Consumers Crave Variety in Their Loyalty Programs

Creating Advocacy: Thirty-seven percent of program managers whose rewards offerings incorporate nine to 13 channels say they&rsquo;re successful at creating advocacy. Meanwhile, just 10 percent of those with fewer than eight channels are successful.
Driving Engagement: Forty percent of the higher-channel programs are successful at driving engagement while less than half with fewer than eight channels are successful.

Variety, it seems, truly is the spice that motivates consumers when it comes to interacting with a loyalty program. Considering American’s cultural diversity and love of new experiences, it’s no surprise that the loyalty programs that perform best are those that use multiple channels to interact with members. That’s one of the interesting revelations to come out of Forrester Research’s study, “Elevate Engagement to Unlock the Potential of Your Loyalty Program.....

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