O Overview of Loyalty in Brazil 2022 (1), newly launched survey by the specialized website All About Incentives (TSI)brought a series of data and insights on the consumer’s relationship with the actions of Loyalty (loyalty programs, cashback, discounts, etc.) and their impact on the brand-customer relationship. This also includes initiatives in ESG.
acronym of Environmental, Social and Governance, ESG (2) are all the good practices adopted by companies in their production chains, with social, environmental and corporate responsibility. The lifting of TSI shows that this is not just a buzzword and that consumers are willing to abandon brands that don’t fit.
Different profiles, same concern
The attention of people with ESG crosses different segments and profiles. It is a topic that can no longer be ignored by companies, as sharing values, mainly socio-environmental, is essential for customer loyalty.
To give you an idea, 41% of survey respondents are willing to abandon a favorite brand if it doesn’t live up to what it advertises in its speech. 46% only in class C, which shows that the concern with values ESG it is not exclusive to those with greater purchasing power.
Also, 10% of those surveyed have as a purchasing decision factor the company offering more sustainable product options. This number rises to 13% in the female audience. Also, 14% would abandon the brand if it fails to represent the values they believe in – 16% of which are when considering those who frequently participate in structured loyalty actions, such as loyalty programs.
Customer loyalty survey
O Overview of Loyalty in Brazil 2022 it also presents, among other information, the ten characteristics of the loyalty actions that most cause positive sensations, and the ten main factors that impact the purchase decision of the Brazilian consumer, in addition to comments and highlights from the TSI.
In its second edition (the first is from 2019), the survey was carried out by the Opinion Box platform, in August, listening to 1,065 consumers from all regions of the country. The cut takes into account sample divisions by gender, age group, social class and location (capitals, metropolitan regions and countryside) and has a margin of error of 3pp.
Allied in the economy and exclusive advantages
The survey shows, for example, that for 85% of respondents, companies that have Loyalty (such as loyalty programs, discount actions or cashback etc.) tend to have their preference when choosing where to buy.
In addition, in a context of crisis, loyalty programs emerge as allies of consumers. In response to the question “What made you sign up for and participate in a program?”, 73% of respondents said they saw “The possibility of receiving benefits for purchases they would already make”; and another 66% saw an “Opportunity to save (or make your money pay more)”.
Experience, recognition and personalization
But the economic appeal is not the only attraction of loyalty programs and actions. On the contrary. The emotional factor has relevant weight. When asked “Whether programs improve your shopping experience and journey”, 78% considered interactions with programs important for the brand-customer relationship.
And yet, for 85% of respondents, recognition (receiving a thank you, badges or differentiated treatment) is an essential item in the relationship between brand and consumer, because “When I am recognized, I am more likely to be loyal to a brand”. This also points to another important factor: personalization.
For 79% of respondents to the survey on customer loyalty, personalization is an important item in the relationship between brand and consumer. So much so that 89% of them said they were willing to provide some data in exchange for personalization and better benefits. Important information in an era of concern for the security of personal data.
The loyalty market in Brazil
2021 marked a resumption to pre-pandemic levels in the loyalty sector in the country. The companies in the sector moved BRL 6.05 billionclosing with an increase of 13.2% (3) compared to the previous year, only below the level of 2019 (R$ 7.7 billion).
But if we only take the fourth quarter of 2021 as a basis, there was a growth of 19.2% against 4Q20 and 17.1% above 4Q19. Gross revenue for this period was BRL 1.9 billion, almost 25% more than in 2020 and 10.2% higher than in 4Q19.
Another positive indicator was the number of registrations in loyalty programs: 2021 ended with 180.5 million participants. The data seem to point not only to a recovery of the sector, but the consolidation of the relevance of the programs for the consumer.
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