The typical American household is enrolled in 29 loyalty programs but only participate in 12 of them. In today’s marketing landscape, customer loyalty should not be viewed as just a marketing program. Loyalty is something you receive from consumers by delivering on your brand values and offering a superior customer experience. Marketers looking to advance their loyalty program need to determine what their consumer values, what encourages them to participate and what entices them to remain active in a loyalty program.
There’s been a lot of recent press about quick service restaurants (QSRs) and the advancements in technology that are attributed to well performing loyalty programs. As we learned through an online study of 400 millennials conducted by Epsilon, QSR customers crave convenience. The ability to pre-order is the primary driver of increased visits in addition to the speed in which the food is prepared and available. Mobile ordering continues to gain traction along with the desire to be rewarded for patronage and loyalty.