loyalty programs can become more engaging and rewarding,ultimately driving customer loyalty and retention.53262133274127363720285161579I redeem the rewards or benefi

43、ts immediatelyI generally hold off on redeeming until the points almost expireI usually redeem rewards or benefits only during the holiday seasonI regularly redeem points for small benefitsI only redeem my points once I accumulate enoughLikelyNot sureUnlikely13Usage of loyalty program mobile appsUsa

44、ge of loyalty program mobile appsUnveiling APACs retail loyalty landscapeA significant majority,almost 7 in 10,of all APAC respondents have utilized loyalty program mobile apps,indicating widespread adoption and engagement with this technology.Conversely,about 1 in 4 have not utilized such apps,sugg

45、esting a notable segment that may rely on other channels for loyalty program participation.Furthermore,around 1 in 10 respondents indicate that they are not aware of loyalty program mobile apps,potentially reflecting a gap in awareness or accessibility to such apps.Hence,there is a need for awarenes

46、s-building efforts to maximize participation and engagement.AustraliaHong KongIndonesiaSingaporeThailand57%76%58%69%79%35%19%32%19%16%YesNoNot aware8%5%11%12%6%Unveiling APACs retail loyalty landscape14Perception on loyalty program mobile appsNet AgreeNet DisagreeThe survey results reveal a generall

47、y positive perception of loyalty program mobile apps,with the majority of respondents agreeing that they are beneficial.Mobile apps are successfully streamlining the user experience for program enrollment and reward management with 75%of respondents agreed that mobile apps make it easier to join a l

48、oyalty program and redeem points and benefits.75%of respondents also agreed that mobile apps provide them with the latest information on special discounts or offers,this shows that apps are effective in keeping users informed about loyalty program benefits and promotions.However,a considerable porti

49、on of respondents(26%)found loyalty program mobile apps not useful.This suggests that there might be room for improvement in terms of app features,usability,or user engagement strategies.6%6%5%45%75%77%75%26%Having mobile app makes it easier for me to join a loyalty programLoyalty program mobile app

50、s make it easier to redeem my points and benefitsLoyalty program mobile apps gives me latest information on special discount or offersI feel like loyalty program mobile apps are not useful15%31%41%12%15Unveiling APACs retail loyalty landscapeHong KongIndonesiaSingaporeThailandEasy points redemptionI

51、n-app exclusive discounts and offersPersonalised services(e.g.shopping experience based on preferences,customizing loyalty/customer point redemption)AustraliaWhile easy points redemption remains a top priority for all markets(ranging from 31%to 57%),other preferences vary significantly.Personalizati

52、on:While average interest in personalized services is relatively low(12%),Hong Kong and Indonesia show slightly higher interest(13%and 15%respectively).There is potential for growth in these markets by offering features like personalized recommendations and redemption options.In-app promotions:While

53、 enjoyed by a moderate number of users in all countries(around 30%),Indonesia stands out with a significantly higher preference(41%).Businesses should tailor in-app promotional strategies based on regional preferences.Top 3 most valuable features in loyalty program mobile appsGamification:This featu

54、re has limited appeal across the board(5%),suggesting it may not be a primary driver of engagement for most users in APAC,more development is needed to see growth in popularity of this feature.Referral programs with additional benefits:These have low overall interest(7%),indicating they might not be

55、 a strong incentive for user growth.24%53%13%Easy points redemptionIn-app exclusive discounts and offersPersonalised services(e.g.shopping experience based on preferences,customizing loyalty/customer point redemption)19%57%10%Easy points redemptionIn-app exclusive discounts and offersPersonalised se

56、rvices(e.g.shopping experience based on preferences,customizing loyalty/customer point redemption)28%49%11%Easy points redemptionIn-app exclusive discounts and offersPersonalised services(e.g.shopping experience based on preferences,customizing loyalty/customer point redemption)29%41%In-app exclusiv

57、e discounts and offersEasy points redemptionPersonalised services(e.g.shopping experience based on preferences,customizing loyalty/customer point redemption)Privacy and security concerns pose a significant barrier,with over half of respondents in all countries expressing concern(ranging from 50%to 7

58、1%).This highlights the critical need for loyalty program operators to prioritize:Transparent communication regarding data collection and usage practices.Robust security measures to protect user data.User control over data collection and sharing.By understanding these diverse preferences and address

59、ing privacy concerns,loyalty program operators can cultivate a more secure environment,driving user loyalty and program success in APAC.16Concerns with data privacy and security11%9%20%25%29%18%39%40%34%37%42%38%30%33%34%20%19%28%14%16%9%12%8%12%5%2%4%5%2%4%ThailandHong KongIndonesiaAustraliaSingapo

60、reAllUnveiling APACs retail loyalty landscapeVery concernedSlightly concernedNeither concerned or unconcernedSlightly unconcernedVery unconcernedUsing digital platforms(e.g.mobile apps)for loyalty programsUnveiling APACs retail loyalty landscape17Key insights and conclusionThe APAC loyalty program l

61、andscape presents both challenges and opportunities.Understanding the nuanced preferences of regional program users is crucial for crafting successful programs.4 Key insights from this report:Prioritize user experience:Ensure easy and user-friendly redemption processes across all markets.Personalize

62、 cautiously:Provide a curated experience by understanding various key demands and features of todays and tomorrows shopping experience.Tailor in-app features:Cater in-app features to regional preferences,with a potential focus on Indonesias higher interest in promotions.Emphasize data security:Imple

63、ment robust data security measures and build trust through transparency to address user concerns.MarketPopulation Sampled RepresentationSample sizeAustraliaNational Representative 18+1,040Hong KongOnline Representative 18+1,019IndonesiaOnline Representative 18+2,083SingaporeNational Representative 1

64、8+1,063ThailandOnline Representative 18+2,02318MethodologyUnveiling APACs retail loyalty landscapeThe data from this study is taken using YouGov Surveys:Serviced,which provides quick survey results from nationally representative or targeted audiences in multiple markets.This study was conducted onli

65、ne on 15th-24th January 2024,using a questionnaire designed by YouGov.For this report,the following population representation was used:YouGov,2024,all rights reserved.All materials contained herein are protected by copyright laws.Any storage,reproduction or distribution of such materials,in whole or

66、 in part,in any form without the prior written permission of YouGov is prohibited.This information(including any enclosures and attachments)is propriety and confidential and has been prepared for the exclusive use and benefit of the addressee(s)and solely for the purpose for which it is provided.We make no representations,warranties or guarantees,whether express or implied,that the information is accurate,complete or up to date.We exclude all implied conditions,warranties,representations or other terms that may apply and we will not be liable to you for any loss