Merkle Launches 2024 Loyalty Barometer Report
Around 56% of the consumers stated that great products were most important to them, Merkle’s Loyalty Barometer Report revealed.
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Merkle, dentsu’s technology-enabled, data-driven customer experience management (CXM) company, announced the launch of its 2024 Loyalty Barometer Report. Now in its sixth edition, the research report reveals how consumer mindsets are shifting and where brands may need to pivot to stay ahead of the curve and remain relevant.
Chris Wayman, EVP, promotion, loyalty, and messaging, at Merkle, said, “With consumers having more control and buying options than ever before, winning in today’s experience economy requires marketers to reach customers with the right offer at the right time, at the right place, and via the right channel. Our Loyalty Barometer Report outlines how consumer demand for loyalty programs – and the elevated experiences they deliver – remains high. Brands can further enhance loyalty strategies through emerging technologies, such as AI, to evolve with their customers’ rapidly changing expectations and remain relevant in these critical moments in time.”
The Loyalty Barometer Report surveyed 1,500 US consumers, and many of the questions were consistent with previous years’ studies, providing a year-over-year perspective showcased in several of the report’s illustrative charts. Participants were asked about a variety of topics related to building brand loyalty and what drives them to do business with certain brands, from participation in loyalty programs to data privacy and personalisation.
When asked about the top factors that make them feel loyal to their favourite brand, 56% of the consumers stated that great products were most important to them. However, customer service, loyalty programs, and experience continue to have the highest impact on whether they continue doing business with a brand – all at a higher rate than in the previous report.
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