Loyalty Marketing - US - September 2010
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Whether despite the recession or because of it, loyalty marketing programs are alive and thriving. There are more than 1.8 billion program memberships in this country today—more than ever before—and considering the commitment to increased expenditures marketers have expressed, that number is certain to grow. With a troubled economy that is not yet quite stable, loyalty programs are proving to be a staple that many consumers rely on in order to help them get through. The trick for marketers is to define their customers, segment them based on their needs and create a loyalty program that differentiates them from all the others and makes loyal customers feel like the special customers they are.
The explosion in technology is creating so many changes in loyalty marketing that it’s hard to keep up with it all. Online campaigns, mobile capabilities, sophisticated CRM data that can track every bit of a consumer’s shopping or online behavior and translate that into targeted promotions—the industry has come a long way from giving out toasters to customers who open a passbook account. Customized programs, individualized marketing campaigns, online campaigns that press customers into service by asking them to promote products to their “friends,” are all being utilized to one degree or another by virtually every marketer out there.
But there are steps marketers need to take to differentiate their programs from all the others out there and increase the profitability of their programs. A customer who redeems rewards is a customer that is likely to remain with the program, so developing an effective and profitable loyalty program is a business strategy that will pay dividends far into the future.
The themes reflected in this report include, but are not limited to:
This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:
What They Want. Why They Want It.
Who’s Winning. How To Stay Ahead.
Size, Segments, Shares And Forecasts: How It All Adds Up.
New Ideas. New Products. New Potential.
Where The White Space Is. How To Make It Yours.
What’s Shaping Demand – Today And Tomorrow.