Young consumers want loyalty programs to be more personalised and human

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 17, 2019, 5:11 PM UTC

38% of millennials and GenZers prefer loyalty programs that are linked to charities.

Younger consumers want their loyalty programs to be more personalised, with 71% saying they want brands to celebrate their birthdays in their loyalty programs. The survey which was conducted among the members of Social Media Link’s Smiley360 revealed that younger consumers appreciate human interaction 9% more than older generations.

26% of younger consumers stopped using a loyalty program because they forgot about it, while 17% felt that content wasn’t personalised enough. CEO of Social Media Link, Susan Frech said, "The way brands originally used loyalty programs isn’t going to work anymore with younger generations. They want that up close and personal connection to the brand".

According to the article, two in three consumers in the US are part of a loyalty program but more than half have recently left one of them. 46% of those who quit, terminated their loyalty programs because it lacked offers.

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