Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "loyalty"
- New nightmares include budget cuts, and managing consumer loyalty, attention and expectations.
- More than half of consumers say they would be incentivized to create content for a chance to win a cash prize.
- But economic conditions have driven most consumers to enroll in a loyalty program, Cordial reports.
- Merkle's report draws comparisons from pre- and post-pandemic data and shows the generational divide from Gen Z to Baby Boomers, highlighting what loyalty and reward strategies resonate most with each group.
- The analysis is based on conversations happening online (via social media) and offline (via face-to-face conversations as well as phone, etc.).
- In order to re-engage inactive members of the Bonvoy loyalty program, Marriott's marketing team reached beyond its own first-party data. By layering in third-party data, the team identified key sub-segments and themes for crafting more personalized appeals. Marriott International, Director of Loyalty Program Marketing, Leigh Strickland, shares their learnings from marrying the right data with targeted offers and messaging to re-activate the deactivated.
- What drives consumer loyalty to dining brands? A global view suggests there are both universal appeals that transcend cultures and geography as well as highly localized and variable ideas around true value exchange. KFC's Senior Product Owner, CRM & Loyalty, Haley Davison, shares the insights that one of the world's most recognizable QSR brands draws from a global footprint. How can aggregated data like this lead to insights and tactics around identifying better value propositions that grow loyalty?
- Consumers and marketers differ when it comes to channels, message frequency and general priorities, Emarsys reports.
- Loyalty members with an emotional bond with a brand are much more likely to become frustrated when there are problems, Kobie Marketing reports.
- Brand Keys' new ranking shows how the fading pandemic is reshaping the way consumers feel about favorite brands.
- Rakuten Advertising's recent travel research shows 44% of travelers plan to spend more on vacations this year, rather than downgrade the trip. Three-quarters plan to stay in the U.S. when traveling during the next six months, with the remainder traveling internationally.
- By partnering with HBCUs and non-profits in key locales, 4th Ave Market is deepening and leveraging community involvement that builds both loyalty and acquisition at a lower cost. Salim Holder, Founder & CEO of 4th Ave Market, will share how by combining purpose and profits brands can deliver products in an authentic way to the community while creating a stronger emotional connection.
- Every automaker knows that cars are often tied to drivers' identities. Personalizing email messaging around a customer's specific auto model is not only relevant but incredibly powerful in building loyalty. Advance Auto has been on a three-year journey to build its first-party data, leverage third-party inputs, and use predictive modeling to connect customers with their cars. Advance Auto Parts', Senior Manager of Loyalty and Personalization, Chelsie Mitchell, explores incentivizing customers to submit more data, weaving in third-party and predictive models is fraught with missteps, learnings....and significant payoffs in the end.
- Loyalty discounts on products or services are most sought by 79% of U.S. consumers, up from 71% only two years ago.
- Incentivizing customers to engage and become brand loyalists is the holy grail of contemporary marketing. Player Loyalty and CRM Manager Liz Bowles Button of North Carolina Education Lottery shared how they solved the first-party data challenge by appealing to their customers' love of chance with a gamified program. Likewise, she shares the winning strategies for keeping players engaged beyond the transient ticket purchase.
- Through a combination of app and loyalty program usage along with local events, Fazoli's is crafting a data strategy that funnels local intelligence back to franchisees and managers so they can interact with customers in more personalized ways. At MediaPost's Brand Insider Summit QSR, Fazoli's Senior Manager/Brand Marketing, Erin Stevens, shares how cross-functional teams across the organization use this data to test and learn new engagement tactics as well as inform individual outlets how to better serve customers.
- The marketing of catering and event services within the new digital and delivery ecosystems offers brands unexpected challenges and opportunities. How do you allocate across convenience and celebratory segments, target the right new and old customers, and convert those third party acquisitions into first party loyalists? Trish shares lessons learned as she adds celebratory marketing to Earl's portfolio of casual brands via third party apps, a dedicated loyalty program, and beyond.
- Brands that promote their loyalty programs on social media likely will encourage more interactions with customers.
- "What used to be forthright patriotic marketing has mutated to camouflaged promotional ploys," says Brand Keys' Robert Passikoff.
- There is some "mismatch in consumer expectations" compared with retailers, as most consumers believe there will be less items on sale and lower discounts. Some retailers say they have an excess of inventory and plan to put more items on sale.
- If you are going to sell T-Shirts at $60 price points you better flip the script on how people think about casual apparel and even retail experiences. Goodlife's Jesse Miller shares lessons learned from prioritizing physical retail as long-term customer acquisition tools over short-term profit centers. And by putting LTV as a core metric, the marketing approach is taking pages from some unlikely product categories like CPGs. Yes, CPG.
- Most consumers have opted in to email/SMS communications, the Lacek Group reports.
- Most customers don't understand what the notices actually mean to them, The CMO Survey reports.
- According to Engagement Labs, 19% of all consumer purchases are driven by online and offline consumer conversations.
- New research finds that QSR chains need to sharpen their digital skills to keep customers engaged with loyalty programs.
- Walmart leads retailers in customer loyalty despite strong showing by other big-box operators and supermarket chains, according to consumer intelligence and marketing specialist InMarket. For the fourth quarter, Walmart garnered a shopper loyalty score of 5.68, well ahead of its closest big-box competitor Meijer at 3.58 and above supermarket loyalty leader H-E-B at 4.63, Austin, Texas-based InMarket said in its Insights Q4 2021 Consumer Loyalty Report, released Monday.
- TV providers and streamers were two of only three categories that surpassed their 2019 satisfaction levels in 2021.
- As social platforms fragment, brands need to remain flexible in their paid and organic strategies. Church's Chicken reimagined its social media playbook for changed times. Alan Magee, Vice President, Digital Marketing & Technology at Church's Chicken, explains how they sought to encourage more than engagement but engender true brand fan love. With campaigns that broke through the clutter Church's is growing its social footprint and engagement in ways that serve the core business and not just Follows and Likes.
- Consumers are growing tired of the focus on brand values, a new study finds. Fifty-six percent of shoppers are still likely to buy from brands that don't represent their beliefs, Clarus Commerce finds.
- Consumers were more likely to open emails related to public events than those offering discounts. Personal-care brands in 2021 shifted the landing pages for their display ads, directing an even bigger share of web visitors to Target than to Amazon for fulfillment.
