Luxury industry experts on key loyalty drivers in Russia 2018, by action plan

Over one half of industry experts surveyed by McKinsey believed that strengthening bonds with existing customers through loyalty programs was the second most important growth driver in the Russian luxury segment. For such purposes, non-financial incentives seemed to be the most valued, with nearly 60 percent of respondents supporting such consumer-loyalty consolidation technique.

What actions focused on inspiring loyalty do you plan to take?*

Share of respondents
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Sources

Release date

June 2018

Region

Russia

Survey time period

December 2017 to March 2018

Special properties

Experts who indicated “increasing loyalty of current audience” as an important business driver

Supplementary notes

* The question was asked among experts who indicated "loyalty of current audience" as an important business driver, or 54 percent of total 35 respondents in McKinsey Condé Nast interview of 35 top luxury players in Russia from December 2017 to March 2018.

** Includes a club system, offering extended services, participation in exclusive events, and meetings with unique celebrities.

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