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SegmentTalk: the difference engine: a comparison of loyalty marketing perceptions among specific US consumer segments

SegmentTalk: the difference engine: a comparison of loyalty marketing perceptions among specific... Purpose – The purpose of this paper is to use current loyalty market landscape data to examine differences in loyalty‐program participation among key consumer segments. Design/methodology/approach – Using data from the Loyalty Census research study conducted by COLLOQUY (JCM v24i5), this paper applies the information to six demographic segments of high interest to loyalty‐marketing practitioners – affluent, young adult, senior, core women, emerging Hispanic, and general adult – to determine rends related to participation, needs, redemption, and satisfaction. Findings – The paper identifies the emergence of underserved and important demographic segments looking for attention in the world of loyalty marketing. The paper also establishes the new battlegrounds for loyalty programs in regards to rewards and redemption. Finally, the research reveals fresh strategies for marketers designing loyalty offerings. Practical implications – Personalization is key to driving participation in contemporary loyalty marketing programs. Companies must identify the individual and tailor rewards, offers and benefits ‐ constructing a “difference engine” to serve all markets, build advocacy, retention and return on investment. Originality/value – The paper further deconstructs the current loyalty marketing landscape and spotlights budding demographic segments previously overlooked or understudied. The text derives ten concrete suggestions from the data for building successful loyalty programs in today's changing market. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Marketing Emerald Publishing

SegmentTalk: the difference engine: a comparison of loyalty marketing perceptions among specific US consumer segments

Journal of Consumer Marketing , Volume 25 (2): 13 – Mar 21, 2008

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Publisher
Emerald Publishing
Copyright
Copyright © 2008 Emerald Group Publishing Limited. All rights reserved.
ISSN
0736-3761
DOI
10.1108/07363760810858855
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to use current loyalty market landscape data to examine differences in loyalty‐program participation among key consumer segments. Design/methodology/approach – Using data from the Loyalty Census research study conducted by COLLOQUY (JCM v24i5), this paper applies the information to six demographic segments of high interest to loyalty‐marketing practitioners – affluent, young adult, senior, core women, emerging Hispanic, and general adult – to determine rends related to participation, needs, redemption, and satisfaction. Findings – The paper identifies the emergence of underserved and important demographic segments looking for attention in the world of loyalty marketing. The paper also establishes the new battlegrounds for loyalty programs in regards to rewards and redemption. Finally, the research reveals fresh strategies for marketers designing loyalty offerings. Practical implications – Personalization is key to driving participation in contemporary loyalty marketing programs. Companies must identify the individual and tailor rewards, offers and benefits ‐ constructing a “difference engine” to serve all markets, build advocacy, retention and return on investment. Originality/value – The paper further deconstructs the current loyalty marketing landscape and spotlights budding demographic segments previously overlooked or understudied. The text derives ten concrete suggestions from the data for building successful loyalty programs in today's changing market.

Journal

Journal of Consumer MarketingEmerald Publishing

Published: Mar 21, 2008

Keywords: Customer loyalty; Customer service management; Loyalty schemes; Perception; United States of America

References