<\/a><\/p>\nThe foundations of customer loyalty are created by the core drivers of:<\/strong><\/p>\n\n- Quality<\/li>\n
- Cleanliness<\/li>\n
- Trust<\/li>\n
- Service<\/li>\n
- \u00a0Value<\/li>\n
- Information<\/li>\n<\/ul>\n
Nature of young, urban, Indian consumer; his and her attitude to life and their relationship with technology<\/strong><\/p>\n\n- Self-investment<\/li>\n
- Cleanliness<\/li>\n
- Trust<\/li>\n
- Born better connected<\/li>\n
- Value<\/li>\n
- Information<\/li>\n<\/ul>\n
Reasons for discrepancy between awareness and customer participation
\n<\/strong><\/p>\nKeeping in contact: <\/span><\/strong>The lagging internet infrastructure makes it challenging for Indians to access<\/p>\nTangible value<\/span>:<\/strong> Millenials believe that they should be able to earn rewards in less than three months. This is a long way from the current reality.<\/p>\nMeaningful rewards<\/span>:<\/strong> Loyalty programs need to better answer the \u201cWhat\u2019s in it for me?\u201d\u00a0 Question. Thirty-five percent of our Millenials and 40 percent of our Non-Millennials reported that relevant rewards would encourage them to join a loyalty program.<\/p>\nMultiple opportunities to earn:<\/strong><\/span>\u00a0 A robust loyalty program proposition includes the ability to earn across multiple purchase points with multiple types of payment.<\/p>\nWorking together:<\/span> <\/strong>One way of closing the gap, is through the introduction of coalitions and partnerships \u2014 where multiple complementary businesses work together so the sum of the parts offer greater benefits than individual businesses can deliver in isolation.<\/p>\nLoyalty programs:<\/span><\/strong> for registration or account checking purposes to see adequate value from them.<\/p>\nBased on the findings of study, the following is an advisory on program development:<\/strong><\/p>\n\n- Keep it simple<\/li>\n
- Facilitate early redemption<\/li>\n
- Optimize for mobile<\/li>\n
- Be sensitive to privacy<\/li>\n
- Be open to partnership<\/li>\n<\/ul>\n
About the Study<\/strong><\/p>\n\n- Aimia partnered with IMRB International to conduct quantitative consumer research in India.<\/li>\n
- Both online and face-to-face methodologies to provide a more robust set of data<\/li>\n
- In total 1,516 quantitative interviews were conducted by IMRB \u2014 706 online and 810 face-to-face.<\/li>\n
- Fieldwork took place in Mumbai, Delhi, Chennai, Kolkata, Bangalore, Hyderabad, Pune, Ahmedabad, Lucknow and Guwahati.<\/li>\n<\/ul>\n
\n- The surveys were randomly administered to individuals aged 19 years and above, SEC A, B & C across urban India.<\/li>\n
- There were no specific quotas set for various age bands within the Millennials (19-29 years) and Non\u2011Millennials (30-55 years).<\/li>\n
- Online participants were drawn from IMRB International\u2019s online panel of 150,000+ verified panelists.<\/li>\n
- The face-to-face also used the same questionnaire, converted into a Computer\u00a0\u00a0 Assisted Personal Interviewing (CAPI) format.<\/li>\n<\/ul>\n
\u201cNow is the Time\u201d: Customer Loyalty in India, Mr. Akash Sahai, <\/strong>Country Manager, AIMIA.
\n<\/strong><\/p>\n\u00a0<\/strong><\/p>\n