August 22, 2011 - uber research: looking at loyalty through consumer eyes
uber has recently been in the news after producing an insightful whitepaper designed to educate businesses about what consumers love about loyalty in 2011.
Leading the statistics from the online customer survey is the fabulous finding that customer loyalty really does drive revenue: 93% of consumers told uber that they would be more likely to spend more with a particular brand if it had a great loyalty programme whilst an overwhelming 86% of respondents said they’d be more likely to visit one retailer over another if there was a valuable loyalty programme to join.
uber MD, Sarah Cross explains: ‘In a super-austere climate, consumers demand to see value from their favourite brands – if they’re going to choose you and your loyalty programme, they expect to be totally turned on by its benefits. It’s more important than ever for you to be in tune with your customers’ loyalty likes and dislikes’.
Consumers gave uber a clear message that the days of satisfaction with an off the shelf ‘points-make-prizes’ model are gone: a dismal 11% of consumers indicated that ‘collecting points to receive a gift from a catalogue’ would be a loyalty programme feature likely to turn them on.
‘It’s all about the feel-good factor for today’s consumer’ explains Sarah ‘75% of those that we interviewed said they love to receive added-value rewards to initiate a bit of jealousy amongst their peers, getting exclusive extras just because they are members of the loyalty programme’.
uber’s full whitepaper, entitled ‘Looking at loyalty through the eyes of your customers’ is available through the info section of our website.
