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HOW LOYAL ARE YOUR CUSTOMER S? A VIEW OF LOYALTY SENTIMENT AROUND THE WORLD NOVEMBER 2013
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Nielsen - Global report of loyalty sentiment - November 2013

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Nielsen - Global report of Loyalty Sentiment - November 2013
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Page 1: Nielsen - Global report of loyalty sentiment - November 2013

1How LoyaL are your Customers? Copyright © 2013 the Nielsen Company

H o w L oya L a r e yo u r C u s to m e r s ?A View of LoyALty SeNtiMeNt ArouNd the worLd November 2013

Page 2: Nielsen - Global report of loyalty sentiment - November 2013

2 How LoyaL are your Customers?

are LoyaL Customers wortH more?

OVERVIEW

• Morerespondentsprofessedno-loyaltythancomplete

devotiontobrands,serviceproviders,retailers

• Loyaltysentimentwashighestformobilephonebrands/

serviceproviders;lowestforfoodandbeveragecategories

• Pricewasthemostpersuasivemethodofdrivingpeopleto

switchingbehavior

• Discountsandfreeproductswereloyaltyprogrambenefits

thatmatteredmost

Cuttingthroughtheclutterinaworldofchoiceisnoteasy.Earning

consumerdevotiontoabrandorstoretakesmorethanjustofferinga

goodproduct.Price,packaging,customerserviceandreputationare

justsomeofthefactorsinvolvedinthedecision-makingprocess.But

gettingtotheheartofwhatmakesaconsumerstickorswitchcanbethe

differencebetweenflourishingandfading.WhileNielsenresearchshows

that,ingeneral,thehighertheloyaltylevels,thebiggerthereward,

loyaltyprogramsarenoguaranteeofloyalbehaviors.

“Thereisastronglinkbetweenthewayconsumersdescribetheirloyalty

habitsandthewaytheysubsequentlybuy—soevencomparativelysmall

shiftsinwhatconsumerssaycanmanifestinbigchangesinwhatthey

do,”saidJulieCurrie,seniorvicepresidentGlobalLoyalty,Nielsen.

Page 3: Nielsen - Global report of loyalty sentiment - November 2013

3How LoyaL are your Customers? Copyright © 2013 the Nielsen Company

AbOut thE GlObAl SuRVEy MEthOdOlOGy

Thefindingsinthissurveyarebasedonrespondentswith

onlineaccessacross58countries.Whileanonlinesurvey

methodologyallowsfortremendousscaleandglobalreach,

itprovidesaperspectiveonlyonthehabitsofexisting

Internetusers,nottotalpopulations.Indevelopingmarkets

whereonlinepenetrationhasnotreachedmajoritypotential,

audiencesmaybeyoungerandmoreaffluentthanthegeneral

populationofthatcountry.Additionally,surveyresponsesare

basedonclaimedbehavior,ratherthanactualmetereddata.

“Whilethereissomeconsistencyaroundtheworldinloyaltysentiment

withincategories,acrossretailersandserviceproviders,thereare

alsonotabledifferences—especiallyforconsumableproductsandin

theonlineretailingspace,wherethelikelihoodtoswitchisgreater,”

continuedCurrie.

Sohowdoyouturnaficklefanintoafaithfulfollower?Youstartby

understandingtheneedsandmotivationsthatdrivetheirpurchase

decisions.Andthenyoudeploythestrategiesandtacticsthatdeliver

themostvalue.Thisglobalstudyoutlinesthereasonswhyconsumers

switchbrands,serviceprovidersorretailersandidentifiestheloyalty

programattributesthatpotentiallyhavethemoststayingpower.

TheNielsenGlobalSurveyofLoyaltySentimentpolledmorethan

29,000Internetrespondentsin58countriestoevaluateconsumer

viewsonloyaltylevelsacross16categoriesthatrangefromfast-moving

consumergoodsstaplestotechnologyproductstoretailestablishments

andfoundthat,onaverage,morerespondentsprofessedtobenotloyal

thancompletelyloyal.Mostrespondentsfellsomewhereinthemiddle,

claimingtheywereunlikelytoswitchbrandsorproviderswithouta

significantincentive.

Page 4: Nielsen - Global report of loyalty sentiment - November 2013

4 How LoyaL are your Customers?

LoyaLty sentiment HigHest for mobiLe PHones; Lowest for food/beveragesThesurveyfindingssuggestadirectlinkbetweenthefrequencyof

purchaseandthelevelofloyaltytothatcategory.Foreveryday-use

products,ongoingdecision-makingoftenchangestherelationship.For

example,one-quarter(24%)ofrespondentsaroundtheworldclaimed

completeloyaltytotheirmobilephonebrand/serviceproviderand

financialinstitution—thehighestloyaltypercentagereportedglobally

foranyofthe16categoriesmeasured.Conversely,thelowestlevelsof

loyaltyonaglobalscale(respondentssaidtheywerenotloyalandlikely

toswitch)werefoundwiththefoodandbeveragecategoriesreviewed:

alcoholicbeverages(43%),snackbrands(39%),carbonatedbeverages

(38%)andcerealbrands(37%).

Importantly,therelationshipbetweentheproviderandthebrandsthey

sellcanbequitedifferent.Inthegrocerysector,respondentsexpressed

moreloyaltytotheretailer(globally,74%saidtheywereloyaltoa

groceryretailer)thantheydidtobrands(average61%loyaltyacrossthe

categoriessurveyed).Bycontrast,loyaltytoamobilephoneproviderwas

professedby76percentofallrespondents,whichwasalignedwith75

percentwhoalsosaidtheywereloyaltomobilephonebrands.

RespondentsintheMiddleEast/Africaexceededtheglobalaverage

forun-abidingloyaltytotheirmobilephonebrand(35%)andmobile

serviceprovider(28%).Theywerealsomostloyaltotheirfavoritesnack

brands(21%)andcerealbrands(21%),comparedtotheotherregions.

Whileavailabilityandchoicemaybecontributingfactorsforthislevel

ofdevotion,otherNielsenstudiessuggestthatloyalbrandpatronageis

highlycorrelatedwithconsumersinthisregion.

Page 5: Nielsen - Global report of loyalty sentiment - November 2013

5How LoyaL are your Customers? Copyright © 2013 the Nielsen Company

“Indevelopingeconomies,weseeevidenceofhighlyprice-sensitive

consumerschoosingbrandsthatarenotalwaysthelowest-price

alternative,”saidCurrie.“Makingaswitchfromatried-and-trueproduct

tosomethingnewcanrepresentatradeoffthatconsumerswithlittle

discretionaryincomearenotwillingtomake.Ontheflipside,thecachet

ofnewbrandscanbeappealingforconsumerswithrisingupward

mobilitystatus.”

Forfoodandbeverageproducts,regionalnon-loyaltylevelswerehighest

inEurope,where46percentofrespondentssaidtheywerenotfaithful

tosnackbrands,suchascandy,cookies,chipsandsweets(only10%

claimedcompleteloyalty),whichwasmarkedlylowerthanotherregions.

Forty-twopercentwerealsolikelytoswitchcerealbrands,and43percent

claimeddisloyaltytocarbonated-beveragebrands.

“Highlevelsofpromotionsofferedinsnacksandbeveragecategories,

particularlyinEurope,conditionconsumerstoshoparoundfordeals,”

saidCurrie.“Retailerscanreversetheimpactoffallingbasketvalues

andlowertripfrequenciesbybetterconnectingwiththeuniqueneedsof

theirshoppers.”

NorthAmericansreportedhighlevelsofloyaltyforcarbonatedbeverages

(23%)andtheirfinancialserviceprovider(29%).One-fifthofNorth

Americanrespondentsalsoprofessedcompletefaithfulnesstotheir

favoritebrandsofcereal.Regionally,LatinAmericanrespondents

reportedthehighestpercentageofloyaltytopersonalbeautyproducts

(25%)andover-the-counterhealthandmedicineproducts(26%).

Page 6: Nielsen - Global report of loyalty sentiment - November 2013

6 How LoyaL are your Customers?

15%

48%

37%

14%

48%

37%

14%

49%

37%

13%

45%

42%

10%

43%

46%

14%

43%

43%

12%

45%

42%

13%

42%

44%

21%

47%

32%

22%

46%

33%

21%

48%

30%

16%

34%

50%

17%

45%

38%

16%

42%

42%

19%

49%

32%

14%

37%

49%

14%

52%

34%

23%

44%

32%

20%

49%

30%

15%

44%

41%

Food & Beverages

ASIA-PACIFIC EuROPE

EuROPE

MIddlE EASt /AFRICA

MIddlE EASt /AFRICA

lAtIN AMERICA

lAtIN AMERICA

NORth AMERICA

NORth AMERICA

snack Brands

carBonated Beverages

cereal Brands

alcoholic Beverages

snack Brand non-loYaltY levels are highest in europe

Source:NielsenGlobalSurveyofLoyaltySentiment,Q12013

ASIA-PACIFIC 3746

3238

34

CompletelyLoyal

CompletelyLoyal

CompletelyLoyal

CompletelyLoyal

MostlyLoyal

MostlyLoyal

MostlyLoyal

MostlyLoyal

NotLoyal

NotLoyal

NotLoyal

NotLoyal

Percentwhoarenotloyal

Page 7: Nielsen - Global report of loyalty sentiment - November 2013

7How LoyaL are your Customers? Copyright © 2013 the Nielsen Company

ASIA-PACIFIC EuROPE

MIddlE EASt /AFRICA

lAtIN AMERICA

NORth AMERICA

18%

52%

30%

19%

53%

28%

17%

49%

34%

17%

49%

34%

23%

51%

27%

26%

48%

26%

25%

52%

24%

26%

51%

23%

16%

53%

31%

13%

53%

34%

health & BeautY

EuROPE

MIddlE EASt /AFRICA

lAtIN AMERICA

NORth AMERICA

personal BeautY products

otc health and Medicine products

Percentwhoarecompletelyloyal

BeautY Brand loYaltY levels are highest in latin aMerica

Source:NielsenGlobalSurveyofLoyaltySentiment,Q12013

ASIA-PACIFIC 1817

2325

16

CompletelyLoyal

CompletelyLoyal

MostlyLoyal

MostlyLoyal

NotLoyal

NotLoyal

Page 8: Nielsen - Global report of loyalty sentiment - November 2013

8 How LoyaL are your Customers?

25%

54%

20%

19%

57%

24%

20%

56%

25%

23%

58%

19%

20%

58%

22%

20%

49%

31%

13%

49%

39%

11%

47%

42%

15%

49%

36%

13%

49%

38%

35%

47%

19%

26%

51%

23%

21%

53%

26%

31%

49%

20%

26%

51%

23%

27%

47%

26%

20%

52%

28%

16%

52%

32%

20%

53%

27%

21%

53%

26%

19%

45%

36%

13%

53%

34%

11%

51%

38%

20%

52%

28%

11%

51%

37%

MoBile & electronics

MoBile phone Brand

hoMe electronics Brands

personal electronics Brands (not including computers)

personal coMputer Brands

hoMe appliance Brands

EuROPE

MIddlE EASt /AFRICA

lAtIN AMERICA

NORth AMERICA

MoBile phone Brand loYaltY levels are highest in Middle east/aFrica

Source:NielsenGlobalSurveyofLoyaltySentiment,Q12013

ASIA-PACIFIC 2520

3527

19

ASIA-PACIFIC EuROPE

MIddlE EASt /AFRICA

lAtIN AMERICA

NORth AMERICA

CompletelyLoyal

CompletelyLoyal

CompletelyLoyal

CompletelyLoyal

CompletelyLoyal

MostlyLoyal

MostlyLoyal

MostlyLoyal

MostlyLoyal

MostlyLoyal

NotLoyal

NotLoyal

NotLoyal

NotLoyal

NotLoyal

SuPERMARkEt OR MOdERN REtAIl tRAdE StORE REtAIlERS

CAblE OR INtERNEt SERVICE PROVIdERS

FINANCIAl INStItutIONS FOR bANkING/INVEStING

Percentwhoarecompletelyloyal

Page 9: Nielsen - Global report of loyalty sentiment - November 2013

9How LoyaL are your Customers? Copyright © 2013 the Nielsen Company

18%

57%

25%

27%

57%

16%

14%

51%

36%

16%

55%

29%

21%

49%

30%

10%

45%

45%

22%

52%

26%

28%

48%

24%

13%

43%

44%

18%

53%

29%

17%

48%

35%

12%

43%

46%

18%

59%

23%

22%

48%

31%

13%

50%

37%

retailers & service providers

superMarket or Modern retail trade store retailers

MoBile phone service providers

online retailers

ASIA-PACIFIC EuROPE

MIddlE EASt /AFRICA

lAtIN AMERICA

NORth AMERICA

CompletelyLoyal

CompletelyLoyal

CompletelyLoyal

CompletelyLoyal

CompletelyLoyal

MostlyLoyal

MostlyLoyal

MostlyLoyal

MostlyLoyal

MostlyLoyal

NotLoyal

NotLoyal

NotLoyal

NotLoyal

NotLoyal

21%

56%

22%

25%

55%

20%

19%

52%

29%

21%

52%

27%

28%

50%

22%

27%

50%

23%

20%

49%

31%

22%

50%

27%

19%

49%

32%

29%

50%

21%

caBle or internet service providers

Financial institutions For Banking/investing

sWitching sentiMent is highest For online retailers

26%39%

24%26%

23%

ONlINE REtAIlERSSuPERMARkEt OR MOdERN REtAIl

tRAdE StORE REtAIlERS

CAblE OR INtERNEt SERVICE PROVIdERS

MObIlE PhONE SERVICE PROVIdERS

FINANCIAl INStItutIONS FOR bANkING/INVEStING

Source:NielsenGlobalSurveyofLoyaltySentiment,Q12013

Globalaverage-non-loyaltylevels

Page 10: Nielsen - Global report of loyalty sentiment - November 2013

10 How LoyaL are your Customers?

inCentives tHat stimuLate switCHingGettingthepricerightcouldbethedifferencebetweenasaleand

aswitch.Infact,acrossfivedifferentproductorserviceattributes

analyzed(price,serviceagreement,selection,featureorquality),offering

therightpriceheldthemostpersuasivepowertomotivateconsumersto

swapdevotiontoabrand,serviceproviderorretailer.

Oftherespondentswhosaidtheywerenotcompletelyloyal,fourin10

(41%)saidthatgettingabetterpricewouldencouragethemtoswitch

brands,serviceprovidersorretailers.Whilepricewasthemajorswitch

incentiveformorethanhalfofNorthAmericans(61%)andEuropeans

(54%),priceandqualitywereequalswitchmotivatorsamongroughly

one-thirdofrespondentsinAsia-PacificandMiddleEast/Africa.Quality

wascitedasareasontochangeallegianceamong28percentofLatin

Americans,22percentofEuropeansand20percentofNorthAmericans.

“Whilegoodpricesmayinitiallyofferconsumersenoughmotivationto

changeallegiancetoanewproduct,itwon’tkeepconsumersforlong

iftheproductdoesn’tdeliveronitspromise,”saidCurrie.“Getting

theprice/valueequationright,havingproductsinstock,andoffering

asatisfyingshoppingexperiencearevitalwaystobuildlong-lasting

customerloyalty.”

AbetterserviceagreementwilllikelybemoreinfluentialinAsia-Pacific

(19%)orLatinAmerica(18%),whererespondentsexceededtheglobal

average(15%)forthisattribute.Rangeorassortmentwasalsomost

influentialinAsia-Pacific(13%),comparedtorespondentsinEurope

(8%),NorthAmerica(7%),LatinAmerica(7%)andMiddleEast/Africa

(5%).Improvedfeatures(8%)weretheleastinfluentialindriving

betrayaltoabrand,serviceorretaileramongglobalrespondents.

What one attriBute Would encourage You Most to sWitch Brands, service providers, retailers?

Page 11: Nielsen - Global report of loyalty sentiment - November 2013

11How LoyaL are your Customers? Copyright © 2013 the Nielsen Company

bEttER QuAlIty

bEttER SElECtION

bEttER SERVICE AGREEMENt

bEttER FEAtuRES

bEttER PRICE

What one attriBute Would encourage You Most to sWitch Brands, service providers, retailers?

Percentrespondentswhoaremostlyloyalornotloyal

Source:NielsenGlobalSurveyofLoyaltySentiment,Q12013

BETTER PRICE

BETTER SELECTION BETTER FEATURES

BETTER QUALITY BETTER SERVICE AGREEMENT

GLOBAL AVERAGE

ASIA-PACIFIC

EUROPE

MIDDLE EAST/AFRICA

LATIN AMERICA

NORTH AMERICA

41%

36% 45%18%

7% 3%

28%

10%

5%

16%

33%

15%

10%8%

26%

28%

19%

13%

11%

29%

54%

61%

20%

4%7%

8%

11%

8%5%

22%

Page 12: Nielsen - Global report of loyalty sentiment - November 2013

12 How LoyaL are your Customers?

LoyaLty Program PrevaLenCe and Patronage go Hand in Hand Ifyoubringit,theywillcome.Retailerloyaltyprograms(definedas

marketingprogramsthatrewardmemberswithpurchaseincentives)

arenotonlyingoodsupplyaroundtheworld,buttheyarealsoinhigh

demandaswell.

Accordingtotheglobalsurvey,59percentofallrespondentsclaimed

thatloyaltyprogramswereavailableforparticipationintheretailers

wheretheyshopped.PrevalencewashighestinEurope(61%),North

America(61%)andAsia-Pacific(60%)andlowestinLatinAmerica

(46%)andMiddleEast/Africa(42%).

Prevalenceandpatronageseemedtogohandinhand.Eighty-four

percentofrespondentssaidtheyweremorelikelytochooseretailers

thatofferedaloyaltyprogram.Amongthehighestinfavorofloyalty

programswererespondentsinAsia-Pacific(92%),theMiddleEast/Africa

(87%)andLatinAmerica(82%)—goodnewsformanymerchantsin

theseregions,asprogramavailabilityisstilldeveloping.Three-quarters

ofrespondentsinNorthAmerica(76%)andEurope(72%)alsopledged

theirpatronageforretailersthatofferaloyaltyprogram.

“Whiletheconceptofloyaltyisnothingnew,weareseeingasignificant

surgeinretailers—andparticularlythoseindevelopingeconomies—

investinginloyaltyprogramsthatgivethemvaluableinsightintohow

tobettermeetcustomerneeds,”saidCurrie.“Savvyretailersaremining

thedataandlookingfornewandinnovativewaystoachievethebenefits

mostimportanttotheircustomers.”

loYaltY prograM prevalence and participation

Percentofrespondentsthatsaid“yes”

Page 13: Nielsen - Global report of loyalty sentiment - November 2013

13How LoyaL are your Customers? Copyright © 2013 the Nielsen Company

loYaltY prograM prevalence and participation

Source:NielsenGlobalSurveyofLoyaltySentiment,Q12013

lOyAlty PROGRAM PREVAlENCE IS lOWESt IN thE MIddlE EASt/AFRICA ANd lAtIN AMERICA, but PARtICIPAtION INtENt IS AMONG thE hIGhESt.

84%59% GLOBAL AVERAGE

ASIA-PACIFIC

EUROPE

MIDDLE EAST/AFRICA

LATINAMERICA

NORTHAMERICA

60%

61%

42%

46%

61%

92%

72%

87%

82%

76%

Are you More LikeLy to Shop At A retAiLer thAt offerS A LoyALty progrAM?

do the retAiLerS you Shop offer A retAiLer

LoyALty progrAM?

Percentofrespondentsthatsaid“yes”

Page 14: Nielsen - Global report of loyalty sentiment - November 2013

14 How LoyaL are your Customers?

if it’s free, it’s for me Howdoyoukeepyourcustomerssatisfiedandcomingbackformore?

Givethemthebenefitsthatmattermost.Thebiggestattractionfor

retailerloyaltyprogramparticipantswasdiscountedorfreeproducts.

Three-quarters(75%)ofglobalrespondentssaidthatgettingreduced

prices—orevenbetter—no-costproductswasthebenefitthatcounted

mostconsiderably.NorthAmericansandEuropeansexceededtheglobal

average,with82percentineachregionfindingmoney-savingdeals

worthyoftheirparticipation.

Enhancedcustomerserviceandfreeshippingincentiveswereother

benefitsimportantto44percentand42percentofglobalrespondents,

respectively.Goodcustomerservicewasespeciallyimportantamong

morethanhalfofLatinAmerican(59%)andAsia-Pacific(53%)

respondents.Freeshippingincentivespromptedpatronagefor46

percentofNorthAmericansand45percentofAsia-Pacificrespondents.

Exclusivedealsandspecialshoppinghoursenticedone-thirdandone-

fourthofglobalrespondents,respectively,buttheseattributesweremost

persuasiveamongAsia-Pacificloyaltyprogramparticipants.Roughly

four-in-10Asia-Pacificrespondentssaidthatexclusivedeals(41%)and

specialshoppinghours(36%)werebenefitsthatmattered.

“Inmarketswhereloyaltyprogramsarelongestablished,customers

tendtobesavvyaboutcopy-catpromotionalofferingsthatdon’toffer

uniqueadvantages,”saidCurrie.“Indevelopedloyaltymarkets,such

asinEuropeandNorthAmerica,retailersandmanufacturersneedto

worktogethertoofferexclusiverewardsthatcutthroughtheclutterin

anenvironmentwhereconsumersarefallingoutoflovewithshopping

mega-formatstores.Newandinnovativeconcepts,especiallyinthe

onlinespace,thatconnectwithhowconsumerswanttoshopareproving

tobemosteffective.”

What loYaltY prograM BeneFits Matter Most to You?

Page 15: Nielsen - Global report of loyalty sentiment - November 2013

15How LoyaL are your Customers? Copyright © 2013 the Nielsen Company

What loYaltY prograM BeneFits Matter Most to You?

Percentofrespondents

Source:NielsenGlobalSurveyofLoyaltySentiment,Q12013

ASIA- PACIFIC

MIddlE EASt/AFRICA

EuROPE lAtIN AMERICA NORth AMERICA

GlObAl AVERAGE

75%

42% 45%34%

42% 41%46%

44%

33%

36%

25%

41%

11%21% 22%

12%

22%34% 30%

25%

53%

32%48%

59%

24%

70%82% 74% 74% 82%

diSCouNted or free produCtS

free ShippiNg eXCLuSiVe produCtS or eVeNtS

SpeCiAL ShoppiNg hourS

eNhANCed CuStoMer SerViCe

Page 16: Nielsen - Global report of loyalty sentiment - November 2013

16 How LoyaL are your Customers?

make it easy and wortHwHiLe Inouroftenhecticandbusylives,ifloyaltyprogramparticipation

membershipisn’tfreeandeasy,there’sagoodchancewewon’tjoin.

Halfofglobalrespondentssaidthattheywouldoptoutofaloyalty

programornotsignupifitwastooexpensiveand37percentwouldnot

joinaprogramifitwastoocomplicated.It’salsovitaltoconsiderthe

importanceoftrust.One-fourth(25%)ofallrespondentswereaverseto

givingpersonalinformationfreely,withrespondentsintheMiddleEast/

Africa(30%)andAsia-Pacific(29%)exceedingtheglobalaverage.

Whilethebenefitsofjoiningaloyaltyprogramcanmakeparticipation

rewarding,ifshoppersareunawareoftheadvantages,thenpatronage

willlikelyfalloff.Forty-threepercentofallrespondentswhoshopin

retailersthatofferloyaltyprogramssaidthattheywouldoptoutofa

programiftheydidn’tshopthereenoughtorealizethebenefits.

“Whileconventionalcommunicationstrategiessuchasdirectmailand

in-storeflyerscanbeeffectivemethodstopromotestoresalesand

loyaltyprogramparticipation,onlinetacticsgiveretailersthebenefitof

one-to-onecustomizedmessagingthatspeaksdirectlytocustomers,”

saidCurrie.“Makingeffectiveuseofshopperdatacantailormessaging

andpromotionsthatgettotheheartofshopperneeds,anditcan

beasuccessfulstrategyforincreasingstoretrafficandincitingloyal

patronage.”

Awordofcautionontheoveruseofcommunicationtactics:The

expectationofreceivingtoomanyemailsandcommunicationscan

havetheoppositeeffect,particularlyinsomeregions.Forexample,in

theMiddleEast/Africa,toomanyemailswereareasontooptoutof

aprogramfor30percentofrespondents,butinNorthAmerica,only

one-in-six(17%)respondentswerenegativelyaffectedbythevolumeof

communication.

What Would cause You to opt out oF or not join a loYaltY prograM?

Percentofrespondents

Page 17: Nielsen - Global report of loyalty sentiment - November 2013

17How LoyaL are your Customers? Copyright © 2013 the Nielsen Company

What Would cause You to opt out oF or not join a loYaltY prograM?

Percentofrespondents

Source:NielsenGlobalSurveyofLoyaltySentiment,Q12013

ASIA- PACIFIC

MIddlE EASt/AFRICA

EuROPE lAtIN AMERICA NORth AMERICA

GlObAl AVERAGE

too eXpeNSiVe

doN’t Shop there eNough to reALiZe BeNefitS

too MANy LoyALty eMAiLS/CoMMuNiCAtioN

too CoMpLiCAted

doN’t Like LoyALty BeNefitS offered

i doN’t Like to giVe perSoNAL iNforMAtioN

50%

43%

27% 29% 29% 30% 26%17%

25% 29%20%

30%24% 19%

43% 42% 39% 33%48%

48% 47% 45%

65%52%

37%

30% 26%36%

19%27%

34%

39%30% 36%

49%36%

Page 18: Nielsen - Global report of loyalty sentiment - November 2013

18 How LoyaL are your Customers?

Argentina 66%

Australia 89%

Austria 80%

Belgium 81%

Brazil 46%

Bulgaria 51%

Canada 83%

Chile 59%

China 40%

Colombia 60%

Croatia 71%

CzechRepublic 73%

Denmark 90%

Egypt 36%

Estonia 78%

Finland 89%

France 80%

Germany 83%

Greece 53%

HongKong 75%

Hungary 65%

India 11%

Indonesia 22%

Ireland 77%

Israel 70%

Italy 58%

Japan 80%

Latvia 72%

Lithuania 65%

Malaysia 61%

Mexico 37%

Netherlands 93%

NewZealand 88%

Norway 97%

Pakistan 15%

Peru 37%

Philippines 32%

Poland 65%

Portugal 55%

Romania 44%

Russia 48%

SaudiArabia 49%

Singapore 75%

Slovakia 79%

SouthAfrica 17%

SouthKorea 83%

Spain 67%

Sweden 93%

Switzerland 82%

Taiwan 75%

Thailand 30%

Turkey 46%

UnitedArabEmirates71%

UnitedKingdom84%

Ukraine 34%

UnitedStates 78%

Venezuela 41%

Vietnam 34%

Countries inCLuded in tHis studyINtERNEt PENEtRAtION

Source:InternetWorldStats,June30,2012

Page 19: Nielsen - Global report of loyalty sentiment - November 2013

19How LoyaL are your Customers? Copyright © 2013 the Nielsen Company

AbOut thE NIElSEN GlObAl SuRVEy

TheNielsenGlobalSurveyofLoyaltySentimentwasconductedbetween

February18andMarch8,2013,andpolledmorethan29,000consumers

in58countriesthroughoutAsia-Pacific,Europe,LatinAmerica,the

MiddleEast,AfricaandNorthAmerica.Thesamplehasquotasbased

onageandsexforeachcountrybasedontheirInternetusers,and

isweightedtoberepresentativeofInternetconsumersandhasa

maximummarginoferrorof±0.6%.ThisNielsensurveyisbasedonthe

behaviorofrespondentswithonlineaccessonly.Internetpenetration

ratesvarybycountry.Nielsenusesaminimumreportingstandardof

60percentInternetpenetrationor10Monlinepopulationforsurvey

inclusion.TheNielsenGlobalSurvey,whichincludestheGlobal

ConsumerConfidenceSurvey,wasestablishedin2005.

AbOut NIElSEN NielsenHoldingsN.V.(NYSE:NLSN)isaglobalinformationand

measurementcompanywithleadingmarketpositionsinmarketing

andconsumerinformation,televisionandothermediameasurement,

onlineintelligenceandmobilemeasurement.Nielsenhasapresencein

approximately100countries,withheadquartersinNewYork,USAand

Diemen,theNetherlands.

Formoreinformation,visitwww.nielsen.com.

Copyright©November2013TheNielsenCompany.Allrightsreserved.

NielsenandtheNielsenlogoaretrademarksorregisteredtrademarks

ofCZT/ACNTrademarks,L.L.C.Otherproductandservicenamesare

trademarksorregisteredtrademarksoftheirrespectivecompanies.

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20 How LoyaL are your Customers?