Building Value Through Loyalty Strategies in Mobility

Delivery

This report comes in PPT.

Key findings

Loyalty is essential in mobility

The need for loyalty in the mobility space hinges on five key points - to drive customer retention, improve customer service, stay ahead of the competition, leverage data insights and augment hyper-personalisation. Loyalty is becoming more important than ever due to rising competition but also as companies seek to build more robust business models around their core customer base.

New values are shaping loyalty in the mobility space

New values are defining the modern loyalty space amid changes in consumer preferences, rising digitalisation and industry shifts. This includes the increasing importance of new brand experiences that promote flexibility and personalisation, but also the sustainability perceptions that are bringing brands closer to their climate-conscious consumers. To succeed, mobility brands need to align their loyalty programmes with the evolving values of their target customers.

Subscriptions link loyalty themes in automotive, car rental and shared mobility industries

Subscription services have been a central theme of consumer loyalty and value with automotive, shared mobility and car rental companies all immersed in deepening their service offering to younger consumers. Cost of ownership issues and the increasing shift away from ownership are making subscription-related loyalty services more appealing.

Barriers to loyalty need to be addressed

While brands have focused on deepening loyalty, more can be done to achieve success. Some of the major barriers to success include the lack of simplicity, limited consumer-centricity and the absence of data insights. The latter remains a severe bottleneck as it hinders the adoption of more personalised loyalty programmes.