The news and trends affecting consumer engagement that caught our eye this week.
In this week's customer engagement recap:
- The Tipping Point: Most Americans No Longer Are Middle Class
- “It was Harder Back in My Day!” - Understanding the Circumstances Behind Millennial Workplace Expectations
- Loyalty Management Market Worth USD 4.0 Billion by 2020
- Five Things You Should Know About Access Partnership Marketing
- American consumers revel in the land of Plenti
The Tipping Point: Most Americans No Longer Are Middle Class (NPR)
The US economy is tugging in two directions, with the middle class disappearing. The fault lines seem to be college educations - those who have them are moving upward, those without are plunging. Middle income jobs, once accessible to those without degrees, are disappearing.
"Out of the 2.9 million good jobs created since the recovery, 2.8 million have been filled by workers with at least a bachelor's degree."
One, this is further evidence that discounting and value-based pricing aren't going away anytime soon (remember, rich folks are some of the most avid savers out there). Two, the pursuit of education at any cost has already had a massive impact on Millennials, and it's shifted how they purchase, as well as how they work...
“It was Harder Back in My Day!” - Understanding the Circumstances Behind Millennial Workplace Expectations (the Access Loyalty Blog)
Why do Millennials want to work outside the office? Why are salary and employee benefits so important to them? Millennials didn't just stumble into these desires and behaviors - their world is shaped by the circumstances surrounding them. Those circumstances are different - not any harder or easier - than those experienced by previous generations.
Loyalty Management Market Worth USD 4.0 Billion by 2020 (PR NEwswire)
While we can't attest to the validity of this specific amount, this is one of the first reports we've seen that specifically addresses the loyalty marketing segment as a whole. The idea that investment will increase by nearly a quarter in the coming years is a good sign (and probably understated).
Speaking of, if you're looking for more loyalty marketing data, check out our huge collection of stats.
Five Things You Should Know About Access Partnership Marketing (the Access Loyalty Blog)
This post is designed to give you a bit of a peek into who Access is, and what we do. Our big chunk of our business is all about coupons from killer merchants, and Partnership Marketing is the team that manages those 350,000 relationships.
American consumers revel in the land of Plenti (WiseMArketer)
Colloquy reports that Plenti acquired 30 million members over its first six months. Without sharing any numbers, they claim people are beginning to redeem their points, which is a good sign. Heck, the fact they care about redemption at all is itself a very positive sign.
It's still too early to declare the program a success or failure, but so far it appears that Plenti is on its way to being a successful coalition loyalty program - the first of its kind in the US, if so.