{"id":1264,"date":"2020-10-19T15:00:37","date_gmt":"2020-10-19T13:00:37","guid":{"rendered":"http:\/\/i360.trejka05.pl\/?p=1264"},"modified":"2021-06-08T08:38:37","modified_gmt":"2021-06-08T06:38:37","slug":"transcript-of-the-2020-loyalty-scheme-programme","status":"publish","type":"post","link":"https:\/\/i360.com.pl\/en\/transkrypcja-monitor-programow-lojalnosciowych-2020\/","title":{"rendered":"Transcript \u2013 Loyalty Schemes Monitor 2020"},"content":{"rendered":"

Transcript of the episode: https:\/\/www.youtube.com\/watch?v=X9mMmCDsQXs<\/a><\/p>\r\n\r\n\r\n\r\n

Monitor Program\u00f3w Lojalno\u015bciowych 2020 – Agnieszka Doktorska<\/strong><\/p>\r\n\r\n\r\n\r\n

KN: Good evening. Joining me on tonight\u2019s episode of \u2018Loyalty Schemes by Night\u2019 is Ms Agnieszka Doktorska.<\/strong><\/p>\r\n\r\n\r\n\r\n

Ms Agnieszka, let\u2019s explain why you\u2019re here with me today of all days.<\/strong><\/p>\r\n\r\n\r\n\r\n

AD: Good evening. My name is Agnieszka Doktorska and I am a Senior Project Manager at ARC Rynek i Opinie. I have the pleasure of working on the Loyalty Programme Monitor survey, and that is what we will be discussing today.<\/p>\r\n\r\n\r\n\r\n

KN: Perhaps we could explain to our viewers what the Loyalty Programme Monitor survey is. What we survey and how we do it.<\/strong><\/p>\r\n\r\n\r\n\r\n

AD: Badanie Monitor Program\u00f3w Lojalno\u015bciowych jest to badanie realizowane w\u015br\u00f3d konsument\u00f3w ukazuj\u0105ce ich odbi\u00f3r – odbi\u00f3r konsument\u00f3w o rynku program\u00f3w lojalno\u015bciowych. Badanie jest realizowane w dw\u00f3ch etapach. Najpierw realizujemy badanie telefoniczne w\u015br\u00f3d reprezentatywnej pr\u00f3by, tak aby sprawdzi\u0107 udzia\u0142 uczestnik\u00f3w program\u00f3w lojalno\u015bciowych, czyli pytamy respondent\u00f3w, czy uczestnicz\u0105 w programie i jakim. Nast\u0119pnie, w drugiej cz\u0119\u015bci badania, na drugim etapie realizujemy badanie metod\u0105 ankiet internetowych i wtedy ju\u017c nasza pr\u00f3ba jest skonstruowana tylko w\u015br\u00f3d u\u017cytkownik\u00f3w program\u00f3w lojalno\u015bciowych, czyli takich os\u00f3b, kt\u00f3re w co najmniej jednym programie lojalno\u015bciowym uczestnicz\u0105.<\/p>\r\n\r\n\r\n\r\n

KN: And who is this study intended for?<\/strong><\/p>\r\n\r\n\r\n\r\n

AD: The target audience for the research \u2013 or, more precisely, the report we are selling \u2013 consists of people from companies that run consumer loyalty schemes. These are the people responsible for customer relations within their companies and who manage the loyalty scheme.<\/p>\r\n\r\n\r\n\r\n

KN: The name itself suggests that we\u2019re looking into loyalty schemes, but it can\u2019t be quite that simple. There\u2019s certainly more to it than that.<\/strong><\/p>\r\n\r\n\r\n\r\n

AD: It\u2019s not straightforward, and in fact we\u2019re not researching loyalty schemes as such; we\u2019re looking at the consumer\u2019s perspective \u2013 that of the people who take part in loyalty schemes. We ask these people about the pros and cons and how they perceive the loyalty schemes they\u2019re part of. We ask about their satisfaction with loyalty schemes, and we ask about the impact of taking part in a loyalty scheme on their purchasing behaviour: whether the fact that a person is a member of a particular loyalty programme has any bearing on whether they buy products from that brand more frequently, and what this entails \u2013 so that, broadly speaking, is the scope of the research.<\/p>\r\n\r\n\r\n\r\n

KN: And do we also look at the context of where loyalty scheme users live \u2013 whether they live in towns with a population above or below a certain threshold, or in rural areas \u2013 does that matter too, and does age matter?.<\/strong><\/p>\r\n\r\n\r\n\r\n

AD: What I mean is that, as far as the design of our sample is concerned, it is representative, so our survey covers all respondents. Their composition mirrors that of the Polish population, so we include residents of rural areas, residents of medium-sized towns, and residents of large cities. We have appropriate age groups and are conducting the survey with people aged 18 and over. As for participation in loyalty schemes itself, and how certain characteristics influence whether people from these groups are more likely to take part in such schemes or not, such correlations certainly do exist. Among other things \u2013 as you mentioned \u2013 these include variables relating to the size of the place of residence; age, of course, also influences the willingness to participate in loyalty programmes, as does gender. I can reveal that women are more likely to participate in loyalty programmes.<\/p>\r\n\r\n\r\n\r\n

KN: And do we also look at who uses the mobile app and who still uses the plastic card \u2013 the original version \u2013 when it comes to the loyalty scheme?<\/strong><\/p>\r\n\r\n\r\n\r\n

AD: Tak, tak, jak najbardziej. Bardzo wa\u017cnym wska\u017anikiem w naszym badaniu jest, czy korzystanie z aplikacji mobilnej i tak jak obserwujemy, to jest du\u017cy trend. To ca\u0142y czas wzrasta – u\u017cytkowanie aplikacji mobilnej. Po prostu to jest \u0142atwe i u\u017cyteczne narz\u0119dzie do korzystania z programu.<\/p>\r\n\r\n\r\n\r\n

KN: It\u2019s just like in any other industry \u2013 the internet is now replacing traditional solutions, and the same is true of loyalty schemes.<\/strong><\/p>\r\n\r\n\r\n\r\n

AD: Dok\u0142adnie tak, te\u017c z poprzednich edycji naszego badania wiemy, \u017ce to jakie wady wskazywali respondenci kilka – kilkana\u015bcie lat temu to by\u0142o to, \u017ce maj\u0105 za du\u017co kart, tak, w portfelu, albo zdarza si\u0119, \u017ce w trakcie zakup\u00f3w po prostu zapominaj\u0105 danej karty, tak. I wtedy jakby skorzystanie z danego programu lojalno\u015bciowego w danej sytuacji zakupowej jest niemo\u017cliwe, wi\u0119c to, \u017ce odchodzimy od kart i przenosimy si\u0119 na aplikacje mobilne w telefonach, kt\u00f3re zawsze mamy przy sobie, to jest du\u017ce u\u0142atwienie korzystania z program\u00f3w lojalno\u015bciowych.<\/p>\r\n\r\n\r\n\r\n

KN: How long does this sort of examination take?<\/strong><\/p>\r\n\r\n\r\n\r\n

AD: As for the telephone survey I mentioned, which is based on a representative sample, it is a very short survey. We ask respondents just a few questions: whether they take part in a loyalty scheme, which schemes they are in, and how actively they use them. In the second part, however \u2013 the second stage of the survey \u2013 the questionnaire that respondents complete is longer. This is because it covers issues relating specifically to purchasing behaviour and the evaluation of loyalty programmes, so this questionnaire takes around twenty minutes to complete.<\/p>\r\n\r\n\r\n\r\n

KN: And you check not only who is using loyalty schemes and where they are using them, but also whether they are satisfied with the scheme.<\/strong><\/p>\r\n\r\n\r\n\r\n

AD: Exactly. An important part of our report, our research, is the question of user satisfaction. This general satisfaction, as I mentioned earlier, relates to the pros and cons of loyalty schemes, but also to satisfaction with the specific schemes they use. We ask, for example, whether a participant has a favourite scheme amongst those they use. We ask how they rate their satisfaction with participating in a given programme on a scale. And here, year on year, we can also see certain trends and changes in the market. Our clients can also check whether their marketing and communication activities, as well as changes to the mechanisms within their loyalty programmes, are having an impact on this satisfaction or not.<\/p>\r\n\r\n\r\n\r\n

KN: Can we say that such a report is essential for us if we want to operate in the loyalty schemes market as a company?<\/strong><\/p>\r\n\r\n\r\n\r\n

AD: I think so, I think it\u2019s very useful. Thanks to this report and the results, we can analyse market trends. And, in a way, make decisions based on them.<\/p>\r\n\r\n\r\n\r\n

KN: So let\u2019s go back to the history for a moment, because in one of the previous episodes I spoke to Tomasz Makaruk, who said that loyalty programmes have been around in Poland for about 20 years. Is the situation similar when it comes to the Loyalty Programme Monitor survey, or is the story behind it more or less the same?<\/strong><\/p>\r\n\r\n\r\n\r\n

AD: Tak, naprawd\u0119 d\u0142ug\u0105 mamy histori\u0119 realizacji tego badania. Monitor Program\u00f3w Lojalno\u015bciowych jak taki, pod t\u0105 nazw\u0105 realizujemy od 2011 roku, czyli w tym roku mieli\u015bmy okr\u0105g\u0142\u0105 edycj\u0119 dziesi\u0105t\u0105. Natomiast wcze\u015bniej temat program\u00f3w lojalno\u015bciowych ujmowali\u015bmy w programie pod nazw\u0105 BTL Monitor. W tym badaniu \u0142\u0105czyli\u015bmy promocj\u0119, rynek promocji, konkurs\u00f3w promocyjnych oraz w\u0142a\u015bnie program\u00f3w lojalno\u015bciowych. Z biegiem czasu zauwa\u017cyli\u015bmy te\u017c, \u017ce te programy lojalno\u015bciowe zacz\u0119\u0142y mie\u0107 coraz wi\u0119ksze znaczenie. Zakres tematyczny, o kt\u00f3ry mogli\u015bmy respondent\u00f3w zapyta\u0107, by\u0142 coraz wi\u0119kszy, dlatego zdecydowali\u015bmy si\u0119 na rozdzielenie tych dw\u00f3ch jakby temat\u00f3w na dwa badania i w tym momencie oferujemy klientom badanie w\u0142a\u015bnie Monitor Program\u00f3w Lojalno\u015bciowych oraz Monitor Promocji, w kt\u00f3rym znajd\u0105 informacje na temat postrzegania promocji, uczestnictwa w promocji organizowanych na rynku i skierowanych do konsument\u00f3w. Wracaj\u0105c jeszcze do BTL Monitor- to badanie realizowali\u015bmy od 2005 roku, czyli…<\/p>\r\n\r\n\r\n\r\n

KN: So it\u2019s even older.<\/strong><\/p>\r\n\r\n\r\n\r\n

AD: Even longer than that, yes \u2013 it really has been a very long period during which we\u2019ve been monitoring the promotions market and the loyalty schemes market. Interestingly, right now \u2013 and in fact this has been the case from the very beginning \u2013 the largest share of the loyalty programme market has been accounted for by programmes run by hypermarket and supermarket chains, as well as petrol stations. However, it\u2019s worth noting that mobile phone operators were in third place in 2005; now, however, we\u2019re seeing a complete shift \u2013 a sort of restructuring of the mobile phone market \u2013 and at this point loyalty schemes are virtually non-existent there, whereas back in 2005 they accounted for the third-largest share of loyalty programmes.<\/p>\r\n\r\n\r\n\r\n

KN: Ms Agnieszka, I\u2019d just like to invite our viewers to watch the episode I mentioned. It\u2019s one of the very first episodes, in which we discussed loyalty programmes. I\u2019d even go so far as to say it was the very first one. You\u2019ll find the link at the bottom of the episode description, and we invite you to familiarise yourselves with the concept of loyalty programmes right from the start. And now I\u2019d like to ask you about the recurring themes that appear in every survey. I\u2019m sure there\u2019s something that hasn\u2019t changed for years.<\/strong><\/p>\r\n\r\n\r\n\r\n

AD: Yes, absolutely. It\u2019s fair to say that this basic perception of loyalty programmes remains largely unchanged. What users of loyalty programmes expect also remains, in a sense, at a constant level. Respondents, when asked, naturally expect benefits. There are many trends that do indeed change, and this is clearly evident when comparing the year-on-year results in our survey.<\/p>\r\n\r\n\r\n\r\n

KN: Let\u2019s talk about what Poles expect. As an expert, could you share with us a tip for success when it comes to a loyalty scheme?.<\/strong><\/p>\r\n\r\n\r\n\r\n

AD: It\u2019s very difficult, yes. Because, of course, everyone expects something different depending on their circumstances and their preferences. We also have loyalty schemes in various sectors, and we use them in different ways when we\u2019re out shopping. There are frequent purchases, such as those at retail chains or petrol stations. There are also purchases that are made less often, so here the \u2018golden mean\u2019 is somewhat hard to strike. Of course, there\u2019s no set formula for success when it comes to a loyalty programme, but we can identify certain trends and expectations amongst respondents beyond simply expecting benefits from the programme.These are also emotional expectations \u2013 the sort you don\u2019t really think about at first glance \u2013 that the programme can offer something special and reinforce a customer\u2019s sense of uniqueness.<\/p>\r\n\r\n\r\n\r\n

KN: And the report is published once a year. Could you give us a glimpse behind the scenes? Because, as the recipients of the report, we only ever see the final result. How do you prepare for it?<\/strong><\/p>\r\n\r\n\r\n\r\n

AD: Yes, absolutely. The survey is carried out once a year, usually during the summer holidays, so that the report is ready by the end of September. Here\u2019s how it works: at the start \u2013 around June \u2013 we inform our clients that the next edition of the survey is planned. At this stage, if clients decide to purchase the report, they also have some influence over the questions we ask respondents. They can also suggest certain questions. If these are of interest to other clients, we naturally include them. There is also the option to commission exclusive questions prior to the survey being carried out; that is, if a company is interested in asking a question for which it expects answers solely for its own use \u2013 whether amongst users of its own loyalty programme or otherwise \u2013 this option is certainly available before our survey is carried out, prior to each edition.<\/p>\r\n\r\n\r\n\r\n

KN: Ms Agnieszka, you didn\u2019t accept the invitation to our programme for no reason \u2013 it\u2019s because I 360 supports and works with your company, isn\u2019t that right?<\/strong><\/p>\r\n\r\n\r\n\r\n

AD: Yes, absolutely. We work with Mr Tomasz Makaruk, who is our expert, on virtually every edition. He prepares an expert commentary on the results of each successive wave of our survey. This provides excellent added value for our clients. They see not only the results, the percentages and how the data breaks down, but Mr Makaruk\u2019s commentary also highlights trends, explains what has happened in the year since the last edition, and offers insights into the future of loyalty programmes, so such commentary also contains very valuable insights for our clients. Furthermore, Mr Tomasz helps us to make sense of loyalty programmes in terms of preparing the survey itself, as there are over a hundred loyalty programmes operating on the market. Mr Tomasz helps us update the list of programmes annually, so that we really do have up-to-date information and can ask respondents about them.<\/p>\r\n\r\n\r\n\r\n

KN: So it\u2019s been a very fruitful collaboration.<\/strong><\/p>\r\n\r\n\r\n\r\n

AD: Absolutely.<\/p>\r\n\r\n\r\n\r\n

KN: Ms Agnieszka, I believe that everyone who has watched today\u2019s episode will be asking themselves two very important questions: how and where to get hold of such a report.<\/strong><\/p>\r\n\r\n\r\n\r\n

AD: Please do visit our website, arc rynek i opinia. There you will find details of the scope of the study and information about the report. My contact details are also there, so please do feel free to get in touch.<\/p>\r\n\r\n\r\n\r\n

KN: Ms Agnieszka, thank you very much for this evening. It\u2019s been a truly inspiring conversation.<\/strong><\/p>\r\n\r\n\r\n\r\n

AD: I\u2019d also like to say a big thank you for the invitation.<\/p>\r\n\r\n\r\n\r\n

KN: And I hope we\u2019ll meet again.<\/strong><\/p>\r\n\r\n\r\n\r\n

AD: Me too.<\/p>\r\n\r\n\r\n\r\n

KN: Thank you.<\/strong><\/p>\r\n\r\n\r\n\r\n

AD: Thank you.<\/p>\r\n\r\n\r\n\r\n

KN: Good night.<\/strong><\/p>\r\n\r\n\r\n\r\n

AD: Good night.<\/p>","protected":false},"excerpt":{"rendered":"

Transcript of the episode: https:\/\/www.youtube.com\/watch?v=X9mMmCDsQXs Loyalty Programme Monitor 2020 \u2013 Agnieszka Doktorska KN: Good evening. In today\u2019s episode of \u2018Loyalty Programmes at Night\u2019, I\u2019m joined by Ms Agnieszka Doktorska. Ms Doktorska, let\u2019s explain why you\u2019re here with me today. AD: Good evening. My name is Agnieszka Doktorska and I\u2019m a Senior Project Manager at ARC Market and Opinions\u2026.<\/p>","protected":false},"author":2,"featured_media":1265,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_kad_blocks_custom_css":"","_kad_blocks_head_custom_js":"","_kad_blocks_body_custom_js":"","_kad_blocks_footer_custom_js":"","_kad_post_transparent":"","_kad_post_title":"","_kad_post_layout":"","_kad_post_sidebar_id":"","_kad_post_content_style":"","_kad_post_vertical_padding":"","_kad_post_feature":"","_kad_post_feature_position":"","_kad_post_header":false,"_kad_post_footer":false,"_kad_post_classname":"","footnotes":""},"categories":[39,67],"tags":[],"class_list":["post-1264","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-youtube","category-o-programach-lojalnosciowych-noca"],"taxonomy_info":{"category":[{"value":39,"label":"youtube"},{"value":67,"label":"O programach lojalno\u015bciowych noc\u0105"}]},"featured_image_src_large":["https:\/\/i360.com.pl\/wp-content\/uploads\/2020\/10\/monitor-programow-lojalnosciowych-2020.jpg",640,360,false],"author_info":{"display_name":"Tomasz Makaruk","author_link":"https:\/\/i360.com.pl\/en\/author\/autor\/"},"comment_info":0,"category_info":[{"term_id":39,"name":"youtube","slug":"youtube","term_group":0,"term_taxonomy_id":39,"taxonomy":"category","description":"","parent":0,"count":9,"filter":"raw","term_order":"0","cat_ID":39,"category_count":9,"category_description":"","cat_name":"youtube","category_nicename":"youtube","category_parent":0},{"term_id":67,"name":"O programach lojalno\u015bciowych noc\u0105","slug":"o-programach-lojalnosciowych-noca","term_group":0,"term_taxonomy_id":67,"taxonomy":"category","description":"","parent":0,"count":26,"filter":"raw","term_order":"0","cat_ID":67,"category_count":26,"category_description":"","cat_name":"O programach lojalno\u015bciowych noc\u0105","category_nicename":"o-programach-lojalnosciowych-noca","category_parent":0}],"tag_info":false,"_links":{"self":[{"href":"https:\/\/i360.com.pl\/en\/wp-json\/wp\/v2\/posts\/1264","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/i360.com.pl\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/i360.com.pl\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/i360.com.pl\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/i360.com.pl\/en\/wp-json\/wp\/v2\/comments?post=1264"}],"version-history":[{"count":0,"href":"https:\/\/i360.com.pl\/en\/wp-json\/wp\/v2\/posts\/1264\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/i360.com.pl\/en\/wp-json\/wp\/v2\/media\/1265"}],"wp:attachment":[{"href":"https:\/\/i360.com.pl\/en\/wp-json\/wp\/v2\/media?parent=1264"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/i360.com.pl\/en\/wp-json\/wp\/v2\/categories?post=1264"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/i360.com.pl\/en\/wp-json\/wp\/v2\/tags?post=1264"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}