Category
Lifestyle
Assisted Choices
Trend cluster
Category
Customized
Loyalty
Loyalty programs evolve to account for individual preferences.
4.3
Trend score
Trend
What is the Customized Loyalty trend?
Customized Loyalty: Recognizing that the Millennial consumer prefers customization wherever possible, many brands are implementing highly personalized loyalty programs. By designing these programs to mimic social networks, or leveraging purchasing data to make targeted suggestions, these brands are tapping into a powerful generational preference to establish long-term relationships.
Trend themes
Themes within the Customized Loyalty trend
Three behaviours holding the trend together01
Personalized Loyalty Programs
Many brands are implementing highly personalized loyalty programs to tap into a powerful generational preference to establish long-term relationships.
02
Data-Driven Loyalty Apps
More loyalty apps are designed to gather and leverage consumer purchasing data to make targeted suggestions in exchange for rewards like free data or personalized offers.
03
Localized Rewards Programs
Both financial and retail-related apps are offering loyalty programs that provide rewards and deals targeted at small businesses and local stores and restaurants.
Industry implications
What the Customized Loyalty trend means for industry
Where the trend changes the playbookFor
Hospitality
Hotels and hospitality businesses can offer personalized loyalty programs to celebrate their most loyal guests and improve their overall experience.
For
Retail
Retail businesses can implement data-driven loyalty programs to sell exclusivity and personalize their rewards to fit the desires of their target demographic.
For
Financial
Financial institutions can create apps that offer data-driven loyalty programs in exchange for completing surveys or shopping offers to interact with and build the trust and appreciation of their consumers.
Workshop question
If you were to create a loyalty program that allowed for personalization, what would you let your consumers personalize?
Trend signals
Trend signals for Customized Loyalty
Trend score 4.3 out of 10, from popularity 70%, activity 50%, freshness 8%.
Popularity70%
Activity50%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Evidence
Examples of the Customized Loyalty trend
8 featured examples from Aug 27, 2014 to Feb 2, 2017CategoryMarketing
Data-Driven Retail Rewards
The Neiman Marcus InCircle Membership is Driven by Consumer Behavior
Incorporate data-driven loyalty programs to enhance customer satisfaction and increase sales.
CategoryMarketing
Personalized Hotel Loyalty Programs
IBEROSTAR's Superfan Program Rewards Extremely Loyal Guests
Opportunity for hotels to innovatively enhance customer loyalty through personalized programs and VIP treatment.
CategoryBusiness
Customized Loyalty Apps
Friska and EPOSability Provide Personalized Offers to Their Customers
Implementing customized loyalty apps in the food and beverage industry to provide personalized offers and enhance customer engagement.
CategoryTech
Localized Loyalty Apps
The Deal Local App Helps Local Businesses Build Loyalty Among Customers
Banking institutions that leverage their expertise in payment processing technologies for building localized loyalty programs for small businesses.
CategoryTech
Customizable Restaurant Apps
The Pei Wei App Offers Meal Customization and Mobile Ordering
Restaurants can capitalize on the disruptive innovation opportunity of developing their own mobile ordering apps to enhance customer satisfaction and streamline operations.
CategoryTech
Data-Rewarding Apps
The 'Data Perks' App Gives Consumers Data In Exchange for Doing Surveys
Companies like AT&T and other telecom providers are at the forefront of the data-for-surveys trend, providing consumers with innovative ways to access data while gathering valuabl…
CategoryMarketing
Foodie-Focused Social Networks
Loblaws' President's Choice Discoveries Platform Stuns Food Fans
Using food-focused social networks to enhance customer loyalty and drive sales in the grocery industry.
CategoryLifestyle
In-Store Birthday Rewards
Members of GODIVA's Loyalty Program Enjoy Free Treats on Their Birthday
Retailers can create loyalty programs with exclusive in-store rewards to keep customers coming back.
