{"id":1423,"date":"2021-01-25T14:56:20","date_gmt":"2021-01-25T13:56:20","guid":{"rendered":"http:\/\/i360.trejka05.pl\/?p=1423"},"modified":"2021-06-10T11:58:22","modified_gmt":"2021-06-10T09:58:22","slug":"transcript-incentivising-the-benefits-of-participating-in-loyalty-schemes","status":"publish","type":"post","link":"https:\/\/i360.com.pl\/en\/transkrypcja-incentywizacja-korzysci-z-uczestnictwa-w-programach-lojalnosciowych\/","title":{"rendered":"Transcript \u2013 Incentives and the benefits of participating in loyalty schemes"},"content":{"rendered":"

Transcript of the episode: https:\/\/www.youtube.com\/watch?v=i4yD9lMJAJQ<\/a><\/p>\n\n\n\n

KN:<\/strong> Incentywizacja – korzy\u015bci z uczestnictwa w programie lojalno\u015bciowym. Katarzyna Nawrocka zapraszam Was na dzisiejszy odcinek o programach lojalno\u015bciowych noc\u0105.<\/p>\n\n\n\n

Today we are joined by Ms Karolina Rojecka, who will discuss the concept of incentives in loyalty schemes. We will outline the benefits of participating in schemes aimed at end consumers. There\u2019ll be a bit of maths for number lovers, as well as some interesting facts for bargain hunters. In this episode, we\u2019ll focus in particular on the benefits of taking part in loyalty programmes. Good evening, Ms Karolina, I\u2019m delighted you\u2019re here with me today.<\/p>\n\n\n\n

KR:<\/strong> Good evening, Kasia.<\/p>\n\n\n\n

KN:<\/strong> We\u2019ll be discussing incentives and the benefits that loyalty schemes offer customers. Let\u2019s talk a bit about these benefits, because I think we can all agree that the aim of a loyalty scheme is to reward the customer, isn\u2019t it?<\/p>\n\n\n\n

KR:<\/strong> That\u2019s right. This is the main aim of loyalty programmes. The benefits offered by such programmes can be divided into direct and indirect benefits. Direct benefits include, for example, discounts or cashback. According to research by ARC Rynek i Opinia, these are the benefits most sought after by consumers in loyalty programmes. Indirect benefits, on the other hand, are points-based schemes. These merely bring us closer to a reward; the points themselves do not generate any added value for us. It is only the reward we are striving for that is the actual benefit of the loyalty programme for us.<\/p>\n\n\n\n

KN:<\/strong> Before I ask you how this incentive coefficient is calculated, I\u2019d like us to go back for a moment to what the incentive coefficient actually is. Let\u2019s explore this concept a bit further and explain it. I\u2019ve already touched on this topic here, and we discussed it in one of our conversations with our guests. We\u2019ll include the link in the episode description, but let\u2019s come back to it and break it down into its basic components.<\/p>\n\n\n\n

KR:<\/strong> All right. The incentive ratio is the percentage of the return on the consumer\u2019s expenditure in a loyalty scheme \u2013 in other words, how much I\u2019ll ultimately receive for every zloty spent in a particular retail chain. For example, if I set the incentive rate at 1 %, this means that every zloty I spend will earn me a reward of one grosz.<\/p>\n\n\n\n

KN:<\/strong> And how is that calculated?<\/p>\n\n\n\n

KR:<\/strong> It is a very complex process. Perhaps we should start by describing what I do step by step \u2013 that is, the steps involved in calculating the final figure. First, of course, I check whether a given programme has a rewards catalogue. The easiest way to explain this is using the example of a points-based scheme with a rewards catalogue. I make a list of products from the rewards catalogue and assign them a points value, which is usually shown next to the image of the reward. Next, I check what the value of a single point is within the scheme. This is usually specified in the terms and conditions \u2013 that is, how many zlotys I need to spend to earn one point. Next, I check how much my reward is actually worth on the market \u2013 in other words, what its average market price is. The next steps are purely mathematical. I work out how many zlotys I need to spend to earn enough points for a particular reward. And the final step is to calculate the ratio of the reward\u2019s market price to the number of zlotys I had to spend on it.<\/p>\n\n\n\n

KN:<\/strong> And now we\u2019ll show you the formula that describes these calculations, and I\u2019d like to ask you to help us explain the methodology behind the calculations.<\/p>\n\n\n\n

KR:<\/strong> The general formula we have adopted for our calculations is as follows. I calculate the quotient of the market price of the prize and the total amount spent in zlotys required to claim the prize. The total amount spent in zlotys required to claim the prize is the product of the number of points required to claim the prize and the value of one point in the scheme.<\/p>\n\n\n\n

KN:<\/strong> Ms Karolina, do the market segments differ in terms of their average incentive rate?<\/p>\n\n\n\n

KR:<\/strong> Indeed, market segments can be divided into various groups. Today, we have taken a closer look at the most consumer-oriented of these: grocery chains, the catering sector, hotels, petrol stations, chemists and the fashion industry. Among these, the catering sector stands out the most. There, the ratio reaches almost 12%. This is an exceptional ratio, as it is a double-digit figure, which is rarely seen. Conversely, participation in petrol station loyalty schemes is, one might say, the least favourable. There, the ratio does not even reach 0.9%.<\/p>\n\n\n\n

KN:<\/strong> Could we now briefly explain why the percentages in points-based loyalty schemes are lower than, for example, in discount schemes?<\/p>\n\n\n\n

KR:<\/strong> Perhaps we should start by considering loyalty schemes that include a rewards catalogue. Such a catalogue cannot be limited; it must contain a wide range of rewards. Secondly, such a catalogue cannot consist solely of low-value rewards; it must also include high-value ones. Customers must want to take part in such a programme, so the rewards must automatically be attractive. The value of a single point in the scheme is also important here. All this means that, in order to obtain an attractive reward with a high point value, a sufficiently long period of time must elapse to accumulate the points required for it and be able to claim it. Another important point is that, in points-based programmes with a high incentive ratio \u2013 where I\u2019m effectively earning zlotys at every turn \u2013 there is no maximum shopping basket value for which I can receive these points. Therefore, programmes with a high incentive ratio would be unprofitable for the organisers. This means that a long period of time must pass before I can accumulate enough points to claim a reward.<\/p>\n\n\n\n

KN:<\/strong> Let\u2019s leave the figures aside for a moment and focus on the rewards. Are there any categories when it comes to the rewards offered in loyalty schemes?<\/p>\n\n\n\n

KR:<\/strong> Tak. Organizatorzy prze\u015bcigaj\u0105 si\u0119 w pomys\u0142ach na najatrakcyjniejsze nagrody w programach, aby zach\u0119ci\u0107 uczestnik\u00f3w do uczestnictwa. Najpopularniejsze, tak jak ju\u017c wspomnia\u0142am, s\u0105 rabaty. Natychmiastowa korzy\u015b\u0107, id\u0119, robi\u0119 zakupy, m\u00f3j, koszyk zakupowy si\u0119 automatycznie pomniejsza i p\u0142ac\u0119 ni\u017csz\u0105 warto\u015b\u0107 ni\u017c jest faktycznie. Kolejne to s\u0105 money back, to s\u0105 takie programy, w kt\u00f3rych te\u017c ta korzy\u015b\u0107 jest natychmiastowa zazwyczaj. Widz\u0119 naocznie i mog\u0119 sobie obliczy\u0107, kalkulowa\u0107, ile dostan\u0119 faktycznie z\u0142ot\u00f3wek. Jest to jeszcze prostsze ni\u017c programy rabatowe. Kolejnym segmentem s\u0105 programy punktowe, tylko tak jak wcze\u015bniej wspomnia\u0142am, one po\u015brednio zbli\u017caj\u0105 mnie do nagrody. W\u015br\u00f3d nich mo\u017cna wyszczeg\u00f3lni\u0107 programy punktowe, kt\u00f3re oferuj\u0105 katalog nagr\u00f3d. W\u015br\u00f3d nich mog\u0105 si\u0119 znale\u017a\u0107 nagrody rzeczowe, bony rabatowe, czyli „uzbieraj 100 punkt\u00f3w otrzymasz bon na kolejne zakupy w wysoko\u015bci 10%”, bony finansowe, czyli „wydaj 100 z\u0142otych, otrzymasz 10 z\u0142otych rabatu na nast\u0119pne zakupy”. Ciekawym segmentem w tym przypadku jest bran\u017ca hoteli, poniewa\u017c nie do\u015b\u0107, \u017ce oferuj\u0105 programy punktowe, rabatowe to jeszcze segmentuj\u0105 uczestnik\u00f3w. Czyli zbieranie punkt\u00f3w umieszcza mnie w okre\u015blonej kategorii i w zale\u017cno\u015bci od poziomu, w kt\u00f3rym si\u0119 znajduj\u0119, czyli to si\u0119 te\u017c r\u00f3wna sumie poniesionych wydatk\u00f3w danej firmy, otrzymuj\u0119 okre\u015blone korzy\u015bci. Im wy\u017cszy poziom, tym wy\u017csze korzy\u015bci. Na przyk\u0142ad s\u0105 to w przypadku hoteli: wcze\u015bniejsze zameldowanie, p\u00f3\u017aniejsze wymeldowanie, darmowy internet. Ciekawym przyk\u0142adem program\u00f3w punktowych jest to, \u017ce mo\u017cna zebrane punkty przeznaczy\u0107 na cele charytatywne. U nas jest to nowo\u015bci\u0105, na rynkach zagranicznych jest to ju\u017c coraz cz\u0119\u015bciej spotykane.<\/p>\n\n\n\n

KN:<\/strong> I\u2019d also like to ask you about the ways of claiming rewards, because we can claim a reward when we redeem the points we\u2019ve collected, but there are also cases where we have to pay a small additional amount \u2013 even just a symbolic zloty \u2013 to receive such a reward.<\/p>\n\n\n\n

KR:<\/strong> Dla nas jako konsument\u00f3w nie robi to znacz\u0105cej r\u00f3\u017cnicy w przypadku nagr\u00f3d wysokowarto\u015bciowych, poniewa\u017c tam – ja zajmuj\u0105c si\u0119 analityk\u0105 i obliczaj\u0105c te wsp\u00f3\u0142czynniki incentywizacji – t\u0119 z\u0142ot\u00f3wk\u0119 doliczam do warto\u015bci rynkowej nagrody. Jak znajd\u0119, ile dany produkt kosztuje w internecie, w ofertach sprzeda\u017cy, doliczam do niego t\u0119 z\u0142ot\u00f3wk\u0119, wi\u0119c ona nie robi \u017cadnej r\u00f3\u017cnicy, wsp\u00f3\u0142czynnik jest taki sam. Natomiast w przypadku nagr\u00f3d niskowarto\u015bciowych, np. mog\u0119 odebra\u0107 za zebrane punkty hot doga za 3 z\u0142ote. Jego warto\u015b\u0107 rynkow\u0105 okre\u015blam na 3 z\u0142ote i dop\u0142acam do niego z\u0142ot\u00f3wk\u0119, to ju\u017c jest wysoko\u015bci jednej trzeciej jego ceny, dlatego ten wsp\u00f3\u0142czynnik jest automatycznie ni\u017cszy.<\/p>\n\n\n\n

KN:<\/strong> But now we can mention one more very important thing: how do we collect it? Do we have to go to the relevant collection point ourselves? Can we at least book such a prize over the phone?<\/p>\n\n\n\n

KR:<\/strong> It really all depends on the organiser and the methodology they choose. From the consumer\u2019s point of view, and in our opinion, the most convenient way is to collect rewards at the point of sale, because I simply go there, show my card, the sales assistant sees how many points I have and automatically hands me the reward. From the company\u2019s point of view \u2013 that is, the programme organiser\u2019s \u2013 it is more cost-effective to post the rewards. This is not due to any logistical difficulties, because if rewards were to be collected at points of sale, I would have to stock each point of sale with those rewards. In fact, every point of sale must stock every product in the rewards catalogue so that participants can collect them at any time. On the other hand, sending prizes by courier is more of a hassle for the consumer, as they must provide their address and personal details, and also liaise with the courier to collect the prize.<\/p>\n\n\n\n

KN:<\/strong> We\u2019ve lightened the mood for a moment, but let\u2019s get back to the figures and explain how to distinguish between the value of a single point in the programme and the definition of the incentive coefficient.<\/p>\n\n\n\n

KR:<\/strong> The value of a single point in a loyalty scheme is simply set out in the scheme\u2019s terms and conditions. The company or organiser of the scheme determines how many zlotys a participant must spend to earn one point. The incentive coefficient, on the other hand, is a very complex process, as we mentioned earlier, and ultimately it tells us how much of every zloty spent I will receive back as a reward for my purchases.<\/p>\n\n\n\n

KN:<\/strong> Let\u2019s put it more specifically: how much do I need to spend to receive a prize worth 100 zlotys?.<\/p>\n\n\n\n

KR:<\/strong> Let\u2019s consider the simplest example: a points scheme with a rewards catalogue, where 1 point is worth 1 zloty, and I set the incentive factor at 1%. So, ultimately, to claim a reward with a market value of 100 zlotys, I have to spend 10,000 zlotys on it.<\/p>\n\n\n\n

KN:<\/strong> Ms Karolina, and finally, which of these segments offers the best value for money when shopping, in order to earn rewards?.<\/p>\n\n\n\n

KR:<\/strong> The answer to this question is not straightforward and cannot be based solely on figures. Here, we need to take into account a great many factors from our perspective \u2013 that is, from the consumer\u2019s perspective. How often do I shop at a particular shop? How much money do I spend there? All in all, how much do my shopping baskets add up to over the long term? And also, are the rewards offered by a particular shop or retail chain attractive to me? If I prefer discounts and cashback, I should focus on such schemes. On the other hand, if I want to collect a certain number of points for a physical reward, I should take part in loyalty schemes.<\/p>\n\n\n\n

KN:<\/span><\/span><\/strong> Thank you very much for today’s interview. <\/span>We now know all there is to know about the incentive factor, but if you have any further questions, please leave them in the comments and we\u2019ll be happy to answer them. <\/span>Thank you very much, and I hope to see you soon<\/span><\/span><\/p>\n\n\n\n

KR:<\/span><\/span><\/strong> Thank you for inviting me.<\/span><\/span><\/p>\n\n\n\n

KN:<\/span><\/span><\/strong> We invite you to the next episode.<\/span><\/span><\/p>","protected":false},"excerpt":{"rendered":"

Transkrypcja odcinka: https:\/\/www.youtube.com\/watch?v=i4yD9lMJAJQ KN: Incentywizacja – korzy\u015bci z uczestnictwa w programie lojalno\u015bciowym. Katarzyna Nawrocka zapraszam Was na dzisiejszy odcinek o programach lojalno\u015bciowych noc\u0105. Go\u015bcimy dzi\u015b Pani\u0105 Karolin\u0119 Rojeck\u0105, kt\u00f3ra om\u00f3wi poj\u0119cie incentywizacji w programach lojalno\u015bciowych. Przybli\u017cymy Pa\u0144stwu korzy\u015bci, jakie p\u0142yn\u0105 z udzia\u0142u w programach skierowanych do nabywc\u00f3w ostatecznych. B\u0119dzie troch\u0119 matematyki dla mi\u0142o\u015bnik\u00f3w liczb, a tak\u017ce…<\/p>","protected":false},"author":2,"featured_media":2551,"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-1423","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\/2021\/01\/13-Karolina_Rojecka_Incentywizacja_PLANSZA-1024x576.jpg",1024,576,true],"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\/1423","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=1423"}],"version-history":[{"count":0,"href":"https:\/\/i360.com.pl\/en\/wp-json\/wp\/v2\/posts\/1423\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/i360.com.pl\/en\/wp-json\/wp\/v2\/media\/2551"}],"wp:attachment":[{"href":"https:\/\/i360.com.pl\/en\/wp-json\/wp\/v2\/media?parent=1423"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/i360.com.pl\/en\/wp-json\/wp\/v2\/categories?post=1423"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/i360.com.pl\/en\/wp-json\/wp\/v2\/tags?post=1423"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}