Loyalty Programs - US - July 2019
"Loyalty program membership continues to grow, even as many programs struggle to keep current members actively participating. With so much competing for their attention, consumers have no patience for programs that are complex, confusing or time-consuming. Yet, well-executed loyalty programs can be a powerful tool to drive customer engagement and harness the power of data-driven marketing.
In the retail landscape, Amazon is changing not just how people shop, but also what they expect from loyalty programs. Flexibility and personalization are emerging as the keys to making loyalty programs relevant and effective."
- Vince DiGirolamo, Director of Retail Research
This Report looks at the following areas:
Participation growing, but saturation a risk
Ease of use and relevancy key concerns
Amazon has changed the playing field
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