Recent articles have pointed out that some properties have lost touch with some key functions of their loyalty or rewards programs. The Center for Media Research reports 3 ways to bring your program back into focus...
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Create offers that appeal to the trends and values of the times, such as the green movement or consumer frugality
Leverage partnerships with other brands to share data, drive down costs and drive up the value proposition to the consumer
Find new ways to mine for information that is compelling to customers
The Senior demographic reported a spike in engagement with rewards programs since the same questions were asked in 2007, says the report. Over the two-year period the amount of Seniors that reported reading special offers sent via mail increased 64%, the amount saying that they read mailed statements was up 21%, and the amount responding to member surveys increased 21%.
At the other end of the spectrum, the survey found that 52% of Millennials strongly appreciate communication via cell phone or text message and 55% said the same about social networking sites. This compares with the General Population at 38% and 39%, respectively.
And Cullen concludes that "... the stats are indicators that the loyalty business enjoys appeal across the span of demographics... fostering engaged, loyal customers within the Young Adult demo means approaching them on emerging channels... (and) communications that appeal to (Boomers) new lifestyle... (represents the) opportunity to engage these veteran loyalty players... "