china customers want more digital brand action

china customers want more digital brand action

china customers want more digital brand action 600 284 digital devotee

ICLP_loyalty_compelling

ICLP commissioned Forrester Consulting to do some research on where the gaps lay between loyalty programs and their customers’ expectations. They surveyed over 1,500 consumers in the UK, US, China, India and Brazil.

The insightful findings are outlined in their full report, but the main gaps in many countries were:

  1. Instant rewards & discounts
  2. Customisable rewards
  3. Interaction via digital channels (not enough in developing countries)
  4. Over-delivering in social (too much in developed countries)
  5. Real-time access to information

You know I’m most keen on the digital implications so let’s take a look at China for example:

  • The biggest chasm in China (27%) is the ability to redeem rewards in different ways such as mobile
  • Consumers in China are three times more likely to use instant messenger/online chat facilities than those in the UK or US.
  • 71% of Chinese surveyed have visited the website of brands they are loyal to in past 6 months, 35% have been to their social media page (only 14% in US)

Here’s an overview from the study:

ICLP_CrossingLoyaltyChasm_China_201208

Download the report >> Crossing the Loyalty Chasm

Taura Edgar

I am a digital marketing professional based in Hong Kong since 1998. I have developed and led digital teams to grow brands and have a wide background in strategy, conception, art direction and production for digital projects.

All articles by: Taura Edgar
    Privacy Preferences

    When you visit our website, it may store information through your browser from specific services, usually in the form of cookies. Here you can change your Privacy preferences. It is worth noting that blocking some types of cookies may impact your experience on our website and the services we are able to offer.

    For performance and security reasons we use Cloudflare
    required
    Google Analytics tracking code disabled/enabled
    Google Fonts disabled/enabled
    Google Maps disabled/enabled
    video embeds (e.g. YouTube) disabled/enabled
     
    View our TERMS OF USE
    Our website uses cookies mainly for analytics and content like YouTube. Define your Privacy Preferences and agree to our use of cookies.
    Skip to content