Understanding the Landscape of Loyalty Program in Australia

Bountiful natural resources. Picturesque landscapes. Beautiful weather. Excellent economic prospects. High standard of living. Fair societal structure. And much more. No wonder, Australia is nicknamed “The Lucky Country.” The magical combination not only makes it one of the world’s best places to live but also gives people their distinct personality traits—adventurous, friendly, happy, and loyal.

Now, when people are so friendly and loyal, what about the country’s loyalty market? Quite naturally, Australia stands out as one of the most mature markets for loyalty programs. As per a report by Research and Markets, the country’s loyalty programs market is projected to grow at a compounded annual growth rate of 11.7% from USD 3691.1 million in 2021 to USD 6452.3 million by 2026.

As many Australian brands use conclusive studies to design their loyalty programs, the efficacy rate is quite high. At LoyaltyXpert, we strongly believe that brands can reap significant benefits from conducting loyalty program surveys as well as studying research focused on loyalty programs.

In this blog post, we have mentioned some important studies that revealed key insights into the Australian loyalty landscape as well as detailed critical factors that influence customer loyalty as well as effective strategies to enhance customer loyalty in Australia.

Insights from Research on Loyalty Programs in Australia

A Mastercard study, which surveyed 7,000 respondents across seven markets in the Asia-Pacific region, found that more than 90% of Australians actively participate in one or more loyalty programs.

Another study titled ‘For Love or Money™ 2020,’ which surveyed over 1000 Australians, found that nine out of every ten respondents attributed relevant rewards from loyalty programs as the main factor that helped them enhance their quality of life and reduce their overall cost of living.

The study also revealed that eight out of every ten respondents want recyclable rewards and seven of every ten respondents want rewards for healthy behavior. More than two-thirds of respondents claimed that belonging to a loyalty program boosted their brand experience. It was one of the most important findings of the survey.

In its Australian Loyalty Program Survey, McKinsey & Company surveyed over 1,400 consumers. Here are some of its findings:

• Six out of every ten respondents said that being a member of a brand’s loyalty program had encouraged them either to increase their buying frequency or choose the brand over its competitors or pay a premium for increased loyalty status.
• Brands with top-performing loyalty programs reported that respondents were 10% more likely to buy from them, 12% more likely to recommend their name over competitors, and 14% more likely to enhance purchase frequency.
• A majority of customers used retail and grocery loyalty programs more frequently than other loyalty programs. Seven out of every ten respondents used their grocery loyalty program every time they shopped.
• Airline loyalty programs were the least frequently used. Nearly 50% of customers said that they rarely or never used their airline loyalty program.

What are the Key Factors Driving Loyalty Programs in Australia

Australian customers are extremely astute and value-conscious. Apart from focusing on high-quality products and services, they also look at a wide range of factors such as:

1. Customer experience

A majority of Australian customers place a premium on excellent customer service and experience. From the first interaction to post-purchase support, every touchpoint matters. As the saying goes, “The after-sale service is more important than assistance before sales.” The overall service and experience a customer receives from a brand greatly influences their loyalty. Brands that consistently deliver positive and personalized experiences are more likely to earn loyal customers.

2. Value proposition

Australian consumers are extremely value-conscious. They seek brands that offer a compelling value proposition. This goes beyond just competitive pricing. It includes product quality, convenience, and unique offerings. To paraphrase well-known digital marketer entrepreneur Mitch Joel, customers become the best kind of evangelist when they get above-than-expected value.

3. Trust and transparency

As American ad tycoon Phil Dusenberry said, “A brand is nothing but an expression of the consumer’s loyalty and trust.”Trust is the foundation of loyalty. Brands that are transparent and honest about their loyalty programs and rewards are more likely to gain the trust of their customers. They not only reduce the chances of loyalty frauds and pilferages but will enjoy long-term loyalty. Also, brands that prioritize data privacy ensure the safety of zero- and first-party customer data.

4. Customization

One of the major reasons most loyalty programs fail is that they foster a one-size-fits-all approach. Brands must understand that different customers value different types of rewards. And they must personalize their incentives and experiences accordingly. Australian consumers respond well to loyalty programs that align with their interests and lifestyle. Loyalty programs that offer meaningful rewards and incentives can significantly impact customer retention. Businesses that leverage data to understand customer preferences and deliver tailored offerings can create stronger connections with their audience.

4. Social responsibility

Ethical and socially responsible practices resonate with Australian consumers. As per new research by Australian media company Nine for Brands and cultural insights agency FiftyFive5, four out of every five Australians want brands to use their power for social change. Another study found that nearly half of Australians prefer to buy from an eco-friendly and socially responsible brand. Brands that demonstrate a commitment to environmental sustainability and social causes can attract and retain socially-conscious customers.

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Effective Strategies for the Australian Loyalty Program

To thrive in the loyalty landscape in Australia, businesses can adopt several strategies to build and nurture loyal customer relationships:

1. Join hands with the right loyalty partner

Finding the right loyalty partner can mean the difference between success and failure. With a proven track record and years of experience, a reliable and reputable loyalty solution provider can significantly impact the effectiveness and long-term sustainability of your loyalty program.

2. Design strong loyalty programs and tailor rewards

Develop loyalty programs that offer genuine value to customers. Also, focus on providing relevant and tailored rewards to customers. Consider incorporating tiered rewards, exclusive offers, and personalized incentives to encourage repeat purchases and engagement.

3. Personalized communication

Use customer data to deliver personalized communication across various channels. Tailor your marketing messages to meet the specific needs and interests of individual customers.

4. Prioritize customer experience

Ensure consistency in customer experience across all touchpoints, whether it’s in-store, online, or customer support. A seamless and positive experience creates a strong impression and enhances loyalty.

5. Leverage referrals

Customer loyalty programs and referral rewards are a match made in heaven! As per a study conducted by leading market research firm Nielsen, nine out of every ten customers trust recommendations from family members and friends compared to any other form of advertising. By incorporating referral rewards, businesses can harness the influential force of word-of-mouth marketing to its fullest potential.

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Understanding the Australian loyalty landscape is extremely crucial for businesses that are either operating or planning to operate in the country. After all, it’s one of the most mature markets for loyalty programs. By partnering with the right loyalty provider and adopting effective strategies, brands can create robust loyalty programs that resonate with Australian consumers.

If you are looking to establish a strong presence in the dynamic and flourishing Australian market, LoyaltyXpert is the right choice for you. As an industry-leading loyalty solution provider with a wealth of experience and a proven track record, we understand the intricacies of the Australian loyalty landscape and can be your dedicated partner in crafting robust loyalty solutions. For Book a free demo, contact us today.