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将来予測:リテールバンクのロイヤルティ・プログラム

2020 Foresight Report: Retail Bank Loyalty Programs

発行 Timetric 商品コード 274878
出版日 ページ情報 英文 45 Pages
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将来予測:リテールバンクのロイヤルティ・プログラム 2020 Foresight Report: Retail Bank Loyalty Programs
出版日: 2013年06月28日 ページ情報: 英文 45 Pages
概要

ロイヤルティ・プログラムは世界各国のリテールバンク市場でマーケティング手段として広く活用されています。先進国市場の場合は、ロイヤルティ・プログラム自体は既にコモディティ化しているため、運営費用の引き下げや、ロイヤルティ・プログラムによる既存顧客の引き止めが主な事業目標となっています。一方、新興国市場ではまだ初期段階にあり、一層の普及が課題となっています。

当レポートでは、世界各国のリテールバンク市場におけるロイヤルティ・プログラムの普及・活用状況について分析し、ロイヤルティ・プログラムの概念と利点、運営上の課題と市場機会、導入の促進要因、ロイヤルティ・プログラムを用いたマーケティング/顧客獲得戦略のあり方、世界各国での代表的な事業事例などを調査して、その結果を概略以下の構成でお届けします。

第1章 エグゼクティブ・サマリー

第2章 リテールバンクのロイヤルティ・プログラム:概要

  • ロイヤルティ・プログラムの概略
  • ロイヤルティ・プログラムの主な促進要因
  • 規制上の傾向と課題

第3章 運営上の主な課題と機会

  • ロイヤルティ・プログラムの設計と運用体制
  • 多チャネルでのバンキング体験
  • ローカライズと製品差別化
  • マーチャントバンクの資金によるロイヤルティ・プログラム

第4章 ロイヤルティ・プログラム商品とマーケティング戦略

  • ロイヤルティ・プログラム導入の動き
    • ロイヤルティ・プログラムの枠組み
    • 収益創出・費用削減戦略
  • 新規チャネル経由でのロイヤルティ・プログラム戦略
    • ソーシャルメディア戦略
    • モバイル戦略
  • 主な技術的傾向と、ロイヤルティ・プログラムへの影響度

第5章 顧客獲得戦略

  • 収入水準による目標設定
    • 大衆市場
    • 富裕層(HNWI)
  • 人口構造にあわせた目標設定
    • 学生
    • 女性顧客
  • 心理学的属性に合わせた目標設定
    • 顧客のライフスタイル
    • 専門職・企業家
    • 購入行動に基づく報酬

第6章 リテールバンクのロイヤルティ・プログラム:ベストプラクティス

  • ベストプラクティス
    • 解析機能による消費者行動の理解と、ロイヤルティ・プログラムのカスタマイズ
    • リワードプログラムの全分野・新規チャネルへの拡張による、新規顧客の獲得
    • 利益率のより高いリワードプログラムの導入による収益性の改善
    • ソーシャルメディアを通じた若年層の獲得
  • ケーススタディ
    • Russian Standard Bank (RSB):解析プラットフォームがもたらす利点
    • Citibank (City)とBest Buyの提携:モバイル通信対応ロイヤルティ・プログラムの立ち上げ
    • Union First Market:ロイヤルティ・プログラムによる事業規模拡大
    • Alpha Bank:POS端末によるリワードの即時提供
    • Barclays Bank:低コストのバンキング経路を通じたリワード・プログラム

第7章 付録

図表一覧

目次
Product Code: VR0930MR

Synopsis

  • The report provides market analysis, information and insights into retail bank loyalty programs:
  • Provides a global snapshot of loyalty programs adopted by retail banks in developing and developed economies in the banking industry
  • Analysis of retail bank loyalty programs trends and drivers and key operational opportunities and challenges faced
  • Detailed analysis of loyalty program product and marketing strategies globally
  • Analysis of loyalty program customer targeting and marketing strategies adopted by leading retail banks operating in various markets

Summary

Loyalty programs have emerged as one of the key marketing tools in the global retail banking industry. Retail banks offer a number of loyalty programs in developed economies, however many of these are commoditized. This has compelled banks to introduce innovative programs in order to remain both competitive and profitable. There is also an increased pressure on costs due to new regulatory trends in last five years. Loyalty programs are being viewed as an important revenue-driving tool and have been proven to reduce customer acquisition costs. Retail banking in emerging economies is still in its developmental stages, as illustrated by its relatively low loyalty program penetration rates. Traditionally, banks and other card issuers have offered reward programs based on a customer income level and demographic profile. Banks are now segmenting customers based on their lifestyle choices and purchasing behavior. The use of analytical tools to better understand consumer spending patterns and offer personalized reward programs has increased in terms of adoption rates. The approach allows card issuers to launch customized rather than blanket programs to all customers. This approach also helps to target and isolate the most profitable customers and phase out the programs that do not offer significant value to a bank's overall business. Moreover, analytics are enabling banks to provide location-based, real-time discounts in collaboration with merchants. The successful implementation of analytic-based reward programs has become a key differentiating factor for banks.

Scope

  • This report provides a comprehensive analysis of marketing strategies adopted by retail banks to offer loyalty programs in developed and developing economies
  • It details trends and drivers of retail bank loyalty programs
  • It details various benefits available to and challenges faced by retail banks while offering loyalty programs
  • It details the customer targeting strategies adopted by retail banks to offer their loyalty programs across the globe
  • It provides case studies on retail bank loyalty programs and marketing strategies implemented by various retail banks and their outcomes

Reasons To Buy

  • Understand the dynamics of the retail bank loyalty programs landscape across the key markets worldwide
  • Assess the current and future opportunities of loyalty programs in the retail banking industry
  • Gain insights into the loyalty program marketing strategies adopted by retail banks.
  • Gain insight into various challenges faced by retail banks in offering loyalty programs and key marketing and product strategies across all the key markets

Table of Contents

1. Executive Summary

2. Introduction to Retail Bank Loyalty Programs

  • 2.1. Loyalty Programs Snapshot
  • 2.2. Key Drivers of Loyalty Programs
  • 2.3. Regulatory Trends and Challenges

3. Key Operational Challenges and Opportunities

  • 3.1. Loyalty Program Design and Operational Frameworks
  • 3.2. Multi-Channel Banking Experience
  • 3.3. Localization and Product Differentiation
  • 3.4. Merchant-Funded Loyalty Programs

4. Loyalty Program Product and Marketing Strategies

  • 4.1. Loyalty Program Implementation Dynamics
    • 4.1.1. Loyalty program framework
    • 4.1.2. Revenue generation and cost reduction strategies
  • 4.2. Loyalty Program Strategies through Emerging Channels
    • 4.2.1. Social media strategies
    • 4.2.2. Mobile strategies
  • 4.3. Key Technology Trends and Impact Assessment on Loyalty Programs

5. Customer Targeting Strategies

  • 5.1. Targeting Based on Income Level
    • 5.1.1. Mass market
    • 5.1.2. HNWIs
  • 5.2. Targeting Based on Demographics
    • 5.2.1. Students
    • 5.2.2. Female customers
  • 5.3. Targeting Based on Psychographics
    • 5.3.1. Customer lifestyle
    • 5.3.2. Professionals and entrepreneurs
    • 5.3.3. Rewards based on purchasing behavior

6. Best Practices in Retail Bank Loyalty Programs

  • 6.1. Best Practice
    • 6.1.1. Using analytics to understand consumer behavior and offer customized loyalty programs
    • 6.1.2. Expansion of reward programs across territories and new channels to cater new customers
    • 6.1.3. Introduction of higher margin reward programs to improve profitability
    • 6.1.4. Targeting young population through social media
  • 6.2. Case Studies
    • 6.2.1. Russian Standard Bank (RSB) benefited from an analytics platform
    • 6.2.2. Citi teams up with Best Buy to launch a mobile-based loyalty program in the US
    • 6.2.3. Union First Market's loyalty program to scale-up business
    • 6.2.4. Alpha Bank's instant rewards through POS terminals
    • 6.2.5. Barclays Bank's reward program through low-cost banking channels

7. Appendix

  • 7.1. Methodology
  • 7.1. Contact Us
  • 7.2. About Timetric
  • 7.3. Disclaimer

List of Tables

  • Table 1: Loyalty Program Strategies Through Emerging Channels

List of Figures

  • Figure 1: Total Card Spending in Developed Economies (US$ Billion), 2008-2012
  • Figure 2: Total Card Spending in Emerging Economies (US$ Billion), 2008-2012
  • Figure 3: Key Growth Drivers of Loyalty Programs
  • Figure 4: Regulatory Trends and Developments in Retail Banking Loyalty Programs
  • Figure 5: Operational Challenges and Opportunities in Loyalty Programs
  • Figure 6: Snapshot of Changing Consumer Preferences
  • Figure 7: Loyal Program Framework in Multichannel Banking
  • Figure 8: Loyalty Program Design by Customer Segment
  • Figure 9: Merchant-Funded Loyalty Program Adoption by Country
  • Figure 10: The Merchant-Funded Loyalty Program Value Chain and the Role of the Service Provider
  • Figure 11: Loyalty Program Framework
  • Figure 12: Revenue Generation and Cost Reduction Strategies
  • Figure 13: Key Technological Trends and Impact Assessment on Loyalty Programs
  • Figure 14: Customer Targeting Strategies Framework
  • Figure 15: Challenges Faced and Best Practices Adopted by Retail Banks
  • Figure 16: Loyalty Program Offerings by RSB, 2011
  • Figure 17: Snapshot of Citi's Loyalty Program Mobile Application
  • Figure 18: Loyalty Program Offerings by Citi in Collaboration with Best Buy, 2011
  • Figure 19: Total Relationship Banking Loyalty Program Offered by Union First Market Bank
  • Figure 20: Alpha Bank's Loyalty Program Through POS
  • Figure 21: Barclays Bank's Reward Program Through Low Cost Banking Channels, 2009
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