Is loyalty to a brand the same for all generations ? Collinson, Global Loyalty Expert and Customer Commitment, reveals a study highlighting generational differences in fidelity programs, via the development of a commitment index. Result : consumer expectations vary deeply depending on their age, forcing brands to review their approach to remain relevant.
In order to assess the effectiveness of loyalty programs with the various generations, Collinson studied an indicator : The average commitment score, established on a scale of 1 to 5. This score reflects the level of connection of consumers with loyalty devices according to their generation. Generation X is the most faithful (average score : 3,81/5). This generation displays the highest engagement rate. Invested in traditional programs, It favors regularity and recognition via tangible advantages. Millennials (average score : 3,54/5) are looking for premium advantages. Attracted by exclusive experiences and premium profits, They await loyalty programs a real added value and tailor-made. Boomers (average score : 3,49/5) are attached to monetary awards. This generation remains very receptive to promotional offers and immediate reductions, With a strong expectation of simplicity and accessibility. Z generation (average score : 3,34/5) is the most volatile. Much less committed than other generations, It turns away from classic models and favors interactive experiences, strong values and flexibility of rewards.
Tailor -made loyalty
Collinson has also evaluated the level of investment of companies on each generation with an average investment score (also noted out of 5), reflecting the strategic importance given to each age group in loyalty. Generation X obtains the highest investment score (3,74/5), in front of the millennials (3,67/5) and generation Z (3,54/5). With the most stable and predictable behaviors, Investments towards generation X are safer and profitable. Millennials are perceived as a strategic target, especially with the boom in paid loyalty programs : 51 % of companies in the financial and banking sector have already adopted or envisaged this model, In order to meet a demand for premium and exclusive advantages. Generation Z is the subject of a bet on the future for brands : Although less committed, It arouses a growing investment, especially in the sectors where loyalty is a challenge. Via more flexible and eco -responsible programs for example : 44 % of companies integrate or plan to integrate ESG elements into their loyalty programs. Finally, Boomers remain a key target for certain sectors, in particular retail and travel, and are the subject of a measured investment effort (3,55/5), but stable, focused on simple and immediate transactional awards, favoring direct monetary advantages, clear and understandable.
A long -term relationship
Frédéric Dumoulin, Commercial Director of Collinson France : "Loyalty is no longer a simple affair of awards. It must be thought of as a long -term relationship, integrating values, emotion and fluid experience at each point of contact. Companies that will anticipate these developments will be those that will keep a sustainable competitive advantage. »»
