In 2018 about 50% of the participants have a "point or cash reward", 23% a "information & discounts", 22% a "tiers" and only 5% a "tiers & rewards" program in place.
Am I using the right type of program?
Are the costs of our program higher or lower compared to the competition?
Are our program participants passive or active compared to other programs?
More than 200 participants from Germany, Austria, Switzerland, Spain and Ukraine took part in the survey. Of these, about 50 participants provided input on specific loyalty marketing KPIs.
Despite the ubiquity of programs, there is hardly any public accessible information on best practice benchmarks or key performance indicators (KPIs) for loyalty programs.
Healthy programs have high activity and redemption rates (> 50%)
Programs should cover up to 65% of company turnover (penetration rate)
Main objectives of loyalty programs: