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Marketers 'failing to connect with customers through loyalty schemes'
- Jan 27 2010, 11:05 AM
Marketers are failing to connect with their customers through loyalty card and points schemes, it has been found.
A US study published by the Chief Marketing Officer Council (CMO) revealed that many companies are missing out on potentially valuable opportunities.
In a survey carried out by the organisation, 61% of respondents said loyalty card holders are their most profitable customers.
Furthermore, 65% people stated that reward schemes are an essential part of the marketing mix.
However, just 13% of those polled said they have been effective in leveraging brand preference among loyalty card holders.
Donovan Neale-May, Executive Director of the CMO, commented: "Relevant profiling data continues to be a limiting factor in customer engagement. Without a deeper customer insight, marketers will be limited in their ability to do meaningful predictive modelling."
In related news, the latest Alterian Annual Survey found that approximately 66 per cent of businesses expect to invest in social media marketing.
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