欧晰析咨询：2023以客户长情，立基业长青：在中国建立忠诚度计划的六大制胜之道（英文版）（37页）.pdf

1、Principles to Build Loyalty in ChinaApril 2023 Nurturing Customer Loyalty in China2Chinese consumers are keen users of loyalty programsHighlights of Chinese Loyalty Program Users81%19%Neutral/DisagreeAgree46%19%14%14%11 to 157%2086%Do notIncreaseIncrease14%1.Survey screening criteria:respondents hav

2、e enrolled in and are actively using at least 3 major membership programs among the selected sectors2.Including food service,grocer&mall,travel,E-commerce,luxury,footwear&apparel,cosmetics&beauty,food&beverage3.Q:Within each sector,which of the programs have you enrolled in/are aware of?Please pick

3、the most appropriate choice for each program4.Q:On a scale of 1-5,to what extent do you agree with the following statements regarding your attitude/behavior to the membership program in general?5.Q:After joining the program in different sector,how did total spending with the brand change(compared to

4、 spending when you were not a member)?Close to half enrolled in 20 programsacross the key consumer good and leisure categories2Number of Loyalty Program Enrolled 3%of RespondentsDo You Agree with“I actively use program to earn points and redeem benefits”4%of Respondents Agreed81%uses loyalty program

5、s actively(e.g.use the program to earn points,redeem benefits,enjoy privileges)Change in Brand Spending after Loyalty Program Enrollment 5%of Respondents that Has Increased Spending for at Least 1 ProgramSubject to Survey Screening Criteria186%has increased their overall spendafter enrolling in loya

6、lty programs Source:OC&C China membership survey(2023),OC&C analysis3Particularly in high purchase frequency categories such as beauty and food service3.83.73.73.63.43.33.22.8Food ServiceTravelGrocers&MallsLuxuryFootwear&ApparelBeauty&CosmeticsE-CommerceFood&BeverageSource:OC&C China membership surv