Contents
Introduction
In our recent webinar, we projected a transformative 2024, marked by embracing changes and adapting strategies due to privacy restrictions. Among the defining keywords for the year, “Loyal Users” stands out as a crucial focus. Acquiring new users is becoming increasingly challenging, especially with the tightening of privacy restrictions. It is estimated to be five times harder than generating revenue from existing users. The solution is clear: make existing users more loyal.
Loyalty Programs: A Paradigm Shift in Customer Interaction
A growing trend in Japan is reshaping how companies interact with their customers — the introduction of loyalty programs. These programs go beyond traditional rewards, offering perks and benefits based on user purchases or actions related to the brand.
adiClub: Integrating Fitness for Loyalty
adiClub, a prime example, integrates with fitness apps like ‘adidas Running’ and ‘adidas Training.’ This program goes beyond traditional reward mechanisms by integrating with fitness apps such as ‘adidas Running’ and ‘adidas Training.’ Users earn points not only through purchases but also by engaging in activities like running and working out.
Image source: adidas
Image source: PR Times
These accumulated points can be redeemed for discounts and freebies, like a chance to win adidas sneakers with Jenny’s Signature (a member of BLACKPINK, which is a popular K-POP group). More uniquely, they serve as access to exclusive experiences. Examples include attending live soccer matches featuring the Japan national team, accompanying kids onto the pitch on match days, and participating in simulation golf matches with professional golfer Nasa Hataoka.
YomiRan Club: Points Beyond Goods
YomiRan Club of Yomiuri Land Co., Ltd., an amusement part in Inagi, Tokyo, is another illustration where earned points extend beyond tangible goods or tickets, granting users exclusive experiences like a private visit to an amusement park after closing hours!
United Arrows: Miles for Engagement
Introducing UA Club, where you can earn miles even when you’re not shopping!
(Tweet Translation)
At UA Club, your actions will earn you miles. Earn 5,000 miles when you complete “linking to your LINE account”! Earned UA miles can be exchanged for coupons and used when shopping
#ユナイテッドアローズ
United Arrows adopts a unique approach, rewarding users with miles for various actions other than shopping like canceling a shopping bag, adding products to your favorites, trying on clothes, linking accounts, or posting reviews. This innovative strategy resulted in a 33-times increase in product reviews, showcasing the power of engagement.
Beyond Purchases: Building Communities and Enhancing Customer Value
The essence of these loyalty programs goes beyond mere purchase incentives; they are instrumental in building communities and elevating customer lifetime value. By offering unique experiences and engaging customers in innovative ways, these programs foster a deeper connection between the brand and its users.
In navigating the challenges posed by heightened privacy restrictions in 2024, companies are finding solace in cultivating loyalty among their user base through innovative loyalty programs. The shift from traditional reward structures to offering unique experiences not only fosters brand loyalty but also strengthens the sense of community among users. As businesses adapt their strategies, the focus on retaining and engaging existing users becomes pivotal for sustained success in the evolving landscape of digital marketing.
Stay tuned to the remaining essential keywords that will shape success in 2024 while addressing and overcoming the challenges posed by privacy restrictions!
2024 Japan Marketing Forecasting Picked Keywords (links will be updated after every upload):
Webinar Links & Resources:
