Loyalty360 Reads: February 20th, 2018

The latest news in the world of customer experience and customer loyalty.
 
PGA Turns to Former P&G Marketing Exec to Turn the Tide and Find New Fans
For millennials, their preference sports generally fall into the realm of the newer, non-traditional varieties—MMA, X Games. Or, for those who prefer something more traditional, they spend their time watching soccer instead of the stick-and-ball sports of their elder generations. Which is why Joe Arcuri may have the toughest job in sports. According to an article in The Wall Street Journal, Arcuri has been tapped by the PGA Tour to serve as Chief Marketing Officer, with the specific goal of growing a younger fan base. Currently, the PGA’s fan base skews somewhere around the Social Security set. Its average viewer is 64-years-old. The Tour is also interested in attracting what Arcuri calls the “sports socialites,” who are more interested in what’s going on “outside the ropes” instead of the game inside it. Arcuri started in June and has already loosened the Tour’s social media guidelines and ramped up its collection of data. Analytics, he says, are the key. Or maybe golfers on skateboards.
 
Chasing Millennials an Intense Exercise for Loyalty Marketers
Speaking of chasing millennials, loyalty marketers have been chasing the all-important, seemingly allusive customer segment (those born between 1980-2000 have become the biggest generation in the U.S. history, with roughly 92 million people representing this group) for quite some time. According to an article in The Innovation Enterprise, competition among brands to acquire and retain millennials as customers is intense. The keys: personalization and social media. Miss those and your messages might as well be a Tesla shot into space. We wrote an article last August about how American Eagle Outfitters launched a new loyalty program that targets millennials.
 
Albertson’s Sees Rite Aid as Right Add to Company’s Brand Mix
And the Consolidation Games continue. Albertson’s announced yesterday that it was buying what’s left of Rite Aid. The grocery store brand is buying part of the drug store brand for $24 billion. The rest of Rite Aid is already being gobbled up by Walgreens. In an article in The Wall Street Journal, the deal will help Rite Aid—the third-largest drug store chain behind Walgreens and CVS—ramp up its e-commerce offerings and will help both brands compete against Amazon and Walmart. “Scale matters,” said Albertson’s CEO. It may also lead to the much-anticipated public offering of the privately held Albertson’s.
 
Loyalty Marketers Must Prioritize Customer Experience to Achieve Brand Identity
Prioritizing customer experience, using new ways to tailor marketing by channel, and identifying how to maintain a consistent customer experience across channels are three key themes for marketers, according to an article in MediaPost. The article, which was penned by IDG Communications CMO Josh London, talks about how channel proliferation and customer experience demands are forcing marketers to focus on brand distinction. We wrote an article last year that included a look at how it’s becoming more difficult to measure client sentiment because of the proliferation of online and offline channels. The biggest challenge lies more demanding consumers of all ages.
 
 

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