Elevating Engagement: The Loyalty Landscape in Asia Pacific

Delivery

This report comes in PPT.

Key findings

APAC – a highly digitalised region

Leading markets in APAC are increasingly digitalised, with so-called “superapps” being deeply embedded. This connected environment offers both opportunities and challenges for loyalty programmes, as it offers more ways to communicate and engage with consumers, while at the same time increasing competition, with consumers having access to new brands, offers and initiatives.

Loyalty programmes must continue to embrace existing communication channels

Consumers in APAC have historically valued word-of-mouth, relying on recommendations from friends and families, and this remains influential in terms of shopping information sources. With the digitalised environment, social media and KOLs are also impacting purchase decisions, especially for younger consumers. With various communication channels already existing, loyalty programmes should utilise these channels to ensure maximum impact.

Getting loyalty unstuck

Transactional loyalty is well-established in APAC, thanks to loyalty ecosystems; however, consumers often join more than one transactional loyalty programme, and unredeemed points and rewards are costly for businesses. Creating emotional loyalty can help in getting loyalty unstuck through more authentic one-to-one relationships with customers.

Find the right balance and blend of standardised and local features

Asia is a diverse region, and one size typically does not fit all. While standardised loyalty programmes are efficient and have consistency , it is also important to introduce a local touch, where loyalty programmes offer unique features depending on local market needs. Finding the right balance could lead to a winning position in the region.