The use of loyalty programs is on the rise, but marketers still aren’t connecting to their most valuable customers as well as they could be, according to a study released January 25 by the Chief Marketing Officer Council.
According to the report, more than three-quarters (78%) of consumers are satisfied with their loyalty rewards program experiences. “But we also found that 54% of people said that if their loyalty program didn’t give them tailor-made, relevant offers, they would potentially defect from the program,” said Sandra Zoratti, VP of global marketing solutions for InfoPrint and an advisory board member of the CMO Council. “So we have both great news and a warning for marketers.”
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