The Latest on Loyalty Programs and How to Use that Data to Develop Content

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​Do Loyalty Programs really impact people's buying behavior?  According to this study, they do.  And we can use the data collected around them to improve our PR and content strategies.

CrowdTwist, a loyalty and engagement firm, conducted a survey* of 1,027 men and women aged 18-71 in Sept. 2016, and here are some interesting behavioral attributes from their report, Battle For the Sexes: The 2016 CrowdTwist Gender Loyalty Report. 

  • Women are more loyal to brands, meaning they’re more likely to make purchase decisions based on brand, regardless of price, quality, or convenience. 21% more loyal compared to men, actually.
  • Loyalty Programs have a big impact! About 77% of women and 74% of men take them into consideration when shopping. The younger the person, the more likely they are to make shopping decisions based on loyalty programs (81% for millennials; 57% for baby boomers).

Millennials are the most likely to make shopping decisions based on Loyalty Programs.

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  • When it comes to Loyalty Programs, men tend to favor exclusive access to deals (early access to a product or sale, special invitations, etc.), while women valued exclusive access to discounts, coupons, and special pricing.
  • Women are more likely to be brand evangelists. They’re more likely to share posts on social media, and send their friends to referral programs.

What does that mean for PR and Content?

What does this mean from a PR and brand development standpoint? Depending on your goals and objectives, you can decide whether to create content that would appeal to men or women. For example, are you looking to spread brand awareness through social media? You might want to create content that would appeal to women. Is your brand targeted at Millennials? Best to create a robust Loyalty Program, and heavily promote it. Is your audience mostly men? Let them be the first to try out your service or product or get a behind-the-scenes sneak-peek of your new product.

What do you think? Does your brand have a loyalty program?  Are you thinking of starting one?

*You can get a full copy of the report  here: http://crowdtwist.com/report-battle-for-the-sexes-form/

About the Author Melanie Downey

I'm Melanie Downey, small business brand innovator and public relations expert. I like to teach and write about what I've learned in 20 years working in brand development, PR, and marketing. And when I'm not doing that, I cook, drive my kids around, hang out with my hairless dog, Penny, and practice playing my ukulele.

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