More than a third (40%) of chief marketing officers are unhappy with the “erratic” performance of their brand loyalty programs, according to a report by Forrester.
The research, which surveyed over 50 global marketing leaders, also found that a further 9% were unsure of their loyalty program’s contribution to the business.
Marketers told Forrester that loyalty marketing often has unclear objectives and focuses too much on short-term financial goals.
Lack of differentiation, over-optimistic goals and targeting the same customer base with too many offers were cited as the main reasons why loyalty initiatives fail to live up to expectations.
Over half of respondents say loyalty marketing initiatives are not in sync with the brand.
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