Staff Reporters
Jun 8, 2011

Hong Kong natives balk at retailer reward programmes : Nielsen

HONG KONG - Inconvenient application processes and unattractive offerings are putting 58 per cent of local shoppers off retailer rewards programme, says Nielsen.

Oliver Rust, managing director, Nielsen Hong Kong
Oliver Rust, managing director, Nielsen Hong Kong

The market research company has based its findings on a telephone survey of 500 consumers aged between 15 and 64. The survey's objective was to understand their habits and expectations when participating in retailer reward programmes.

Research showed that most Hong Kong natives were frustrated by the reward programme's complicated application process (17 per cent), and the unattractive rewards offered. A futher 16 per cent were simply not interested in anything retailers had to offer.

“Hong Kong consumers are very time conscious and as a result, an easy and simple application is an important criterion for consumers to consider enrolling in any reward programmes,” said Oliver Rust, managing director, Nielsen Hong Kong. “While consumers mainly participated in the rewards programmes for the discounts, attractive and targeted rewards is another key attribute for retailers to consider as they launch their reward programme to meet the expectation of their targeted customers."

Preferred application processes are in-store with direct help from well-trained staff (68 per cent). Only 22 per cent prefer to apply online.

So what would get them to sign up? Mostly, consumer want cash coupons (60 per cent), discounts (57 per cent) and cash rebates (53 per cent). If the offers are product-related, they should be customised to consumer needs. Furthermore, reward redemption methods are also important factors for consumers. 

"While cash discounts are more important in triggering people to participate, discount offers are more effective in retaining continuous patronage of shoppers. Product education and information sharing are also key tools to leverage for continuous patronage,” Rust commented.

Source:
Campaign China

Related Articles

Just Published

9 hours ago

DeepSeek: Accelerating the path towards AI ...

While DeepSeek's innovations won't directly impact marketers in the near-term, its ripple effects on AI development will greatly accelerate the permeation across the industry over time, writes Vincent Niou.

9 hours ago

Japan Airlines campaign ropes in Liverpool football ...

Created by Jellyfish, the campaign is focused on key markets including Singapore and Thailand.

9 hours ago

Filipinos spend more time than global average on ...

TOP OF THE CHARTS: Global social-media users have reached 5.24 billion, with Southeast Asia representing 10.2% of the total share, according to We Are Social's annual study.

9 hours ago

'Local with full autonomy': Ogilvy global leaders ...

In an exclusive interview with Campaign Asia during their recent trip to China, Ogilvy's global CEO Devika Bulchandani and creative chief Liz Taylor discuss their vision in the region, the changing face of creativity, and the reality of being a female leadership duo.