Marigold：2024年全球客户忠诚度现状及培养策略报告（中译版）（21页）.pdf

1、2024 State of Loyalty ReportFEATURING DATA FROM MARIGOLDS2024 Global Consumer Trends Index203 The State of Loyalty04 Action Items for Cultivating Loyalty05 Personalize08 IncentivizeandReward11OptimizetheHumanExperience14 CommunicateBrandPurpose16 Re-Imagining Loyalty Programs20 Wrap UpTable of Conte

2、nts3The State of LoyaltyItseasytogetcaughtupinthedoomandgloomoftodayseconomicenvironment;tohyper-fixateontighteningbudgets,theFedsnextmoveorthelatestjobsreports.Butthroughthisnoise,thereexistsunquestionablypositivenewsforthebrandswhoareputtingeffortintotheirloyaltystrategies:the value of consumer lo

3、yalty continues to increase.Awhopping63%ofconsumersciteawillingnesstopaymoretoshopwiththebrandstheyreloyaltoarisefrom59%justayearago.Andevenbetter,thispositivemovementisobservedacrossagestrata,fromGenZthroughtoBabyBoomers.Itsclearthatconsumerbehaviorisevolving.Andwithit,marketingtacticsthatallowusto

4、providemorehumanexperiencesmorepersonalization,morerelevance,moretimeliness.Consumershavedevelopedatastefortheseexperiences,andtheyrerewardingthebrandswhocanprovidethemwiththeirloyalty.Itsduringtimeslikenowwherethisloyaltybecomesamajordifferentiator.Highlevelsofcustomerretention,moreconsistentrevenu

5、eandareducedburdentoacquirenewcustomersareamongthemanyfruitsaloyalcustomerbaseprovides.Put simply,loyalty is the rock savvy marketers can count on to protect their business.So how do you cultivate this loyalty?you may ask.Inthisreport,wellhelpyoufigureitout.Global OverallGen ZMillennialsGen XBoomers

6、66656359706564584943IM LOYAL TO SOME BRANDS,AND ILL PAY MORE TO SHOP WITH THEM202420234PersonalizeDelivercontextuallyrelevantmessagestoconsumersonanindividuallevel.Evenifyouhavelimitedcustomerknowledge,youcanleveragebasicdatapointsandcreatemessagetriggerstoimproveyourrelevance.Thiswillgiveyoutimetoe