New business models are emerging in the loyalty space, leading to renewed interest in the market. It is therefore of critical importance for players to understand the market and how it is likely to change over the coming years. Loyalty programs are heavily entrenched in mature payment card markets globally due to consumer expectations, and the loyalty model is unlikely to be replaced.
Gain an understanding of the existing and emerging models of payment card loyalty, and their strengths and weaknesses
View the development of card loyalty programs across the various markets and how these markets are likely to continue to develop.
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What are the major strategies in use in the Loyalty market currently, and how can they be most effectively leveraged?
How can the loyalty market be expected to change over the coming years?
How do loyalty schemes achieve their aims, and how can the effectiveness of these methods be maximized?
Card loyalty programs have five key aims: customer acquisition, customer retention, increasing card usage, and the collection of card data, along with boosting brand warmth. Loyalty programs must balance all of these aims to succeed.
The features of loyalty schemes depend on the level of maturity in the loyalty market concerned, which varies by country. The most mature countries are characterized by a drive towards maximized efficiency of loyalty programs to offset the costs of administering these programs.
Consumers have become used to loyalty programs and have come to expect these programs from card issuers. This is unlikely to change, regardless of the actual effect of loyalty on the aims as outlined above. Issuers have little choice but to offer these schemes, and must do so in the most efficient way possible.