1、The Annual Digital Food&Beverage How Food&Beverage Brands are Facing Down New Market Challenges with a Better View of Their CustomersCUSTOMER LOYALTY REPORTFOOD&BEVERAGEFOOD&BEVERAGEFOOD&BEVERAGECopyright 2023 WBR Insights|All Rights ReservedThe non-branded editorial content that appears in this rep

2、ort is owned and distributed by WBR Insights.Distribution of this content is restricted to only WBR Insights and any sponsors of this report represented herein.The Annual Digital Food&Beverage Customer Loyalty ReportHow Food&Beverage Brands are Facing Down New Market Challenges with a Better View of

3、 Their CustomersBe HonestWhat Do You Think of Our Reports?Help us improvetake our 42-second survey (Yes,we timed it!)for a chance to win a redeemable reward.TAKE THE SURVEYResearch Contact:Chris Rand Research Manager,WBR Insights Chris.RWritten by:Mike Rand Content Director,rand&randFOOD&BEVERAGEFOO

4、D&BEVERAGEFOOD&BEVERAGE3TABLE OF CONTENTS4 Executive Summary5 About the Respondents7 Key Insights9 Customer Loyalty Has Remained Steady Over the Past 12 Months11 Most Brands Are Succeeding with Customer Loyalty,But See Opportunities for Improvement14 Brands Are Leveraging CDPs But Need a Better View

5、 of the Customer17 Conclusion:Facing Data and Market Challenges18 Key Suggestions19 About the Sponsor20 About the AuthorsFOOD&BEVERAGEFOOD&BEVERAGEFOOD&BEVERAGE4EXECUTIVE SUMMARYMany food and beverage brands enjoy high levels of customer loyalty thanks to their beloved product offerings and special

6、offers.Consumers also have a relatively high likelihood of being loyal to specific food and beverage brands.One study found that 43%of customers are loyal to at least one food and beverage company.1However,this loyalty is often most evident among the most recognized brands.Many brands,even those lau

7、nched by well-established companies,face stiff competition from emerging players and an increasingly digital shopping environment.This report explores the latest opportunities brands have to build loyal customer communities.It also identifies the technologies and strategies brands are currently usin

8、g to deliver personalization and lasting value to customers,especially through the use of customer data.1 Lindell,Crystal.“Survey reveals food and beverage brands have the highest customer loyalty of any industry.”Candy Industry.October 25th,2021.https:/ THE RESPONDENTSWhat is your company type?46%C

9、onsumer Good Company (e.g.,food production,packaged goods)54%Brand Manufacturer (e.g.,Nestle,Heinz)The respondents are from brand manufacturers(54%)and consumer goods companies(46%).What is your companys annual revenue?13%$100 million$500 million 12%$500 million$1 billion 55%$1 billion$10 billion 20

10、%More than$10 billionMost of the companies represented in the study make$1 billion to$10 billion in annual revenue.One-fifth of the respondents represent companies that make more than$10 billion in annual revenue.The WBR Insights research team surveyed 100 leaders from brand manufacturers and consum

11、er goods companies across the U.S.and Canada to generate the data featured in this report.54%BRAND MANUFACTURER$1$10 BILLION55%FOOD&BEVERAGEFOOD&BEVERAGEFOOD&BEVERAGE6ABOUT THE RESPONDENTSWhat is your seniority?4%C-Suite 17%Vice President 11%Department Head 68%DirectorAt 68%,most of the respondents

12、are directors.The remaining respondents are vice presidents(17%),department heads(11%),and C-suite executives(4%).68%DIRECTORWhat is your role?17%Marketing 16%Analytics 15%Digital 14%eCommerce 13%Customer Loyalty 13%Customer Experience(CX)12%Customer RetentionThe respondents occupy roles in marketin

13、g(17%),analytics(16%),digital(15%),eCommerce(14%),and other areas.MARKETING17%FOOD&BEVERAGEFOOD&BEVERAGEFOOD&BEVERAGE7KEY INSIGHTSAMONG THE RESPONDENTS:61%67%51%46%99%say their online sales have increased over the past 12 months.say customer loyalty has not changed over the past 12 months.are somewh

14、at confident and 45%are very confident in their ability to acquire,measure,and improve customer loyalty.Only 46%are using context-based personalization to improve the customer experience and foster loyalty.Among these respondents,60%rate their ability to deliver context-based personalization as some

15、what effective 38%rate it as very effective.currently use a customer data platform (CDP)for capabilities like analyzing customer data and personalizing customer experiences.56%of these respondents rate their CDP as somewhat effective and 31%rate theirs as very effective in giving them a 360-degree v

16、iew of the customer.No More Personas.Get Real Profiles,Powered by Unified Data.What you thought you knew about your customers can change quickly.You need up-to-the-minute,complete customer data to build real profiles,know what they need,and how they like to engage.Trusted by:Let the Treasure Data en

17、terprise Customer Data Platform(CDP)help you:Efficiently find andacquire customersImprove campaign performance with holistic dataConnect digital and in-person touchpoints Personalize customer journeys at scaleEnsure privacy and consent Build brand loyalty with AI-driven insightsRead real-world succe

18、ss FOOD&BEVERAGEFOOD&BEVERAGEFOOD&BEVERAGE9CUSTOMER LOYALTY HAS REMAINED STEADY OVER THE PAST 12 MONTHSLoyal customers provide food and beverage brands with a reliable source of repeat business and revenue.They are more likely to stick with a brand for the long term,making them more valuable than on

19、e-time or occasional purchasers.Many food and beverage brands have succeeded so well in generating loyalty that they are considered household staples.However,emerging brands often face a difficult road to achieving that type of loyalty.Brands that have maintained large,loyal customer bases also face

20、 challenges due to the online sales environment.New brands can gain market share quickly through targeted digital ads,eating into established brands profits.According to 61%of the brand leaders surveyed in the study,online sales have increased over the past 12 months.Some of this increase can be att

21、ributed to the COVID-19 pandemic,which continues to weigh on consumers minds as they consider whether to shop in-store or online.However,this behavior can also be attributed to the ease with which consumers can now have groceries and other products delivered directly to their doorsteps.Most brands a

22、re now competing in both digital and physical environments.To maintain customer loyalty and stay top-of-mind,they must harness customer data to power a truly omnichannel marketing and sales strategy.How have your online sales evolved over the past 12 months?61%Online sales have increased.33%Online s

23、ales have remained about the same.0%Online sales have decreased.6%We dont sell online.61%ONLINE SALES HAVE INCREASED.FOOD&BEVERAGEFOOD&BEVERAGEFOOD&BEVERAGE10Gaining market share will be a challenge for brands that cant leverage personalized marketing across their channels.Most of the respondents(67

24、%)say customer loyalty hasnt changed much over the past 12 months,but 30%say customers have become more loyal to the brands they already use.Only 3%believe customers have become less loyal.Brands must enact strategies to reward those customers who stay loyal to them while also encouraging new custom

25、ers to purchase their products and stick with the brand.Customer data is paramount to achieving this because it powers loyalty programs.By analyzing customer data,food and beverage brands can gain insights into consumer behavior and preferences,which they can use to design rewards or other benefits

26、that will be most attractive to customers.This helps ensure that the loyalty program is tailored to each customer,making them more likely to participate.Additionally,brands can use customer data to track customer activity and identify those who are most likely candidates for loyalty programs.This al

27、lows the brand to target its marketing efforts more effectively.Ultimately,using customer data helps make loyalty programs more effective and successful,but whether that data can be successfully leveraged depends on the tools at the brands disposal.In what way has loyalty evolved among your customer

28、s over the past 12 months?30%They have grown more loyal.67%Their loyalty has not changed.3%They have grown less loyal.LOYALTY HAS NOT CHANGED67%FOOD&BEVERAGEFOOD&BEVERAGEFOOD&BEVERAGE11MOST BRANDS ARE SUCCEEDING WITH CUSTOMER LOYALTY,BUT SEE OPPORTUNITIES FOR IMPROVEMENTTraditional customer loyalty

29、programs involve offering rewards or incentives to customers who frequent a brand.These rewards can come in the form of discounts,free products,or points-based rewards systems.Customers typically earn rewards based on their activities such as making purchases,providing feedback,referring friends and

30、 family,or engaging with content like social media posts or emails.These strategies continue to prove effective for most brands.But to create a truly successful and nextgeneration loyalty program,brands must also contextualize their offers and include personalization at every touchpoint.These capabi

31、lities require technology.Solutions like CDPs,artificial intelligence,and automation are often necessary to pursue next-generation loyalty strategies at scale.Given your current processes and technology,how confident are you in your ability to acquire,measure,and improve customer loyalty?45%Very con

32、fident 51%Somewhat confident 4%Not very confidentSOMEWHAT CONFIDENT51%At present,a slight majority of the respondents(51%)are only somewhat confident in their ability to acquire,measure,and improve customer loyalty given their current processes and technology.Another 4%are not very confident.FOOD&BE

33、VERAGEFOOD&BEVERAGEFOOD&BEVERAGE12Indeed,almost the same percentage of the respondents(46%)say they are currently using context-based personalization to improve the customer experience and foster loyalty.For food and beverage brands,context-based personalization means delivering offers and messaging

34、 that go beyond catering to demographicsthis strategy works to address customers changing needs.Specifically,this strategy relies on customer data to adjust rewards to match customer behavior.For example,a food brand might track when a customer typically buys products from their store,and then offer

35、 discounted prices or other incentives during that time.This type of personalized marketing helps the brand build customer loyalty by offering special deals to consumers who are most likely to take advantage of them.Additionally,context-based personalization allows brands to provide benefits tailore

36、d to customers individual preferences,such as discounts for particular types of products or promotions timed for specific holidays or life events.Still,45%of the respondents say they are very confident in their ability to do this.These respondents have likely onboarded a suite of technologies that e

37、nable them to deliver personalized messages and offers based on customer contexts.Are you currently using context-based personalization to improve the customer experience and foster loyalty?46%Yes 54%No54%NOFOOD&BEVERAGEFOOD&BEVERAGEFOOD&BEVERAGE13Although a significant number of the respondents are

38、 using context-based personalization,most of these respondents(60%)say they are only somewhat effective at delivering it in interactions with customers.Only 38%of these respondents say they are very effective at delivering context-based personalization.Likely,this gap in effectiveness is the result

39、of gaps in these brands data.Obtaining customer data is only the first step.Without an effective data solution in place,the brand wont be able to structure and analyze that data,draw insights from it,and apply those insights through automation to contextualize customer interactions.As we will learn,

40、CDPs are now central to food and beverage brands loyalty strategies,but many brands arent as satisfied with their platforms as they could be.Since you said,“Yes,”how effective is your current ability to deliver context-based personalization in interactions with customers?38%Very effective 60%Somewha

41、t effective 2%Not very effectiveSOMEWHAT EFFECTIVE60%FOOD&BEVERAGEFOOD&BEVERAGEFOOD&BEVERAGE14BRANDS ARE LEVERAGING CDPS BUT NEED A BETTER VIEW OF THE CUSTOMERAt the very least,brands can use a customer data platform to capture,store,and analyze customer data.However,not every solution provides the

42、capabilities the brand needs to act upon that data.With the right CDP,a brand can track customer journeys across multiple channels and develop meaningful marketing strategies that target customers with relevant offers when they are most likely to be open to them.The CDP should provide enough insight

43、 so that the brand can test different offers and campaigns,refining its approach to customer loyalty based on real-time results.Customer data platforms are already an essential tool for food and beverage brands focused on customer loyalty.The respondents overwhelmingly use CDPs in their marketing an

44、d sales strategies,with 99%currently using one.These respondents are harnessing capabilities like customer data analysis,predictive analytics,and personalization thanks to their solutions.Furthermore,all the respondents who dont currently use a CDP would like to find out the value of using one.Do yo

45、u currently use a customer data platform(CDP)for capabilities like analyzing customer data,predicting customer preferences,and personalizing experiences for loyal customers?99%Yes 1%No99%YESFOOD&BEVERAGEFOOD&BEVERAGEFOOD&BEVERAGE15The respondents are also mostly satisfied with their current CDP solu

46、tions.However,some arent as satisfied as they could be.Fewer than one-third of the respondents who currently use a CDP(31%)say their current solution is very effective in giving them a 360-degree view of the customer.Most CDP-enabled respondents(56%)say their CDP is only somewhat effective at giving

47、 them a 360-degree view of customers,while 13%say their solution is not very effective.An ideal CDP can reconcile the organizations enormous datasets,analyze them,and deliver meaningful insights about the various stages of the customer journey.Solutions that cant deliver on these promises may not be

48、 able to successfully aggregate all customer data,or there could be disconnects between the solution and the companys legacy systems that cant be resolved with simple plugins or APIs.Moving forward,food and beverage brands must identify data solutions that can deliver key capabilities for fostering

49、customer loyalty based on need and context.Since you said,“Yes,”how effective is your current customer data platform(CDP)in giving you a 360-degree view of the customer?31%Very effective 56%Somewhat effective 13%Not very effectiveSOMEWHAT EFFECTIVE56%FOOD&BEVERAGEFOOD&BEVERAGEFOOD&BEVERAGE16Accordin

50、g to the respondents,the most important capabilities are importing data from multiple sources(100%),gaining insights to determine marketing decisions(98%),personalizing customer experiences with segmentation(90%),and effectively orchestrating customer journeys(90%).Three-fourths of the respondents a

51、lso say using artificial intelligence to engage customers is very important.However,most of the remaining respondents(24%)only consider this somewhat important.Based on these results,its clear that most food and beverage brands want their platforms to do more than simply organize and structure custo

52、mer data.They need tools that can provide them with valuable insights about their customers,as well as capabilities for acting on those insights in a way that is both targeted and scalable.The right customer data platform can provide a unified view of the customer across all channels and make it eas

53、ier to deliver personalized experiences.How important are the following customer data capabilities to your customer loyalty operation?Very important Somewhat important Not importantImporting data from multiple sources (including physical and digital)Gaining insights to determine marketing decisions

54、and investmentsPersonalizing customer experiences with segmentationCustomer journey orchestration and path-to-purchase engagementUsing artificial intelligence,machine learning,and automation to engage customersVERY IMPORTANT100%98%90%90%75%2%1%1%10%9%24%FOOD&BEVERAGEFOOD&BEVERAGEFOOD&BEVERAGE17CONCL

55、USION:FACING DATA AND MARKET CHALLENGESIn their final line of questioning,researchers asked the respondents to describe the most significant challenge their company will face in improving customer loyalty over the next 12 months.Many of the respondents are concerned about market conditions and how t

56、hey could impact customer spending.There are still worries that the global economy could take a more significant downturn,and brands are facing increasing threats from new competitors in the market.According to one analytics director at a brand manufacturer,“There are a bunch of new,lower-price comp

57、etitors who wish to ride the market this year.They will try and target our current and potential customer base for acquisition purposes and that will eventually impact our loyalty efforts.”Other respondents say they need better data analytics capabilities to improve customer loyalty.Specifically,the

58、y need to“fully connect”with their customers and“create a 360-degree customer profile”that supports their loyalty programs.For some,data itself is the challenge.Some of the respondents say they are struggling with issues like“data fragmentation,”“data quality,”and “data collection.”Remedying these i

59、ssues would enable them to have more meaningful interactions and engagements with customers.They will also be able to“achieve the level of personalization customers are expecting,”according to one director of loyalty at a consumer goods company.Food and beverage brands must review their current data

60、 capabilities to determine if they need to be augmented with other solutions.Most brands are already using CDPs,but it may be time for them to adopt a new tool if their current products arent delivering capabilities that foster customer loyaltyeven in a turbulent market.FOOD&BEVERAGEFOOD&BEVERAGEFOO

61、D&BEVERAGE18KEY SUGGESTIONSTrack consumer behavioral data to identify opportunities for context-based personalization.This type of personalization delivers rewards to customers based on their current needs and wants,rather than static aspects of the customer experience like demographics.Use a CDP th

62、at provides you with a 360-degree view of your customers.Your platform should help you address key data challenges such as fragmentation and low quality so that all your data is usable.It should also import and analyze data from multiple sources.Use automation to provide customers with on-the-spot r

63、ewards based on their behavior.This will help your customers stay engaged with the brand and encourage them to take advantage of loyalty rewards more often.Leverage your customer data to enact an omnichannel loyalty strategy.Customers should be able to take advantage of rewards whether they are buyi

64、ng online or in-store.Ideally,your systems should be able to recognize the customers preferences based on behavioral data.FOOD&BEVERAGEFOOD&BEVERAGEFOOD&BEVERAGE19ABOUT THE SPONSORTreasure Data is a best-of-breed enterprise customer data platform(CDP)that powers the entire business to reclaim custom

65、er-centricity in the age of the digital customer.We do this by connecting all data into one smart customer data platform,uniting teams and systems to power purposeful engagements that drive value and protect privacy for every customer,every time.Trusted by leading companies around the world,Treasure

66、 Data customers span the Fortune 500 and Global 2000 enterprises.To learn more,visit .FOOD&BEVERAGEFOOD&BEVERAGEFOOD&BEVERAGE20ABOUT THE AUTHORSWBR InsightsWBR Insights is the custom research division of Worldwide Business Research(WBR),the world leader in industry-driven thought-leadership conferen

67、ces.Our mission is to help inform and educate key stakeholders with research-based whitepapers,webinars,digital summits,and other thought-leadership assets while achieving our clients strategic goals.For more information,please visit .Digital Food&BeverageThe rise in eCommerce demand and changing co

68、nsumer behavior have forced F&B brands,retailers,grocers,and QSRs to adjust their processes to better relate and build lasting relationships with their new digital customers.Digital Food&Beverage is the meeting place where digital marketing and eCommerce professionals from the industrys most innovative companies come together to benchmark and better serve their customers while growing their online business,faster.For more information,please visit https:/.FOOD&BEVERAGEFOOD&BEVERAGEFOOD&BEVERAGE