CMO Council Study Finds Marketers Under-value Loyalty Programs

And while social media also tops the list of investments for marketers, consumers report that point-of-sale information, service representative interactions, company web sites and word-of-mouth are the primary sources for learning about loyalty clubs. Nearly 65 percent acquired information about the programs in retail environments compared to only 4 percent in social media networks, 3 percent in blogs and 11 percent in online advertising. This finding is not surprising when you consider that consumers engaged in loyalty programs demand high-touch direct engagements, versus mass messages, regardless of channel.