CMO Council Study Finds Marketers Under-value Loyalty Programs

Surprisingly, soft economic conditions are not necessarily inducing consumers to sign up for loyalty and rewards programs. Only 22 percent said the economic climate had raised their interest in these programs compared to 41 percent who indicated it had no impact at all.

“It is notable that the economy is not a big driver of program participation, indicating that as marketers look to recovery, fully leveraging these programs must be a strategic priority,” notes Neale-May. “Figuring out ways to deliver added value to those willing to repeatedly purchase your products and services, advocate your brand on a viral level, or more actively respond to offers and incentives, is critical to marketing effectiveness.”