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Consumer loyalty barometer in 2020 From Merkle

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The following is the Consumer loyalty barometer in 2020 From Merkle recommended by recordtrend.com. And this article belongs to the classification: Consumer research, research report, network marketing.

Merkle released a new report, “loyalty barometer 2020.”. When reward programs need to share personal data, consumers’ feelings and behaviors have changed.

While consumers still find the point based reward scheme the most attractive, plans to get $10 for spending $100 have risen one place to second. What’s more, rising to third place is a new reward program for consumers every Monday. The attractiveness of programs that allow participants to earn points after shopping at more retailers has dropped from second place to fourth place. The most unattractive plan for consumers is to get a surprise reward after participating.

Game based reward scheme

Another area that may novel coronavirus pneumonia affects consumers’ functions that they want to see in loyalty programmes. Before that, what they were interested in were donations, donations and awards from consumers. Although consumers still want to see these features, a recent survey found that fewer people choose these features.

Instead, consumers seem to be more interested in Gamification features, such as tracking milestones (25%, up from 21%), challenges (24% vs 22%), badges (15% vs 11%) and leaderboards (12% vs 9%). These features “provide consumers with a sense of control in these uncontrollable times.”

Share personal information

Last year’s research showed that relatively few marketers use customer data in their loyalty programs. However, consumers’ willingness to share personal information in order to personalize the brand reward experience has declined. Overall, fewer consumers are willing to let brands use information such as personal history (52% vs 59%), current reward status (49% vs 56%), gender (49% vs 52%), or income (19% vs 21%).

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