The Cure for the Common Loyalty Program
Posted: 8/21/2009 7:57:13 AM by
Diane Knoepke | with 0 comments
The Wise Marketer published an article yesterday summarizing findings of a study, conducted by customer loyalty agency Direct Antidote, on how well loyalty programs (e.g., frequent flier miles, points cards, and frequent shopper clubs) are resonating with U.S. consumers. We have come a heck of a long way since the sandwich shop punch card, yet the data shows companies are still not doing enough, as “only 32% of US consumers rated reward programme communications at 8 or higher (on a scale of 1 to 10) in terms of relevance to their personal needs.”
The article and study suggest three solutions:
- Offers should be tied to the issues customers care about now, e.g., green movement, family, causes, saving money in a recession
- Partnerships with other brands, e.g., cross-promotions and new product offerings
- Sharing compelling information, e.g., leveraging access to unique content
Sponsorship is the uniquely qualified medium that can drive all three of these goals.
Loyalty marketers: if your programs are lagging or dragging, it’s likely that an injection of partnership—with properties, other brands, or both—is just what the doctor ordered.
And properties, proactively suggest ways for the categories and companies most likely to use loyalty programs—including airline, retail, hotels and credit card—to use your assets to rehabilitate flagging loyalty programs. It just might be the cure to what ails you both.
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Filed under: destination/tourism, evaluation, how to get sponsorship, packaging, selling, sponsorship ROI, activation