BIA/Kelsey Report on Loyalty and Transaction Marketing Explores Investment,
Revenue Streams, Competition and Merchant Adoption
Highlights will be presented at ‘Leading in Local: The National
Impact,’ March 18-20, in Boston
CHANTILLY, Va. (Feb. 27, 2013) – According to a new report
by BIA/Kelsey, investors have
poured more than $222 million into the loyalty and transaction marketing
space since 2008, with expectations for significant revenue growth
from merchant services, loyalty incentives, commissions, transaction
processing and other areas. The report titled, “The New Marketplaces:
Loyalty & Transaction Marketing,” offers an in-depth look
at the loyalty and transaction marketing space, including an examination
of:
The investment in the loyalty and transaction marketing sector
since 2008
New revenue streams from transaction marketing
The
role of big data, card linking and point
of sale (POS) integration and alternatives
Privacy and pipeline issues
The competitive
landscape, including a look at key players
across primary sector segments, including
deals companies, independent loyalty and transaction marketing companies,
financial institutions, vertically integrated tech companies, and
media companies
“Local marketers are making room for loyalty and transaction
marketing alongside their traditional focus on advertising,” said
report author Peter Krasilovsky, vice president and senior analyst,
BIA/Kelsey. “Loyalty and rewards programs, deals, coupons, gift
cards and gift certificates are playing major roles in this shift.
Together, they’ll increasingly gain parity with paid media advertising,
such as display ads and contextual search ads.”
Key themes from the report will be examined at BIA/Kelsey’s
upcoming conference, Leading
in Local: The National Impact, which takes
place March 18-20, in Boston. Sessions that
will cover loyalty and transaction marketing
include:
“Local Commerce: The Shift to Offers, Loyalty, CRM
and Analytics,” with panelists Tom Beecher, President and CEO,
Cartera Commerce; Angus Davis, Founder and
CEO, Swipely; and Dom Morea, SVP, First Data
Keynote speaker
Vikram Sharma, President and CEO, Gannett
Digital Marketing Services, will talk about how Gannett has reoriented
its strategy, from a focus on national retailer and brand strategy,
to now include loyalty and deals that incorporate local SMBs, including
development of Deal Chicken and acquisitions of KeyRing and BLinQ.
LivingSocial
SVP of National Sales Mitch Spolan will discuss “Cross-Channel
Localization Opportunities” with
a panel of industry leaders, including Court
Cunningham, CEO, Yodle; Michael Page, VP,
Revenue Services & Analytics,
Cars.com; and Greg Stuart, CEO, Mobile Marketing
Association
“Adding ‘Performance’ to
Local Promotions,” featuring Patrick Dillon, President and
Cofounder, Deal Current, will examine the
impact hyperlocal content, personalization
and performance models are having on coupons,
deals and ecommerce
“SuperForum:
National Brands, Local Channels” features a discussion by BIA/Kelsey
analysts of core local channels, including
deals and loyalty programs
About ‘The New Marketplaces: Loyalty & Transaction Marketing’
The 30-plus-page report is a useful resource for anyone focused on
the trends and directions of loyalty and transaction marketing. It
features 18 charts and figures, including data from BIA/Kelsey’s
Deals Forecast and Local Commerce Monitor study. Among the trends highlighted
is the finding that customer loyalty programs are gaining traction
with merchants. Half of U.S. small and medium-sized businesses (SMBs)
surveyed in BIA/Kelsey’s 2012 Local Commerce Monitor study indicated
they are likely to run a deal during the next six months.
Click to expand/collapse graphic.
The report, which is published for BIA/Kelsey’s advisory clients,
is also available for purchase ($995 for the report only, or $1,495
for the report plus a one-hour custom analyst briefing). More information
about the report and how to purchase it is available at http://www.biakelsey.com/LoyaltyandTransactionMarketingReport.asp.
About LEADING IN LOCAL: The National Impact
LEADING IN LOCAL attracts a global audience
of executive-level decision makers from across
the local media landscape, including companies
engaged in local search, deals and group buying
services, location-based services, local social
media, traditional local media, classifieds
and vertical media, advertising and marketing
agencies, local digital media suppliers, local
advertisers, national brands targeting locally
and sector-focused investors and financial
analysts.
Event sponsors include Acxiom, Avantar, eLocal
Listing, First Data, Infogroup, Kenshoo Local,
Media Distribution Solutions, Neustar Localeze,
ResponseTap, Telmetrics, Universal Business
Listing, vSplash, Websplanet, Yext and YP.
Association and media partners include the
Location Based Marketing Association (LBMA),
Topseos, and Visibility Magazine. For more
information about LEADING IN LOCAL, including
the complete agenda, list of speakers and companies
attending, visit http://www.biakelsey.com/LeadingInLocalBoston.
About BIA/Kelsey
BIA/Kelsey advises companies in the local
media space through consulting and valuation
services, research and forecasts, Custom Advisory
Services and conferences. Since 1983 BIA/Kelsey
has been a resource to the media, mobile advertising,
telecommunications, Yellow Pages and electronic
directory markets, as well as to government
agencies, law firms and investment companies
looking to understand trends and revenue drivers.
BIA/Kelsey’s annual conferences draw
executives from across industries seeking expert
guidance on how companies are finding innovative
ways to grow. Additional information is available
at http://www.biakelsey.com,
on the company’s Local
Media Watch blog, Twitter (http://twitter.com/BIAKelsey)
and Facebook (http://www.facebook.com/biakelsey).
BIA/Kelsey publicly available information (including, but not limited to, press releases, blog posts, company Web site content, presentations, and excerpts from advisories and reports) may be cited, provided BIA/Kelsey is properly identified as the source (Source: BIA/Kelsey). If you are uncertain about a particular use, please contact us for approval. Provide the full citation and context for your request via e-mail to Eileen Pacheco at eileen@tango-group.com
Company Information
BIA Advisory Services (BAS) is doing business as (d/b/a) BIA/Kelsey. BAS is owned by BIA Financial Network. For more information on this parent company and for a list of affiliated companies, please click now.
