Disloyal: Brands Failing to Attract Younger Customers to Loyalty Schemes

March 3, 20204min

Brands are failing to engage younger generations with their loyalty programmes, according to a new whitepaper.

A report by Mando-Connect and YouGov reveals that while 76 percent of British people are currently members of loyalty programmes, some 44 percent of men aged 18-24 don’t use them at all, and 33 percent of women aged 18-24 don’t either.

The research shows that 18-24s do like the idea of loyalty programmes (79 percent think they are a great way for brands and businesses to reward their customers) but problems such as not tailoring to their needs, not addressing social purpose and sustainability well, not enabling recommendation, not offering good enough value, and not being in the right digital or social channels hold loyalty programmes back.

Turned off: Loyalty programmes are failing to attract younger customers

Although rewards are still the number one thing that people consider most important in loyalty schemes (65 percent of 18-24s think rewards are important), marketers aren’t getting rewards right for 18-24s. 

Relevance, value, appeal, variety, and excitement are listed as the main drivers that will build loyalty. People want to feel savvy and that they have received a better deal than their peers.

They also want to feel they have been treated, and they want to help others. Twenty-eight percent of Brits want loyalty rewards to be something that helps others, such as giving to charity or helping an environmental cause.

Charlie Hills, Managing Director and Head of Strategy at Mando-Connect said: “The report shows that, whilst the Brits are major fans of loyalty programmes, the industry is failing to engage the 18-24 year old audience.

“Rewards are the most important factor for Brits in loyalty programmes. Loyalty marketers need to sit up, take notice and understand what people really want. What people really want from loyalty programme is great rewards.”

Sam Tatam of Ogilvy UK’s Behavioural Science team believes the best way for brands to engage younger audiences is to think differently about motivation and reward.

“While the research shows discounts play an important role in driving loyalty, we shouldn’t neglect the range of psychological levers available to us,” he said.

“Relying too much on finite or rational incentives doesn’t just force tough economic decisions for brands, they also limit our creative freedom. By better understanding the additional ways of creating ‘psychological value’, arguably an infinite resource, we can work to complement these initiatives.”

 


Sandra Radlovacki

Sandra Radlovacki

Sandra Radlovacki is Assistant Editor at Customer Experience Magazine.




Inform. Inspire. Include.
A free way to improve your business.

Customer Experience Magazine is the online magazine packed full of industry news, blogs, features, reports, case studies, video bites and international stories all focusing on customer experience.


CONTACT US

CALL US ANYTIME


UK Trademark UK00002648900

EUIPO Trademark 018131832

Contact Information

For article submissions:
Editor
Paul Ainsworth
paul@cxm.co.uk

For general inquiries, advertising and partnership information:
aleksandar@awardsinternational.com
Tel: 0207 1932 428

For Advertising and Guest/Sponsored posts:
jovana@cxm.co.uk

For Masterclass enquiries:
danilo@cxm.co.uk
Tel: +44 20 86386491

Customer Experience Magazine Limited
Company number: 12450532
International House, 24 Holborn Viaduct,
United Kingdom, London, England, EC1A 2BN

JOBS IN CUSTOMER SUPPORT

Find a job in customer support with Jobsora


Newsletter


vape: best vape tanks vapor filter top vape wholesale vape shop near my location vape nicotine content aqua ice anna maes vape uwell nunchaku kit philippines vape mod vape temp for weed efusion dna 200 vapresso tank vapor untouchables best e cig starter kits vapor e cig starter kit smok al85 latest firmware refilling ecig rove battery ecig shop north royalton ohio augvape x mike vapes intake rta geekvape aegis ecig vape cartidges liquid ecig tacobaoo vape juice smok alien 220w tank royalty ii vape juice the human fog machine e liquid cigarette refill v mod vape duo pro e cigarette review vv vs vw ecig e cigarette melbourne shop smok tfv12 baby prince coils different types of lname for vaping vs smoking suorin air where to buy best ceramic coil tank 2017 ecig source mr salt e official website dna 50 box mods how long do suorin air pods last eleaf ipower 80w eleaf istick 150w is vaping bad for lungs smok v fin 160w tc box mod what does rda stands for smok alien spiderman smoktech beast what wire comes with the uwell vrba tugboat mod 200w uwell crown 2 vs smok tfv8 istick pico custom logo voopoo drag vs aegis infinix vape pods voopoo rimfire rtais wvu private smok nord not firing voopoo panda vs joyetech dolphin just2 vape voopoo replacement coils weed vape temp

weight loss: christian bale weight loss tops org weight loss programs jackson galaxy weight loss best cleanse for weight loss 2016 weight loss before and after men diy weight loss tea ketosis weight loss juicing 30 days weight loss physicians weight loss centers does fat burning pills work whey protein powder weight loss c diff weight loss does fiber help with weight loss things to help with weight loss high fiber diet weight loss sample menu cla safflower oil hoax jorge garcia lost weight loss weight loss lifting plan vibration machine weight loss diet slim pills do chia seeds help with weight loss diet pills that work over the counter obese weight loss plan quick rapid weight loss supplement for energy and weight loss apple cider weight loss recipe singulair weight loss program support group for weight loss medical weight loss miami 30 day weight loss meal plan best forskolin for weight loss metabolic test for weight loss kirkland weight loss shakes reviews cosentyx weight loss medallion weight loss quick jump start weight loss green powder weight loss probiotics plus weight loss weight loss calculator pro ana india diet pills cinnamon pills for weight loss dosage biking and weight loss diet pills watchdog raspberry ketone cancer weight loss acai berry diet pills side effects does lack of sleep cause weight loss kim kardashian pills lose weight metabo speed xxx diet pills one week quick weight loss diet weight loss surgery charlotte nc best fat burner appetite suppressant coastal medical weight loss vitamin to boost metabolism weight loss motivation boards keto blast pills review toploss com weight loss keto boost free trial medical weight loss supplements

male enhancement: premature ejaculation exercises new ed medicine sildenafil 50 mg intek pre workout cialis over the counter 2020 increase blood flow to penus roman man average penile length by country inhouse pharmacy review male enhancement girth phosphodiesterase 3 get your dick bigger does levitra work stay erect gel what is the use of viagra natural way to boost testosterone teva sildenafil price prazosin prices testosterone and penis size penis foreskin infection does penis enlargement really work viagra purchase genital pumping aloe vera and erectile dysfunction how do you make a penis bigger romo wife name growth on penis lexapro and erectile dysfunction walgreens male enhancement girls getting big cock endurolast male enhancement forge supplement double power tablets review sex drive and menopause normal flaccid penis size how to fuck long best nitric oxide pill older sex home remedies erectile dysfunction how to check testosterone level at home bystolic erectile dysfunction side effects of extenz spotify customer support phone number harder erection supplements penis extender amazon 15 inch penis does height affect penile length vintage burn gnc hot rox xtreme why is my sex drive gone small red bumps on penis a guys dick cock shrinking g rock male enhancement t bomb 3xtreme reviews penis support zinc vitamin d fildena 100 mg

cbd oil: cbd for fibromyalgia peace oil cbd joe rogan cbd cannabis cigar does cbd oil lower blood pressure dick smith perth cbd charolettes web cbd oil cbd employment what does cbd oil look like colorado peaks hemp cbd kills cancer open range smoker cbd oil extractor cbd oil capsule 30 count cbd oil to cure hypothyroid how to buy cbd oil in texas where can you purchase cbd oil cbd north carolina cannabis patch for fibromyalgia blood run line hunny pot definition molecular best cbd oil for thyroid can cbd oil constipate you ecn enhanced cbd cbd oil melatonin cbd oil non gmo what makes a human a human chemical review how long does it take for cbd to take effect does thc help you sleep willie nelsons cbd oil spectrum san antonio phone number herbal hookah flavours uncle zeus skin centrelink office in sydney cbd bc cobb power plant 0 thc cbd gummies cancer journal list cbd oil minneapolis cbd 20 to 1 medical definition cannabidiol schizophrenia treatment price for 50mg of cbd oil 99 cent store corporate office healthy life choices fla cbd oil cbdmd t shirt cbd oil 500 mg cbd oil tests cbd on the brain cbd oil arrhythmia can you purchase cbd oil at a pharmcy in florida cbd oil 5 ml cbd placebo what country which cbd oil is legal cbd oil with can i buy cbd oil on the internet v246hql cbd