According to recent research from Bridge.Over, 70 percent of Millennials believe their generation is less brand loyal than previous generations. Information firm Nielson meanwhile has found that up 78 percent of customers are not loyal to any particular brand. Given such findings, it’s more important than ever for companies to actively make an effort to court consumers and win repeat business. Loyalty marketing programs are one proven way to accomplish this. According to a recent customer loyalty survey we completed at TechnologyAdvice, people enrolled in customer loyalty programs are up to 82.4 percent more likely to shop at stores that offer similar programs. This strongly suggests that once customers are sold on the benefits of a loyalty system, they actively seek out opportunities to use it.
However, setting up a great loyalty program isn’t easy. With the rise in popularity of mobile devices, and recent trends in gamification, stores are now have to choose between implementing a traditional, card-based loyalty program (such a grocery store rewards card), or using a digital, smartphone-based system. We dove into the results of our research to help provide clarity for companies weighing their options.