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Consumer research study taking the pulse on Australian loyalty programs and their impact on customer loyalty Executive Summary © COPYRIGHT DIRECTIVITY 2016

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Page 1: For Love or Money 2016_ExecSummary_FINAL

Consumer research study taking the pulse on Australianloyalty programs and their impact on customer loyalty

Executive Summary

© COPYRIGHT DIRECTIVITY 2016

Page 2: For Love or Money 2016_ExecSummary_FINAL

Welcome to the Executive Summary edition of ‘for love or money 2016’.It provides an overview of the full edition that takes the pulse on trends, changes and challenges while providing new insights into consumers’ relationships with loyalty programs and their impact on customer loyalty.

© COPYRIGHT DIRECTIVITY 2016 - EXECUTIVE SUMMARY EDITION

To find out more or purchase the FULL edition visit www.theloyaltypoint.com.au

or contact Adam Posner: [email protected] or call 0433 818 190

Page 3: For Love or Money 2016_ExecSummary_FINAL

Contents

1.0 Introduction - welcome to ‘for love or money 2016’ 4

2.0 Research methodology and profile of participants 7

3.0 Executive summary of key findings, trends and new insights 11

4.0 Findings in detail

Allthedetailedfindingsandinsightsareavailableinthefull87pagein-depthedition of‘forloveormoney2016’. TofindoutmoreorpurchasetheFULLeditionvisitwww.theloyaltypoint.com.au orcontactAdamPosner:[email protected] or call 0433 818 190

5.0 Behind the research - who loves loyalty? 23

Copyright © 2016 Directivity

‘for love or money 2016’ Consumer Study into Australian loyalty programs and customer loyalty is for single use only. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic or mechanical including photocopy or printing without the prior permission in writing from the copyright owners, nor be otherwise circulated in any form of binding or cover other than that in which it is published and without a similar condition including this condition being imposed on the subsequent publisher. No responsibility for loss occasioned to any person acting or refraining from the action as a result of the material in this publication can be accepted by the author.

3EXECUTIVE SUMMARY EDITION

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1.0

Welcometo‘forloveormoney2016’

Introduction

© COPYRIGHT DIRECTIVITY 2016 - EXECUTIVE SUMMARY EDITION

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5

Hello and welcome to the Executive Summary edition of the 2016 research report into consumers’ relationships with loyalty programs and customer loyalty in Australia.

This is the fourth research study to follow the 2013, 2014 & 2015 research reports available at www.theloyaltypoint.com.au

The Executive Summary edition provides an overview of the results and insights uncovered in the full 87 page in-depth edition of ‘for love or money 2016’.

To find out more or purchase the FULL edition please contact Adam Posner [email protected] or call 0433 818 190

What’s in the FULL report that will make a difference to your customer loyalty strategies and loyalty program success?

1. Tracking changes in the Australian Loyalty Landscape

This 2016 research study continues to track changes to benchmark results from the previous studies ‘for love or money 2013 and 2015’ and ‘Share the Love 2014’.

It identifies the pulse of change in results and draws on key insights that impact on loyalty programs and customer loyalty including:

• Membership of loyalty programs and activity • Who is doing a very good job - top 10 programs for 2016 (unprompted) • Card vs mobile app • Defection from programs - why and when (new insight) Privacy and Members Data

New benchmark results are revealed in this report based on comparison to the ‘Share the Love 2014 study’… and the results are a reality check!

Thank you for your interest in ‘for love or money 2016’

for love or money 2015

share the love 2014

for love or money 2013

© COPYRIGHT DIRECTIVITY 2016 - EXECUTIVE SUMMARY EDITION

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6

2. Revealing five new insights that will make an impact on brand loyalty and your loyalty program

The 2016 research study continues to investigate and identify new insights that will help businesses and brands improve their customer loyalty strategies.

It reveals answers to questions such as:

• Program engagement: Are members taking advantage of the benefits their programs offer?

• Impact of closing a loyalty program: What impact would closing a loyalty program have on a business?

• The 3 Motivations of Loyalty: What are the three motivations for consumers to join a loyalty program?

• Acquiring new members: How do programs best on-board new members?

• Improving loyalty program structures: What are the 24 ingredients of successful loyalty programs?

3. Reviewing 25 Australian loyalty programs – top 20 excellent programs revealed

The 2016 research study continues to analyse randomly selected Australian loyalty programs based on their members’ own experiences, as to which ones are doing an excellent job.

4. What’s a tattoo got to do with a customer’s brand loyalty?

A fascinating result!

As you continue to enhance and build customer loyalty engagement and loyalty program success, then ‘for love or money 2016’ will give you the results, observations and insights to guide you along that journey.

Adam PosnerCEO

Thank you for your interest in ‘for love or money 2016’

This symbol in the report identifies a new insight

© COPYRIGHT DIRECTIVITY 2016 - EXECUTIVE SUMMARY EDITION

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2.0

Whogavetheirpointofview?

Research methodologyand profile of participants

© COPYRIGHT DIRECTIVITY 2016 - EXECUTIVE SUMMARY EDITION

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8

Research methodology and profile of participants

The ‘for love or money 2016’ research was commissioned by Directivity and conducted independently by First Point Research and Consulting in the first half of 2016, through an online panel of Australian consumers (men and women aged 18 years +) who are all members of at least one loyalty program. The research was structured to gain quantitative results with comparative analysis. Open text responses were included to gain actual feedback and comments from loyalty program members.The total sample of N=1005, provides a margin of error of +/- 3% at a 95% level of confidence. Broad quotas were set for age.

A note on this tracking study A consumer tracking study is generally designed to ‘track’ any shifts in consumer sentiment or behaviour over time. They are sometimes conducted ‘continuously (i.e. daily or weekly),or may be ‘ad-hoc’ or periodic measures, as is the case with this series of Loyalty studies. Tracking studies are generally conducted with large sample sizes so that the data is reliable and robust and conclusions can be drawn confidently about any statistically significant shifts in response to questions from one point to another. The sample size is an important indicator of the confidence we can have in the data. With a sample of around 1,000 Australians in our studies, we expect the results to deliver the same result (within +/- 3% of the observed result) on 95% of occasions. The implication of a sample with a 95% confidence interval is that the results, assuming identical questions, WILL and SHOULD be very similar from one period to another. This is an indicator of high data integrity. Any significant shift in results can be attributed to a genuine shift in consumer sentiment or behaviour that is likely to be reflection of one of many factors including (but not limited to): A change in the economy (eg. Higher interest rates or rise in unemployment rates); A change in competitive conditions (eg. New arrivals in the market place); A change in marketing or advertising activity (a new product, innovation or campaign highlighting new features or USP)

GENDER 2016 2015 2014 2013

Female 56% 60% 53% 52%

Male 44% 40% 47% 48%

STATE 2016 2015 2014 2013

NSW/ACT 31% 30% 36% 35%

VIC 23% 25% 26% 25%

QLD 19% 17% 15% 18%

WA 15% 16% 11% 10%

SA 8% 8% 9% 9%

TAS 3% 3% 2% 3%

AGE (YEARS) 2016 2015 2014 2013

18-24 11% 6% 10% 9%

25-34 19% 18% 24% 29%

35-44 22% 18% 20% 21%

45-54 17% 19% 15% 16%

55-64 15% 20% 20% 17%

65+ 17% 19% 10% 8%

© COPYRIGHT DIRECTIVITY 2016 - EXECUTIVE SUMMARY EDITION

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Loyalty and the generations: Millennials

Millennials as a generational cohort are widely discussed and researched based on their attitude and lifestyle across many variables including purchasing power, technology, education, work and generally the way they live life.

For the first time, this 2016 research explores Millennials as a generational cohort, to identify their relationships with loyalty programs with insights provided where relevant.

This image in the report identifies insights on millennials

2016

18-24 11% Millennials: Aged approx 16 - 34 Born approx 1982 - 2000 and part of

Generation Y25-34 19%

35-44 22% Gen X: Aged 35 - 50

45-54 17%

Boomers: Aged approx 51 - 6955-64 15%

65+ 17%

Source: http://www.pewresearch.org

© COPYRIGHT DIRECTIVITY 2016 - EXECUTIVE SUMMARY EDITION

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Loyalty program members and household income

Most members of loyalty programs are in the median household income band with high income households representing over a quarter.

* Source: Australian Bureau of Statistics: 6523.0 - Household Income and Wealth, Australia, 2013-14

In real terms, the average equivalised disposable household income in 2013–14 was $998 per week, this increased from $964 per week in 2011–12. This has increased over the last decade from $746 per week in 2003–04. The median weekly equivalised disposable household income was $844 per week, similar to 2011–12 ($830 per week). Equivalisation accounts for increased consumption needs as household size increases.

The average weekly equivalised disposable household income for high income households rose from $1,903 to $2,037 between 2011–12 and 2013–14. The income share of high income households was 41% in 2013–14, similar to 2011–12. For low income households, their average weekly equivalised income rose from $395 to $407 between 2011–12 and 2013–14.

Annual Household IncomeProportion

of 2016 MembersABS Household Income*

Up to $20,999 7%21% Low annualised household income = $21,164

$21,000 - $39,999 14%

$40,000- $59,999 14%

42% Median annualised household income = $43,888$60,000- $79,999 14%

$80,000- $99,999 14%

$100,000- $149,999 18%

27% High annualised household income = $105,924$150,000 -$199,999 5%

$200,000 or more 4%

Prefer not to say 10%

© COPYRIGHT DIRECTIVITY 2016 - EXECUTIVE SUMMARY EDITION

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3.0

Keyfindings,results,andnewinsights

Executive Summary

© COPYRIGHT DIRECTIVITY 2016 - EXECUTIVE SUMMARY EDITION

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12

Following is an Executive Summary of the trends, results and new insights from the FULL in-depth research study ‘for love or money 2016’.

Australian Loyalty Landscape

1. T

racking changes in the

2. Revealing new insig

hts f

orLoyalty Programs s

ucce

ss

© COPYRIGHT DIRECTIVITY 2016 - EXECUTIVE SUMMARY EDITION

To find out more or purchase the FULL edition visit www.theloyaltypoint.com.au Or contact Adam Posner: [email protected] or call 0433 818 190

Page 13: For Love or Money 2016_ExecSummary_FINAL

13

Membership of a loyalty program remains steady • In 2016, 82% of Australians over 18yo are enrolled in at least ONE loyalty program (84% in 2015) • Average number of memberships in 2016 = 3.9 (3.8 in 2015)

Active engagement is changing

Whilst loyalty program members have become less actively* engaged with ‘All of their programs’ since the 2015 study (down from 59% to 51%), they are more inclined to spread their loyalty across ‘most’ of their programs (up from 24% to 28%).

‘Active’ engagement is a key success metric for programs and should be closely monitored.

Do members think brands need a loyalty program to keep their customers loyal?We continue to challenge the need for loyalty programs in the landscape of customer and brand engagement.

• Whilst there is not an overwhelming ‘yes’, it is still at similar levels to 2015, with 57% of members saying ‘yes’, brands need a loyalty program to keep their customers loyal (58% in 2015) . • The “yes” jumps to 68% for millennials looking to be rewarded for their loyalty to brands.

?

1. Tracking changes in the Australian loyalty landscape

82%

*Active = member presented their card or membership number when making purchases or accruing benefits in the last 12 months

2013

4.03.83.9

20152016

Millennials want to be rewarded for their brand loyalty

© COPYRIGHT DIRECTIVITY 2016 - EXECUTIVE SUMMARY EDITION

For more on these insights or to purchase the FULL edition visit www.theloyaltypoint.com.au or contact Adam Posner: [email protected] or call 0433 818 190

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14

67 loyalty programs were mentioned unprompted by members as doing a very good job

Who is doing a very good job?

Q Can you tell us about a specific loyalty program that you think is doing a very good job? Base: Total Sample

The 2016 top 10 most mentioned programs(unprompted) as doing a very good job

Coles/flybuys

Woolworths Rewards (everyday rewards)

Qantas Frequent Flyer

Virgin – Velocity

MYER one

Priceline – Sisterclub

CommBank Awards

Boost Vibe Club

Petbarn Friends for Life

Optus Perks

Other Programs

None

9%6%

4%2%2%

1%

1%

2%

1%11%

26%

36%F O R L O V E O R M O N E Y 2 0 1 6

TOP 10Loyalty Programs

doing a very good job!( U N P R O M P T E D )

Australian

w w w . t h e l o y a l t y p o i n t . c o m . a u

© COPYRIGHT DIRECTIVITY 2016 - EXECUTIVE SUMMARY EDITION

For more on these insights or to purchase the FULL edition visit www.theloyaltypoint.com.au or contact Adam Posner: [email protected] or call 0433 818 190

Page 15: For Love or Money 2016_ExecSummary_FINAL

15

In 2016, the loyalty program members are more sensitive about their personal information

Since the 2014 ‘Share the Love’ study, there has been a decrease across all variables of ‘exchanging’ personal information with loyalty programs.

Importantly, the majority of members are still happy to provide their data for benefits and if they understand why programs need the information.

Personalisation vs privacy

I am happy to receive discounts or special offers based on my purchasing habits

I am happy to provide personal details about my shopping interests in return for discounts or special offers on things I like to buy

I am happy to provide personal details provided I understand why the loyalty program needs them

I am happy for my smartphone to determine my location and send me discounts or special offers based on where I am shopping

I would give permission for a loyalty program I am a member of to share my personal details with another organisation in order for me to gain access to more

64%

73%

53%

63%

52%

59%

25%

32%

20%

23%

20142016

vs

© COPYRIGHT DIRECTIVITY 2016 - EXECUTIVE SUMMARY EDITION

For more on these insights or to purchase the FULL edition visit www.theloyaltypoint.com.au or contact Adam Posner: [email protected] or call 0433 818 190

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16

Mobile App on the rise, card is still king

After three research studies, the card is still the most preferred mechanism for interacting with loyalty programs.

While the member appetite for a mobile phone app to engage with loyalty programs has increased significantly over the last 12 months (16% in 2016 vs 10% in 2015), 65% of members have remained steadfast in their preference for a traditional membership card.

Card vs App

…Would like a traditional card …Would like a mobile phone app

2016 20162015 2015

10%16%67%65%

?

© COPYRIGHT DIRECTIVITY 2016 - EXECUTIVE SUMMARY EDITION

For more on these insights or to purchase the FULL edition visit www.theloyaltypoint.com.au or contact Adam Posner: [email protected] or call 0433 818 190

Page 17: For Love or Money 2016_ExecSummary_FINAL

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Member defection When do members leave?

Defection is typically passive. In total, just under a quarter (23%) of members in 2016 are defecting from a program, either passively or actively, which is only a marginal increase on 2015 (22%). Let’s not forget: Defection from a program can (and does) = defection from a brand!

For the first time, the 2016 research study identified the time periods after joining a program when members stopped participating.

Almost one in five (19%) of members stopped participating in their loyalty program less than 3 months after joining.

Defection from a program = defection from the brand

Why do members leave? Top 5 reasons 2016

I wasn’t earning points/rewards fast enough

*The program changed it’s benefits and rewards

I no longer shop there

The rewards didn’t appeal to me

Too much of a hassle to participate

51%

29%

29%

29%

19%

NEW

* Not asked in previous research studies

Year 1

19%

15%

© COPYRIGHT DIRECTIVITY 2016 - EXECUTIVE SUMMARY EDITION

For more on these insights or to purchase the FULL edition visit www.theloyaltypoint.com.au or contact Adam Posner: [email protected] or call 0433 818 190

Page 18: For Love or Money 2016_ExecSummary_FINAL

18

Program engagement: Are members enjoying the benefits of loyalty program membership?

One of the indicators of program engagement is whether members are actually taking advantage of the rewards and benefits that their programs provide. Just over half (54%) of members believe they are taking advantage of their loyalty programs’ benefits. Nearly a third (31%) believe they are NOT.

A question for loyalty program managers: What % of your loyalty base are NOT taking advantage of their benefits?

Impact of closing a loyalty program: What impact would closing a loyalty program have on a business?

This is a critical question to challenge the value and viability of a loyalty program.

Just over a third (36%) indicated that the closing of loyalty programs they are a member of, would have NO impact on them.

That’s a reality check and a warning sign that the programs are just not meaningful enough to have an impact!

However, there are some strong indicators that closing a program would have an impact on revenue, including 31% of members would NOT buy as often as they do (with a program) and 23% would NOT buy as much!

Revealing five new insights that impact on loyalty program, brand loyalty and business success

1.

2. However, there are some strong indicators that closing a program would have an impact on revenue and advocacy:

• How often they purchase = revenue decline

• How much they spend = revenue decline

• Movement to a competitor = revenue decline

• Less likely to recommend = loss of advocacy

$

$

$

LOYALTYPROGRAM

54%… of members feel they take advantage of most of the rewards and benefits available to them through their loyalty programs.

© COPYRIGHT DIRECTIVITY 2016 - EXECUTIVE SUMMARY EDITION

For more on these insights or to purchase the FULL edition visit www.theloyaltypoint.com.au or contact Adam Posner: [email protected] or call 0433 818 190

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The 3 Motivations of Loyalty: Why do consumers join a loyalty program?

This research reveals and quantifies the 3 Motivations of Loyalty based on why consumers join a loyalty program.

Revealing five new insights that impact on loyalty program, brand loyalty and business success

I purchase from the brand/business anyway, so I might as well get rewarded

The benefits and rewards offered are worthwhile

I love the brand and it’s products/services

Something else

55%

34%

10%

1%

CONVENIENCE

TRANSACTIONAL

EMOTIONAL

CLOYALTY

TLOYALTY

ELOYALTY

3.

Acquiring new members:How do programs best on-board new members?

Simplicity and immediacy ranked as the most important factor for on-boarding new members (49%).

Requesting limited information on joining also ranked highly (37%).

4.49%

… of members say that the most important factor when asked to join is that the experience of joining is simple and immediate.

© COPYRIGHT DIRECTIVITY 2016 - EXECUTIVE SUMMARY EDITION

For more on these insights or to purchase the FULL edition visit www.theloyaltypoint.com.au or contact Adam Posner: [email protected] or call 0433 818 190

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Improving the loyalty program structure:

Revealing the SPV ingredients of successful loyalty programs = Simple, Personal & Valuable.The SPV of a successful loyalty program is the combination of many and varied features, benefits and experiences that members want when engaging in programs.

We have identified 24 of these various features, benefits and experiences, classifying them as Simple, Personal & Valuable.

Here are the top 7 (out of 24) that members want*

Revealing five new insights that impact on loyalty program, brand loyalty and business success

5.

My rewards/benefits/points do not expire

The rewards/benefits/points are easy to earn

The program is easy for me to redeem rewards & benefits

The program is easy to understand

I can accumulate points over time that can be redeemed for benefits or rewards

I can earn rewards and benefits based on how much I buy

I am recognised for being a loyal customer

88%

75%

85%

88%

84%

88%

75%

% of respondents who STRONGLY AGREE or AGREE ( 5 point scale )

* Complete list of 24 available in the FULL edition of ‘for love or money’.

© COPYRIGHT DIRECTIVITY 2016 - EXECUTIVE SUMMARY EDITION

For more on these insights or to purchase the FULL edition visit www.theloyaltypoint.com.au or contact Adam Posner: [email protected] or call 0433 818 190

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21

What’s a tattoo got to do with a customer’s brand loyalty?This research aims to uncover a deeper insight into a customer’s brand loyalty.

We asked members if they would ever consider a permanent tattoo of an image of a brand, logo or their (loyalty) program on their body in order to gain a high value lifetime discount or exclusive benefit.

Strange but true... 12% said YES!32 brands, logos and loyalty programs were mentioned… some more than once!*

© COPYRIGHT DIRECTIVITY 2016 - EXECUTIVE SUMMARY EDITION

* List of brands, logos and loyalty programs mentioned are available in the FULL edition of ‘for love or money’.

For more on these insights or to purchase the FULL edition visit www.theloyaltypoint.com.au or contact Adam Posner: [email protected] or call 0433 818 190

Page 22: For Love or Money 2016_ExecSummary_FINAL

3. Ranking of 20 Australian loyalty programs rated as excellent

% who rate the programs as excellent (6 or 7 out of 7)

Base: Members enrolled in that program.

Coles FlybuysCommBank AwardsANZ RewardsWestpac Altitude RewardsThe Coffee Club VIPOptus PerksAmcal Rewards

43%43%

40%34%

32%31%30%

Q. Looking still at the programs you are a member of, use the scale (1-7) to indicate the impression you have of that program based on your own experiences.

Members’ impression of overall quality – rating excellent

7 of the top 20 in 2016*

22

NOTE: The author of this research study has no vested interest in any of the listed loyalty programs. They were chosen randomly from the Australian loyalty program market place. These 25 programs were also randomly sorted in the research to avoid bias of selection. Ratings were only asked of consumers who are enrolled members of the respective programs.

‘for love or money 2016’ research provided loyalty program members with a list of randomly selected Australian loyalty programs, to identify:

© COPYRIGHT DIRECTIVITY 2016 - EXECUTIVE SUMMARY EDITION

* List available in the FULL edition of ‘for love or money’.

For more on these insights or to purchase the FULL edition visit www.theloyaltypoint.com.au or contact Adam Posner: [email protected] or call 0433 818 190

Page 23: For Love or Money 2016_ExecSummary_FINAL

5.0Wholovesloyalty?Behind the research

© COPYRIGHT DIRECTIVITY 2016 - EXECUTIVE SUMMARY EDITION

Page 24: For Love or Money 2016_ExecSummary_FINAL

Who loves loyalty?

Established in 2007, Directivity provides customer loyalty strategies and programs for organisations operating in sectors as diverse as retail, accommodation, leisure and entertainment, trade, education and manufacturing.

Adam Posner (CEO and founder) is one of Australia’s leading loyalty program strategists and has been a data-driven direct marketer for more than 23 years. He started his loyalty life in the mid ’90’s with a shopping centre loyalty program initiative called “Scratch & Save”.

Since then he has been involved in a range of loyalty and retention programs from large retail programs such as the flybuys program re-launched in 2012 as well as developing financial ‘Return on Loyalty’ models for retail, trade, pharmacy, entertainment and large accommodation networks.

He has developed and utilises the proven and best-practice loyalty and retention program methodologies: • “Do You Really Need a Loyalty Program?” diagnostic to gain alignment and clarity on whether a program is right for the business and for their customers. • The “9 Steps to a Valuable Loyalty Program” to design, develop and deploy programs that are meaningful to the member and profitable to the business. • The review and revamp model to assess the value and viability of existing loyalty programs. • The 3 Motivations of Loyalty model that identify levers to move members to be more engaged with brands

Adam is co-author of 3 of Australia’s most in-depth research studies on Loyalty Programs (‘for love or money 2013, 2015 and ‘Share the Love 2014’) and also the author of one of Australia’s only practical book on loyalty programs – ‘Give-back to Get-back - 9 steps to a profitable loyalty program’.

He has been widely interviewed on customer loyalty and loyalty programs including on radio (3AW and ABC Radio National – Money Show) and published in Marketing Magazine, Herald Sun, BRW, CMO, Colloquy, eConsultancy, AdNews, and SmartCompany.

Adam has presented on customer loyalty and loyalty programs at Loyalty World (2013), The Customer Show (2014) and ADMA Forum (2012 and 2013), ADMA Retention and Loyalty Marketing (2014, 2015, 2016), Customer TECHX Show (May 2015), Clarinden Global Faculty Director for July 2015 ‘Designing High Impact Customer Loyalty and Retention Programs’ , No Vacancy Accommodation Conference (2016) as well as tailored loyalty keynotes for clients including Accor Pacific, Choice International, and Horseland.

To find out more or purchase the FULL edition visit www.theloyaltypoint.com.au or contact Adam Posner: [email protected] or call 0433 818 190

Page 25: For Love or Money 2016_ExecSummary_FINAL

© COPYRIGHT DIRECTIVITY 2016

All the detailed findings and insights are available in the full 87 page in-depth edition of ‘for love or money 2016’.

To find out more or purchase the full edition please contact :

Adam Posner CEO Directivity t. 0433 818190 e. [email protected] w. theloyaltypoint.com.au