Mastercard conducted one of the biggest studies on loyalty in the Asia Pacific region, speaking to 7,000 members of loyalty programs across seven markets – including programs from small retailers to large financial institutions, interviewing a wide range of consumer demographic segments.
The three objectives of the study were:
To highlight the changing loyalty program landscape in the region.
To examine the extent to which loyalty programs are delivering value and engaging experiences, and are thereby influencing the behaviour of their members.
To explore how loyalty programs can further engage with members, and sustainably cultivate greater influence.
Loyalty rewards programs shouldn't be considered a drag on the bottom line. Instead, rewarding customers for their allegiance is an investment worth far more than the costs of the rewards themselves.
Rupert Naylor, Head of EMEA at APT, a Mastercard company, shares his insights on how retailers can improve their offerings and innovate across channels.
