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1、2024 State of Loyalty ReportFEATURING DATA FROM MARIGOLDS2024 Global Consumer Trends Index203 The State of Loyalty04 Action Items for Cultivating Loyalty05 Personalize08 IncentivizeandReward11OptimizetheHumanExperience14 CommunicateBrandPurpose16 Re-Imagining Loyalty Programs20 Wrap UpTable of Conte

2、nts3The State of LoyaltyItseasytogetcaughtupinthedoomandgloomoftodayseconomicenvironment;tohyper-fixateontighteningbudgets,theFedsnextmoveorthelatestjobsreports.Butthroughthisnoise,thereexistsunquestionablypositivenewsforthebrandswhoareputtingeffortintotheirloyaltystrategies:the value of consumer lo

3、yalty continues to increase.Awhopping63%ofconsumersciteawillingnesstopaymoretoshopwiththebrandstheyreloyaltoarisefrom59%justayearago.Andevenbetter,thispositivemovementisobservedacrossagestrata,fromGenZthroughtoBabyBoomers.Itsclearthatconsumerbehaviorisevolving.Andwithit,marketingtacticsthatallowusto

4、providemorehumanexperiencesmorepersonalization,morerelevance,moretimeliness.Consumershavedevelopedatastefortheseexperiences,andtheyrerewardingthebrandswhocanprovidethemwiththeirloyalty.Itsduringtimeslikenowwherethisloyaltybecomesamajordifferentiator.Highlevelsofcustomerretention,moreconsistentrevenu

5、eandareducedburdentoacquirenewcustomersareamongthemanyfruitsaloyalcustomerbaseprovides.Put simply,loyalty is the rock savvy marketers can count on to protect their business.So how do you cultivate this loyalty?you may ask.Inthisreport,wellhelpyoufigureitout.Global OverallGen ZMillennialsGen XBoomers

6、66656359706564584943IM LOYAL TO SOME BRANDS,AND ILL PAY MORE TO SHOP WITH THEM202420234PersonalizeDelivercontextuallyrelevantmessagestoconsumersonanindividuallevel.Evenifyouhavelimitedcustomerknowledge,youcanleveragebasicdatapointsandcreatemessagetriggerstoimproveyourrelevance.Thiswillgiveyoutimetoe

7、xpandyourdataprofileswithricherzero-partydata.Incentivize and RewardPlaytotheeconomicdesiresofconsumers.Providediscountsorcouponsinexchangefordatasharing,andensureyourecognizeandrewardloyalcustomers.Optimize the Human ExperienceTreatyourcustomerslikehumans,notmachineswhoaremerelyreceivingdata.Workto

8、createmoreseamlessexperiencesbyunitingyourmarketingchannelsandeliminatingsilos.Communicate Brand PurposeWhatisyourmission?Yourpurpose?Isyourbranddoinggoodfortheworld?Theanswerstothesequestionsmatter,especiallytoyoungerconsumers.Action Items for Cultivating Loyalty5PersonalizeThefirst,andperhapsmosto

9、bvious,componentoffosteringloyaltyispersonalization.Itscoretorelationshipmarketing,andamustforanyintelligentmessagingstrategy.Andasadvancedastodaysmarketingtechnologyhasbecome,youdthinkitwouldbeprettyeasytodeliver.Yet,alackofpersonalizationremainsamarkedfrustrationformanyconsumers.More than half(51%

10、)have cited frustrations with receiving irrelevant content and offers from brands in just the last six months.saytheirfavoritebrandtreats them like an individual.of consumersDID YOU KNOW?6If loyalty is what youre after,its critical to become an active listener for your customers.Listeningisjustasimp

11、ortantasspeaking:giveyourcustomersopportunitiesacrosstouchpointstovoicetheirpreferences,motivationsandinterests.Itisultimatelythesezero-partydatapointsthatwillenableyoutodelivertherelevancetodaysconsumersdemand.ZERO-PARTY DATA ACQUISITION OPPORTUNITIES:Polls Preferencecenters&forms Interviews Survey

12、s Questionnaires Sweepstakes&giveawaysItsimportanttonotletthelonggameofbuildingrobustcustomerdataprofileskeepyoufrompracticingpersonalizationright now,though.Personalizationdoesnthavetobecomplicated,andevensimpledatapointslikebirthdays,purchasehistoryandabandonedonlineshoppingcartspresentripemessagi

13、ngopportunitiesthatresonatewithamajorityofconsumers.7Alerts about abandoned online shopping carts68%Product recommendations based on previous purchases80%Personalized birthday offers84%Brand interactions consumers find to be“cool”Inasimilarvein,triggeredmessagingisalsoatacticworthutilizing,evenifyou

14、rcustomerdataislimited.Yourelikelyalreadyusingtriggeredmessagingtosomeextent.Butifnot,heresthegist.Consumersinteractwithyourbrandinallsortsofways.Theyaddproductstotheircart,theysubscribetonewsletters,theysignupforin-stockalerts,theyattendevents,andthelistgoeson.Whenyousettriggersthatautomaticallydep

15、loymessagesforspecificscenarios,youenableyourbrandtodeliverrelevantmessagesatpreciselytherighttime,withtheaddedbenefitofreducedmanualworkloads.TRIGGERED MESSAGING OPPORTUNITIES:Welcomeseriesemails Back-in-stockalerts Transactionalupdates(orderprocessed,shipped,delivered)Time-basedreminders(upcominga

16、ppointments,reservations,events)Re-engagementemails(basedoninactivity,lowengagement,lapsedsubscriptions)Milestonecelebrations(newloyaltytierreached,Xnumberofdays/yearsasacustomer,birthdays)8Incentivize&RewardTheresnogettingaroundthefactthateconomicvalueistiedtobrandloyalty.Asconsumersgrapplewithrisi

17、ngpricesandeconomicuncertainty,thebrandswhocanbestdeliverrelevantincentivesandmakecustomersfeelappreciatedfortheirbusinessstandtogain.arepessimisticabouttherising cost of living.56%of consumers45%GenZ53%Millennials61%GenX65%Boomersarepessimisticabouttheeconomic outlook.50%of consumers41%GenZ47%Mille

18、nnials54%GenX58%Boomersciteoffersandpromotionsasimportant or critically important to maintaining brand loyalty.74%of consumers69%GenZ76%Millennials75%GenX71%Boomerssaytheyarelikelytoengagewith brand messages containing discounts or coupon codes.84%of consumers77%GenZ86%Millennials86%GenX84%Boomers9A

19、n Opportunity for Data CaptureAtfirstglance,itwouldbereasonabletoassumethebenefitoffinancialincentivesendsatincreasedsales.But,incentivescanbeagreatwaytocollectzero-partydata,too.Ifyourpersonalizationeffortsneedaboost,offerthingslikediscountsorcouponsin exchangeforconsumerparticipationinsurveys,poll

20、sorquestionnaires.Itstheseopportunitiesfordatacapturethatwillallowyoutobetterlaserinoncustomerinterestsandprogressivelyrefineyourpersonalizedmessaging.Show Them You Love ThemAscustomersdemonstratetheiraffinityforyourbrandthroughbehaviorslikerepeatpurchasingandhighlevelsofengagement,youshouldensureyo

21、uredoingyourparttorecognizethem.citediscountsorcouponsasavaluable exchange for their personal data.91%of consumers85%GenZ91%Millennials93%GenX92%Boomerssaytheirfavoritebrand rewards them for their loyalty.88%of consumers87%GenZ89%Millennials89%GenX84%Boomers10Exclusive first looks at new products/se

22、rvicesPersonally curated contentAccess to invite-only eventsSurprise rewards,like discounts or free products included at checkoutUpgraded services,like priority customer supportComplimentary samplesGifts for milestonesCharitable donations on the customers behalfSometimes you need something extra spe

23、cial for your most loyal customers.Consider the following:11Optimize the Human ExperienceConsumersdontseetheworldascorporatechannelsormarketingdepartments.Tothem,itsalloneexperience.Andfortheloyalty-savvymarketer,itsnotjustanyexperienceitsahumanexperience.Inpractice,optimizingthehumanexperienceisabo

24、utdeliveringtherightmessageattherighttimethroughtherighttouchpoint.Itsaboutmakingyourcustomersfeelagenuinesenseofconnection.Itsaboutmakingthemthink,this brand actually gets me.Deliveringtruehumanexperiencesnecessitatesanevolutionfromthegenericbuyerjourneysofyearspasttoreal-time,dynamicjourneysthatar

25、emadepossiblewithtodaysadvancedmarketingsolutionproviders,likeMarigold.Inpractice,theprocessinvolvesbringingunificationtoyourmarketingchannelsspanningemail,SMS,mobileapps,andbeyondtotranscendthesilosthathavehistoricallyledtodisjointedandclunkyexperiences.saytheirfavoritebrandprovides a consistent ex

26、perience across channels.92%of consumers88%GenZ94%Millennials94%GenX91%Boomers12Customer Service:DONT NEGLECT ITWecanallthinkbacktoless-than-excellentexperienceswevehadwithcustomersupportteams.Frombeingghostedentirelytobeingprovidedwithunclearcontactinstructions,dealingwithuncertaintyfromabrandwevec

27、hosentodobusinesswithcanbefrustrating.Customerserviceandsupportarefactorsthatforsizablenumbersofconsumerscloselyrivalpricesandincentivesintermsofimportance.Foratrulyhumanexperience,thisserviceandsupportisamust.citecustomerserviceandsupportasimportant or critically important to maintaining brand loya

28、lty.of consumers66%GenZ75%Millennials76%GenX79%Boomersciteexcellentcustomerserviceasafactormore important than pricewhenitcomestomakingapurchasedecision.of consumers35%GenZ44%Millennials47%GenX53%Boomers13What you can do:Leverage your marketing technology.Setuptriggeredmessagesviaownedchannelslikeem

29、ailandSMStoacknowledgecustomerinquiriesinreal-time.Includerelevantinformationthatmitigatesuncertainties,suchasaverageresponsetimesandlinkstoinquirystatuspages.Optimize your copywriting.Yourecommunicatingwithhumanswhomaybeexperiencingfeelingsoffrustrationorurgency.Bethoughtfulwithyourcopywritingandas

30、surecustomersofyourbrandscommitmenttoswiftaction.Offer complimentary benefits.Peoplelikefree.Thesebenefitsdonthavetobemonetary,though.Freecontentrelatedtoyourniche,likeeBooks,guidesortutorialsisworthconsidering.14Communicate Brand PurposeNearlysixintenMillennialscitebrandpurposeasimportanttomaintain

31、ingtheirbrandloyalty.GenZandGenXarentfarbehind.Yourbrandmayalreadyhaveanactivevoiceinyourcommunity,partnershipswithcharitableorganizationsorclearlydefinedESGinitiatives.Effectivelycommunicatingyourroleintheseactivitiescanhelpseparateyourbrandfromcompetitorsandultimatelyengenderstrongerloyalty.citebr

32、andpurposeas important or critically important to maintaining brand loyalty.55%of consumers57%GenZ59%Millennials55%GenX44%Boomersciteabrandsethicalvaluesasafactormore important than pricewhenitcomestomakingapurchasedecision.27%of consumers29%GenZ30%Millennials26%GenX24%Boomers1515Werenotheretotellyo

33、uwhichspecificinitiativesyoushouldsupport,justthatconsumersdocareaboutbrandpurpose,andthatyourbrandneedsaneffectivemarketingstrategytobringvisibilitytothispurpose.Consider the following industry examples.A clothing company makes environmental sustainability a core brand value.Itgetscreativewithmarke

34、tingcampaignslike“OrganicOctober”featuringclothinglinesmadewithorganiccotton,and“SustainableSeptember”wherethecompanyoffersdiscountsonitsrestitchingandrefurbishingservicestopromotereuse.A restaurant chain emphasizes the importance of a sense of community.Individuallocationssourcelocaltalent,includin

35、gmusiciansandcomedians,forentertainment.Localcharitiesaregivenaspotlighttoo,withthefirstFridayofeverymonthdubbed“FundraiserFridays”wherepatronscanbuyticketstoparticipateinraffles,gamesandtrivia.A resort chain makes localization part of its identity.Itpartnerswithlocalartisansandculturalorganizations

36、,allowingthemtoeducateguestsoneachareasuniquehistory.Italsopayshomagetothegeographiesandecosystemsofeachlocationwithenvironmentalprotectionefforts,enablinggueststoimmersethemselvesinseaturtleconservationprojectsatcoastallocationsandrevegetationinitiativesataridlocations.16Re-Imagining Loyalty Progra

37、msDoyoualreadyhaveadedicatedloyaltyprogram?Ifso,haveyouthoroughlyevaluateditwithinthelast12months?Asconsumerbehaviorshifts,andloyaltyprogramparticipationrises,deliveringwhatconsumerswantfromtheseprogramsiscriticaltomaximizingtheireffectiveness.Consumer likelihood to engage with loyalty programs this

38、 year compared to lastMORE LIKELY39%LESS LIKELY8%NO CHANGE52%Exclusive access to products/events/services32%Ability to take part in contests,sweepstakes,or challenges25%Product/service recommendations based on loyalty program usage24%Communications via preferred channels21%Ability to connect with ot

39、hers who like the brand14%Community recognition12%Exclusive product or service discounts54%Points/Reward Systems55%What Consumers Want from Loyalty Programs17MessagingMessaging,messaging,messaging.Itsaprecursortoeveryothersuccessfulmarketingeffort.Nomatterhowspectacularyourloyaltyprogramitselfis,you

40、needanironcladmethodofmessagingtoactuallymaintaincustomerengagementwiththeprogram.Yourmessagingtechshouldprovideacentralizedplatformthatseamlesslyintegratesacrossemail,SMSandmobileapps.Ifyoureusingmorethanonemessagingsolution,considerconsolidatingtoasinglevendorwhocanhandlebothcross-channelmessaging

41、andyourloyaltyprogram.Thiscontinuitymayseemlikeagiven,butfracturedmarketingsolutionswithinadequatecentralizationcanresultinradicallydifferentexperiencesforyourcustomersandunnecessarilycompleximplementationsforyourteam.Theimportanceofappealingtothebroadconsumerdesireforcost-savingsresurfaceshere.Amaj

42、orchallenge,ofcourse,isalsoofferingapersonaltouchthatdifferentiatesyourprogramfromthecountlessotherswhoseappealsstartandendwithpoints-for-purchases.Forinsightintoloyaltystrategies,technologyandmanagementsystemsthatwillelevateyourprogramabovecompetitors,checkoutourfreeguide,Re-Imagining Loyalty.Heres

43、 a primeronsometechnicalandservicerequirementsyoushouldreviewtoensureyouregettingthemostfromyourloyaltyprogram:18Reporting&Customer InsightsQuantifyingyourloyaltyprogramssuccessandkeepingafingeronthepulseofyouraudiencebothbecomesignificantlyeasierwhenyourmarketingsolutioncanintelligentlysynthesizere

44、portingmetricsandcustomerinsights.Buthandlingthisdata,asyoumayknow,isntalwaysassimpleasitseems.Thedifferencemakerismarketingtechwithrobustintegrationcapabilities.Ratherthanhavingyourdataonislandsoneforloyalty,oneformessaging,forexampleleverageamarketingsolution,likeMarigold,capableofbringingittogeth

45、er.Whenyoucancohesivelyanalyzeyourcustomerinsights,thefunworkcanbegin:craftingcompellingexperiencesthatwillinspireactionfromyouraudience.19Account ManagementEffectiveaccountmanagementhelpstietogetherthevariouscriticalelementsthatcreateaholisticviewofeachcustomer.Intherealmofaccountmanagement,thisdat

46、aispivotaltocreatingasinglememberviewahomebase,ifyouwill,providinga360-degreeviewofeachcustomer,coveringtheirinteractions,engagement,preferencesandpurchasehistory.First,ensureeachcustomerhasauniquememberIDtheseIDswillserveasindividualizedmarkers,allowingforprecisetrackingofeachmembersactivityandenga

47、gement.Yourmarketingtechshouldalsoenableyoutomastertheprocessofprogressiveprofiling,continuouslyupdatingaccountswiththelatestdata,allowingyoutotranslatetheknowledgeofyourcustomersintonewmessagingopportunities.Program ManagementTheresalottobalanceinanadvancedloyaltyprogram,fromthetechnicaldemandsofcr

48、eatingdynamicloyaltytiersandearningsystems,tothestrategicchallengesofcuratingcompellingloyaltysequencesthattrulyresonatewithcustomers.Thekeyisanintelligentsystemofprogrammanagementthatcandynamicallysegmentcustomersintoloyaltytiers,rewardnon-transactional(butstillvaluable)customerinteractions(likesur

49、veyparticipation),andofferrobustrewardmanagementfunctionalitiestokeepcustomersactivelyengaged.2020Wrap UpThewinningpathtoloyaltyfor2024?Be more human.Marigoldsrole?Ensureyouhavethevehicletodeliver human experiences at scale.Fromcross-channelmessagingtodynamiccontenttodataacquisitiontoloyaltyprograms

50、,wehavethetechnology,servicesandcapabilitiestohelpyoubuildrelationshipsateverystageofthecustomerjourney,allunderoneroof.Lets talk!Note:ThedatasupplementingthisreportcomesfromMarigolds2024 Global Consumer Trends Indexourannualresearchprojectthatdivesintothespecificfactorsinfluencingconsumerbehavior.Y

51、oucancheckoutourGlobalversionhere.IfyourefocusedsolelyonUnitedStatesconsumerdata,youcanfindthathere.21Where relationships take root.Marigolds approach to Relationship Marketing stands alone in a world of one-size-fits-all marketing technology companies.Our solutions are designed for your specific si

52、ze,industry,and maturity,giving you the technology and expertise you need to grow the relationships that grow your business,from customer acquisition to engagement to loyalty.And,with a team of strategists that provide insights into whats working,whats not,and whats changing in your industry,youre able to maximize ROI every step of the way.Great marketing isnt just about conversion,but true connection.Learn why 40,000 businesses around the world trust Marigold to be the firm foundation they need to help relationships take root.Find out more at MeetM