Articles
Loyalty — The Marketing Play By Doug Dwyre, First Data Corporation
December 10, 2007
•White Paper: Loyalty — The Marketing Play By Doug Dwyre, First Data Corporation
Although most American households are loyal when it comes to joining a loyalty program, are we truly creating loyal consumers?
While 85% of American households are a part of a loyalty program by definition, less than 40% are active participants, according to a recent study by research firm Aite Group1.
Twenty years ago, many of the nation's most loyal consumers joined their favorite airline frequent flier program or signed up for an affinity credit card from their preferred financial institution. They collected stamps and searched feverishly for their frequent purchase punch cards.
Today's loyalty programs are a mix of creativity, retail innovation, marketing and technology that are changing behaviors and driving benefits for both merchants and consumers. Loyalty marketing programs are more effective than ever before in targeting a merchant's most profitable consumers with products and services that are meaningful and influence behavior in a way that can generate additional revenue.
Click Here To Download:•White Paper: Loyalty — The Marketing Play By Doug Dwyre, First Data Corporation
