MERCADEO Versión en español
The main target of loyalty programs are the millennials
24 de julio de 2014
Los millennials se destacaron como un segmento clave para los programas de fidelidad de marca
Membership loyalty programs in the U.S. have grown to over a billion, according to data released in June 2014 by Bond Brand Loyalty. Monetary rewards are the most important benefits for members of such programs.According to a study conducted in January 2014 by Thrive Analytics and Local Search Association, 71% of millennials smartphone users in the U.S. are more likely to interact with companies in order to receive offers and rewards, in general.Discounts are the most relevant element for 79% of U.S. Internet users participating in loyalty programs. About seven in 10 respondents said cash rewards and discounts were the best benefits. Meanwhile, the millennials were highlighted as a key segment for brand loyalty programs. 68% of them said they would buy elsewhere if it meant more rewards and one-third reported that they did not need to buy something just to earn points or increase their membership.However, Bond Brand Loyalty reported that this segment is not just about prizes and points. Millennials are more likely to prefer non-monetary benefits compared to the general population, especially when it is peers recognition. To share experiences of products or services, and contribute to their improvement also had large percentage gaps between this demographic segment and the rest of respondents.
