State of the Industry: Sarah Phelps
By: Sarah Phelps
October 05
How Loyalty in Eastern Europe Compares to the US
First Annapolis conducted a survey of points-based loyalty programs in the United Kingdom, France and Germany in cooperation with its European office in Amsterdam. The study was focused on programs sponsored by financial institutions, travel companies and retailers with the objective of identifying differences in program benefits and value propositions compared to what is available to consumers in the US. Three key findings emerged: first, value propositions are tied to the same fundamentals; second, the biggest differences can be explained, at least in part, by interchange levels and scale economies; third, incentive marketing is still alive on both sides of the pond.
State of the Industry by Sarah Phelps
Comments
By ron randolph-wall on October 14, 2009 - 3:36:30 PM
I created and help build the Bonus Card program for Garanti Bank (1,000 partners/66,000 points of redemption. You are correct that non-US based companies are more willing to enter into partnerships. EMV chip and banks doing acquiring had a lot to do with their influence with merchants. |
By Rob Ley on October 07, 2009 - 1:33:03 PM
Thanks for the thoughtful analysis. I wonder if EU leads US in coalitions because their business climate in general promotes inter-company cooperation, helping solve issues like who owns the data and positioning of my brand. Plus EU’s data privacy regulation makes it safer to share customer data.