Just 24% of Canadian consumers rated reward program communications 8 or higher on a 1 to 10 scale for measuring relevancy to their personal needs - with 76% giving a mediocre score of 7 or below. The Direct Antidote research is based on 2,716 completed surveys from consumers nationwide.
“Not all consumers are created equal, but many marketers continue to treat them as if they are,” said Di Cullen, president of Direct Antidote. “Loyalty programs are more popular than ever, and are proven to deliver value to consumers. But in an era of enhanced customer expectations, the data suggests the loyalty industry is falling short on delivering the highly-personalized, relevant communications that consumers want and expect.”
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