Coniq research highlights true value of loyalty

30% of European outlet loyalty customers are responsible for 70% of loyalty spend, according to research by Coniq. 

Its report looked at approximately four million transactions across 10 countries between 2016-2017. This identified three groups: the top 5% as ‘Elite Spenders’ and the next 25% as ‘Value Drivers,’ with the remaining 70% grouped as ‘High Volume Mass’. Of these, it is the Value Drivers who are pushing growth in average transaction value which rose by 12.9% to £162 over the two years examined.

“If there is one takeaway from this report, it’s that not all customers are equal – the key is to use data to focus your activity on identifying, engaging and building loyalty with your most profitable customer groups. As this report shows, while the Elite Spenders are highly valuable, it is the Value Drivers who have increased their spending by the largest proportion, so in many ways offer more opportunity for growth,” says Ben Chesser, CEO and Founder of Coniq.

“Once you understand the motivations and behaviours of your different shopper groups you can then use this insight to personalise your message, offers, rewards and experiences to drive engagement and ensure that they remain your most powerful and profitable brand advocates.”

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