Share_the_love_2014

1© Copyright to Directivity and Citrus
2014 Consumer Study into
Australian Loyalty Programs
Share
the love

© Copyright to Directivity and Citrus
Just made a status update on
Facebook when I was having
coffee at Zarraffa’s and how I got
it for free because I had used my
card so many times before.
Male, 35-44yo
When I think it’s a great offer,
I will tell people about it.
Female, 25-34yo
The price - privileges they
provided completely surprised me
and hence went to Facebook.
Male, 35-44yo
I recommended Hoyts Rewards, because
it is a rewarding loyalty program and the
person I recommended it to visits Hoyts
regularly.
Female, 17-24yo
I took a photo and told all my
twitter followers to get in to a
local Zarraffa’s and buy a coffee
and join the club.
Male, 45-54yo
I recommended MYER one card -
absolutely love it.
Male, 45-54yo
I recommended flybuys to a work colleague
as Coles is near the office and their $10
for 2000 point reward is easy to achieve.
I have also recommended Petbarn and
Petstock to friends with pets as their loyalty
programs give you a bag of cat/dog food
free after you’ve bought 10.
Female, 25-34yo
Sharing the love
Sharing on
social media
Sharing
with friends

The information I’d be happy to
provide is very much dependent on
what safeguards they have for my
information e.g. how will they protect
it, will it be encrypted, and will they
comply with the Federal Privacy Act?
Male, 45-54yo
Reluctant without an excellent
reason. I would need to know why
they need particular information &
what they intend to do with it before
I would give it.
Male, 55-64yo
Happy to share my info as long as I
have been informed and they get my
permission to use the information.
Male, 35-44yo
Very dubious, as I don’t wish to
receive yet more crap/spam in my
email inbox or letterbox than I already
do at present.
Female, 35-44yo
I would provide personal information
such as my name and age and
postcode, but would not provide my
home address or phone number unless
I really trusted the organisation.
Female, 17-24yo
I am extremely careful about what
information I provide, especially my
mobile phone details.
Male, 45-54yo
Sharing
my data
Sharing
my data
(sometimes not)
X

Welcome to Share
the Love, the
2014 Australian
research study
into consumers’
relationships with
loyalty programs.
2

1.0 Introduction | Welcome to Share the Love 1
2.0 Research methodology and profile of participants | Who shared their love 4
3.0 Executive Summary | Sharing seven secrets to loyalty program success 6
4.0 Findings in detail 16
4.1 Sharing my personal information – how much is ok and why? 16
4.2 Sharing my love for loyalty programs with others 28
4.3 Sharing my hard earned rewards – until death do us part! 36
4.4 Sharing using smart technology – what’s the opportunity for loyalty programs? 42
4.5 Sharing with my card or phone – the traditional card vs mobile app 46
4.6 Sharing on social media platforms – what can loyalty programs leverage? 57
4.7 Why I stop sharing my love for loyalty programs - reasons for defection 63
5.0 Behind the research – The people who love to share their love of loyalty programs 73
Contents
Copyright © 2014 to Directivity and Citrus
Share the Love - 2014 Consumer Study into Australian Loyalty Programs is for single use only. No part of this publication may be reproduced, stored in a retrieval system, or transmitted,
in any form or by any means, electronic or mechanical including photocopy or printing without the prior permission in writing from the copyright owners, nor be otherwise circulated in any
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1 © Copyright to Directivity and Citrus
1.0
Introduction
WELCOME
TO SHARE
THE LOVE S
S

Thank you for your interest in learning more
about how you can ‘Share the Love’ - in a loyalty
program sense!
Directivity and Citrus together with First Point
Research and Consulting are pleased to
release our 2014 comprehensive research
study into consumers’ relationships with
loyalty programs in Australia.
Share the Love is a follow up to our first
study - For Love or Money: 2013 Consumer
Study into Australian Loyalty Programs.
We had a huge response from this first study
which is available as a free download at
www.theloyaltypoint.com.au. Readers of this
report wanted us to dig even deeper into
elements that will enhance and grow their
loyalty programs, including:
• How much data to capture and how to use it without being
creepy?
• Should a program let members share their rewards with
others and what impact will that have on revenue growth?
• Is the loyalty card still the connecting point to a program or
is a mobile app the answer?
• What is the impact on a brand when a member leaves a
loyalty program?
This report explores members’ attitudes on
sharing their personal information (give to
get) to sharing their love for loyalty programs
with others (recommendation), to sharing their
rewards in life and death (yes ‘til death do us
part) to sharing through mobile and social
platforms (lots of opportunity) and finally to
why they stop sharing their love for loyalty
programs (reasons for defection).
In Share the Love we set out to answer these questions and uncover other critical elements for future
loyalty program success.

5. “Sharing with my card or phone”
• Do loyalty programs still need a traditional card or are
members ready for a mobile app?
• What do members want from an app?
• Are they willing to pay for the benefits?
• What ‘Return on App’ can you expect?
6. “Sharing on my social media
platforms”
• What is the opportunity for loyalty programs?
• How can loyalty programs leverage social media to better
connect with their members?
7. “Why I stop sharing my love for
loyalty programs?”
• Is the loyalty to loyalty programs fading?
• Why do members defect from their loyalty programs? We
uncovered 2 critical forces that impact on loyalty program
defection
• Does defection from a loyalty program impact on defection
from the brand?
The research study was conducted with more than
1,000 Australian loyalty program members, looking
for their insights and answers to:
1. “Sharing my personal information”
• Are members happy to share their personal data?
• How important is exchanging their data for more relevant
benefits and rewards?
2. “Sharing my love for loyalty
programs with others”
• Do members recommend their programs to their friends and
family?
• Which customer segment talks the most about their
programs?
• What are the top 10 most recommended loyalty programs?
3. “Sharing my rewards”
• How important is it for members to be able to share the
benefits they gain with their friends, family, a charity or their
wider community? We found 2 clear benefits for business.
• Also SHOCK, horror…sharing their rewards even in DEATH
(this is a golden ticket for those willing to grab it).
4. “Sharing using smart technology”
• What are the opportunities for loyalty programs to connect
more meaningfully with members using the plethora of devices
available to them?
As you continue to enhance your existing loyalty
program or are planning to implement a program, we
are confident you will benefit from 7 defining insights
and more than 44 learnings this research highlights.
Please read on and find out if sharing the love will
make your loyalty program even more relevant and
valuable to your members.
Adam Posner
CEO
Directivity
Pete Noble
CEO
Citrus

2.0
Research
methodology
and profile of
participants
WHO
SHARED
THEIR
LOVE?

Research
methodology
and profile
of research
participants
The research was conducted independently
by First Point Research and Consulting in the
last quarter of 2013, through an online panel
of Australian consumers (men and women 16
years+), who are all members of
at least one loyalty program.
The research was structured to gain quantitative
results with comparative analysis as well as
some free form questions were included to gain
actual feedback and comments from loyalty
members.
The total sample of N=1005, provides a margin
of error of +/- 3% at a 95% level of confidence.
Broad quotas were set for age and gender.
Gender Location
Marital status
64% Married
70% No dependent children
10% Widowed/divorced/separated
24% Single
30% Dependent children
2% Prefer not to say
Age
Dependent children
Household income
53%
47%
36%
15%
PART
OF
NSW
9%
11%
26%
2%
16-24
years
10%
25%
18%
15%
18%
7%
17%
25-34
years
24%
45-54
years
15%
55-64
years
20%
65+
years
10%
35-44
years
20%
$50,000
- $74,999
$75,000-
$99,999
$100,000
- $149,999
$150,000
or more
Refused
to say
Under
$50,000

3.0
Executive
Summary
SHARING
7 SECRETS
TO LOYALTY
PROGRAM
SUCCESS.
S
S
S

Share the Love
has one central
theme:
It looks into how Loyalty
Program members feel
about all aspects of their
relationship with their
Program where ‘sharing’ is
involved.
We uncover SEVEN
defining insights that
impact on the future
success of Loyalty
Programs.
sharing
1
2
3
4
5
6
7

1. Sharing
my personal
information: my
data vs mining
my data
How members feel about
the use of their data by
loyalty programs can
go from personal and
relevant to an invasion
of privacy.
Asking for my data – give me good reasons why
It’s a tricky area however be transparent and give good reasons when requesting data and members
will share their personal information.
Mining my data – it’s ok if used for personal benefit
Members don’t mind their data being analysed for their benefit, with 73% happy to receive special
offers based on their purchasing habits.
Sharing my data – I am not so keen
52% of members disagreed with giving permission for a loyalty program to share their information
with other organisations, even if there are benefits to be gained (more places to earn points, receive
discounts or special offers).
gender postcode email incomemobile
number
87%
83%
78%
45%
33%
more likely to provide less likely to provide

2. Sharing my
love for loyalty
programs with
others – the
top 10 most
recommended
flybuys
everyday rewards
Qantas Frequent Flyer
Velocity
MYER one
Commonwealth Bank
Priceline
Accor
Amex
IGA
1
2
3
4
6
5
7
8
9
10

Does a good job = a recommendation? Oh yes!
flybuys
everyday rewards
MYER one
Priceline
Virgin
CBA Credit Card
IGA
Millers
Rewards Central
flybuys
everyday rewards
Velocity
MYER one
Commonwealth Bank
Priceline
Accor
Amex
IGA
37%
22%
11%
6%
5%
2%
1%
1%
1%
1%
37%
21%
19%
4%
4%
2%
1%
1%
1%
1%
Who is doing a good job?
In our first research study - For Love or Money: 2013
Consumer Study into Australian Loyalty Programs released
in May 2013, we asked members of loyalty programs which
program they thought were doing a particularly good job.
Who is being recommended?
In Share the Love, we asked members which
programs they recommended.
The top 10 loyalty programs doing a particularly good job The top 10 most recommended loyalty programs
Base: Members of a loyalty program (N= 884)
N=227 :Can you tell us a bit more about specific loyalty
programs you have recommended and why?

3. Sharing
my rewards
Why allow members to
share their benefits?
The desire to share is there, with 65% of
loyalty members keen to share their hard
earned loyalty benefits and rewards with
others including family/friends, a charity or
other community causes.
Besides the fact that members want to share
their benefits/rewards, if increasing
revenue through your loyalty program is
important to your business/brand, then here
are two great reasons to allow your
members to share their benefits:
They will shop more often 21 They will spend more
70%
would shop
more often
45%
would spend
more money
if they (loyalty programs) allowed
members to share their points or rewards
Loyalty lives long
after a member dies!
Although this may be surprising
and maybe a little morbid, we found
that 65% of members would like
to leave their rewards or points to
whomever they nominate, when they
die! So redefine the rules and let
your members’ benefits go to their
beneficiaries – you will be rewarded for
this innovation!

4. Sharing
using smart
technology
Whilst being accessible on both major
platforms (iPhone and android) is
smart, the dominance of the iPhone in
the hands of younger women under
45yrs is significant.
83%
of loyalty program
members own
or access smart
technology on a
regular basis

5. Sharing with a card or mobile
Whilst there are benefits of a loyalty program mobile
app (easy interaction for members, less plastic in the
environment and cost savings over time), don’t be too
quick to move to an App as over half (57%) of loyalty
members still want a traditional card.
Just on a third (31%)
of loyalty members
want both a card and a
mobile app.
Transition with both:
The good news is that over a third
(37%) of members would consider
paying for a loyalty program app,
depending on the benefits.

This highlights the opportunity for loyalty programs to lift their game and provide more benefits,
rewards and especially “surprise and delight” moments so that more members share their
love for loyalty programs on social media.
6. Sharing on
social media
platforms
Only 8% of loyalty
members posted a
comment on Facebook
about a loyalty
program, however 27%
might do so in the future.

7. Why I stop
sharing my
love for loyalty
programs
With 26% of members defecting from a
loyalty program for a variety of reasons (we
have identified 11 that you can influence -
see page 69), the question to be asked and
answered is:
Loyalty programs are a key touch-point of
engagement with a brand. When members
are disenchanted with their program and
defect, then this will have some impact on their
behaviour towards the brand.
This research outlines the various reasons
members leave a loyalty program including:
defecting from a loyalty program
= defection from the brand.YES
26%
does defecting from a
loyalty program mean
defection from the brand?
“Choose to
participate in other
programs instead”
“No longer shop
there or use their
services”
42%
23%

4.0
Findings in
detail
4.1 SHARING
MY PERSONAL
INFORMATION
HOW MUCH
IS OK AND
WHY?

Trust before sharing.
I am always suspicious of providing personal
details to anyone for anything these days. I have
been contacted numerous times from people who
I have never given my details to. Many of these
sound very dodgy. My details are personal, which
by definition, means it’s personal, not public. These
details should NEVER be given or sold to ANYONE
other than the people I give them to. I trust loyalty
programs no more or less than anyone else.
Male 45-54yo

Data mining is the reason for loyalty programs
but I avoid providing too much. My basic profile
and purchasing habits are enough for the small
benefits received.
Female, 55-64yo
I don’t have any problems with providing
personal information so long as there are
rewards.
Male, 55-64yo
Happy to provide details if I know for what
reason and agree with the reason.
Female, 25-34yo
I don’t mind giving certain information but when
it becomes to personal I either choose the
prefer not to state it or put in false info.
Female, 17-24yo
Fine (to provide my personal info), my life is an
open book.
Male, 55-64yo
I do not have a problem
with giving out this
information if it will save me
money through discounts
as long as it was not given
to a third party.
Female, 55-64yo
Only prepared to give basic information eg
email, buying preferences, feedback on
frequented stores.
Female, 65+yo
Sharing data:
My data vs
mining my data
How members feel about the
use of their data can go from
personal and relevant to an
invasion of privacy.

I should be able to decide what information I
provide to loyalty programs. Only the basic info
would be available and the other info requested
to be optional.
Male, 35-44yo
I feel a bit uncomfortable, but when they
genuinely use the information to give us more
benefit, I trust them because I know they won’t
misuse it.
Female, 35-44yo
Very dubious, as I don’t wish to receive yet
more crap/spam in my email inbox or letterbox
than I already do at present.
Female, 35-44yo
I don’t like to give out too much info. They
should give discounts because we are loyal to
the shop - not because they want to track what
we do - that’s not a loyalty program!
Female, 45-54yo
I would provide personal information such as
my name and age and postcode, but would not
provide my home address or phone number
unless I really trusted the organisation.
Female, 17-24yo
There are some details that I do not believe
loyalty programs need. Eg personal income, net
family income, amount in bank etc.
Female, 65yo+

With good
reason
members
will share
When sharing their
personal data,
members want to know
“what’s in it for me”?
As you ask for more personal information,
members are less likely to give these details to
you.
So, if you want more than the basics (gender,
age and email), there are three steps to take:
Explain the reasons for collecting the
information.
Communicate the benefits that will be
provided in return.
Provide assurances that their details will
not be shared or on-sold.
As a simple example, if you are asking for date
of birth and you want more of this data, then
tell them why – is it for a birthday surprise, for
security reasons, account validation or another
reason?
1
2
3
I don’t like to give out my birthdate, my phone number
or my income. I think these type of things are personal
and I really don’t see why they are needed. If there is a
prize involved and you need to clarify certain details if
you should win then this would be acceptable.
Female, 55-64yo
No problem
giving my info - so
long as it’s well-
compensated for.
Male, 35-44yo
Happy to provide
details if I know for
what reason and
agree with the reason.
Female, 25-34yo
Likely to provideBase: Total sample (N=1005) Unlikely to provide
Gender
Postcode
Email address
Interests & hobbies
Date of birth
Household structure
Mobile phone number
Income
87%
3%
83%
3%
78%
5%
71%
8%
63%
16%
61%
12%
45%
38%
33%
24%

If you love
email, then
tell them why
you want it!
If email is one of the
major communication
channels for loyalty
programs (and one of
the most cost effective),
then remind members
of the benefit for
providing it.
of members likely to
provide email, then keep
giving them good reasons
I don’t mind giving personal information but I
would like to know why I am giving it. I don’t
like the idea of giving my phone number or
email address if it means I am giving consent for
salespeople to contact me via either.
Female, 25-34yo
Phone and email information
is fine, providing they’re not
forwarded on to anyone and
used only by the program that
was signed up to.
Male, 65+yo
Likely to provideBase: Total sample (N=1005) Unlikely to provide
Gender
Postcode
Email address
Interests & hobbies
Date of birth
Household structure
Mobile phone number
Income
87%
3%
83%
3%
78%
5%
71%
8%
63%
16%
61%
12%
45%
38%
33%
24%
with
78%
to give their email over – why you want
it, what you will do with it and most
importantly why they will benefit.

Young men are
more willing
to share more
personal data
Men under the age of 45
are significantly more
likely to provide some of
the more private data (eg
mobile number and income).
We already live in an ELECTRONIC world, and
those who think we are still “hidden” individuals,
unknown to the wider commercial, financial, retail,
security community - all I can say is WAKE-UP.
Male, 35-44yo
Likely to provideMen Under 45 yearsBase: Total sample (N=1005) Unlikely to provide
Gender
Postcode
Email address
Interests & hobbies
Date of birth
Household structure
Mobile phone number
Income
87%
3%
83%
3%
78%
5%
71%
8%
63%
16%
61%
12%
45%
57%
38%
33%
51%
24%
Men Under
45 years

I’ll share with
you if you share
with me but be
relevant
If your loyalty program
provides relevant offers
or discounts based on your
members’ buying behaviour,
you have a winner.
Almost ¾ of members agree
to having their purchasing
habits monitored in return
for personalised offers
AgreeBase: Total sample (N=1005) Disagree
I would give permission for a loyalty program I am a member of
to share my personal details with other organisations in order for
me to gain access to more benefits, discounts or special offers
I am happy for my smartphone to determine
my location and send me discounts or special
offers based on where I am shopping
I am happy to provide personal details provided I
understand why the loyalty program needs them
I am happy to provide personal details about my
shopping interests in return for discounts or special
offers on things I like to buy
I am happy to receive discounts or special
offers based on my purchasing habits
73%
5%
63%
10%
59%
14%
32%
39%
23%
52%
Data mining is the reason for loyalty programs
but I avoid providing too much. My basic
profile and purchasing habits are enough for
the small benefits received
Female, 55-64yo
I am happy to provide
information so that the
loyalty program can provide
a better service
Male, 25-34yo

73%
5%
63%
10%
59%
14%
32%
39%
23%
52%
Location based targeting =
tech savvy younger male members
While only 32% of members are happy with location based targeting, when
you dig deeper you find that younger men (48%) are more likely to be happy
with offers reaching them on their smartphones while shopping.
Men
under
45yrs
38%
48% 22%
Women
under
45yrs
Men
over
45yrs
20%
Women
over
45yrs

Location based targeting is
not for younger women
Younger women are less keen on this service as only
38% are happy with offers reaching them on their
smartphones while shopping.
Men
under
45yrs
38% 20%
48%
22%
Women
under
45yrs
Women
over
45yrs
Men
over
45yrs
I’m reluctant to provide too much personal
information. It’s okay if it’s related to shopping
habits, interests, hobbies etc but they don’t need
to know my location via my mobile when I’m
out and about etc - that steps over the line and
breaches privacy.
Female, 35-44yo
73%
5%
63%
10%
59%
14%
32%
39%
23%
52%

Do not stalk members over 45
Women and men over 45 years are NOT at all happy to
receive location based offers, so be ready for a backlash
if you do
Men
under
45yrs
38%
20% 48%
22%
Women
under
45yrs
Women
over
45yrs
Men
over
45yrs
I don’t like to give out too much info. They
should give discounts because we are loyal
to the shop - not because they want to track
what we do - that’s not a loyalty program!
Female, 45-54yo
73%
5%
63%
10%
59%
14%
32%
39%
23%
52%

Sharing my
data – I am
not so keen
52% of members
disagreed with giving
permission for a loyalty
program to share their
information with other
organisations, even if
there are benefits to
be gained (more places
to earn points, receive
discounts or special
offers).
I do NOT like it if the information is provided to their partners. I would need to be
asked for permission for every single partner they wished to share my details with
and that should be in writing. Loyalty programs have a tendency to bandy about
member information to all and sundry with no real chance of the client refusing to
deal with a particular ‘partner’ of the program, or the client knowing exactly to who
their information has been given - that is invasion of privacy.
Male, 55-64yo
I am fine as long
as I know it is
not passed onto
other companies.
Male, 45-54yo
73%
5%
63%
10%
59%
14%
32%
39%
23%
52%

4.0
Findings in
detail
4.2 SHARING
MY LOVE FOR
LOYALTY
PROGRAMS
WITH OTHERS

Members do
share the love,
but there could
be more!
Less than half of members
(48%) have suggested to a
friend or family member
that they join a particular
loyalty program.
So much opportunity
Brands with loyalty programs (or are thinking
about it) must lift their game and give their
members something to talk about, something to
recommend.
There is too much opportunity left on the
table and we believe sharing through
recommendation comes from more love, from
surprise and delight and from giving when they
least expect it.
So starting thinking on how you can share more
unexpected love for members to share.
Have you ever suggested
to a friend or family member
that they join a particular
loyalty program?
I recommended flybuys to a work colleague as Coles
is near the office and their $10 for 2000 point reward is
easy to achieve. I have also recommended Petbarn and
Petstock to friends with pets as their loyalty programs give
you a bag of cat/dog food free after you’ve bought 10.
Female, 25-35yo
I recommended the Woolies everyday
rewards card to a friend. I like how the
company can track what we are buying
and can notify us when products we like
are on special
Male, 45-54yo
48%
33%
19%
YES
NO
I DON’T
KNOW
Base: Total sample (N=1005)

Who shares
the most?
Of the 48% of loyalty
members that have
recommended a loyalty
program to a friend or
family member, women
are more inclined to
share more than men.
Men
under 45yrs
57%
45%
47%
39%
Women
under 45yrs
Women
over 45yrs
Men
over 45yrs
With women being members of more loyalty programs (a finding in our first
research study - For Love or Money), they have more opportunities to tell their
friends about the programs they are members of, if the benefits are there.

Which women
are the most
influential?
WOMEN UNDER 45
Younger women (under 45 yo) are significantly more likely to
recommend a loyalty program to a friend or family member.57%
Men
under 45yrs
45%
47%
39%
Women
over 45yrs
Men
over 45yrs
57%
Women
under 45yrs
So if you want these key influencers to influence others, then think how
you can make them feel even more special.

flybuys
everyday rewards
Velocity
MYER one
Commonwealth Bank
Priceline
Accor
Amex
IGA
37%
21%
19%
4%
4%
2%
1%
1%
1%
1%
The top 10 most
recommended
loyalty programs
Other loyalty programs
members have recommended
Amway
Boost Juice
Bras ‘n Things
Cinebuzz (Greater Union)
Crossroads
Crown
Dymocks
Emirates
Gymboree
Hoyts
JAL FF
Kris Flyer
MimcoCollective
Petbarn
Petstock
Pumpkin Patch
RACV
Rivers
Skin Rejuvenation
Clinic
Supercheap Auto
Wittner
Zaraffas
Which loyalty programs are members
recommending?
N=227 : Can you tell us a bit more about specific loyalty programs you have recommended and why?

Can you tell us a bit more about specific loyalty programs you have recommended and why?
Does a good job = a recommendation? Oh yes!
flybuys
everyday rewards
MYER one
Priceline
Virgin
CBA Credit Card
IGA
Millers
Rewards Central
flybuys
everyday rewards
Velocity
MYER one
Commonwealth Bank
Priceline
Accor
Amex
IGA
37%
22%
11%
6%
5%
2%
1%
1%
1%
1%
37%
21%
19%
4%
4%
2%
1%
1%
1%
1%
Who is doing a good job?
In our first research study - For Love or Money: 2013
Consumer Study into Australian Loyalty Programs released
in May 2013, we asked members of loyalty programs which
program they thought were doing a particularly good job.
Who is being recommended?
In Share the Love we asked members which
programs they recommended.
Top 10 loyalty programs doing a particularly good job Top 10 most recommended loyalty programs
Base: Members of a loyalty program (N= 884)

The woolies everyday rewards
card. The company can track what
we are buying and can notify us when
products we like are on special.
Male, 45-54yo
Fly buys - I know that when I have
reached a certain point, I will be
compensated, whether large or small, it
all counts in todays world of high prices.
Female, 17-24yo.

QANTAS Frequent Flyer. It is
free and even though you may not
accumulate quickly, it all adds up.
Male, 25-34yo
I recommended MyerOne
card - absolutely love it.
Male, 45-54yo
Priceline - Each quarter they send
a gift voucher which is a lot of money.
Female, 25-34yo
Skin Rejuvenation Clinic. As you buy
products it accumulates as money towards
your next item. This is a very direct and
quick way to see rewards and is not limited
by how much or how little you spend.
Female, 35-44yo
Why are
members
sharing?

Hoyts Rewards, because it is a
rewarding loyalty program and the person
I recommended it to visits Hoyts regularly.
Female, 17-24yo
Boost Juice, Wittner, Frequent
Flyer, IGA - because they all reward
you well for your spending.
Female, 17-24yo
Myer card - because of the
reward points benefits.
Female, 25-34yo
Pumpkin patch - up to date
email with offers.
Female, 25-34yo
flybuys because you get heaps of
rewards and you can use it like money.
Female, 25-34yo
Amex Platinum rewards aspoints
can be used at 9 different airlines.
Female, 35-44yo
When I think it’s a great offer, I will
tell people about it.
Female, 25-35yo
Commonwealth Bank Mastercard
True Awards. I recommend to family and
friends because it means not changing any
spending habits, just make sure you pay off
your mastercard in full by the due date and you
don’t incur interest. It’s like awards for free.
Male, 45-54yo
flybuys. Medibank premiums
count towards points in fly buys.
Male, 65yo+

4.0
Findings in
detail
4.3 SHARING
MY HARD
EARNED
REWARDS
UNTIL DEATH
DO US PART!

I’ve earned
my rewards
and I want to
share them...
From “me” to “we”
Moving from a “me” to a “we” society is
a trend that is noticeable through loyalty
members’ interest in sharing rewards
beyond their own personal benefit.
Only 35% of members said they would
not share beyond themselves and that’s
encouraging, as 65% would!
The opportunity for loyalty
programs is clear.
Give your members the option to share
the rewards they have earned from your
program (points, benefits or dollars) with
others.
Make it clear they can
Be flexible with who they can share with
1
2
Would you like to
be able to share
the points and
rewards you have
accumulated within
a loyalty program
with any of the
following…?
Family
or
friends
A charity or
‘cause’ of
your choice
A school
of your
choice
A sporting
group of
your choice
None
of
these
A local
community
initiative
53%
26%
12%
10%
8%
35%
of members would like to share
their benefits beyond themselves65%

Family
or
friends
A charity or
‘cause’ of
your choice
A school
of your
choice
A sporting
group of
your choice
None
of
these
A local
community
initiative
Sharing with a
charity appeals
more to younger
members
Would you like to
be able to share
the points and
rewards you have
accumulated within
a loyalty program
with any of the
following…?
A charity or ‘cause’
of your choice
53%
26%
12%
10%
8%
35%
23%
Women
over 45yrs
33%
Women
under 45yrs
Men
under 45yrs
28% 19%
Men
over 45yrs
charity
Younger members are significantly more interested in sharing
with a charity. It should now be standard within a program that is
‘earn & burn’ (points for purchase) that charities are an option for
members to share their points or rewards with.

Why bother to
allow members
to share their
benefits?
If increasing revenue
through your loyalty
program is important to
your business, then here
are two great reasons to
allow your members to
share their benefits:
They will shop more often 21 They will spend more
70%
would shop
more often
45%
would spend
more money
2 They will spend more
45%
would spend
more money

Loyalty members will spend
more if loyalty programs allow members
to share their points or rewards
Younger members prefer
to share more
31%
Women
over 45yrs
48%
Women
under 45yrs
Men
under 45yrs
51%
41%
Men
over 45yrs
45%
would spend
more money
Younger members not only display a greater
desire to share their rewards with a charity, they
are also more inclined to spend more if they can
share their points or rewards with others.

Until death
do us part!
Here is the
golden ticket
Loyalty lives long after a
member dies.
Although this may be surprising (and
maybe a little morbid), we found that
65% of members would like to leave their
rewards or points to whomever they
nominate, when they die!
So redefine the rules and let your members’
benefits go to their beneficiaries. This is your
golden ticket!
Some loyalty programs are
considering the option of
allowing members to leave
the rewards or points that
members have earned in a
loyalty program, to a friend,
family member or charity
when they die. While it isn’t
something most of us want to
think about, would you like to
be able to leave your points
or rewards to someone else
when you die?
65%
12%
23%
YES
NO
I DON’T
KNOW
What’s the opportunity?
We believe loyalty programs can redefine the rules to be
“all for their members” and that is:
give their members the option
to leave their accumulated
rewards when they die to their
family, friends, relatives or
even a charity - even if these
beneficiaries are not connected
to the program.

4.0
Findings in
detail
4.4 SHARING
USING SMART
TECHNOLOGY
WHAT’S THE
OPPORTUNITY
FOR LOYALTY
PROGRAMS?

Keeping loyalty
programs in
line with smart
technology
This research study also
sets a benchmark for
members interaction with
the plethora of technology
available to their “pinch
fingers”.
Base: Members of a loyalty program (N = 884)
Which of the
following do you
own or have direct
access to on a
regular basis?
Another
brand of
smartphone
iPhone
Another
brand of
tablet
None of
theseiPad
44%
38%
26%
14%
17%
83% of loyalty program
members own or access
various smart technology
83%
on a regular basis

Which smart
technology?
Iphone vs “ichange”
The insight here is be
across both platforms
(android & iphone)
Be on both
Which of the following do you own or have
direct access to on a regular basis?
Another
brand of
smartphone
Another
brand of
smartphone
iPhone
iPhone
Another
brand of
tablet
Another
brand of
tablet
None of
these
None of
these
iPad
iPad
44%
44%
38%
38%
26%
26%
14%
14%
17%
17%

Who owns or
has access
to what smart
technology?
While being on both is
smart, the dominance of
the iphone in the hands
of younger women is
significant
Which of the following do you own or have direct access to on a regular basis?
34%
Women
over 45yrs
42%
Women
under 45yrs
Men
under 45yrs
53% 46%
Men
over 45yrs
Another brand of smartphone =
younger men
17%
Women
over 45yrs
12%
Women
under 45yrs
Men
under 45yrs
12%
17%
Men
over 45yrs
Another brand of tablet =
older men and women
34%
Women
over 45yrs
54%
Women
under 45yrs
Men
under 45yrs
37%
19%
Men
over 45yrs
iPhone =
younger women
22%
Women
over 45yrs
33%
Women
under 45yrs
Men
under 45yrs
28%
17%
Men
over 45yrs
Own an iPad =
younger women

4.0
Findings in
detail
4.5 SHARING
WITH MY CARD
OR PHONE?
THE
TRADITIONAL
CARD VS
MOBILE APP

Traditional loyalty card
vs mobile app
however Don’t jump too soon
While there are benefits of a mobile app (easy
interaction for the member, less plastic in the
environment, cost savings over time), don’t
be too quick to move as more than half (57%)
of loyalty members still want a traditional card.
Transition with both
Consider your transition with a dual option
approach, providing members with their
choice of interaction, given around a third
(31%) of loyalty members want both a card
and an mobile app.
So as you move your loyalty program to be more “digital”, be careful not to alienate the
“traditionalists” as they still have a strong connection to their loyalty card.
…Would like a
traditional card
…Would like a
mobile phone app
…Would
like both
57%
12%
31%
It’s fair to say there are many
wallets/purses full of loyalty cards and so
there is an appetite for loyalty programs to
provide members with a phone app as their
connection to the program (interact, earn and
redeem) instead of a traditional card.
Given an option for a traditional physical membership card or a mobile phone app to interact with your loyalty program (ie to earn or redeem points), which would you prefer?

Age groups do tell a slightly different story
Women
over 45yrs
22%
23%
15%
47%
Women
under 45yrs
Men
under 45yrs
Men
over 45yrs
Younger members (M&F) = both
Women
over 45yrs
Women
under 45yrs
Men
under 45yrs
41%
Men
over 45yrs
Older members (M&F) = card
5%
Women
over 45yrs
Women
under 45yrs
Men
under 45yrs
23%
36%
73%
38%
73% 4%
Men
over 45yrs
Younger men = Mobile App
Traditional cards are clearly the
preferred option for consumers over
the age of 45 years.
A significant proportion of younger
members want a card & mobile app.
Mobile apps are gaining traction,
particularly with younger men.
Given an option for a traditional physical membership card or a mobile phone app to interact with your loyalty program (ie to earn or redeem points), which would you prefer?

What do they
want a Mobile
App for?
To enhance their experience
with their loyalty program,
the interaction of earning
and redeeming is right at the
top of what they want from
their Mobile App.
The other benefits that a
Mobile App can provide can
all be encompassed into one
word = “easy”
Make it easy to interact with your
program – update their membership
profile and preferences
Make their lives more rewarding
and relevant – send them offers that
match their motivations and interests
Loyalty members interested in mobile App (N=432)
Earn or redeem points
Update my
membership profile
Receive promotional offers
tailored to my interests
Purchase products
directly from the retailer
Receive offers based
on my location
Which of the following reward related activities would you like to be able to do via
your mobile app to enhance your experience with the loyalty program?
93%
78%
60%
59%
51%

Younger women
want the love shared
through personalisation
Update my
membership profile
Purchase products
on my location
93%
78%
60%
59%
51%
Younger women want to use
the technology to enhance
personalisation –
offers tailored to their
interests, significantly more
than others.
53%
Women
over 45yrs
Women
under 45yrs
Men
under 45yrs
61%
51%
Men
over 45yrs
79%
of younger women want to receive
promotional offers tailored to their interest79%

What about the
mobile app and
$$$!
over half of members (59%)
would like to be able to
‘purchase products directly
from the retailer through
their loyalty program app.
providing this benefit
through a mobile app is an
opportunity for more $$$
to your business.
Quite simply, a phone in
their hand is a dollar in
your pocket!
Update my
membership profile
Purchase products
on my location
93%
78%
60%
59%
51%

Who has the dollars in their hands?
So here’s another really interesting insight – it’s men (and even more so,
those over 45 years) who are most interested in purchasing products directly
through their mobile app. (Maybe it’s because they don’t like the normal shopping
experience and prefer the convenience to buy now with their phone.)
Update my
membership profile
Purchase products
on my location
93%
78%
60%
59%
51%
44%
Women
over 45yrs
Women
under 45yrs
Men
under 45yrs
56%
Men
over 45yrs
63%
71%
It’s worth adding this insight into your loyalty program strategy as you
work out whether a mobile app will give you a return vs who will interact
with it. See the ‘Return on App’ calculation further on in this report (pg. 56)
Purchase products
direct from the retailer

Younger men want the love to
be shared in the moment
Update my
membership profile
Purchase products
on my location
93%
78%
60%
59%
51%
49%
41%
Women
over 45yrs
Women
under 45yrs
Men
under 45yrs
51%
Men
over 45yrs
56%
Younger men want
the technology
to enhance their
shopping experience.
of this demographic want to receive
offers based on their location.56%

Will members
pay for a
loyalty program
mobile app?
Base: Members of a loyalty program (N = 884)Base: Total sample (N=1005)
Assuming there was a small cost (of less than $3) associated with downloading a mobile app for
a particular loyalty program that you were interested in joining or already a member of, which of
the following best describes how you would feel about paying a one off fee to download it?
…WOULD consider paying for
it, depending on the benefits
…Really don’t know …WOULDN’T consider it,
regardless of the benefits
Up to
50%
13%
37%
Over a third of loyalty
program members (37%)
would consider paying for
a program app, depending
on the benefits.
HERE’S THE OPPORTUNITY….
PROVE THE BENEFITS AND THE
DOLLARS WILL BE SHARED.
IF YOU DO THIS, THERE IS
ANOTHER 13% UP FOR GRABS
50% of loyalty program
members are open to paying
for a loyalty program app

Younger
members are
less likely to pay
Of the 37% of loyalty
members who WOULD consider
paying for a loyalty program
mobile app, younger members
(male & female) who live life
through technology, are far
less inclined to pay for it.
Assuming there was a small cost (of less than $3) associated with downloading a mobile app
for a particular loyalty program that you were interested in joining or already a member of, which
of the following best describes how you would feel about paying a one off fee to download it?
47%
Women
over 45yrs
35%
Women
under 45yrs
Men
under 45yrs
28% 47%
Men
over 45yrs

(members p
aying)
net R
OA
(reve
nue)
ROA = Return on App
What’s your ‘Return on App’?
Don’t give up on the app. With the insights from this research -
consider a financial model to calculate your ‘Return on App’:
take your
base of
members
37%
who would consider
paying for an App
Then deduct the investment
you make in developing and
promoting your Loyalty App
less the costs you save
from the reduction in cards
you produce and distribute
$ gross
gain/loss or
breakeven
=
=
=
=
=
=
$3
x
x $ $
Note: This ‘Return on App’ formula is only a guide for you to consider the
various investment inputs and return outcomes of a loyalty mobile app.

4.0
Findings in
detail
4.6 SHARING
ON SOCIAL
MEDIA
PLATFORMS
WHAT CAN
LOYALTY
PROGRAMS
LEVERAGE?

Which social media
platforms are loyalty
members on?
74% of loyalty members are on a mix of social
media platforms, 26% are on none. So as a
ticket to play, social media is the place to be
for loyalty programs.
are on none
of these
26%
71%
21%
12%
11%
Which of the following, if any, are you a member of or have a profile on?
N=1005 members could select a multiple of options

From past action to
future opportunity...
From a relatively low base of past interaction
with loyalty programs through social media
platforms (they “have already done it”), the
opportunity is more in the future.
Check in at a specific location using social
media to earn loyalty rewards or points
Made a comment about a loyalty program on Facebook
Tweeted about a loyalty program on twitter
Used Instagram to make reference to a loyalty program
Used Pinteresed to highlight a loyalty program
28%
8%
27%
8%
12%
5%
13%
2%
14%
2%
The two most significant
opportunities for future social
media interaction with a loyalty
program are:
Checking in through location based
options, with a reward to do so.
Commenting about a loyalty
program on Facebook
1
2
I have
already
done this
I might do
this in the
future
N=1005 members could select a multiple of options
We are interested to find out more about how people use social media to interact with loyalty programs they are a member of.
Which, if any of these activities have you have done or might you consider in the future.

Under 24
years
6%
25-34
years
13%
45-54
years
5%
55
years +
8%
35-44
years
8%
…have made a comment on
Facebook about a loyalty program
8%
I just made a status update when I was
having coffee at Zarraffa’s about how
I got it for free because I had used my
card so many times before.
Female, 35-44yo
The price & the privileges they
provided completely surprised me
and hence I went to Facebook.
Male, 25-34yo
I guess it was just getting a gift
card in the mail from earning
points prompted this.
Male, 25-34yo
Social media
presents
a clear
opportunity
Only 8% of loyalty
members have made a
comment on Facebook
about a loyalty
program, however
27% might do so in
the future.
This highlights the opportunity
for loyalty programs to lift
their game and provide
more benefits, rewards
and especially unexpected
moments of delight so that
more members share their love
for loyalty programs on social
media.

There is a great opportunity
to leverage Twitter amongst
25-34 year olds.
Under 24
years
25-34
years
45-54
years
55
years +
35-44
years
…have tweeted about a loyalty program
5%
Extra points/bonuses were given out.
Female, 25-34yo
The loyalty program offered a freebie in
return for the tweet. Female, 25-34yo
I took a photo and told all my followers to get in to a local Zarraffa‘s and buy a coffee and join the club. Female, 35-44yo
0%
14%
2%
1%
1%

Providing loyalty
programs access
to a member’s
Facebook profile
Younger members are more
open to the possibility of
connecting their Facebook
profile to their loyalty
program. Again, giving them a
reason to do so is critical.
Some loyalty programs are looking at simplifying the process of joining their program, by
allowing people to link their membership with their Facebook profile. Would you be happy
to allow a loyalty program access to your Facebook profile?
Yes Possibly No I don’t know I don’t use FacebookBase: Total sample (N=1005)
Under 24s
25-34s
45-54s
55 years +
35-44s
0%
49% 14% 9%
7% 35% 13% 5%
7% 45% 4% 23%
5% 13% 29%
6% 37% 7% 39%
29%
35%
11%
21%
18%
40%

4.0
Findings in
detail
4.7 WHY I
STOP SHARING
MY LOVE
FOR LOYALTY
PROGRAMS
REASONS FOR
DEFECTION.

Have you stopped participating in a loyalty program that you had
previously been an active member of in the last few years?
Total sample (N = 1005)
Members defect from
their programs passively.
It’s not good news.
Over a quarter (26%) have
defected from a loyalty
program they had previously
been an ACTIVE member in.
(Imagine if 26% of your
members defected – what
impact would that have?)
Of those that had stopped,
20% just simply stopped!
It’s clear that Younger
members are more inclined
to walk away from their
program (39%).
Yes, I simply
stopped
participating
Yes, I formally
requested to
be removed
All members
25-34 years
26%
39%
6%
8%
20%
31%

I stopped providing my shopping
behavior so they can use it against me.
Male, 35-44yo
I moved interstate and they no longer had
the chemist chain I frequented”.
Female, 25-34yo
The program was a points based program,
but to earn the most points I had to give
them very specific details about myself.
Female, 17-24yo
After being a member for well over ten years
the program changed and they should have
recognised loyalty not current spend.
Female, 34-44yo
“I have stopped participating in programs
from Fusion and Goldmark as I no longer
shop with these stores regularly.”
Female, 25-34yo
Constant emails. Too many changes
to program.
Female, 25-34yo
Following my habits: intrusive.
Female, 55-64yo
Qantas Frequent Flyer, continually reduce
the value of their points or make the
exchange for benefit ridiculously high to a
point where they are worthless.
Male, 55-64yo
I don’t tend to use the woolworths rewards program
very often because it seems to be simply a fuel
voucher in card form. Very few other benefits.
Male, 45-54yo
Stopped participating in Myer rewards program
as they constantly mail out pamphlets etc and
requested several times that they stop sending
them. They didn’t so I requested to opt out of
their program. Also, have moved and the nearest
Myer is around 45 minutes drive away - no longer
convenient and I prefer to shop locally.
Female, 35-44yo
They were sending lots of emails, about changes
and all. There were also changes in the points
allocation which I find it very disappointing.
Female, 35-44yo
Reasons for defection

I wasn’t earning points / rewards fast enough
I no longer shop there or use their services
The rewards didn’t appeal to me
Too much of a hassle to participate
I chose to participate in other programs instead
It was too confusing
I was getting too many emails / mail from them
It felt like they knew too much about me
I was concerned about my privacy
They didn’t communicate with me enough
There were too many cards in my wallet
I just forgot about it
I worked out that in order to gain enough points for me
to buy, let’s say a toaster with my points. I would have to
spend upwards of $50k in the shop. Pointless!!!.
Male, 25-34yo
I stopped my mileage card
because I do not use them so often
and It was hard to earn points.
Male, 25-34yo
No 1 reason
for defection
= speed of
earning points
Base: Consumers who have defected at all (N=242)
Points are often the point
of no return for members.
Speed of earning (based on how much
members spend to earn points to achieve
a reward) is clearly the biggest issue
(51%) for members.
Loyalty programs that want to reduce
defection and who have points at the
centre of their program need to continue
to evaluate the achievability of rewards
based on points for purchase.
Which of the following, if any, have contributed to you stopping participation in a loyalty program? Please select all that apply.
51%
42%
36%
26%
23%
19%
18%
15%
14%
13%
13%
13%

Which members feel points are pointless?
WHILST MORE THAN HALF (51%) OF LOYALTY PROGRAM MEMBERS STOPPED PARTICIPATING IN A PROGRAM
BECAUSE THEY WERE NOT EARNING POINTS OR REWARDS FAST ENOUGH, WOMEN OVER 45 YEARS WERE
REPRESENTED MOST SIGNIFICANTLY.
51%
…stopped participating in a program
because they were not earning
points or rewards fast enough
It was for a clothing brand store that I
didn’t go to much anymore and when
I did it took a long time for them to
calculate and apply the points each time.
Female 25–34yo
I was spending a lot of money with them,
did not see many rewards in return.
Female 35–44yo
81%
81%
Women
over 45yrs
54%
Women
under 45yrs
Men
under 45yrs
33%
52%
Men
over 45yrs

Reasons for
defection –
what CAN’T
you control?
Base: Consumers who have defected at all (N=242)
With A Quarter Of Your
Members Likely To Defect
(26%), what can you control
and what is out of your
control?
Of the 12 reasons provided in this
research, only one is potentially out of
your control to the extent that they might
have moved (no longer shop there or are
not using that service).
BUT, don’t be too complacent on
assuming that ”no longer shop there”
means they have moved – it could also
be because they were not happy with the
program.
51%
42%
36%
26%
23%
19%
18%
15%
14%
13%
13%
13%
I’ve moved so no longer
shopped there.
Female, 35-44yo
I moved house and there was
not a store in my new area.
I found alternatives locally.
Female, 65+yo
I stopped shopping at
Sussans so I stopped
getting their points.
Female, 35-44yo

Ease of earn and burn = program structure
Relevance of reward = program structure
KISS = program structure
Program point of difference = program structure
KISS = program structure
Comms frequency = program structure
Privacy/data
Privacy/data
Comms frequency = program structure
Program point of difference = program structure
All the above
Reasons for defection – what CAN you control?
51%
42%
36%
26%
23%
19%
18%
15%
14%
13%
13%
13%
1
2
3
4
6
5
7
8
9
10
11
There are 2 critical forces
that impact on loyalty
program defection:
1. Program structure
2. Privacy/data
The 5 key influencing factors of program structure are:
1. Ease of earn and burn
2. Relevance of rewards
3. Program point of difference
4. Program simplicity (KISS)
5. Communication frequency

One size does not fit all
A ‘single size’ reward program DOESN’T fit all. Loyalty Programs must
allow for different buying behaviour and interests of members.
because the rewards didn’t appeal
36%
81%
52%
Women
over 45yrs
24%
Women
under 45yrs
Men
under 45yrs
44%
40%
Men
over 45yrs

What’s your ‘ease factor’?
Make it easy! If time is the new quality then is your program living up to its ease factor?
Younger members are more impatient vs older members and need everything about as simple
as it can be (and not simpler).
26%
because it was too much of a hassle
81%
23%
Women
over 45yrs
30%
Women
under 45yrs
Men
under 45yrs
29%
18%
Men
over 45yrs

yes, defecting from a
loyalty program means
defection from the brand
Yes, I simply
stopped
participating
Yes, I formally
requested to
be removed
The big question: Does a member’s defection from
a loyalty program mean defection from the brand?
Base: Total sample (N=1005) Base: Consumers who have defected at all (N=242)
With 26% of members defecting from a loyalty
program for a variety of reasons, the question to be
asked and answered for brands that have loyalty
programs is – does defecting from a program mean
defecting from a brand?
Loyalty programs are a key touch-point of
engagement with a brand. When members are
disenchanted with their program and defect, then
this will impact their behaviour towards the brand
This research outlines the various reasons members
leave a loyalty program, including “no longer shop
there or use their services” (42%) and “choose to
participate in other programs instead” (23%).
Have you stopped participating in a loyalty program
that you had previously been an active member of in
the last few years?
51%
42%
36%
26%
23%
19%
18%
15%
14%
13%
13%
13%
20%
6%

5.0
BEHIND THE
RESEARCH
THE PEOPLE
WHO LOVE
TO SHARE
THEIR LOVE
OF LOYALTY
PROGRAMS.

Adam Posner
CEO
Directivity
Pete Noble
CEO
Citrus
Directivity was established in 2007 and has provided
loyalty strategies for organisations in energy,
entertainment, accommodation and retail.
Adam Posner (CEO) has been involved in a range of
loyalty programs from large retail programs such as
the new flybuys program launched in 2012 as well as
developing self-funding ‘Return on Loyalty’ models for
pharmacy, entertainment and large accommodation
networks. He is a regular speaker at loyalty forums
and conferences and facilitates loyalty strategy
workshops.
Adam is also the author of the practical book on
loyalty – ‘Give-back to Get-back - 9 steps to a
profitable loyalty program’.
Citrus is a specialist eCommerce and Retention
Marketing Agency focused on helping retailers &
consumer brands to keep and retain their customers
through data-driven, personalised & automated
retention marketing programs across email, mobile,
social and the web.
With more than 15 years experience in the digital
marketing space, Peter has lead the Citrus team
to deliver world-class digital marketing services for
leading brands such as Sportsgirl, Coopers, adidas,
Samsonite, TaylorMad adidas Golf, Review, Metalicus,
and the Victoria Racing Club amongst others.
Peter is a passionate advocate of the power of loyalty
programs to create long-term brand loyalty, particularly
through digital communications across email, mobile,
social media and the web.

THE LOYALTY POINT
www.theloyaltypoint.com.au
Directivity
Adam Posner
t. 0433 818190
e. adam@directivity.com.au
w. directivity.com.au
Citrus
Peter Noble
Level 8, 100 Albert Road
South Melbourne
Victoria Australia 3205
t. +613 9681 5333
e. peter.noble@citrus.com.au
w. citrus.com.au

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