a swim between Loyalty, GenZ and Threads

[mouakter14]

Welcome to a new monthly appointment of our MMR with a decidedly summery flavour.

Precisely because the weather is reminding us very effectively that it is summer, we have chosen some rather fresh topics with which to make your day more pleasant.

In today's article on the main trends in the world of marketing, we will talk about loyalty and the importance of personalizing each loyalty program, the purchasing habits of GEN Z with a particular focus on the importance of sustainability for the new generations also in terms of marketing, and then we will delve into the discovery of Threads which turns one this month. Best wishes!

The Heart of Loyalty: The Kobie Report Takes Us to the Hearts of Consumers
Kobie’s team, which specializes in the intersection of human psychology and consumer perception, conducted a study involving over 4,000 consumers in the United States and Canada , asking them questions about what they look for in a loyalty program.
The data that emerged is decidedly interesting.

Why do people become “disengaged,” that is, stop being interested in a loyalty program and consequently in a brand?
In the short term , people tend to abandon a loyalty program mainly because the promised rewards arrive too late in the loyalty program. But above all, they do not want to live experiences of little value. They want to feel important, special and at the center of the brand's attention. That's why a loyalty program should always be personalized .

To give you an example, Kobie's report showed that the most effective loyalty programs are those structured on consumer demographic and behavioral data: sending an email on a birthday, using purchasing habits to propose products targeted to the individual, are like little extra touches that can make the person feel special and more student data involved in the program.

What is the most powerful touchpoint to increase loyalty?
Participants also had to answer a question about the tool with which they are involved in the loyalty program, that is, the touchpoints that the company decides to use to reach consumers and keep them engaged. In this regard, a sort of ranking of the most effective channels emerged :

Email
Direct mail
App
Social
As you can see, the newsletter still has a certain charm and manages to attract much more than social content.

How can you best customize a loyalty program?
Kobie also responded to this in the report, highlighting a problem that we are all actually more aware of than ever before: the collection of zero party data .

As we saw in the last MMR , the cookieless era is bringing with it the search for alternative solutions to collect data autonomously, without relying on third parties.