Canadian Loyalty in Financial Services - June 2013

SCOPE AND THEMES
What you need to know
Companies mentioned in this report
Data sources
Consumer survey data
Comperemedia
Abbreviations
EXECUTIVE SUMMARY
The market
A mature market
Segments
Credit card and debit card program membership
Figure 1: Participation in credit and debit card rewards, by income, February 2013
Non-card based loyalty programs
Figure 2: Participation in non-card loyalty programs, by income, February 2013
Loyalty program customers are generally satisfied with their programs
Figure 3: Customer satisfaction with credit card and debit card programs, by gender, February 2013
What loyalty members want
Valuable incentives
Figure 4: Incentive preferences, by age, February 2013
Smartphone apps
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
Figure 7: Satisfaction with loyalty program communication, by age, February 2013
What we think
ISSUES AND INSIGHTS
Key points
What do loyalty customers want?
How can marketers increase participation in loyalty programs?
What are some attractive demographics to target?
TREND APPLICATIONS
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
Key points
Financial services loyalty program sector is driving loyalty growth
Figure 8: Loyalty program membership (millions of members), by industry, 2008-10
MARKETING CHANNELS
Key points
Digital adspend
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
Figure 11: Use of social media in order to earn rewards, by age, February 2013
SEGMENT PERFORMANCE
Key points
Airline rewards are most popular among credit and debit card programs
Figure 12: Participation in credit and debit card rewards, by income, February 2013
Figure 13: Participation in non-card loyalty programs, by income, February 2013
Figure 14: Participation in non-card loyalty programs, by age, February 2013
Customer satisfaction with programs is generally high
Figure 15: Customer satisfaction with Non-card programs, February 2013
Figure 16: Customer satisfaction with credit card and debit card programs, by gender, February 2013
MARKET DRIVERS
Key points
Unemployment
Figure 17: Canadian unemployment rate, April 2011-April 2013
Figure 18: Number of employed people, April 2011-April 2013
Median income is rising
Figure 19: Median household income, 2006-10
Debt levels still high
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
Figure 21: Canadian population by generation, 2011
The Asian population is growing
Figure 22: Asian population numbers and percentage of total population, 2006 and 2031 (proj.)
Smartphone ownership is rising
Figure 23: Smartphone ownership, by age, February 2013
LEADING COMPANIES
Key points
Canadian Tire
AIR MILES
Aeroplan
INNOVATIONS AND INNOVATORS
Key points
Facebook
STM – Loyalty without points
Loblaw’s smartphone app
MARKETING STRATEGIES
Key points
Reward vs. non-reward card mailings
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
Figure 26: TD Canada Trust direct mail ad, 2013
Figure 27: Bank of Montreal/MasterCard rewards card, March 2013
Figure 28: Scotiabank/SCENE Visa direct mail ad, February 2013
Email
Figure 29: President’s Choice email ad, March 2013
Figure 30: Scotiabank/American Express gold card email ad, March 2013
Figure 31: RBC/Visa email ad, January 2013
Online advertising
Figure 32: Scotiabank online ad, April 2013
Figure 33: RBC® Visa Infinite Avion® online ad, April 2013-May 2013
Figure 34: American Express online ad, March -May 2013
Print advertising
Figure 35: BMO print ad, April 2013
Figure 36: CIBC print ad, March 2013
Figure 37: Scotiabank American Express print ad, October 2012
Television advertising
Figure 38: Scotiabank television ad, 2013
Figure 39: Citibank television ad, 2012
Figure 40: PC Financial television ad, 2013
CONSUMER PARTICIPATION IN LOYALTY PROGRAMS
Key points
Figure 41: Participation by type of loyalty program, by gender, February 2013
Figure 42: Participation by type of loyalty program, by age, February 2013
Figure 43: Participation by type of loyalty program, by household income, February 2013
Figure 44: Participation by type of loyalty program, by race, February 2013
SATISFACTION WITH REWARDS PROGRAM
Key points
Figure 45: Satisfaction with rewards program, by gender, February 2013
Figure 46: Satisfaction with rewards program, by age, February 2013
INTEREST IN INCENTIVES TO USE LOYALTY PROGRAMS
Key points
Figure 47: Preferred incentive to use loyalty program, by gender, February 2013
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
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
Key points
Figure 52: Important features of loyalty program, by gender, February 2013
Figure 53: Important features of loyalty program, by age, February 2013
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
Key points
Figure 56: Loyalty program activity, by gender, February 2013
Figure 57: Loyalty program activity, by age, February 2013
Figure 58: Loyalty program activity, by household income, February 2013
SWITCHING BEHAVIOR AND REWARDS PROGRAMS
Key points
Figure 59: Influence of loyalty program on credit card switching, by gender, February 2013
Figure 60: Influence of loyalty program on credit card switching, by household income, February 2013
REDEMPTION OF CREDIT AND DEBIT CARD REWARDS
Key points
Figure 61: Frequency of credit card rewards redemption in last year, by gender, February 2013
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
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
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
Key points
Figure 67: Shopping behavior and loyalty programs, by age, February 2013
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
Key points
Figure 70: Loyalty program interaction and communication preferences, by age, February 2013
Figure 71: Loyalty program interaction and communication preferences, by household income, February 2013
Figure 72: Loyalty program interaction and communication preferences, by race, February 2013
APPENDIX – INDUSTRY ASSOCIATIONS