Programs
 
Shell Introduces Loyalty for Fleet Drivers
Shell, in partnership with Excentus Corp.,a PDI company, is launching Fuel Rewards Pro, a loyalty program for fleet drivers who fill up at Shell. “The program allows drivers to earn five cents per gallon for personal fill-ups each time they pump at least 10 gallons of gas using the service.” This focus on fleet drivers bears similarities to the focus we’ve seen hotel brands put on “everyday travelers.” Shell is rewarding its core, most profitable consumers.
 
Technology
 
US Universities at Risk of Losing Tech Race with China
The United States has long led in technologies like 5G and AI, but much of Asia has caught up. According to research firm GreyB Services, Universities from China, Korea, and Taiwan get more patents than their US peers in wireless communications. Susan Decker and Alexandre Tanzi report that “government grants to universities have been stagnant for more than a decade, meaning they’ve declined in real terms and as a share of the economy.” If the United States is going to remain technologically competitive, investment needs to increase.
 
Amazon Puts an End to Dash Buttons
Back in 2015, Amazon began selling “Dash” buttons, plastic devices that connected to home Wi-Fi and enabled consumers to order goods (such as toiletries) with the push of a button. Following a German court ruling that found them illegal for concealing prices, Amazon has discontinued the sale of these Dash buttons. While new ordering methods can be just the thing brands need to win customer loyalty and achieve top-of-mind status, the Dash button saga is a reminder that some of these methods are bound to be duds.
 
Research
 
Where Gen Z Stands on Loyalty Programs
Mercator Advisory Group’s report “Consumers and Credit: Rising Usage” provides information on the loyalty habits of Gen Z, or consumers aged 18 to 24. Gen Z is less likely to participate in credit card rewards than previous generations. Among cardholders, cashback is the only reward that has grown in popularity.
 
Workplace
 
Millennials Value Job Titles
Ariel Schur, CEO of ABS Staffing Solutions, writes, “I’ve seen candidates trade as much as $10,000 in salary for what they consider a more valuable title.” This younger generation values what a title can do for one’s personal brand. They have “a desire to shape the perception others hold, whether that’s a friend or a future employer.” When the millennials of the Loyalty360 team were polled, however, none indicated that they’d trade $10,000 annually for the opportunity to introduce themselves as an executive.
 

Recent Content