Table of Contents
Executive Summary
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- The market
- A mature market
- Segments
- Credit card and debit card program membership
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- Figure 1: Participation in credit and debit card rewards, by income, February 2013
- Non-card based loyalty programs
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- Figure 2: Participation in non-card loyalty programs, by income, February 2013
- Loyalty program customers are generally satisfied with their programs
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- Figure 3: Customer satisfaction with credit card and debit card programs, by gender, February 2013
- What loyalty members want
- Valuable incentives
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- Figure 4: Incentive preferences, by age, February 2013
- Smartphone apps
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- Figure 5: Interest in using smartphone to maximize loyalty program, by age, February 2013
- Figure 6: Interest in using smartphone to maximize loyalty program, by race, February 2013
- Better communication
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- Figure 7: Satisfaction with loyalty program communication, by age, February 2013
- What we think
Issues and Insights
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- Key points
- What do loyalty customers want?
- How can marketers increase participation in loyalty programs?
- What are some attractive demographics to target?
Trend Applications
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- Trend: Buydeology
- Opportunities for loyalty program marketers
- Trend: Let’s Make a Deal
- Opportunities for loyalty marketers
- Trend: Generation Next
- Opportunities for loyalty marketers
Market Size
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- Key points
- Financial services loyalty program sector is driving loyalty growth
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- Figure 8: Loyalty program membership (millions of members), by industry, 2008-10
Marketing Channels
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- Key points
- Digital adspend
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- Figure 9: Financial services industry digital ad spend, 2011 vs. 2012
- Figure 10: Top 10 digital advertisers, digital ad spend, 2011 vs. 2012
- Social media
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- Figure 11: Use of social media in order to earn rewards, by age, February 2013
Segment Performance
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- Key points
- Airline rewards are most popular among credit and debit card programs
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- Figure 12: Participation in credit and debit card rewards, by income, February 2013
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- Figure 13: Participation in non-card loyalty programs, by income, February 2013
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- Figure 14: Participation in non-card loyalty programs, by age, February 2013
- Customer satisfaction with programs is generally high
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- Figure 15: Customer satisfaction with Non-card programs, February 2013
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- Figure 16: Customer satisfaction with credit card and debit card programs, by gender, February 2013
Market Drivers
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- Key points
- Unemployment
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- Figure 17: Canadian unemployment rate, April 2011-April 2013
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- Figure 18: Number of employed people, April 2011-April 2013
- Median income is rising
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- Figure 19: Median household income, 2006-10
- Debt levels still high
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- Figure 20: Average non-mortgage consumer debt, Q4 2011-Q4 2012
- Consumer spending was up in Q1 2013, but still trending down
- Younger consumers are almost half the population
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- Figure 21: Canadian population by generation, 2011
- The Asian population is growing
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- Figure 22: Asian population numbers and percentage of total population, 2006 and 2031 (proj.)
- Smartphone ownership is rising
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- Figure 23: Smartphone ownership, by age, February 2013
Leading Companies
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- Key points
- Canadian Tire
- AIR MILES
- Aeroplan
Innovations and Innovators
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- Key points
- STM – Loyalty without points
- Loblaw’s smartphone app
Marketing Strategies
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- Key points
- Reward vs. non-reward card mailings
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- Figure 24: Total credit card acquisition mailings, Q1 2013
- Figure 25: Reward vs. non-reward credit card acquisition mailings, percentage of total, Q1 2013
- Direct mail
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- Figure 26: TD Canada Trust direct mail ad, 2013
- Figure 27: Bank of Montreal/MasterCard rewards card, March 2013
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- Figure 28: Scotiabank/SCENE Visa direct mail ad, February 2013
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- Figure 29: President’s Choice email ad, March 2013
- Figure 30: Scotiabank/American Express gold card email ad, March 2013
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- Figure 31: RBC/Visa email ad, January 2013
- Online advertising
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- Figure 32: Scotiabank online ad, April 2013
- Figure 33: RBC® Visa Infinite Avion® online ad, April 2013-May 2013
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- Figure 34: American Express online ad, March -May 2013
- Print advertising
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- Figure 35: BMO print ad, April 2013
- Figure 36: CIBC print ad, March 2013
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- Figure 37: Scotiabank American Express print ad, October 2012
- Television advertising
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- Figure 38: Scotiabank television ad, 2013
- Figure 39: Citibank television ad, 2012
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- Figure 40: PC Financial television ad, 2013
Consumer Participation in Loyalty Programs
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- Key points
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- Figure 41: Participation by type of loyalty program, by gender, February 2013
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- Figure 42: Participation by type of loyalty program, by age, February 2013
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- Figure 43: Participation by type of loyalty program, by household income, February 2013
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- Figure 44: Participation by type of loyalty program, by race, February 2013
Satisfaction with Rewards Program
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- Key points
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- Figure 45: Satisfaction with rewards program, by gender, February 2013
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- Figure 46: Satisfaction with rewards program, by age, February 2013
Interest in Incentives to Use Loyalty Programs
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- Key points
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- Figure 47: Preferred incentive to use loyalty program, by gender, February 2013
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- Figure 48: Preferred incentive to use loyalty program, by age, February 2013
- Figure 49: Preferred incentive to use loyalty program, by household income, February 2013
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- Figure 50: Preferred incentive to use loyalty program, by gender and age, February 2013
- Figure 51: Preferred incentive to use loyalty program, by age and household income, February 2013
Important Features of a Loyalty Program
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- Key points
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- Figure 52: Important features of loyalty program, by gender, February 2013
- Figure 53: Important features of loyalty program, by age, February 2013
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- Figure 54: Important features of loyalty program, by household income, February 2013
- Figure 55: Important features of loyalty program, by gender and age, February 2013
Loyalty Program Participation/Redemption Behavior
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- Key points
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- Figure 56: Loyalty program activity, by gender, February 2013
- Figure 57: Loyalty program activity, by age, February 2013
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- Figure 58: Loyalty program activity, by household income, February 2013
Switching Behavior and Rewards Programs
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- Key points
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- Figure 59: Influence of loyalty program on credit card switching, by gender, February 2013
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- Figure 60: Influence of loyalty program on credit card switching, by household income, February 2013
Redemption of Credit and Debit Card Rewards
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- Key points
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- Figure 61: Frequency of credit card rewards redemption in last year, by gender, February 2013
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- Figure 62: Frequency of credit card rewards redemption in last year, by household income, February 2013
- Figure 63: Frequency of debit card rewards redemption in last year, by gender, February 2013
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- Figure 64: Frequency of debit card rewards redemption in last year, by size of household, February 2013
- Figure 65: Frequency of redemption of credit or debit card rewards, by type of rewards program (net satisfied), February 2013
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- Figure 66: Frequency of redemption of credit or debit card rewards, by type of rewards program (net satisfied), February 2013
Shopping Behavior and Loyalty Programs
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- Key points
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- Figure 67: Shopping behavior and loyalty programs, by age, February 2013
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- Figure 68: Shopping behavior and loyalty programs, by household income, February 2013
- Figure 69: Shopping behavior and loyalty programs, by race/ethnicity, February 2013
What Consumers Want to Hear from Loyalty Programs
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- Key points
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- Figure 70: Loyalty program interaction and communication preferences, by age, February 2013
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- Figure 71: Loyalty program interaction and communication preferences, by household income, February 2013
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- Figure 72: Loyalty program interaction and communication preferences, by race, February 2013
Appendix – Industry Associations
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