The News, Views, Insights, and Opinions affecting consumer engagement
That You Need to Know
In this week's customer engagement recap:
- Why Experts Say Chipotle's Chiptopia Is Not a Loyalty Program
- The Top Benefits of Loyalty Programs (That Have Almost Nothing to do with Loyalty)
- Survey: Consumers don't want to give up personal data
- The Benefits that Benefit Millennials
- Happy Birthday Plenti
Why Experts Say Chipotle's Chiptopia Is Not a Loyalty Program (DM News)
Chiptopia, Chipotle's new rewards program, launches today. The experts in this article don't see it as a loyalty program in the traditional sense. We tend to see it as one, but with an interesting hodge podge of elements mixed in. For example, the program is limited to three months, and each month contains its own thresholds. Each member resets at the beginning of each month, and the ultimate reward across all three months is burritos for 20 people. Yeah, interesting.
At this point the chain has nothing to lose. It's hard to see how a three month test of a fairly complicated program is going to truly improve the situation.
The Top Benefits of Loyalty Programs (That Have Almost Nothing to do with Loyalty) (The Access Loyalty Blog)
One big win for Chiptopia, and any other loyalty program, is the acquisition of customer data. Nothing helps connect the dots between cause and action like a loyalty program, especially in a brick-and-mortar setting. This reason alone suggests every business should consider a program - but there are a lot more reasons than just data.
Survey: Consumers don't want to give up personal data (Wise Marketer)
Uhhh, about that data...people really don't want to give their info away to businesses. For good reason, too. But, flash some rewards in front of them - such as those found in a loyalty program - and magically most of those concerns go away. The more brands use that data to drive personalized value back to members, the more trust they'll earn from the skeptical masses.
The Benefits that Benefit Millennials (Member Suite)
The top priority for Millennials in joining an association is career advancement, which jibes with much of what we've learned about their desires and goals. Any sort of soft member benefits need to come with some way of helping them move forward and eventually out of student loan debt.
Happy Birthday Plenti (Loyalty Truth)
One year into America's latest attempt at a coalition loyalty program. Bill Hanifin offers a thousand words on what's working, what isn't, and what needs to happen for Plenti to enjoy a happy second birthday.