《Emarsys：2024年阿聯酋消費者忠誠度指數報告（英文版）（27頁）.pdf》由會員分享，可在線閱讀，更多相關《Emarsys：2024年阿聯酋消費者忠誠度指數報告（英文版）（27頁）.pdf（27頁珍藏版）》請在三個皮匠報告上搜索。

1、Customer Loyalty Index 2024United Arab Emirates Featuring research from respondents across the United Arab Emirates,as part of a global campaign across the United States,United Kingdom,Australia,and Germany2Customer Loyalty Index 2024 United Arab Emirates Sara Richter CMO,SAP EmarsysCustomer loyalty

2、 is the holy grail of marketers.From repeat purchases to average order value,and customer lifetime value,loyalty can have a significant impact on brands business objectives.But today,the nature of loyalty is changing.In 2024,AI empowers marketers to create incredible connected experiences,making it

3、easier for people to discover a wide array of platforms;reducing the friction involved in spending their money elsewhere.With the process for switching brands and services increasingly streamlined,marketers must ask themselves,what does loyalty look like from the customer perspective?How do todays c

4、ustomers think and feel about loyalty?And what does it take to ignite true loyalty,then secure it long-term?These are questions that weve asked customers in our fourth annual Customer Loyalty Index research.This year,we are excited to expand our research to include the United Arab Emirates,adding it

5、 to our list of countries alongside the US,UK,Australia,and Germany.Through this data-driven report,we hope to empower our customerscompanies like PUMA,Aldo Group,Levis,and thousands of other brands and services across the world in sectors such as Retail,Consumer Packaged Goods(CGP),Travel and Trans

6、port,Sports and Entertainment and Utilitiesin their journey towards AI leveraged,loyalty building,omnichannel customer engagement.3Customer Loyalty Index 2024 United Arab Emirates MethodologyThe research was conducted by 3Gem Research and Insights,among a sample of 2,000 general respondents aged 18

7、and over across the United Arab Emirates.The data was collected between 20.06.2024 24.06.2024.The survey was conducted in compliance with the Market Research Society code of conduct.The report also includes data from research conducted by Opinion Matters between 12.06.2024 17.06.2024 among a sample

8、of 10,041 general respondents across the UK,US,Australia and Germany.Opinion Matters abides by and employs members of the Market Research Society and follows the MRS code of conduct which is based on the ESOMAR principles.Opinion Matters is also a member of the British Polling Council.3Customer Loya

9、lty Index 2024 United Arab Emirates 4Customer Loyalty Index 2024 United Arab Emirates The 5 Types of Customer LoyaltyEach year,SAP Emarsys maps consumers across five key types of customer loyalty:Incentivized LoyaltyThis type of loyalty is developed by offering customers cost-saving or value-adding

10、incentives like discounts and rewards.Inherited LoyaltyThis loyalty is based on a brands tradition or long-standing heritage,or can be built through associations with other brands.Silent LoyaltySilent loyalty occurs when a customer demonstrates loyalty to a brand that they would not endorse or advoc

11、ate for publicly.Ethical LoyaltyThis loyalty occurs when a customer is loyal to a brand that aligns with their individual values or stance on strong social issues.True LoyaltyTrue loyalty is unwavering,unshakeable loyalty built on trust,love,and devotion to a brandthe holy grail of customer loyalty,

12、and what all brands aspire to achieve.4Customer Loyalty Index 2024 United Arab Emirates 5Customer Loyalty Index 2024 United Arab Emirates 2024 Loyalty LevelsWith 83%of respondents considering themselves loyal to a particular brand,the United Arab Emirates achieved the highest ranking among all regio

13、ns in this years SAP Emarsys Customer Loyalty Index.This strong debut has placed the UAE ahead of the US,which has moved to second place for the first time.With some of the most positive attitudes toward Artificial Intelligence(AI)in the UAE,AI could be a key factor behind the countrys top-ranked lo

14、yalty levels.AI now makes it easier for brands to build better,more personalized omnichannel experiences,allowing them to nurture loyal customers.Percent of respondents“loyal”to certain retailers 83%UAE66%Australia69%US67%UK61%GermanyUnlike in other regions where older generations*tend to exhibit gr

15、eater loyalty,in the UAE,its the younger generations who display stronger brand allegiance.When surveyed,Baby Boomers reported the lowest levels of loyalty,with a significant 24 percentage point drop when compared to Millennials.Loyalty Across Generations Gen ZMillennialsGen XBaby Boomers84%80%60%81

16、%*Generations are divided in terms of age as:Gen Z(16 to 27),Millennials(28-43),Gen X(44-59),Baby Boomers(60+)6Customer Loyalty Index 2024 United Arab Emirates Customer Loyalty Types In examining various types of loyalty,Incentivized Loyalty emerged as the highest scorer,aligning with global trends.

17、Notably,consumers surveyed in the United Arab Emirates demonstrated a stronger commitment to Ethical Loyalty than the global average,reflecting a significant emphasis on moral and ethical values in their purchasing decisions.Globally Globally Globally Globally Globally59%21%43%43%46%50%23%53%30%34%I

18、ncentivized LoyaltyInherited LoyaltySilent LoyaltyEthical LoyaltyTrue Loyalty6Customer Loyalty Index 2024 United Arab Emirates 7Customer Loyalty Index 2024 United Arab Emirates Thinking about the retailers that you are most loyal to,which industries are they in?Loyalty by Sector While Clothing&Fashi

19、on and Beauty&Skincare ranked the highest among surveyed UAE residentsmirroring global trends,theres a clear divergence in loyalty to Food Delivery and Technology&Electronics brands.UAE residents are more connected to retailers in these sectors compared to global averages,ranking them third and four

20、th respectively.Clothing&FashionMusic&EntertainmentBeauty&SkincareTravel&HospitalityConsumer Packaged Goods SportsFood DeliveryFurniture&HomewareTechnology&ElectronicsEnergy67%54%Globally58%42%Globally54%35%Globally46%32%Globally39%40%Globally33%24%Globally28%19%Globally21%27%Globally18%21%Globally1

21、5%16%Globally8Customer Loyalty Index 2024 United Arab Emirates What Drives Customer LoyaltyWhen examining the key factors driving brand loyalty among UAE customers,we see patterns consistent with global trends:high-quality products are the top factor positively influencing loyalty,while poor custome

22、r service remains the leading negative factor.However,other trends have emerged among UAE residents,highlighting the growing importance of brands sustainability practices,social presence,market leadership,and the provision of regular,meaningful discounts.At the same time,the rise of subscription-bas

23、ed buying and DTC brands continue to provide a new channel for locked in loyalty.What positively impacts brand loyalty?What negatively impacts brand loyalty?of UAE residents are now more loyal to brands with a commitment to sustainabilitycompared to 22%globallyof UAE residents sign up to a subscript

24、ion to show their loyaltycompared to 18%globally High-quality productsBrand longevityMarket leaderTrending social media productsPoor customer serviceDrop in qualityIncreasing pricesConduct false/deceiving advertisingNo regular or meaningful/personalized discountsConsistent brandingGloballyGloballyGl

25、oballyGlobally29%56%44%56%33%55%Globally30%40%13%Globally30%18%57%28%45%20%47%30%26%8Customer Loyalty Index 2024 United Arab Emirates Globally46%44%GloballyGlobally33%29%Globally9Customer Loyalty Index 2024 United Arab Emirates Factors Driving Customers to Switch BrandsIn 2024,surveyed customers in

26、the UAE are highly likely to switch brands primarily due to quality concerns.A significant 70%have already changed brands because of a drop in quality,underscoring the high value they place on product excellence.Other major factors influencing brand loyalty include cost considerations(63%),negative

27、shopping experiences(59%),and sustainability practices(45%).These elements play a crucial role in causing UAE consumers shift their loyalty to competitor brands.2024202341%45%GloballyGloballyGloballyGlobally63%59%45%70%60%57%52%34%70%59%45%63%have switched from a brand they were loyal to because of

28、a reduction in qualityhave switched from a brand they were loyal to because of a bad experiencehave switched from a brand they were loyal to because of their sustainability practiceshave switched from a brand they were loyal to because of cost considerationsNEWNEWof Gen Z surveyed are willing to swi

29、tch brands based on sustainability practices compared to 27%of Baby Boomers49%10Customer Loyalty Index 2024 United Arab Emirates How Customers Express Loyalty When UAE residents are asked how they demonstrate loyalty to their preferred retailers,they favor recommending their favorite brands to frien

30、ds and family and installing brand apps on their mobile devices.This contrasts with other regions,where frequent shopping is the primary expression of loyalty.Moreover,35%of UAE residents have intensified their use of loyalty programs,representing a 30%increase compared to global averages.This under

31、scores the importance for brands in the UAE to offer personalized and cost-effective solutions to sustain and enhance customer loyalty.Thinking about the retailers you are most loyal to,how do you most commonly show your loyalty,if at all?Recommending them to friends and familyInstalling their appSh

32、opping with them frequently Using their loyalty card/schemeEngaging with their content20242024202420242024GloballyGloballyGloballyGloballyGlobally57%55%54%38%34%47%42%59%41%23%of UAE consumers are using loyalty schemes in 2024compared to 28%globally35%11Customer Loyalty Index 2024 United Arab Emirat

33、es SAP Emarsys Partner InsightUnderstanding nuances in customer loyalty is crucial for brands aiming to deepen their engagement strategies.The insights in the Customer Loyalty Index are invaluable because they highlight the diverse stimuli that drive loyalty or cause churn.For us,two trends stand ou

34、t.One,consumers are increasingly likely to switch brand loyalty due to a negative experience,making it essential for brands to deliver an exceptional customer experience at every interaction.Two,shifting loyalty patterns particularly among younger generations due to brand boredom or sustainability i

35、ssues,drive home the need for brands to stay ahead of consumer values and preferences.Against this backdrop,building lasting loyalty means creating tailored loyalty programs that engage,recognize and reward customers uniquely.Recognition is essential to foster loyalty,and is often more impactful tha

36、n rewards,which are frequently equated with discounts in consumers minds.By tapping into something deeper,recognition aligns seamlessly with personalization,making customers feel seen and valued.To truly foster this connection,AI-driven personalization and an omnichannel approach are essential,ensur

37、ing a unified and meaningful customer experience across all touchpoints.Erin Raese SVP Growth&Strategy,Annex Cloud12Customer Loyalty Index 2024 United Arab Emirates Mobile Loyalty How in-app shopping is impacting customer loyaltyIn-depth analysis#1 13Customer Loyalty Index 2024 United Arab Emirates

38、The Impact of Mobile Apps on LoyaltyAs one of the worlds most digitally connected countries,its no surprise that UAE consumers who use their favorite brands apps are 51%more likely to show True Loyalty to those brands compared to those who dont have these apps.Our research also shows that surveyed c

39、onsumers in the UAE who have their favorite brands apps on their phones are more driven by offers and other incentives(27%)and more vocal about their loyalty(36%)compared to those who dont use apps.This highlights the crucial role that promotional offers play in influencing mobile consumer behavior

40、and loyalty to brands when done in a personalized way.Consumers who download and keep their preferred brands apps are not just casual users;they are highly engaged and motivated by the benefits these apps offer.This behavior underscores the importance for brands to create compelling incentives withi

41、n their mobile apps to maintain and grow customer loyalty.*Source:https:/ appsDo not use apps52%34%Use appsDo not use apps53%21%Use appsDo not use apps22%47%Use appsDo not use apps38%56%Use appsDo not use apps 37%Incentivized LoyaltyLoyalty Types Among Consumers Using Mobile Apps Inherited Loyalty S

42、ilent Loyalty Ethical Loyalty True Loyalty 14Customer Loyalty Index 2024 United Arab Emirates Why Consumers Use AppsConsumers are using mobile apps for more tasks than ever before,both in the UAE and globally.Surprisingly,and unlike trends observed in other regions and on a global level,app usage in

43、 the UAE increases across generations with Baby Boomers showing the highest rate of app usage.Top Prompts To Using App App Usage by Generation 82%64%62%51%67%will use an app more often because of rewards and incentives will use an app more often because of service updates will be more likely to use

44、an app because of helpful prompts*will be more likely to use an app because of personalized messageswill use an app more often because of marketing offers *e.g.order updates,new release updates,additional services available,upgrade options,service delays,withdrawal notifications Gen ZMillennialsGen

45、XBaby Boomers54%67%78%51%15Customer Loyalty Index 2024 United Arab Emirates The top 5 apps used by UAE respondents largely matched those in our global ranking,with shopping,banking,and entertainment apps being the most popular.However,shopping apps are significantly more popular in the UAE,showing a

46、 35%higher usage compared to global figures.Additionally,Travel and Health apps are more prominent among UAE respondents,surpassing the usage of gaming and news apps seen globally.Top 5 Apps Most Regularly Used 38%26%globallyHealth46%49%globallyBanking46%39%globallyEntertainment 25%globally43%Travel

47、Shopping54%globally73%Apps Most Regularly Used by Younger Generations (Gen Z and Millennials)Apps Most Regularly Used by Older Generations (Gen X and Baby Boomers)71%*Shopping48%*Entertainment80%*Shopping67%*Banking*average percentages.Consumers Favorite Apps16Customer Loyalty Index 2024 United Arab

48、 Emirates Reaching Out:How Consumers Want to Be ContactedWhen it comes to loyalty,communication is king.That means brands must reach out to potential customers in a way that appeals to them.Overall,brands looking to encourage their customers in the UAE to use their app should pay close attention to

49、the helpfulness and level of rewards and incentives.They should also focus on the relevance and timeliness of their messages instead of quantitylast on the list.What encourages consumers to allow or block messages from apps?Consumers preferred communication channels85%Allow Block 9%Level of reward&i

50、ncentive vs.82%Allow Block 11%Helpfulness vs.82%Allow Block 11%Relevance vs.72%Allow Block 16%Timeliness vs.56%Allow Block 33%Quantity vs.In-context Messages48%Advertising60%Direct Mail 66%Email79%SMS/MMS62%Mobile App Push 55%Print 44%Web Push Messaging42%17Customer Loyalty Index 2024 United Arab Em

51、irates From Loyalty to Fandom Loyalty among sports and entertainment fans In-depth analysis#2 18Customer Loyalty Index 2024 United Arab Emirates Loyalty Among Sports,Music&Entertainment EnthusiastsNowhere is loyalty more prevalent than among fansthose absolutely committed to a sport,team or even the

52、ir favorite band.By looking at these groups,brands can learn a lot about their approach to loyalty and building a fanbase of their own.When it comes to the world of sport,UAE residents are loyal to various sports,including:When other interests,such as music and entertainment,are added into the equat

53、ion,loyalties soar high.Their countrys Olympic teamTheir football clubTheir basketball team Their American football team70%43%70%65%60%51%33%32%63%48%39%GloballyGloballyGloballyGloballyGloballyGloballyGloballyTheir favorite TV showTheir streaming provider Their favorite singer/band69%74%58%19Custome

54、r Loyalty Index 2024 United Arab Emirates Sports Fans and their Loyalty to Brands When we think of loyal groups,sports fans are some of the first to come to mind;and for good reason!It seems that fan loyalty carries beyond their favorite team and extends into other areas,with 94%of sports fans surve

55、yed in the UAE generally acting as more loyal consumers than other respondents(83%).This trend is true across almost every loyalty type measured in the Customer Loyalty Index.Most notably,sports fans in the UAE are 30%more likely to display True Loyaltybeing entirely devoted to certain products,reta

56、ilers and brandsthan the general sample.57%Sports fansSports fansSports fansSports fansSports fansGeneral sample59%28%General sample21%52%General sample43%46%General sample43%60%General sample46%Incentivized LoyaltyInherited Loyalty Silent Loyalty Ethical Loyalty True Loyalty 20Customer Loyalty Inde

57、x 2024 United Arab Emirates Consumer Packaged Goods Loyalty Loyalty trends among CPG shoppers In-depth analysis#3 21Customer Loyalty Index 2024 United Arab Emirates Loyalty Types Among CPG Shoppers When analyzing loyalty types among CPG shoppers in the UAE,we observed notable differences compared to

58、 the general population.CPG shoppers surveyed are 12%more likely to be loyal to brands that provide incentives,and rewards.Additionally,they are 15%more likely to exhibit True Loyaltydemonstrating a strong commitment to specific products,retailers,brands,and servicescompared to the general sample.66

59、%CPG shoppersGeneral sample59%24%CPG shoppersGeneral sample21%39%CPG shoppersGeneral sample43%48%CPG shoppersGeneral sample43%53%CPG shoppersGeneral sample46%Incentivized Loyalty Inherited Loyalty Silent Loyalty Ethical Loyalty True Loyalty 22Customer Loyalty Index 2024 United Arab Emirates Key Driv

60、ers and Expectations of Loyalty Among CPG Consumers Our analysis reveals distinct patterns in consumer loyalty among CPG shoppers compared to the other respondents in the UAE.CPG shoppers place a higher value on product quality,consistent branding and brand longevity,and they are more engaged in dem

61、onstrating their loyalty through recommendations,app usage and frequent shopping.They also have specific expectations in return for their loyalty,including reduced prices,rewards such as loyalty points and cashback,and free returns.Top factors that most positively impact the loyalty of CPG shoppers

62、CPG shoppers most commonly show their loyalty to a brand by Top factors that CPG shoppers expect in exchange for their loyalty to a brand High quality products Brand longevityProducts trending on social mediaRecommending them to friends and family Reduced prices/better deals Having their app on thei

63、r phone Loyalty points or cashbackShopping with them frequentlyFree returnsUsing their loyalty card/schemeConsistent branding General sampleGeneral sampleGeneral sampleGeneral sampleGeneral sampleGeneral sampleGeneral sampleGeneral sampleGeneral sampleGeneral sampleGeneral sample60%34%32%61%63%60%61

64、%60%52%45%47%56%30%29%57%59%55%53%54%47%38%44%23Customer Loyalty Index 2024 United Arab Emirates Luxury Loyalty Loyalty among fans of high-end or exclusive brands In-depth analysis#4 24Customer Loyalty Index 2024 United Arab Emirates Loyalty Among Luxury ShoppersAnother area explored in this years C

65、ustomer Loyalty Index report is the relationship between luxury customers surveyed*and brands.Just like the general sample,over half(59%)of luxury customers in the UAE are influenced by Incentivized Loyaltyretailers offering them discounts,incentives,and rewards.Unlike the general sample however,lux

66、ury shoppers are 13%more likely to display True Loyalty to a brand than non-luxury shoppers,making them some of the most devoted customers to certain brands and retailers.*Respondents who answered“they produce high quality/exclusive products”to the question“What best explains why you are loyal to pa

67、rticular retailer(s)?”59%Luxury customersGeneral sample59%20%Luxury customersGeneral sample21%35%Luxury customersGeneral sample43%41%Luxury customersGeneral sample43%52%Luxury customersGeneral sample46%Incentivized LoyaltyInherited Loyalty Silent Loyalty Ethical Loyalty True Loyalty 25Customer Loyal

68、ty Index 2024 United Arab Emirates The Likes and Dislikes of Luxury ShoppersUnsurprisingly for luxury shoppers,quality is king.At a time when many brands are cutting product quality to reduce costs,luxury brands cannot afford to make the same mistake,with 64%of luxury buyers saying a drop in quality

69、 would negatively impact their loyalty.Consumers also expect a higher level of service from luxury brands.When compared to non-luxury brands,a single bad customer experience is 39%more likely to impact loyalty.While these brands can still offer incentives,rather than competing on price,luxury retail

70、ers need to focus on building their brands,promoting their heritage,longevity and iconic status.What positively impacts brand loyalty?What negatively impacts brand loyalty?High-quality productsBrand longevityConsistent brandingMarket leaderBeing iconicPoor customer serviceDrop in qualityIncreasing p

71、ricesConduct false/deceiving advertisingNo regular or meaningful discountsGeneral sampleGeneral sampleGeneral sampleGeneral sampleGeneral sample31%32%59%32%33%General sample78%56%General sample39%30%General sample64%56%General sample64%46%General sample43%44%30%26%55%33%33%25Customer Loyalty Index 2

72、024 United Arab Emirates 26Customer Loyalty Index 2024 United Arab Emirates Driving Customer Loyalty in 2024 and Beyond1526374Focus on Personalization:Providing personalized offers and content is essential for loyalty.Brands should leverage AI to find data and insights to tailor their offerings to i

73、ndividual customer preferences.Create Memorable Experiences:With high-quality products and memorable experiences emerging as key loyalty drivers,brands should focus on creating unique and positive customer experiences,in-store or online.Leverage Mobile Apps:Investing in mobile app development and en

74、suring the app provides valuable features and rewards can significantly boost customer loyalty.Apps should be user-friendly and offer personalized content and incentives.Prioritize Product Quality and Pricing:Maintaining high product quality and offering competitive prices are crucial for retaining

75、customer loyalty.Brands should focus on these aspects to meet consumer expectations.Encourage Active Engagement:Encourage customers to actively engage with the brand through frequent shopping,recommendations,and using loyalty cards and mobile apps.Active engagement fosters deeper loyalty.Enhance Cus

76、tomer Service:Excellent customer service remains a significant factor in fostering loyalty.Brands should invest in training and support to ensure customer interactions are positive and helpful.Offer Incentives and Rewards:Incentivized loyalty is nuanced and hard to get right,particularly in a sector

77、 where customers can be put off by lowering prices.Discounts may attract a one-off visit but to ignite true loyalty,regular loyalty points,VIP experiences and exclusive offers can be vital to provide an elevated experience to keep customers engaged over a longer period.Key takeaways27Customer Loyalty Index 2024 United Arab Emirates Watch On-Demand Omnichannel&AI Masterclass Supercharge Your Omnichannel Customer EngagementClick hereClick here