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Global Coalition Loyalty Programs

  • August 2015
  • -
  • Finaccord
  • -
  • 511 pages

Based on research covering 235 coalition loyalty programs across a wide range of countries worldwide, Global Coalition Loyalty Programs is a report and related CoalitionBASE™ dataset about the growth in the number and membership of coalition loyalty programs that has occurred globally in recent years and the affinity and partnership marketing opportunities that they offer to a huge range of organisations serving consumers as their customers, members or supporters. In particular, the research suggests that as at mid-2015, 2.07 billion consumers were likely to be members of at least one coalition loyalty program, equivalent to around 28.4% of the world’s adult population.

Coalition loyalty programs are potentially attractive partners for consumer-facing organisations for several reasons. These include: that they tend to have a high number of members relative to other affinity groups in any given country; that they are generally growing more quickly than other affinity groups; that their membership is often made up of consumers with specific characteristics (e.g. individuals with above average wealth in the case of hotel group schemes); that they incentivise consumers to buy products or services on a regular basis by awarding them points or miles in return; and that they are normally underpinned by sophisticated technology which facilitates advanced customer relationship management and marketing activity.

Table Of Contents

Global Coalition Loyalty Programs
Consumer-facing organisations establish partnerships with coalition loyalty programs for several reasons 3
Coalition loyalty programs will evolve in a variety of different ways in future years… 3
… and at least ten organisations can be identified as likely innovators in this sector 3
What is this report about? 5
Worldwide, over 2 billion consumers are likely to be members of at least one coalition loyalty scheme 5
Rationale 5
At an international level, coalition loyalty programs have proliferated in number during recent years 5
and make attractive affinity partners for a variety of reasons 5
with their allure having been recognised most frequently by payment card issuers 5
Definitions 6
Coalition loyalty programs 6
A variety of different types of scheme fit the definition of a coalition loyalty program… 6
… although other structures are out of scope as they are unlikely to generate loyalty 6
Program currency 7
Methodology 7
Finaccord's research covers 235 leading coalition loyalty programs active across multiple locations 7
Interactive CoalitionBASE 9
Finaccord 9
Introduction 10
Launch history and growth of coalition loyalty programs 10
1999 and 2010 have been the busiest years for coalition loyalty program launches thus far… 10
… with programs from outside of the airline and hospitality sectors having become increasingly apparent… 11
although, with airline frequent flyer programs still claiming the most members overall 12
The total membership of coalition programs is likely to have exceeded 2 billion for the first time during 2015 13
Five programs, including PINS and Plenti, have been launched since the beginning of 2014 15
Total membership of coalition loyalty programs 20
The coalition schemes investigated have an average membership of almost 114 million 20
Some of the programs with most members are also those that have been established for longest… 21
… although a few introduced more recently are catching them up… 21
… and Max Get More has become the largest as a result of its unique operating model 21
Consumer penetration benchmarking of coalition loyalty programs 25
There is little apparent relationship between penetration and longevity of coalition loyalty programs 25
Four schemes are used by over 60% of the total adult population of the countries in which they operate… 25
… and another five by more than 50% 25
Approaches to currency earning and redemption 31
Currency-earning partners are more numerous than currency-redemption partners in most cases… 31
… as many program owners prefer to focus currency redemption on their own commercial propositions… 32
… although in a minority of cases, currency-earning and currency-redemption partners are identical 32
Credit cards and hospitality expenditure are the most common categories for earning currency 33
Co-branded payment cards associated with coalition loyalty programs 35
Co-branded payment cards have been developed for close to three quarters of schemes analysed 35
For one program, co-branded payment cards are available across 24 countries 35
20 programs lacking a co-branded product allow members to earn currency via unbranded payment cards 35
American Express, Barclays and Citigroup are the most frequently used card-issuing groups… 36
… albeit globally, affiliations are spread across a very wide range of card issuers 36
By number of affiliations with co-branded cards, MasterCard has a narrow lead over Visa… 37
with American Express being particularly strong among programs originating from the airline sector 37
Future directions for coalition loyalty programs 38
Several key trends will characterise the future development of the market for coalition loyalty programs 38
The involvement of major retail brands in coalition loyalty programs rose sharply between 2010 and 2014 39
MySchool MyVillage MyPlanet has distinguished itself for its commitment to social responsibility 40
The potential for coalition loyalty programs is finally being realised in the US… 40
… with Sports Loyalty International planning launch of a ground-breaking new initiative 40
Coalition Rewards has advocated a move towards ‘shopper flyer programs' (SFPs)… 40
… which is significant given the high profitability often generated by airline frequent flyer programs 41
Included in the interactive CoalitionBASEâ„¢ 42
AA Smartfuel 42
AAdvantage 44
ABSA Rewards 46
Advantage 48
Aerolíneas Plus 50
Aeroplan 52
Air Miles (Canada) 54
Air Miles (Middle East) 56
Air Miles (Netherlands) 58
Airpoints 60
Alfursan 62
Alpha Bonus 64
Amigo 66
Amtrak Guest Rewards 68
ANA Mileage Club 70
ANZ Rewards 72
Asia Miles 74
Asiana Club 76
Atlasmiles 78
Audience Rewards 80
Avios 82
Avis Preferred 84
Axess 86
bahnbonus 88
Barclaycard Freedom 90
Basma 92
BDO Rewards 94
Best Western Rewards 96
BIG 98
BinterMás 100
BLU Members 102
Bonus (Aeroflot) 104
Bonus (Turkey) 106
Bonus Card (Romania) 108
Bonus Card (Switzerland) 110
BonusLink 112
Boomerang Club 114
CAA Dollars 116
China Rewards 118
Choice Privileges 120
Club Carlson 122
Club ITC 124
Club Premier 126
CommBank Awards 128
Cumulus 130
DeutschlandCard 132
dotz 134
Dynasty Flyer 136
EarlyReturns 138
Eastern Miles 140
eBucks 142
Egret Club 144
EgyptAir Plus 146
eleVAte 148
Elite Hotels Guest Program 150
enJoy Card 152
Enrich 154
Etihad Guest 156
EuroBonus 158
EuroClix 160
Falconflyer 162
Finnair Plus 164
Fly Buys 166
FlyBuys 168
FlyerBonus 170
Flying Blue 172
Flying Club 174
Flying Returns 176
Fortune Wings Club 178
Free Spirit 180
Frequent Flyer 182
Frequent Traveller 184
Fuel Rewards 186
FuelCircle 188
Fun Miles 190
GarudaMiles 192
Genting Rewards 194
GetGo 196
Globe Rewards 198

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