SegmentTalk: the difference engine: a comparison of loyalty marketing perceptions among specific US consumer segments

摘要: Purpose – The purpose of this paper is to use current loyalty market landscape data examine differences in loyalty‐program participation among key consumer segments.Design/methodology/approach Using from the Loyalty Census research study conducted by COLLOQUY (JCM v24i5), applies information six demographic segments high interest loyalty‐marketing practitioners affluent, young adult, senior, core women, emerging Hispanic, and general adult determine rends related participation, needs, redemption, satisfaction.Findings identifies emergence underserved important looking for attention world marketing. also establishes new battlegrounds programs regards rewards redemption. Finally, reveals fresh strategies marketers designing offerings.Practical implications Personalization driving contemporary marketing ...