RESEARCH SUMMARY. Yano Research Institute April 22, Research Outline. Key Findings Honcho, Nakano-ku, Tokyo , Japan

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1 RESEARCH SUMMARY Yano Research Institute April 22, 2011 Market for the Reward Point Programs (offered by "Real" Stores and Businesses): Key Findings 2011 Research Outline Honcho, Nakano-ku, Tokyo , Japan Yano Research Institute has conducted a study on the reward point programs and point cards offered by "real" stores, corporations and corporate groups based on the following research outline. 1. Research period: From January to March Research targets: Corporations and stores running actual stores and offices where reward point programs are being offered (507 firms) 3. Research methodologies: Face-to-face interviews by our specialized researchers, and aggregation and analysis of data collected from the websites of foregoing stores and corporations < What is a "real" store? > In this study, the "real" stores and corporations include retail stores (department stores, shopping centers and buildings, general merchandise stores, convenience stores, food supermarkets, apparel stores, home electronics and camera stores, DIY hardware stores, drug stores, auto parts stores, gas stations), restaurants (family restaurants, izakaya (Japanese style pubs), fast food restaurants), leisure and amusement facilities (cinema complexes, karaoke rooms, pachinko parlors, bowling alleys, amusement parks, fitness clubs), service and transportation companies (hotels, travel agencies, airlines, taxi companies), telecommunication service providers (mobile phone carriers, ISPs) credit card companies (credit cards issued by banks, consumer credit companies, retailers, etc.). and refer to the stores and companies who are ranked high in terms of sales revenues and/or are very popular in each business category or operation type. The research target stores/ companies/ corporate groups are the same as those for the last survey conducted in January through March 2007 and the survey before the last time conducted in December 2008 through March < What is the reward point program? > The reward point programs discussed in this study refers to activities and rules associated with the programs that companies offer consumers and users sorts of benefits by awarding depending on their contributions as consumers/ users. The major purpose of the programs is to heighten loyalty of consumers/ users or to encourage them to repeat using or purchasing the stores'/ companies' products or services. Key Findings Participation to the "common reward point programs" has been heightened, which supports companies without their own point programs. Rate of participation to the "common reward point programs led by other companies" rose to 17.8%, which is 5 higher than the survey results in The "common programs" have appeared to support the companies without their own programs more largely and effectively. Ratio of programs offering "common reward " to other companies has also increased. Proportion of the "common point programs" offered by corporate groups has heightened compared to The ratio of the certain companies' reward point programs that consumers/ users can earn the commonly usable at other companies has turned out to be 47.0%, 3.4 higher than the survey results in This shows a tendency that the proportion of the "common reward point programs" offered by corporate groups has been increasing.

2 Report format: Published report: Reward Point Program Market 2011 Issued in: March 2011 Language: Japanese Format: 284 pages in A4 format Price: 140,000 yen (7,000 yen of consumption tax will be additionally charged for sales in Japan.) Contacts: Public Relations Yano Research Institute Ltd. (URL: Phone: Figure 1: Participation to Common Reward Point Programs Led by Other Firms (both online and "real" stores, the survey done in 2011) Participation to Common Reward Point Programs Led by Other Firms (n=517) 1. Yes 17.8% 82.2% 1) Number of companies surveyed: 507 firms/stores/groups, Single Answer (SA) 2) The reward discussed in the survey exclude the granted trough the companies' own common point programs or the granted by credit card companies for credit card payment. As for the online stores, the provision of other firms' associated with affiliate programs employed for advertising the companies' own websites is also excluded. Table 1: Rate of Participation to Common Reward Point Programs Participation 11.4% 12.1% 17.8% by 5.7 3) 2007 survey was conducted during the period between Jan. and Mar Number of companies surveyed: survey was conducted during the period between Dec and Mar Number of companies surveyed: 535 4) The results of 2009 and 2011 do not include brands consolidated as a result of bankruptcy, corporate rehabilitation, closure of business, or merger and acquisition.

3 Figure 2: Relation between Provision of Self-directed Reward Point Programs & Participation to Common Reward Point Programs Led by Other Firms Provision of Self-directed Reward Point Programs X Participation to Common Reward Point Programs Led by Other Firms Participation to point programs common to other firms 1. Yes Participation to point programs common to other firms 0% 20% 40% 60% 80% 100% Point program 1. Yes 23.6% 76.4% 3. Credit cards with dicount services, others 7.2% 17.1% 92.8% 82.9% 5) Number of companies surveyed: 507 Table 2: Relation between Own Reward Point Program & Participation to Common Point Programs Led by Other firms With own programs/ Participating to common point programs W/O own programs/ Participating to common point programs Provision of discount programs/ Participating to common point programs 19.1% 18.2% 23.6% by % 4.5% 7.2% by % 7.8% 17.1% by 9.3 6) 2007 survey was conducted during the period between Jan. and Mar Number of companies surveyed: survey was conducted during the period between Dec and Mar Number of companies surveyed: 535 7) The results of 2009 and 2011 do not include brands consolidated as a result of bankruptcy, corporate rehabilitation, closure of business, or merger and acquisition.

4 Figure 3: Provision of Self-directed (or Group-directed) Common Reward Point Programs (based on the number of programs, the survey done in 2011) Provision of Self-directed (or Group-directed) Common Reward Point Programs (or Corporate Groups) (n=415) 1. Yes 47.0% 53.0% 8) Number of programs surveyed: 415 Table 3: Provision of Common Reward Programs Led by the Companies - Transition from Provision of own reward point programs 44.5% 43.6% 47.0% by 3.4 9) 2007 survey was conducted during the period between Jan. and Mar Number of programs surveyed: survey was conducted during the period between Dec and Mar Number of programs surveyed: 424

5 Modes At member stores Through group companies Table 4: Mode of Providing Common Reward Points of Self-directed Programs -Transition from (SA) 2009 (SA) 2011 (S A) Either one of the modes 19.2% 16.8% 16.4% 14.1% 9.2% 10.8% Credit cards 41.2% 40.0% 34.9% (from '09 to '11) Decrease by 0.4 pints by 1.6 pints Decrease by Including any one of the modes (from '09 to '11) 35.0% 36.8% 37.4% by % 33.0% 35.9% by % 62.1% 67.2% by ) 2007 survey was conducted during the period between Jan. and Mar Number of programs surveyed: survey was conducted during the period between Dec and Mar Number of programs surveyed: 424 Table & Figure 1: Breakdown of Self-directed (or Group-directed) Point Reward Programs by Mode of Providing Points (based on the number of common point programs, survey done in 2011) 1. Member stores Groups Credit cards Member stores/ Credit cards 18 5.Groups/ Member stores Groups/ Credit cards Others 13 Total 195 Breakdown of Point Reward Programs led by the Companies (or Corporate Groups) (n=195) 6. Groups/ Credit cards 16.8% 5. Groups/ Member stores 5.1% 7. Others 6.7% 1. Member stores 16.4% 2. Groups 10.8% 4. Member stores/ Credit cards 9.2% 3. Credit cards 34.9% 11) Number of programs surveyed: 195 programs offering self-directed (or group-directed) common (or corporate groups) out of all 415