Brands need to determine how best to engage Millennials, but tapping into this market is rife with challenges, a loyalty expert is warning.

Millennials refers to the highly-connected, tech and marketing savvy youth. It represents a market of 76.6 million people yielding $889.3 billion in spending power, according to recent estimates.
 
“This powerful group of highly-connected, tech and marketing savvy youth are a new breed of consumer with expectations for brand experiences that go beyond transactional to something more engaging, interactive, and mobile,” says Mark Johnson, CEO of Loyalty 360.
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