Consumer behavior and its effect on a loyalty program’s success was a big topic of discussion at CSP/Winsight’s recent Loyalty Forum in Chicago.
While 69% of c-store customers are either already loyalty-program members or intend to become members, 31% are not members and are not interested in joining, according to Technomic’s Consumer Brand Metrics. This shows there is plenty of room for growth in c-store loyalty, but some customers will need convincing.
As retailers shape programs to reach these groups, they should keep in mind how different generations respond to different methods of communication. Gen X consumers, for example, generally prefer to communicate via email or text, while millennials are usually open to communicating through text or social media.
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