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Main Government and Public Sector Demographics Luxury Customers and the Loyalty Factor
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Luxury Customers and the Loyalty Factor

DateMay, 2007
Pages62
Price / format$750 / Online Download

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Abstract:
 These days, nearly everyone, and especially people with an eye toward value and making their dollars stretch, is a member of a loyalty program. These special programs that encourage customers to make repeat purchases can trace their history back to the trading stamps given to customers in the 1800s who paid with cash instead of credit. These trading stamp programs reached their zenith with the introduction in the 1930s of the S&H Green Stamps program, in which consumers collected stamps to redeem for products. Nearly 50 years later, the first airline frequent flier programs made their debut. Today, it seems that almost everyone has a wallet full of loyalty program cards, and a keyring full of fobs helping them gain points, miles, discounts, or other privileges with each purchase.

According to Jupiter research, more than three out of four consumers are members of at least one loyalty program, and about a third of all shoppers are members of two or more. With the proliferation of loyalty programs, Unity Marketing undertook a special investigation in 1Q2007 to learn more about which types of loyalty programs entice luxury shoppers to spend more and become more loyal to the brands and merchants that offer them.


Table of contents:
Chapter 1 — Introduction
Luxury Consumers’ Membership in Loyalty Programs
Figure 1: Membership in Loyalty Programs, by age and by income
Membership and It’s Impact on Brand Choices
Figure 2: How Strongly Loyalty Programs Influence Brand Choices
Membership and Its Impact on Luxury Spending
Figure 3: Average Amount Spent by Luxury Consumers 1Q2007 based upon Membership
Want to Target Young Affluents? Create a Loyalty Program for Them
Figure 4: Average Amount Spent by Luxury Consumers 1Q2007 based upon age and membership
Case Studies of Effective Loyalty Programs
Characteristics of Effective Loyalty Programs
Chapter 2 — Luxury Tracking Study Topline Findings
Luxury consumption index up 2 points, but spending is not yet as strong as one year ago
Figure 5: Luxury Consumption Index thru 1Q2007
Luxury Consumers’ Feelings of Financial Well-Being Rose Slightly
Figure 6: Financial Well Being
More Luxury Consumers Report Decline in their Luxury Spending
Figure 7: Luxury Spending Trends Past Twelve Months
Luxury Consumers Cautious About Spending in Next Twelve Months
Figure 8: Expected Spending on Luxury Next 12 Months
Luxury Consumers’ Confidence in Financial Health of the Country Tanks
Figure 9: Overall Financial Health of Country
Luxury Consumers Feel Quite Confident of Their Financial Prospects for the Rest of the Year
Figure 10: Financial Prospects Next Twelve Months
Cautious Optimism Advised for Luxury Marketers
Total Luxury Purchase Incidence
Figure 11: Overall Luuxry Purchase Incidence (All Affluent Consumers)
Luxury Purchase Incidence for 1Q2007
Figure 12: Luxury Purchase Incidence
Luxury Consumer Purchase Incidence by Income Segments
Figure 13: Luxury Consumer Purchase Incidence by Income Segment
Luxury Consumers’ Average Spending Drops in First Quarter Relative to Same Quarter Last Year
Figure 14: Average Spending on Luxury
Super-Affluents Spent Three-Times More than the ‘Trading Up’ Consumers on Luxury and Two-
Times More than Affluents
Figure 15: Luxury Spending by Income Segment
In 1Q2007, Young Affluents Out Spent the Over 40 Year Old Segment
Figure 16: Luxury Spending by Age Segment - Young Affluents and Over 40 Year Olds
As Typical, Men Outspent Women Buying Luxury in the First Quarter
Figure 17: Luxury Spending by Gender
Total Luxury Market Declined Slightly in 1Q2007 compared with Same Period Last Year
Figure 18: Luxury Market Potential
Non-Store Retailers Continue Their Vital Role in Luxury Shopping
Figure 19: Where People Shopped for Home and Personal Luxuries
Nordstrom in the Lead as Luxury Shoppers’ Favorite Luxury Department Store and Target Is
Tops for Mass and Discount Stores
Figure 20: Store Brand Usage for Any Luxury Shopping
Luxury Consumers’ Favorite Magazines
Figure 21: Luxury Consumers Favorite Magazines
Appendix A
Quarterly Tracking of Luxury Consumer Purchasing
Information about Loyalty Programs Was Researched in More Depth
Sample Demographics
Income Demographics
Figure 77: Income Demographics
Gender
Age Distribution
Figure 78: Age Distribution
Other Demographic Variables
1Q2007 Luxury Tracking Survey





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