• by Ray Schultz , Columnist, Yesterday

Brand loyalty is more transactional than sentimental, judging by The Loyalty Divide, a new study by Dotdigital.

Consumers prefer these perks or benefits from a loyalty program:

• Cashback on purchases — 64%
• Freebie products, gifts or samples — 58%
• Free shipping or returns services — 55%
• Birthday or anniversary rewards — 35%
• Personalized rewards or offers — 46%

And, while 46% shoppers have spent more with a brand because of its loyalty program in the past 12 months, 54% have not. 

But it depends on their age. “Despite being committed to fewer brands, loyalty is increasing across Gen Z, with this generation being 45% more likely to have increased loyalty to brands compared to the previous year,” the study notes.

They also want to hear from brands more often — 53% prefer weekly, compared to 40% apiece for Boomers and Gen X.

Gen Z is also more open new channels, like “push notifications from apps, and messaging apps (such as WhatsApp),” the study adds. 

Overall, consumers are way more willing to share their email address than other identifiers:

• Email — 66%
• Phone number –32%
• Postal address — 31%
• Uncomfortable sharing personal data, but will for the right rewards — 27%
• Would never share personal data, even if it means missing out on rewards — 5%

However, 72% of “loyalists” — i.e., the most loyal — will share their email, 37% their postal address and 37% their phone number. 

Dotdigital surveyed 3,000 consumers in Australia, the U.K. and the U.S. Meanwhile, Gen X and Baby Boomers are showing consistency by staying committed to their favorite brands.