John Viccars shares his insights on the changing loyalty landscape with LBB
John Viccars, tms’ International Marketing Strategy Lead, highlights in his recent article with Little Black Book (LBB) how the loyalty landscape is evolving. Consumers, especially Gen Z, are growing tired of traditional points and discounts models and are instead looking for more meaningful rewards.
Loyalty is no longer about a functional exchange of value – the most successful programs create emotional connections, offering experiences that inspire long-term fandom.
New research by tms highlights a disconnect between what many loyalty programs currently offer and what excites today’s consumers. To capture interest, brands need to be innovative by offering experiences in culture and entertainment – think priority concert tickets or sneak previews of new product drops. Loyalty programs which align with consumers’ lifestyles and values will drive stronger emotional connections, building fandoms and turning customers into long-term supporters.
Discover more insights from John Viccars in the full article on LBB.
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