When it comes to consumer loyalty, the story is changing. Gen Zers, for example, though very active with brands on social media, show the least amount of social media loyalty of any consumer group. 56% have even deleted a social media account in the past year, compared with only 37% of the general population.
When evaluating loyalty programs, Gartner L2 asks two questions in its report on the topic:
1) What different types of relationships can brands have with customers?
2) How can brands build loyalty programs to cultivate these different loyalty relationships?
To see how your brand can level up, click through to our interactive field guide to looking at loyalty programs from a fundamental, transactional, emotional, experimental, and blended point of view.