When It Comes to Loyalty, Agree to Disagree

Brands and their consumers may not see eye to eye, says a new report.

October 17, 2014

CINCINNATI – Nearly three-quarters of consumers (73%) believe that loyalty programs should be a way for brands to show consumers how loyal they are to them as a customer, while two-thirds (66%) of marketers still see it the other way around, according to a report from customer engagement platform provider Kitewheel, as reported by Colloquy.

The report, “The State of the Customer Journey 2014,” is based on an online, quantitative market research study of 382 U.S.-based consumers who identify themselves as educated and savvy with social media and mobile devices, as well as 209 senior-level marketing executives.

Notable findings from the report include:

  • 91% of consumers feel real-time offers could influence purchasing decisions.
  • 76% of consumers use mobile devices to compare prices and read reviews.
  • 68% of consumers expect brands to respond to tweets directed at a brand.
  • 50% of marketing executives aren’t managing apps or text messages as consumer touchpoints.
  • 66% of marketing executives believe loyalty programs are for consumers to show loyalty to brands.

“Brands face tremendous challenges — and opportunities — to adapt their strategies to better meet the demands of today’s connected consumer, while truly differentiating themselves,” Mark Smith, president of Kitewheel, said in a press release. “Yet transformation across one category or touchpoint will not suffice in the long run — individual customer journeys that span all touchpoints, channels and strategies must lie at the heart of this evolution.”

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