Centered on loyalty rewards communications, such as annual points balance reports, special earning offers and program information. Despite marketers devotion to customized messaging, the study results across all demographics surveyed showed average relevance scores, with Seniors reporting the lowest perceived relevance at a 5.7 mean score, and Young Adults and Hispanics tied for the highest at 6.9.
Di Cullen, president of Direct Antidote, posits that " ... the loyalty industry is falling short on delivering the highly-personalized, relevant communications that consumers expect... in the era of enhanced customer expectations, where the empowered consumer has a strong desire for engagement... "
Cullen cited the following strategies to improve communication relevance:
The Senior demographic reported a spike in engagement with rewards programs since the same questions were asked in 2007, says the report. Over the two-year period the amount of Seniors that reported reading special offers sent via mail increased 64%, the amount saying that they read mailed statements was up 21%, and the amount responding to member surveys increased 21%.
At the other end of the spectrum, the survey found that 52% of Millennials strongly appreciate communication via cell phone or text message and 55% said the same about social networking sites. This compares with the General Population at 38% and 39%, respectively.
And Cullen concludes that "... the stats are indicators that the loyalty business enjoys appeal across the span of demographics... fostering engaged, loyal customers within the Young Adult demo means approaching them on emerging channels... (and) communications that appeal to (Boomers) new lifestyle... (represents the) opportunity to engage these veteran loyalty players... "
For more information, please visit Direct Antidote here.