The news and trends affecting consumer engagement that caught our eye this week.
In this week's customer engagement recap:
- Amazon Prime In 38% Of U.S. Households
- Privacy and Information Sharing
- 2016 Resolution: Build Loyalty by Creating Experts
- Walmart to Close 269 Stores
- Millennials and Compensation: An Infographic
Amazon Prime In 38% Of U.S. Households (Investor's Business Daily)
One of out every three people in the US is a member of the Prime loyalty behemoth, which is impressive in itself. For loyalty marketers, the entire production offers tidbits to be inspected: the smart promotion (yes, including Prime Day, which has to be considered a success by loyalty standards), the frequent addition of benefits such as the Music service and Prime Video, the execution of a paid membership model.
Just as importantly, Prime's success validates a big claim the loyalty industry has been making for quite a while: namely, loyalty program members spend more, more frequently.
Privacy and Information Sharing (Pew)
Another benefit to loyalty programs has always been their ability to gather information about members and their spending. As this research from Pew reveals, the public is growing increasingly scrupulous of what they're willing to trade that info in for, as well as how it's being used. Just 47% of respondents approved of the basic loyalty program model, in which discounts and rewards are given in exchange for spending data.
32% deemed that exchange unacceptable - surprising, considering the overwhelming popularity of programs in general.
2016 Resolution: Build Loyalty by Creating Experts (The Access Loyalty Blog)
It's crazy to think this could be an old fashioned approach, but it probably is. Brands could stand to make more investment into actually helping their customers get the most out of their products. The more they use it, the more likely it is to become integral to them.
Walmart to Close 269 Stores (New York Times)
To be fair, the giant is also opening 300 stores this year, but this level of contraction is rare, if not entirely unprecedented. Two huge concerns for Walmart: They're far behind Amazon and many others in the online game, and growing income discrepancies/ reduced spending power by the lower and middle classes are taking a bite out of key demographics for Walmart.
Millennials and Compensation: An Infographic (The Access Loyalty Blog)
As we continue to chip away at the workplace proclivities of Millennials, we figured it was time to address the elephant in the room: compensation. Yeah, they want to earn more money. That's not unique to their generation, however. What is unique is the value they place on employee perks and benefits at an age when you wouldn't think those would be such a big deal.