Loyalty survey gas stations short intro: Bulgaria
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Loyalty programs and customers motivational drivers survey Gas Stations Bulgaria 2014
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Transcript of Loyalty survey gas stations short intro: Bulgaria
Loyalty programs and customers motivational drivers surveyGas StationsBulgaria 2014
GAS STATIONS
Methodology
National representative survey
Fieldwork: 25 May – 13 June
Sample size N=1,000
People living in the biggest cities in Bulgaria:
Sofia (50.5%) Varna (15%) Burgas (8.4%) Plovdiv (8.4%)
Pleven (7.5%) Rousse (7.5%) Stara Zagora (2.8%)
Data collection: Face-to-face interviews on the street, following pre-defined quota
Survey goals: To evaluate current levels of loyalty programs of Gas station chains awareness and usage
To evaluate the levels of satisfaction of the customers participating in loyalty programs of Gas stations
To discover the most used communication channels by customers to get information and the most preferred channels to estimate the potential
To discover the customers insights regarding their motivational drivers and expectations about the loyatly programs they participate in
To provide a tool for deep drill in customers insights by customers clusters intended to ensure segmented approach
To be used as a basis for new loyalty programs features design and implementation
www.explicato.com
Gas stationchain
Awareness ofloyalty program*
Participation in loyalty programs
SHELL 23%
LUKOIL 17%
ECO 11%
OMV 13%
Base N=1,000 All respondents
*First program mentioned
www.explicato.comAssociation with main chains’ programs
Shell’s program is the most popular among respondents, but even so, it is only the first mentioned in just about a third of the answers.
33% of gas station customers responded that they can not name even one loyalty program while 36% are not participating in loyalty programs cause they don’t find value for themselves.
Lukoil and Eco are the first to come to mind in a lower percentage of respondents than the actual members of these programs.
Deep drill capabilities: Across industry analyse to discover
potential of cross-loyalty programs with retailers from other industries: FMCG and Appared
32%
13%
9%
13%
Gas station chain
Loyalty Programs assessment
(top 2 boxes vs. bottom 2 boxes)
SHELL
LUKOIL
ECO
OMV
www.explicato.comAssociation with main chains’ programs
This chart represents the satisfaction levels of the participants in the programs.
An overwhelmingly high number of respondents find the loyalty programs attractive, but at the same time the low involvement with such programs across the board suggests that there is a lot of room for improvement.
Deep drill capabilities: Levels of satisfaction by customers
segments
Cross of the data representing customers satisfaction levels by segments compared to motivational drivers
Base N=1,000 All respondents
65%
4%
Attractive Not Attractive
77%
1%
Attractive Not Attractive
84%
0%
Attractive Not Attractive
69%
5%
Attractive Not Attractive
Current loyalty program participants
Benefits from loyalty programs
Respondents were asked how often they use their loyalty cards when they visit gas stations.
It seems that the majority of clients (81%) are actively using their loyalty benefits.
However, there is some room for improvement in 6% of customers, who appear to have little use of loyalty offers.
Deep drill capabilities: By gas station chain
By frequency of shopping
By demographic segments
By level of satisfaction
Base N=1,000 Loyalty program participants
www.explicato.com
2%
4%
15%
31%
50%Always
Frequently
Some programs frequently, others rarely or not at all
Rarely
Never
Готовност за включване в програми за лоялност
Participant profile
Base N=1,000 All respondents
32% from the respondents declared they are willing to join a new program
79% participants are from the middle class
www.explicato.comPotential participants evaluation
28.8%
9.82%
20.0%
21.4%
19.9%
Males62%
Females38%
24%
44%
32%
51 and overyears
31 to 50 years
up to 30 years
5%
6%
6%
8%
13%
16%
48%
Pleven
Rousse
Burgas
Stara Zagora
Plovdiv
Varna
Sofia
14%
39%
40%
7%
1800 and over
1201 to 1800 BGN
601 to 1200 BGN
up to 600 BGN
Със сигурност ще се включа
Вероятно ще се включа
Не съм сигурен
Maybe I will not participate
I will definitely not participate
Participants’ Household incomes
www.explicato.comMotivational perceptions for clients
Base N=1,000, All respondents
I can control my spends better
Opportunity to gain bonuses which I can spent when I want
I can use one and the same loyalty program across different entities
Helps me feel I am part of a special group clients
Makes the shopping pleasure last longer
Gives me chance to buy the best quality products on the market
Makes me feel more sure when choosing particular items
Gives me chance to buy products, which are not available on the general market
Gives me chance to buy the most modern and popular products on the market1
1
6
6
6
7
10
14
25
1
3
8
5
10
14
6
21
29
Potential loyalty program participantsCurrent loyalty program participants
The motivational perceptions chart shows what current and potential loyalty program users think are the biggest advantages of being part of such a program.
In the majority of cases, reality exceeds expectations, which is a positive trend, suggesting that gas stations are managing to delight their current loyalty clients.
However, there is one area where the disconnect between expectations and reality is the highest – potential loyalty program users are interested in cross-loyalty options, hoping to be able to use the program across different entities, but fewer current users feel that they can take advantage of that.
www.explicato.comMotivational perceptions for clients II
62.31%
52.31%
49.23%
30.00%
26.92%
16.54%
16.15%
15.00%
11.15%
10.77%
8.08%
7.69%
5.77%
3.85%
3.46%
0.00%
0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00%
Leaflets and other printed materials
Word of mouth (friens, colleagues, relatives)
TV advertisement
Internet advertisement
Outdoor advertisement (e.g. bilboards)
Social networks (incl. forums and blogs)
Retailers' employees (e.g. at the POS)
Radio advertisement
Newspapers/Magazines advertisement
Corporate WEB pages
I'm not interested in such information in any way
TV Features
Newspapers/Magazines features
Internet features
Radio features
Other (None of the above)
Most frequently used communication channels by customers to receive information about new promotions or promotional features
www.explicato.comMost frequently used comunications
Overall Likely Participants Likely Non-participants
Base N=1,000, All respondents
[email protected] drivers to chose a gas station
Base N=417,Would participate in future loyalty program
Base N=389,Would not participate in future loyalty program
0%
4%
9%
10%
19%
22%
22%
25%
36%
37%
41%
61%
Others
More free space in…
Availability of food…
Availability of…
Rich variety of…
Atractive offers for…
Good reputation
Variety of fuel types
Product and price…
Quality service
Good location
High quality fuels
1%
7%
13%
18%
27%
31%
37%
37%
50%
53%
55%
84%
Others
More free space instation's store
Availability of foodcourt
Availability of parkinglot
Rich variety of othergoods and services
Good reputation
Atractive offers forloyalty members
Variety of fuel types
Quality service
Product and pricepromotions
Good location
High quality fuels
0%
1%
2%
4%
4%
8%
9%
10%
13%
17%
19%
29%
Others
More free space in…
Availability of…
Availability of food…
Atractive offers for…
Rich variety of other…
Good reputation
Variety of fuel types
Product and price…
Quality service
Good location
High quality fuels
The above charts represent the reasons why customers choose a certain gas station overall, and compares these to the answers of potential loyalty program participants and of people who have said they wouldn’t join such a program.
At present, the availability of a loyalty program within itself is not amongst the top five reasons in either group.
While high quality fuels and location are the leading reasons across the board, the group of potential loyalty program participants place higher importance on promotions than the group of non-participants, who are more interested in service.
www.explicato.comMain reasons to choose a gas station II
