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