New DATA on Effectiveness of Loyalty Programs
from WJR Business Beat Hosted by Jeff Sloan
Marketing Dive, the online publication followed by marketing executives, reports that Ernst & Young research has found that loyalty enrollment is at or near all-time highs. But nearly half of customers say they're willing to shop outside of a program if they find a better deal elsewhere. As a result, there's a large group of customers who are technically enrolled in loyalty programs but aren't fully committed to the brand. And without that commitment to the brand, what's the point of a loyalty program? Other key insights include the following. The vast majority, eighty-six percent of consumers, say loyalty rewards matter to them, but far fewer say they use a loyalty program regularly. That is according to a survey of thirty-four hundred consumers released in a new study by Upside. Only fifty-nine percent of shoppers say they use a grocery loyalty program regularly today, even if they're a member and have access to the benefits that the program offers. That falls to forty-nine percent for fuel and convenience store programs and thirty-eight percent for restaurant programs. for information about our collection and use of personal data for advertising.
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