YPulse data shows that Gen Z and Millennials consider themselves loyal-ish to most brands; they like reliability and innovation, but are willing to swap brands if there’s a better offer (especially for a lower price). But, one way a brand can win them over is by offering them rewards—specifically ones that lead to freebies. In fact, one quarter of young consumers say they would be more loyal to a brand who gives frequent purchasers special access and perks, meaning loyalty programs really can equal brand loyalty. However, not all rewards and loyalty programs are created equal, and recent events have shown that young consumers are not afraid to drop a program that doesn’t measure up to their expectations. Dunkin’ Donuts incurred disdain from their loyal customer base over changes to their app’s rewards: DD Perks’ update changed the point earning system per purchase, while adding a “boosted” earning for frequent spenders. However, dedicated users of the app quickly pointed out each purchase would earn them less points than before,...
- Article
